Seniors on the Internet

Contrary to popular belief, many of the 17 million Americans over the age of 62 are online and doing much more than e-mailing pictures of their grandchildren. And (pay attention, marketers!) they do respond to Internet advertising. According to a study by Focalyst and Dynamic Logic, they are most responsive to ads for pharmaceuticals and insurance, as well as travel and entertainment.

As for their habits online, here’s the breakdown:

• 43 percent get news and weather.
• 41 percent make travel plans and reservations.
• 23 percent pay bills.
• 21 percent play games.

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