Published: 12 November 2007 Everyone knows about the growth of silver surfers, so in the run up to Christmas we decided to see what impact they were having on online retail.The chart below illustrates the segmentation of visitors to our Shopping and Classifieds category by age group for the 4 weeks ending November 3rd this year and the same period last year. As you can see, there has been a significant increase in the proportion of visitors aged 55+ to the category. They are now the second largest group of visitors, accounting for 22.4% of all visits to online retail sites.

When comparing the Shopping and Classifieds category to the online population as a whole, no individual age group was strongly under- or over indexed compared to the online population. In other words, people of all age groups are now pretty much equally likely to visit a retail website. Interestingly, there also isn’t a huge difference when comparing the top 20 most visited retail sites for the oldest and youngest UK Internet users.

Source: Hitwise Intelligence - Robin Goad - UK

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