Older consumers go online in Germany

19 July 2010

BERLIN: An increasing number of older consumers now regularly use the internet in Germany, offering major opportunities for marketers.

According to a study by TNS, the research firm, 72% of the country's population as a whole frequently access the web, rising to 95.8% among 14–29 year olds and 87.1% for 30–49 year olds.

However, the 50-plus demographic has recorded the most rapid expansion in uptake, with totals climbing by 4.7% in the last year to 49.6%.

Within this, 71.8% of individuals aged between 50 and 59 years old surf the net, a figure that stands at 54% for people in their sixties, with this latter cohort having registered growth of 5.5%.

Penetration reached just 23.3% for those in their seventies, although this was an improvement of 4.4% on 2009.

One noticeable trend is that more men than women log on to the web across all age groups.

This gap was in single digits for 14–49 year olds, but rose to 22% for the over-60s and over-70s.

Data sourced from TNS; additional content by Warc staff