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Internet Usage among 50+ Special Flavours of the Internet Cake
Katalin Vamos50+ Lifestyle Club www.50felettfitten.hu
50+ Lifestyle Club
Movement
Health
Community
Who we are
Internet usage and social media profile
Hungary Internet users USA Internet users
57-65 76%
50+ 20% 66-74 58%
75+ 30%
Hungary Social media USA Social media
57-65 43%
50+ 61% 66-74 34%
75+ 18%
Source: UPC – Ithaka 2011
Internet usage among 50+ Hungarians
20 % online presence open to changes actively communicating with family members,
friends 60% using the internet every day internet phone usage: 24% frequently, 36%
rarely online banking, shopping activity low
Importance of the internet in different areas of life
General information, news 4,35
Keeping in touch with relatives living far away 4,18
Keeping in touch with relatives living close 3,99
Informing about special interest, hobbies 3,87
Games 3,29
Sharing ideas, self-expression 2,58
Getting to know new people 2,49
Source: VMR Silver 1= not at all important
5 = very important
Social media usage
total
social media
Source: Gemius, 2011
Social media usage
61% of active 50+ internet users have social media profiles 66% of them log in every day
iwiw and Facebook profiles
average 41 min on working days, 60 min on weekends
likes, comments, watching profiles – more passive
engaged in civil movements, political activities, volunteering
searching for classmates, old friends
greeting friends, club life
Typical features of a 50+ consumer
savings 65%
main motivation: is NOT to accommodate to new circumstances BUT
NOT TO BE excluded from usual statuses, relationships, situations
AND maintaning pleasure and performance
success-oriented
experience hunter, active
culturally active
volunteering
Re-Teens
Discoverers
Experience hunters
Oldies
Kidadults
50+ Lifestyle Club
Our Customers
Blog Newsletter
Facebook Word of mouth
Our portfolio
Online schedule
Newsletter
Newsletter statistics
Group feeling
Fun
New passions
Challenge
Pleasure
New friendships
Enjoyment – fuel
Self-fulfilment
