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Home arrow Market Research Findings arrow Online Consumerism arrow Silver Surfers - Increasing number of "silver" online shoppers
Silver Surfers - Increasing number of "silver" online shoppers PDF Print E-mail
Written by GFK   
21 Jun 2005

Silver Surfers - Increasing number of "silver" online shoppers

Findings of the Online Shopping Survey 2005 (OSS)

Wiesbaden, 22 June 2005 - One in five Germans aged 50 to 69 shopped online last year. The proportion of e-shoppers aged 50 to 69, known as "silver e-shoppers", who used the Internet to buy travel, food and medication was particularly high according to the latest findings of the ENIGMA GfK's Online Shopping Survey (OSS).

21 per cent of 50 to 69 year-old Germans used the Internet to buy products or services at least once last year. This figure may be far below the average for the population as a whole (46 per cent), however, an amazing 4.2 million silver e-shoppers are already spending money online. The number of this group of e-shoppers is growing faster than average. Compared with the increase in the previous year, the number of silver e-shoppers rose by 11 per cent while the number of online shoppers overall increased by only 8 per cent.

Silver e-shoppers have their own set of priorities. They mainly use the Internet to buy travel offers. In this segment, they account for one third of online shoppers. When it comes to buying food, medication, lottery tickets and food supplements, silver e-shoppers make up a good quarter of all online buyers.

These shoppers use the web to make their day-to-day life easier, a strategy that promises significant opportunities for online retailers whose market position meets the needs of this target group. According to the Online Shopping Survey 2005, the number of private individuals who buy online will continue to rise.

The survey

ENIGMA GfK's online shopping survey (OSS) is an annual survey, which provides information about the segments that offer the greatest future opportunities for online providers. In January and February 2005, approx. 1,039 German Internet users aged between 14 and 69 participated in a telephone interview about Internet use, the role of the Internet for purchasing 29 products and services and on paying for music downloads. The survey or extracts from the survey are available to buy from ENIGMA GfK.


ENIGMA GfK is part of the GfK Group's Media division and specializes in the area of media research. The company offers information services for TV, print, radio and online media.

The GfK Group

The GfK Group, the No. 5 market research organization worldwide, achieved sales of EUR 672 million (excluding NOP World) for financial year 2004 in its five business divisions, Custom Research, Retail and Technology, Consumer Tracking, Media and HealthCare. In addition to 13 German subsidiaries, the company has over 130 subsidiaries and affiliates located in 61 countries. Of a current total of more than 7,000 employees, approx. 1,500 are based in Germany. For further information, visit our website:

On 1 June 2005, GfK acquired the market research group, NOP World, from British media group, United Business Media. With over 1,500 NOP employees joining GfK, the Group has considerably expanded its team of market research and marketing experts. NOP World and the GfK Group recorded joint sales of almost one billion euros in 2004.


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