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Research Says Older Users On Web More, Subscription Services Doing Well

7 Apr, 2009 By: Chris Tribbey

New research from L.E.K. Consulting found that Internet users 50 and older log more hours per week than 18- to 24-year-olds; 47% of heavy, new media users earn less than $25,000 a year; and subscription-based services are holding up well, as consumers cut back on one-time transaction based purchases.

“Efforts to support media which is ‘free’ (or at least free in the marginal cost sense) will prove beneficial as it is currently experiencing consumption growth,” the company said. “Now is a great time to acquire customers for ad-supported services.”

Traditional media isn’t dead either, L.E.K. found, with consumers spending as many as 38 hours per week watching TV.

For more information about L.E.K.’s report — which surveyed 2,000 American households —  contact Sandra Riel at 617-951-9507, or s.riel@lek.com.


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