More than 11.5 million of Europe's over-55s now access the internet, according to new figures from Nielsen/NetRatings.

The study shows that Sweden has the highest web penetration for this age group, with 19.4% of its over-55s online. Britain is second with 17.3%.

Financial sites and online map services prove particularly popular with this demographic. However, online marketers are largely failing to take advantage.

"Site owners have an opportunity to promote their products and services to this growing audience, many of whom are already organising their finances and booking holidays online," said Nielsen marketing analyst Tom Ewing. "However, they do need to research their audience in order to tailor their sites, products and services more carefully."

Data sourced from: BrandRepublic (UK); additional content by WARC staff