The average age of UK internet users is on the rise, thanks to the growing online presence of the over-55s, or 'silver surfers'.

This is the finding from Nielsen Online's latest study (pdf). While the under-25's share of the UK internet population has fallen from 29% to 25%, silver surfers' share has increased from 16% to 19%.

The study also looked at the most popular web destinations for both young and old web users:

  • Gaming website Miniclip has the youngest average audience age at 28.1, while Marks & Spencer has the oldest, at 46.5.
  • The destinations with the oldest average visitor age were mainly familiar high street brands, including John Lewis, TUI, Nationwide and M&S.
  • The under-25s' favoured web destinations were predominantly entertainment and social sites, including Bebo, RockYou, and Disney Online.

Related stories:
Silver surfers expand their online presence
Interview: Warner Breaks' Mat Finch on silver surfers

Graham Charlton

Published 20 December, 2007 by Graham Charlton

Graham Charlton is the former Editor-in-Chief at Econsultancy. Follow him on Twitter or connect via Linkedin or Google+

2565 more posts from this author

You might be interested in

Comments (0)

Save or Cancel

Enjoying this article?

Get more just like this, delivered to your inbox.

Keep up to date with the latest analysis, inspiration and learning from the Econsultancy blog with our free Digital Pulse newsletter. You will receive a hand-picked digest of the latest and greatest articles, as well as snippets of new market data, best practice guides and trends research.