Studying the silver surfers

Businesses could be missing out on a large and growing market opportunity because they don’t understand how the over-60s use the internet. Foviance recently completed research with Sheena Dosaj of City of London University, and we found that although there are differences in how older and younger people use the internet, nearly all older people studied considered themselves to be moderate or regular users of the internet (95% of over-60s). Our study was based on quantitative surveys (50 responses) and 20 one-to-one interviews, 10 interviewees being from the under-60s group and 10 from the over-60s.

Three quarters of the over-60s considered themselves to be intermediate or advanced users, which is surprising given that only 45% of over-60s had been using the internet for more than five years (compared to 75% in the younger age group). While under-60s tended to go online during the afternoon, the over-60s typically surfed in the evening, some even after midnight. Under-60s tended to use laptops and access the internet from wherever they were, but 70% of the over-60s had a separate room (such as a study) set up with a desktop PC for their web surfing.

As might be expected, the two age groups used the internet for different activities. The over-60s rarely used the internet for games, downloading music or video, which was perhaps to be expected. But they scored equally badly with online banking. Less than 35% said they banked online often or very often. Security topped the list of their biggest concerns.

Vision and memory proved challenging for the over-60s. They often failed to notice on-screen gadgets, which resulted in them activating site features they were not expecting to. 90% of the over-60s wore glasses when online and sometimes had to move closer to the screen to read it. Nobody we studied used, nor was even aware of, browser features to increase the font size.

When participants tried to remember a web address and type it into the URL bar, they often struggled to do so. Many wrote down the names of websites they visited (despite bookmarking favourites) and also kept newspaper or magazine clippings with web addresses on them. One study participant had a pile stapled together which they frequently referred to.

Our study showed that over-60s are an enthusiastic and active internet user group but website providers must do more to cater for their needs. Education is fundamental as are demonstrable improvements in security. Better help delivered in an unobtrusive, legible and contextual manner may help users get more out of the internet and improve their overall experience.