The study, The Ageless Internet: From Silver Surfers to Golden Geeks, was based on an online panel of around 1,000 UK consumers over 30. It sought to compare technology and media attitudes between 30-49 year olds and those of 50-59, 60-69 and 70+.

It revealed that confidence in technology and internet usage was just as high among those over 50 as those younger. Key findings included:

• 80% of 50-59 year olds, 88% of 60-69 year olds and 92% of over 70s see age as no barrier to using the internet; 70% of 30-49 year olds do consider it a barrier
• No difference in attitudes to online shopping between consumers aged 30-70
• Internet usage appears to increase with age: 63% of 70+ claim to spend 11-30 hours per week online, compared to 47% of 60-69 year olds, 43% of 50-59 year olds and 39% of 30-49 year olds
• Younger and older generations appear similarly comfortable with data security
• Facebook the social media platform for all ages

“A patronising approach to older generations needs to be put to rest,” said Chris Whitelaw, CEO of iProspect. “50+ feel they are just as confident and as digitally savvy as younger generations.

“All too often 50+ are lumped together in an all-inclusive category but the research has identified key differences between those in their 50s, 60s and 70s, which cannot be ignored when engaging these distinct groups.”

For more information on the study, go to the iProspect website.