Peter Levitan & Co.
The New Business of Advertising
We are going to spend the next few months arguing over the middle class. What’s good for them and what’s not. Who are they? Where do you fit?
In 2011, 50.7% of adults (ages 18 and older) lived in middle-income households. That’s 117 million adults out of the U.S. household population of 231 million adults.
eMarketer reports that adults 50-64 use the internet significantly less that the 18-29 and 30-49 age groups. I am not surprised. I think (know) that we use the Internet more for its utility than as pure entertainment. For example, eMarketer points out that 55-64 year old’s use email as much as the younger demographics. Here is what eMarketer says:
“Email is a prime example. Boomers are about as likely as younger internet users to use email. And in this instance, boomers don’t fall behind younger cohorts in frequency of usage. In February 2012 Pew polling, six in 10 boomers reported using email “yesterday,” essentially matching the 30-to-49 and 18-to-29 age groups.”