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									              Internet Use
             By Age Group
    Source: Business Week
    Forrester Data
    June 2007

    Compiled by: The Haefer Group, Ltd.


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Introduction
Realizing that we all have ‘more than enough’ on our plates as far as dealing with the current, The
Haefer Group compiled these trends from Business Week magazine in June 2007. The trends relate
to the use of the Internet, by age group – as young as 12-17 years old.

There has been much discussion regarding the influence of technology on the Association
community’s core competency of providing information to our members. We now know what a threat
and conversely opportunity the Internet has been with regard to our management of information.

We believe in examining these trends that the next great impact of technology will be to another core
competency of our community – networking, peer counsel and social networking. These trends are
fascinating, at the same time frightening.

For the most part our members are Gen X, Younger & Older Boomers, and Seniors. While the
differences between Gen X and the rest are notable, the real difference for social networking comes in
looking at the Gen Y’s and those younger. This came home to me as I watched the coverage of the
horrible events at Virginia Tech. And how this newest group relied on technology to reach out and to
mourn.

Let’s not get caught unaware… start introducing this information to you senior staff and boards!

Sue
Susanne Connors Bowman
Co-Owner
The Haefer Group, Ltd.
703-620-9315
www.thehaefergroup.com
sbowman@thehaefergroup.com

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                                                          Creators
        Publish web pages, write blogs, upload videos to sites like You Tube


                40%                                37%
                                34%
                35%
                                                           30%
                30%

                25%
                                                                   19%
                20%

                15%                                                         12%

                10%                                                                   7%
                                                                                                5%
                  5%

                  0%
                         Young Teen               Youth   Gen Y   Gen X    Young     Older    Seniors
                            12-17                 18-21   22-26   27-40   Boomers   Boomers    62+
                                                                           41-50     51-61

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Source: Business Week Forrester Data June, 2007
                                                          Critics
                                   Comment on blogs, post ratings and reviews

              40%                                 37%
                                                         34%
              35%

              30%
                                                                 25%
                              24%
              25%
                                                                          18%
              20%
                                                                                    15%
              15%                                                                            11%

              10%

               5%

               0%
                       Young Teen             Youth     Gen Y   Gen X    Young     Older    Seniors
                          12-17               18-21     22-26   27-40   Boomers   Boomers    62+
                                                                         41-50     51-61

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Source: Business Week Forrester Data June, 2007
                                                        Collectors
                                         Use Really Simple Syndication (RSS)
                                        and tag web pages to gather information

             20%
                                                         18%
             18%
                                                  16%            16%                16%
             16%                                                          15%

             14%

             12%              11%                                                            11%

             10%

               8%

               6%

               4%

               2%

               0%
                      Young Teen              Youth     Gen Y   Gen X    Young     Older    Seniors
                         12-17                18-21     22-26   27-40   Boomers   Boomers    62+
                                                                         41-50     51-61

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Source: Business Week Forrester Data June, 2007
                                                          Joiners
                                                      Use social networking sites

               80%
                                                   70%
               70%
                                                           57%
               60%
                               51%

               50%

               40%
                                                                   29%
               30%

               20%                                                           15%
                                                                                       8%       6%
               10%

                 0%
                        Young Teen                Youth   Gen Y   Gen X    Young     Older    Seniors
                           12-17                  18-21   22-26   27-40   Boomers   Boomers    62+
                                                                           41-50     51-61

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Source: Business Week Forrester Data June, 2007
                                                        Spectators
             Read blogs, watch peer-generated videos and listen to podcasts


             70%
                                                  59%
             60%
                                                         54%
                             49%
             50%
                                                                 41%
             40%
                                                                          31%

             30%                                                                    26%
                                                                                              19%
             20%


             10%


               0%
                      Young Teen              Youth     Gen Y   Gen X    Young     Older    Seniors
                         12-17                18-21     22-26   27-40   Boomers   Boomers    62+
                                                                         41-50     51-61

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Source: Business Week Forrester Data June, 2007
                                                        Inactives
                               Are online, don’t participate in any social media


              80%
                                                                                             70%
              70%
                                                                                    61%
              60%                                                         54%

              50%
                                                                 42%
              40%
                              34%

              30%
                                                         21%
                                                  17%
              20%

              10%

               0%
                       Young Teen             Youth     Gen Y   Gen X    Young     Older    Seniors
                          12-17               18-21     22-26   27-40   Boomers   Boomers    62+
                                                                         41-50     51-61

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Source: Business Week Forrester Data June, 2007
                                                        Young Teens
                                                         Age 12-17
          60%
                                                                            51%
                                                                                      49%
          50%



          40%
                            34%                                                                    34%


          30%
                                                    24%


          20%
                                                                11%

          10%



            0%
                        Creators                  Critics   Collectors   Joiners   Spectators   Inactives


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Source: Business Week Forrester Data June, 2007
                                                             Youth
                                                            Age 18-21
           80%
                                                                            70%
           70%
                                                                                        59%
           60%


           50%
                              37%                   37%
           40%


           30%
                                                                                                    17%
           20%                                                   16%


           10%


             0%
                         Creators                 Critics    Collectors   Joiners   Spectators   Inactives



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Source: Business Week Forrester Data June, 2007
                                                             Gen Y
                                                            Age 22-26
           70%

                                                                            57%
           60%                                                                          54%


           50%


           40%                                      34%
                              30%

           30%
                                                                                                    21%
                                                                 18%
           20%


           10%


             0%
                         Creators                 Critics    Collectors   Joiners   Spectators   Inactives


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Source: Business Week Forrester Data June, 2007
                                                             Gen X
                                                            Age 27-40
           50%

                                                                                       41%          42%


           40%


                                                                            29%
           30%
                                                    25%

                              19%
           20%                                                  16%



           10%



             0%
                         Creators                 Critics    Collectors   Joiners   Spectators   Inactives



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Source: Business Week Forrester Data June, 2007
                                                  Young Boomers
                                                   Age 41 to 50
           60%
                                                                                                   54%


           50%



           40%
                                                                                       31%

           30%

                                                    18%
           20%                                                 15%         15%
                              12%

           10%



             0%
                         Creators                 Critics   Collectors   Joiners   Spectators   Inactives



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Source: Business Week Forrester Data June, 2007
                                                   Older Boomers
                                                    Age 51 - 61
           70%
                                                                                                   61%

           60%


           50%


           40%


           30%                                                                         26%


           20%                                      15%        16%
                               7%                                           8%
           10%


             0%
                         Creators                 Critics   Collectors   Joiners   Spectators   Inactives



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Source: Business Week Forrester Data June, 2007
                                                            Seniors
                                                            Age 62+
           80%
                                                                                                   70%
           70%


           60%


           50%


           40%


           30%
                                                                                      19%

           20%
                                                    11%        11%

           10%                 5%                                           6%


             0%
                         Creators                 Critics   Collectors   Joiners   Spectators   Inactives



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Source: Business Week Forrester Data June, 2007

								
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