This is a segment that didn’t initially contribute to the bulk increase in online shopping (driven especially by younger buyers) but currently customers aged 50 or over have showed increasing confidence in web shopping. Buyers over 50 years of age have higher disposable income and appreciate the convenience of shopping from home

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Statistics show that the “senior” market online is growing, over the last 6 months 27.4 million Americans aged 55 and over have purchased at least one product or service online, while in 2005 the total amount added up to 26 million.

Senior customers have been partially neglected by online marketers and sales experts who have focused their attention on the age group 18-34, but the higher spending power that baby boomers can offer, the situation is rapidly changing.

The United States Census Bureau reported that citizens aged 50 or over represent 40% of US population, but hold 75% of financial power, and are accountable for 55% of consumer expenditure in America, and NOW they are also buying online.

They buy especially, shoes, clothes, flowers, and gifts. They are regular customers of travel web sites. The travel company www.travelocity.com identified the opportunity early and closed a deal with a senior citizen not-for profit organisation called Aartp www.aarp.org that holds a membership base of 35 million members aged 50 or over. Travelocity, one of the world’s largest online travel companies, created a version of its web site especially targeted at senior customers members of Aarp (Aarp Passport) through which Aarp members have access to discounted rates on hotels, flights, cruise liners and other holiday services.

A recent research by Pew Internet American Life Project shows that Internet users are currently divided as follows:

88% of all Americans aged 18 to 29 use the Internet
84% of all 30 to 49 years olds
71% of all 50 to 64.
32% of population aged 64 or over

The innovative approach that Travelocity has taken is not only represented by the preferential deal closed with Aarp, but also by the sales approach. Travelocity is offering its 50-60 year old customers competitive and up to date travel services that these clients demand such as active holidays (snorkelling, kayaking etc) rather than holiday packages traditionally associated with senior buyers. This has also proven a very successful strategy with baby boomers.