In 2025, older internet users—often overlooked by brands and marketers—represent one of the most underutilized yet lucrative digital audiences. Commonly referred to as “silver surfers,” users aged 50 and above make up a significant share of global internet usage, drive a large portion of consumer spending, and are increasingly active in ecommerce, online banking, and even gaming.
Despite their growing digital presence, marketing campaigns often fail to acknowledge or represent them. Brands that continue to chase only younger demographics are missing a golden opportunity to connect with this affluent, digitally competent, and underserved segment.
Older Internet Users Statistics 2025
Older Adults’ Share of the Internet Population in 2025
| Age Group | % of Global Adult Internet Users |
|---|---|
| 50+ years | 30%+ |
| 60+ years | 15%+ |
| 65+ years | 10%+ |
Older adults now represent a significant portion of the global digital audience, with people aged 50 and above making up over 30% of all adult internet users in 2025. This figure includes 15% aged 60+ and 10% aged 65+, clearly indicating that seniors are not just online—they are a core part of today’s digital ecosystem. As global life expectancy and digital literacy improve, older generations are using the internet more frequently for activities like shopping, banking, entertainment, and even gaming. These users are increasingly confident and capable when it comes to navigating online platforms.
However, despite their growing presence online, advertisers continue to overlook this powerful demographic. A striking insight reveals that only 4% of people aged 65 and older feel represented in advertising, and this drops to just 3.6% among senior men. This highlights a major disconnect between brand messaging and the lived experience of older users. By failing to create inclusive content, marketers are not only alienating this group—they’re also missing out on a demographic with substantial purchasing power and digital engagement. In 2025 and beyond, closing this representation gap is both a social and commercial necessity.
Spending Power of Older Generations in 2025
| Region | % of Total Consumer Spend by 50+ Age Group |
|---|---|
| USA | 53% overall, 40% of ecommerce spend |
| UK | 54% |
| EU | 50% |
In 2025, older generations are not just participating in the digital economy – they’re driving it. Consumers aged 50 and above account for more than half of all consumer spending across the USA (53%), UK (54%), and European Union (50%). In the U.S. specifically, they also contribute 40% of total ecommerce transactions, demonstrating a strong inclination to shop online. This refutes outdated assumptions that older users are less digitally active, showing instead that they’re comfortable, confident, and willing to spend in online environments.
Even more striking, recent data indicates that retirees are now more likely than Gen Z (16–24) to make weekly online purchases, revealing a shift in ecommerce dynamics. Their increasing use of online financial services further emphasizes their digital literacy and economic influence. For brands and marketers, this age group offers not only high spending potential but also consistent purchasing behavior. Ignoring the silver economy means missing out on a demographic that is both financially empowered and digitally engaged.
Streaming Habits of 65+ Internet Users in 2025
| Metric | 65+ Audience | Global Average |
|---|---|---|
| Daily TV Viewing (All Sources) | 4.25+ hours/day | — |
| Streaming Time Share | ~40 mins/day (15.6%) | — |
| Users Watching Streaming Content | 69.8% | 91.9% |
| Women 65+ Using Streaming Platforms | 67.7% | — |
| Users Paying for Streaming Services Monthly | 26% | 31.5% |
Despite spending over 4.25 hours per day watching television, internet users aged 65 and above dedicate just 15.6% of that time—around 40 minutes—to streaming platforms. Only 69.8% of seniors reported using streaming services, significantly lower than the 91.9% global average. Usage among women aged 65+ dips slightly further to 67.7%, signaling that this age group may face more barriers—such as unfamiliarity with interfaces, difficulty navigating platforms, or lack of content tailored to their preferences.
However, the most promising insight is their willingness to pay. With 26% of seniors paying monthly for streaming subscriptions, compared to the global average of 31.5%, older adults demonstrate an openness to investing in digital entertainment. This narrow gap suggests that with the right user experience design, simplified navigation, and age-inclusive content, streaming services could greatly increase engagement and subscriptions from the 65+ demographic. As global populations age, this segment offers an untapped growth channel for OTT platforms aiming to expand their audience base.
Low Adoption of Mobility Apps Among 65+ Users in 2025
| Metric | 65+ Users | All Users (Avg.) |
|---|---|---|
| Used any online mobility service | 7.2% | 34.4% |
In 2025, adoption of online mobility apps—such as Uber, Lyft, and Grab—remains strikingly low among internet users aged 65 and above, with only 7.2% having used such a service in the past 30 days. In comparison, the average usage across all age groups stands at 34.4%, indicating that seniors are five times less likely to utilize these digital transportation tools. This gap is significant, especially considering that older adults could benefit greatly from the convenience and accessibility these services offer, particularly for non-drivers or those with limited mobility.
The underutilization highlights a missed opportunity for mobility platforms. Common deterrents for older adults may include complex app interfaces, lack of trust in digital payments, or concerns about personal safety. To improve adoption rates, mobility companies should prioritize user-friendly design, offer clear safety assurances, and educate seniors on how to use these apps confidently. Localized training sessions, dedicated customer support for older users, and simplified onboarding experiences could help bridge the gap and unlock a valuable, underserved customer base.
Video Gaming Among Older Internet Users in 2025
| Age Group | % Playing Video Games |
|---|---|
| 16–24 years | 92.6% |
| 55–64 years | 70.3% |
| 65+ years | 55.8% |
The idea that gaming is only for young people is no longer true in 2025. While 92.6% of users aged 16–24 play video games, a surprising 70.3% of people aged 55–64 and 55.8% of seniors aged 65+ are also active gamers. These figures highlight a major shift in the gaming landscape, where older generations are engaging with video games at scale—especially mobile and casual formats. This change reflects both the rising digital literacy of older adults and their desire for entertaining, stimulating, and social experiences online.
For game developers and digital advertisers, this is a massive untapped opportunity. The 55+ segment presents a receptive audience for casual games, puzzle-based apps, strategy titles, and even social gaming experiences. To succeed, creators must focus on intuitive UX, larger interfaces, and age-relevant storytelling. Brands that integrate advertising or partner with games targeting older users could see strong engagement, especially as this group is also more likely to have disposable income and spend time on leisure-focused platforms.
Key Takeaways for Digital Marketers in 2025
- Stop ignoring older users
Adults aged 50 and above now make up over one-third of the global internet population and control more than 50% of total consumer spending. This makes them a powerful, yet underutilized, target audience. - Representation matters
Just 4% of seniors feel represented in advertising, and that number drops to 3.6% among men aged 65+. Inclusive and age-aware messaging is essential to building trust and relevance. - They’re digital-savvy
From ecommerce and financial apps to video streaming and gaming, seniors are increasingly active online. Their digital behavior now rivals or even exceeds that of younger generations in certain categories. - Personalization wins
Older users respond best to clear, relevant, and value-driven messaging. Platforms and campaigns that emphasize accessibility, simplicity, and usefulness will see stronger engagement and loyalty.
Disclaimer: The data research report we present here is based on information found from various sources. We are not liable for any financial loss, errors, or damages of any kind that may result from the use of the information herein. We acknowledge that though we try to report accurately, we cannot verify the absolute facts of everything that has been represented.
