More and more older Europeans are turning to broadband internet in their leisure time, greatly boosting the potential for online Marketing.
According to the Silver Surfers Report from the European Interactive Advertising Association (EIAA), 68 per cent of all internet users aged 55 or above now use broadband as their main point of internet connection.
Older people now spend an average of 8.8 hours per week online, which is 18 per cent more than they did in 2004. As well as this, 78 per cent of the time they spend online is for personal reasons - such as shopping.
'Silver surfers' are also making more use of social networking sites, which are no longer the sole preserve of the young.
"It is interesting to see the effect that increased broadband penetration is having on how silver surfers are communicating and spending their leisure time," said Alison Fennah of the EIAA.
"There is huge growth in usage of online tools made popular by Web 2.0 and we expect this exponential growth to continue as the internet plays an even bigger part in the daily lives of this slightly older demographic."
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