The UK’s online population is getting older as people gravitate towards the online offerings of their trusted high street retail brands. This was the message from Nielsen this week, which reported that the age of an average UK Web user rose from 35.7 to 37.9 between October 2006 and October 2007.
The study was limited to the 100 most popular UK internet properties and reported that Marks & Spencer has the oldest audience, with an average age of 46. The youngest site, with a mean age of 28 was the gaming portal Miniclip. This distinction in purpose - between entertainment destinations and sites which provide goods and services – is by far the best indicator of the age of a site’s likely audience.
The complete Nielsen report can be read here.
Sphere: Related Content