Boomers are leading the way when it comes to Internet usage, logging on to check the news and rally around social activism sites more frequently than users under 20.

Adults over 50 are part of the fastest-growing group of online users, according to the Center for the Digital Future at the University of Southern California. The center tracked boomers' online behavior and found, outside of instant messaging and video downloads, there is often little difference in the way older and younger surfers use the net. 

However, boomers' tendency to Web surf more frequently than other age groups is making them attractive to both marketers and entrepreneurs seeking new business opportunities.

Social Purpose
What's important for boomers is that certain Web sites offer them access to important information on topics such as healthcare, as well as a forum for establishing social connections with other adults their age. For example, 42 percent of users aged 50 and older check the Internet for news daily or several times a day, compared to 18 percent of users under 20. 

"The perception is that Americans over 50 only dabble on the Internet, but we are finding that they are increasingly spending time online becoming involved in robust Internet activities, such as online communities," said Jeffrey Cole, director of the Center for the Digital Future at the USC Annenberg School for Communication. The center conducted the study in conjunction with AARP.

Fifty-eight percent of the graying users log into online communities daily or several times a day. 

In addition, boomers are finding greater purpose in information they glean online. About 36 percent of 50-plus adults said their social activism has increased since they began participating in online communities for social causes, compared to 29 percent of young adults. 

Thousands Of Page Views
Of the 166.5 million users who were actively online during May, 37.2 million were aged 55 and over, according to Neilsen//NetRatings. Average members of that group spent nearly 82 hours and 19 minutes online, logged 78 sessions and viewed 2,178 Web pages. In comparison, the 18 to 24 users, who totaled 13 million last month, spent 25 hours and 13 minutes online over the course of 23 sessions and viewed 1,361 pages. 

Among individual sites, AARP.org is "experiencing steady growth among people 50-plus," said Kevin Donnellan, executive vice president and chief communications officer at  AARP.  "Not only are they visiting our site for information, but they are also using our social networking, gaming, and news channels ..."

During May, the most-visited sites for boomers at home reflected their love for bargains, technology, travel and money. According to Nielsen, the top five sites were for: the Rewards Network, PC Tools, the New York Lottery, Lane Bryant Catalogue and LaQuinta Inns.

Still, there are some areas of Internet usage in which younger generations have boomers beat. That includes games played daily by 22 percent of users under 50. About 18 percent of 50-plus users are into online games.

When asked about the importance of instant messaging in maintaining social relationships, only 9 percent of users over 50 said IM was important or very important compared to 48 percent of users under 20.