Silver Searchers

Our latest research on search engine usage by Irish internet users points to a new demographic divide. It seems that older users are more likely to use search engines (and sponsored links on search results pages) than younger users. Read more here.

Other research on older users - the silver surfers as they are sometimes known - shows that older consumers take longer to process content on a web page than younger users. In fact, for every year of age increase between 25 and 60 the average user spends 0.8% longer processing a web page. So a 40 year old takes 8% longer than a 30 year old. And a 50 year old 8% longer than a 40 year old.

Perhaps one more reason why 'silver searchers' will become a more important target group for search marketers.