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EU Tops 11.5 Million Silver Surfers
By: MarkJ - 17 November, 2003 (2:36 PM)

The latest Nielsen//NetRatings research has shown that silver surfers (people aged 55 or over) in Europe have increased by 28% since September 2002 to 11.5 million:

Sweden has the highest proportion of older internet users, with the Italian and Spanish markets currently having the least. But Italy has seen the biggest growth in this audience group, with the older audience accounting for 3% more of its total internet population since September 2002.

Sweden has the highest proportion of women 55+ using the web, which is comparable to the overall gender breakdown in this country, which is one of Europe's most mature internet markets. In Germany and Italy, only one fifth of the 55+ audience is made up by female internet users.

In addition to finance sites, older internet users also make frequent use of mapping sites, with Multimap.com and Streetmap in the UK and via Michelin and Mappy in France attracting this audience group.

The netimperative.com item notes that the UK has the second highest proportion of older 'home based' Internet users @ 17.3%.

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