Demographics
Understanding AARP.org Visitors
The following demographic information is from a recent (September 2003) randomized online survey of visitors to AARP's Web site.
Age
The average age of Web site visitors is 59 years old. As expected, this skews slightly younger than our overall membership (median age is 65 years). Nearly 10% of site visitors are under age 50, while 13% are over 70 and nearly a third are over 65.
Other Demographics
Web site visitors are more likely to be female (55% vs 45%) and white (88%) rather than hispanic (4%) or black (6%). Two-thirds of site visitors are married.
Site visitors were clustered in the $35-75K range for household income. The majority had at least high school diploma, with 40% having graduated college and/or done post-graduate work.
Well over half (61%) of site visitors are currently employed; 30% are retired. More than 3/4 of site visitors have children; with nearly half of those having children have them at home. More than 60% of site visitors have grandchildren.
Internet/WWW Usage
70% of our Web site visitors use email/browsers daily, with half using them more than once a day. Almost half spend two hours or more on the Internet daily.
Approximately half connect to the Internet via dial-up; approximately half connect via broadband (slightly more cable than DSL). Our Web site visitors primarily access the Internet from home vs. work (78% vs 19%) despite the considerable number who are still working.
A third of Web site visitors subscribe to no email newsletters, with one fourth subscribing to four or more. Internet chat is not a popular activity for Web site visitors.
One-fourth of Web site visitors visit monthly or more often; 90% say they definitely or probably will return.
AARP.org Usage
One-half of Web site visitors came to the Web site to get information on either a specific topic or about AARP services/topics as their primary reason for visiting.
More than 1/3 of visitors learned about the Web site from the AARP magazine. Direct mail or search were cited by 13%.
