The Power of the Silver Surfer

The online marketing and digital media world is a constant conveyor belt of trends, conventions and ideas, and one of the most talked-about trends right now is the growth and increasing online spending of the 'Silver Surfer' demographic.

Rather than industry types being preoccupied with the sequel to the 'Fantastic Four' film, they are in fact blogging, tweeting and writing about the growing group of internet users over 55 years old, which comprises over 12 million regular internet users in the UK (according to the Nielsen Company).

So, who are these Silver Surfers and how do they engage with the internet? They are a generation who are rejecting the stereotypes associated with their age group and use the internet to shop, find useful information and keep in touch. In fact, Tamar reports that 20% of those aged between 55 and 64 use sites such as Facebook and Twitter.

Despite the fact that the number of over 60s will overtake the number of under 25s by 2025, many choose to ignore Silver Surfers and assume that their online habits are the same as everyone else's. However, this simply isn't the case according to a white paper published by Tamar. Unlike other age groups who frequently use sponsored search engine links, 73% of over 55s prefer following natural search results and only 4% would choose paid-for links.

It's important to look to the future of online usage as soon as possible, as 48% of 35-54 year olds regularly use social networks and will of course become part of the Silver Surfer demographic in years to come.

Here at CWT, we've already recognised the power of the Silver Surfers, particularly when it comes to our work for our cruise clients and products. At the recent ABTA Cruise Forum in Malta, our Managing Director Dan Caplin gave a presentation on the future of cruising, and urged cruise lines to engage with internet-savvy baby boomers.

The online world is changing and new users are getting involved all the time. Are you taking full advantage of these new users and opportunities for growth? If not, should you be?