Over-55s are the least likely demographic to select paid search results over natural results, according to research by Tamar.

It found that while the over-55 age group was one of the fastest growing online, marketers should note the differences in how they use the web to reach them effectively.

According to Tamar, men over 50 accounted for 38% of the 1.9m new web users last year and women over 50 accounted for 15%. Older women are now the fastest growing segment on Facebook and a third of internet users in the UK are now over 50.

The report revealed that 73% of over-55s would select organic search results over paid results.

Tanya Goodin, CEO of Tamar, said, “Silver surfers are savvy, keen to engage and value the benefits of being online. Integrated social media and search should be central to any brand strategy that seeks to maximise ROI and we think that the next 5-10 years will be an exhilarating, rewarding journey for brands that understand the new online commercial environment.”