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Are young people bored of the internet?

Posted in Digital, Mel Varley, Latest reporters' blogs December 20th, 2007 by Melinda Varley

The latest research from Nielsen Online has revealed the average age of the Bebo user is 29.4, however this is rather surprising considering the social network targets the teenage and young adult market. Is this generation becoming bored of online hangouts?

Bebo said in light of the result that it is, always has been and will remain targeted at the 14 to 25 year old market. So why is the demographic revealed in the research so far off the mark?

Data protection laws prevent companies tracking the activities of those aged between 14 and 16 so this could be the reason for the sudden surge in ‘older’ users. Could it also be that the kids of today are listening to government concerns that they don’t play outside enough and that television and the internet have taken over their lives?

Actually, it all comes down to simple demographics. There are more people over 45 than there are under 45, and this age group is merely catching on to the online trend…along with the over 55’s, who are taking the market share when it comes to the internet.

The report suggests it is due to uptake of online shopping and a need to network in order to meet companions and swap gardening tips.

Meanwhile, the average age of Facebook users has crept up to 34 and the share of the UK internet population made up by under 25 year-olds has actually decreased from 29 per cent to 25 per cent – which means a relative drop in share of 16 per cent.

Hours of internet usage are up across the board and online activities such as social networking and online shopping have increased - not just in popularity but in relevance to all generations. The next question is, how will advertisers cash in when the majority of users say they still ignore banner and pop-up ads?