IQ News: Over Fifty-five And Feeling Net-Savvy

It’s considered an absolute that young people tend to be more open-minded and willing to change their brand and media choices than older people. But the data below illustrates that online media buyers should rethink some of their assumptions when it comes to the 55+ wired market. In a 10-month period, eight of the top-10 sites for women in that age group changed. And the two on both lists, ancestry.com and rootsweb.com, dropped to ninth and 10th respectively. Another interesting factoid: Older women are by and large more likely than men to visit ancestry sites.
Top Sites, Females 55+
august 1999
SITE females
AARP.org 19.3%
Family History.com 12.7%
Macys.com 11.4%
Regards.com 11.1%
Familysearch.org 9.9%
Intelihealth.com 9.7%
BHG.com 9.3%
EPFL.ch 9.0%
Ancestry.com 8.9%
Rootsweb.com 8.6%
———————-
october 1998
SITE females
Genealogy.org 16.2%
Cyndislist.com 12.8%
Ancestry.com 10.7%
Rootsweb.com 10.4%
Worldvillage.com 10.3%
Suggestthis.com 9.4%
Goldenpalace.com 9.3%
Zing.com 8.7%
IPL.org 8.6%
Worldnetnow.net 8.6%

Top Sites, Females vs. Males, Ages 55+, Aug. 1999
SITE females Males
AARP.org 19.3% —
Family History.com 12.7% 6.5%
Macys.com 11.4% 3.3%
Regards.com 11.1% 18.0%
Familysearch.org 9.9% 0.5%
Intelihealth.com 9.7% 5.1%
BHG.com 9.3% 10.3%
EPFL.ch 9.0% 10.0%
Ancestry.com 8.9% 4.3%
Rootsweb.com 8.6% 6.2