Online Australian baby boomers spent more time on average on the web than their Gen Y counterparts in July and were 27% more likely to visit LinkedIn than any other age group, according to Nielsen.
Nielsen's Online Landscape Review for July found online users in the 50 to 64 age group spent an average of 95 hours and one minute online in July. In comparison, Gen Y spent 85 hours and 48 minutes in the same period. There were 3.24 million online baby boomers in that month.
Baby boomers accounted for 21% of all web traffic to member community websites such as Facebook while 72% of online baby boomers visited Facebook in July. While the group was 27% more likely to use LinkedIn, it was 54% less likely to be on Twitter and 45% less likely to visit Blogger.
Ninety-four percent of baby boomers now own a mobile phone with 42% in possession of a smartphone. They are 26% more likely to be a Telstra mobile customer and 22% more likely to own a Nokia phone.
The Nielsen report recorded 15.6 million Australians online in July, a 1.7% decrease on the prior month. Google was the highest ranked destination with a 13.6 million unique audience, while Facebook was second with 11.3 million.
Mobile page views reached 278 billion in July, up 12% from June and up 130% from August 2011.
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