{"id":39966,"date":"2023-10-20T15:05:31","date_gmt":"2023-10-20T15:05:31","guid":{"rendered":"http:\/\/startupsmart.test\/2023\/10\/20\/online-use-among-older-people-continues-to-soar-startupsmart\/"},"modified":"2023-10-20T15:05:31","modified_gmt":"2023-10-20T15:05:31","slug":"online-use-among-older-people-continues-to-soar-startupsmart","status":"publish","type":"post","link":"https:\/\/www.startupsmart.com.au\/uncategorized\/online-use-among-older-people-continues-to-soar-startupsmart\/","title":{"rendered":"Online use among older people continues to soar &#8211; StartupSmart"},"content":{"rendered":"<p>Older consumers are increasingly using online tools, according to a new report, suggesting that businesses need to steer clear of overlooking the more mature demographic.      <span id=\"more-4267\"><\/span> <\/p>\n<p>\u00a0<\/p>\n<p>The Australian Communications and Media Authority studied the online media activities of Australian consumers, interviewing 1,250 people and small focus groups.<\/p>\n<p>\u00a0<\/p>\n<p>Australians have embraced social networking sites, with 49% of respondents saying they had used such sites in the previous month, while 22% had watched video content through a social media site.<\/p>\n<p>\u00a0<\/p>\n<p>The news comes on the back of the 2011 Sensis e-Business Report, which highlights the strong usage of social media among people in their 30s, 40s, 50s and 60s.<\/p>\n<p>\u00a0<\/p>\n<p>\u201cAge continues to influence social networking usage. However, we have seen growth in the share of total use in the 30-plus age group,\u201d report author Christena Singh said.<\/p>\n<p>\u00a0<\/p>\n<p>\u201cA range of digital activities have hit mainstream levels in Australia, with strong usage now seen beyond the youth market.\u201d<\/p>\n<p>\u00a0<\/p>\n<p>Of the ACMA survey respondents, a third said they had watched video content downloaded from the internet, while 30% had played online games.<\/p>\n<p>\u00a0<\/p>\n<p>According to the report, 68% of respondents aged 18-29 viewed online video content, compared to 50% of those aged 30-44, 34% of those aged 45-54 and 22% aged 55 and over.<\/p>\n<p>\u00a0<\/p>\n<p>Of the survey respondents who watched video content through a social media site, 45% were aged 18-29, compared to 25% of those aged 30-34 and 20% of those aged 45-54.<\/p>\n<p>\u00a0<\/p>\n<p>Of the respondents who watched video content from sites such as YouTube, 53% were aged 18-29, while 36% were aged 30-44 and 23% were aged 45-54.<\/p>\n<p>\u00a0<\/p>\n<p>And while young people are also more likely to play online games (41%), the figures were surprisingly high for both the 30-44 age bracket (31%) and the 45-54 age bracket (25%).<\/p>\n<p>\u00a0<\/p>\n<p>While consumers are increasingly keen to undertake online activities, the report shows they are also concerned about the lack of regulation namely \u201cthe limited capacity to regulate content\u201d.<\/p>\n<p>\u00a0<\/p>\n<p>\u201cWith the exception of illegal content, [respondents] expected that much of the content available online would not be regulated,\u201d the report says.<\/p>\n<p>\u00a0<\/p>\n<p>However, privacy was identified as an even bigger issue than unregulated content.<\/p>\n<p>\u00a0<\/p>\n<p>\u201cPrivacy risks, in particular, loom larger for participants as top of mind concerns when using digital media than do issues around content,\u201d ACMA says in its report.<\/p>\n<p>\u00a0<\/p>\n<p>\u201c[Respondents] generally accepted that they had little control over what subsequently happened to content they posted online \u2013 on social networks, for example.\u201d<\/p>\n<p>\u00a0<\/p>\n<p>\u201cBut [they] were generally aware that they needed to manage their privacy settings as well as the content they posted.\u201d<\/p>\n","protected":false},"excerpt":{"rendered":"<p>Older consumers are increasingly using online tools, according to a new report, suggesting that businesses need to steer clear of<\/p>\n","protected":false},"author":2,"featured_media":61233,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[1],"tags":[],"_links":{"self":[{"href":"https:\/\/www.startupsmart.com.au\/wp-json\/wp\/v2\/posts\/39966"}],"collection":[{"href":"https:\/\/www.startupsmart.com.au\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/www.startupsmart.com.au\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/www.startupsmart.com.au\/wp-json\/wp\/v2\/users\/2"}],"replies":[{"embeddable":true,"href":"https:\/\/www.startupsmart.com.au\/wp-json\/wp\/v2\/comments?post=39966"}],"version-history":[{"count":0,"href":"https:\/\/www.startupsmart.com.au\/wp-json\/wp\/v2\/posts\/39966\/revisions"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/www.startupsmart.com.au\/wp-json\/wp\/v2\/media\/61233"}],"wp:attachment":[{"href":"https:\/\/www.startupsmart.com.au\/wp-json\/wp\/v2\/media?parent=39966"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/www.startupsmart.com.au\/wp-json\/wp\/v2\/categories?post=39966"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/www.startupsmart.com.au\/wp-json\/wp\/v2\/tags?post=39966"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}