More and more older people are utilising the web for shopping, according to a new study – meaning that digital marketers should perhaps concentrate on targeting those above a certain age.

A survey of 7,000 over-50s by Just Retirement revealed that 65 per cent were using the internet regularly to buy products, suggesting that they could soon overtake younger people as the most prevalent users.

Head of research with the organisation Nigel Barlow remarked that although usage was increasing among older people, they remained cautious about their personal information appearing on the web.

"The survey also reveals a reticence to manage personal affairs such as payment details and personal details online," he said.

Mr Barlow went on to say that 49 per cent of respondents wanted to view their pension payments online, although 85 per cent stated they used the internet specifically for research purposes.

A recent online retail study by Experian revealed that men were supporting e-retail more than women, with 12.9 million of them taking part in e-commerce – indicating that internet marketers might like to direct more digital campaigns in the male direction.

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