Table of Contents
Issues in the Market
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- Main issues
- Definition
- Abbreviations
Future Opportunities
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- Wisdom on the web
- Useful advertising
Market in Brief
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- Ageing, youth-centric Britain
- Loyalty to print
- TV – more than just background noise
- Senior radioheads
- Broadband Boomers and silver surfers
- Family connections
- Practical purposes trump entertainment
- No lack of trust
Internal Market Environment
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- Key points
- Declining print media base
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- Figure 1: Newspapers – average daily (Mon-Sat) net circulation, December 2004-December 2009
- Online newspaper usage
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- Figure 2: Daily usage for leading online newspaper websites, April 2010
- What papers do older people read?
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- Figure 3: UK national newspapers – total daily readership, by socio-economic group, gender and age, July-December 2009
- Magazine circulation also in decline
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- Figure 4: Top 100 actively purchased magazines, total average net circulation, December 2004-December 2009
- What magazines do older people read?
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- Figure 5: Leading UK consumer magazines with readership aged 45+, by socio-economic group and gender, March 2010
- Digital UK
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- Figure 6: TV platforms, 2004-09
- Over-65s embrace Freeview but lag behind in pay-TV
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- Figure 7: Types of TV received by UK households, Q1 2010
- Older Sky subscribers prefer sports to movies
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- Figure 8: Subscription to Sky channels, by age, Q1 2010
- Age of mobile
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- Figure 9: UK mobile penetration, by gender, age and socio-economic group, Q1 2010
- Figure 10: Use of mobile phone during the past week, by age, Q1 2010
- Radio renaissance
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- Figure 11: Frequency of radio listening, by age, Q1 2010
- Digital radio challenge
- DAB hands
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- Figure 12: Type of radio used, by age, Q1 2010
- Broadband Boomers
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- Figure 13: Broadband penetration, by demographics, 2004-09
- Institutionalised ageism and youth-centricity
Broader Market Environment
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- Key points
- Fragile recovery
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- Figure 14: GDP, PDI, consumer expenditure and savings, at current prices, 2005-15
- Consumer anxiety
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- Figure 15: GfK NOP Consumer Confidence Index, July 2009-June 2010
- Public sector job threats
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- Figure 16: Employment and unemployment, by gender, 2005-15
- The ageing of Britain
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- Figure 17: Trends in the age structure of the UK population, by gender, 2005-15
- Boomer bulge
- Time for browsing
- Live forever
- AB rise
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- Figure 18: Forecast adult population trends, by socio-economic group, 2005-15
- Older singles
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- Figure 19: UK households, by size, 2005-15
Companies and Products Targeting Over-55s
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- Key points
- New media – technology for older users
- New media – over-50s’ web portals
- New media – online social networking for over-50s
- Friends Reunited
- New/old media for over-50s
- Saga Group
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- Figure 20: Saga Magazine circulation, 2004-09
- Yours magazine
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- Figure 21: Yours magazine circulation, 2004-09
- Mature Times
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- Figure 22: The Oldie circulation, 2004-09
- Figure 23: Daily Mail/Mail on Sunday circulation, 2004-09
Advertising to Over-55s
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- Key points
- Lust for life
- Nostalgia-fest
- Age-inclusive fashion
- (Extra)ordinary people
- Always a woman
What do Over-55s Watch on TV?
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- Key points
- Serious TV watchers
- All resopndents
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- Figure 24: Programmes watched on television, June 2010
- Over-55s
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- Figure 25: Programmes watched on television – over-55s, June 2010
What do Over-55s Listen to on the Radio?
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- Key points
- ABC1 radio listeners
- All respondents
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- Figure 26: Programmes listened to on the radio, June 2010
- Over-55s
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- Figure 27: Programmes listened to on the radio – over-55s, June 2010
What do Over-55s Read in Newspapers and Magazines?
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- Key point
- Crossword buffs
- All respondents
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- Figure 28: Types of stories or content read in newspapers or magazines, June 2010
- Over-55s
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- Figure 29: Types of stories or content read in newspapers or magazines – over-55s, June 2010
What do Over-55s do on the Internet?
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- Key points
- Online bargain hunters
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- Figure 30: Internet activities done in the last three months, June 2010
- Family history fanatics
- Serious scope for development
- Online/offline relationships
What do Over-55s Buy on the Internet?
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- Key points
- Grocery lag
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- Figure 31: Online financial transactions in the last three months, June 2010
- Lifestyle radio and e-commerce
How Has Internet Usage Changed The Media Habits of Over-55s?
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- Key points
- Internet enriches more than replaces
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- Figure 32: Impact of the internet on traditional media use, June 2010
How Do Over-55s Use Traditional Media?
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- Key points
- Tech-savvy over-55s
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- Figure 33: Attitudes towards TV, radio and newspapers/magazines, June 2010
- Full concentration on TV…
- ...but not on radio
How Do Over-55s Use The Internet?
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- Key points
- Ask the family
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- Figure 34: Statements on internet usage habits, June 2010
Attitudes of Over-55s Towards Using the Internet
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- Key points
- Practical over-55 surfers
- All respondents
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- Figure 35: Attitudes towards the internet, June 2010
- Over-55s
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- Figure 36: Attitudes towards the internet – over-55s, June 2010
- Stick with what they know
Attitudes of over-55s Toward Media in General
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- Key points
- Tangible preference
- All respondents
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- Figure 37: Attitudes towards the media in general, June 2010
- Over-55s
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- Figure 38: Attitudes towards the media in general – over-55s, June 2010
- Irrelevant advertising
Appendix – What do Over-55s Watch on TV?
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- Figure 39: Most popular programmes watched on television, by demographics, June 2010
- Figure 40: Next most popular programmes watched on television, by demographics, June 2010
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- Figure 41: Other programmes watched on television, by demographics, June 2010
- Figure 42: Most popular programmes watched on television – over-55s, by demographics, June 2010
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- Figure 43: Next most popular programmes watched on television – over-55s, by demographics, June 2010
- Figure 44: Other programmes watched on television – over-55s, by demographics, June 2010
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- Figure 45: Programmes watched on television, by most popular programmes watched on television – over-55s, June 2010
- Figure 46: Programmes watched on television, by next most popular programmes watched on television – over-55s, June 2010
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- Figure 47: Programmes watched on television, by other programmes watched on television – over-55s, June 2010
- Figure 48: Programmes watched on television, by least popular programmes watched on television – over-55s, June 2010
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Appendix – What Do Over-55s Listen To on The Radio?
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- Figure 49: Most popular programmes listened to on the radio, by demographics, June 2010
- Figure 50: Next most popular programmes listened to on the radio, by demographics, June 2010
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- Figure 51: Most popular programmes listened to on the radio – over-55s, by demographics, June 2010
- Figure 52: Next most popular programmes listened to on the radio – over-55s, by demographics, June 2010
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- Figure 53: Programmes watched on television, by most popular programmes listened to on the radio – over-55s, June 2010
- Figure 54: Programmes watched on television, by next most popular programmes listened to on the radio – over-55s, June 2010
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- Figure 55: Programmes watched on television, by other programmes listened to on the radio – over-55s, June 2010
- Figure 56: Programmes listened to on the radio, by most popular programmes listened to on the radio – over-55s, June 2010
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- Figure 57: Programmes listened to on the radio, by next most popular programmes listened to on the radio – over-55s, June 2010
- Figure 58: Programmes listened to on the radio, by other programmes listened to on the radio – over-55s, June 2010
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Appendix – What do Over-55s Read in Newspapers and Magazines?
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- Figure 59: Most popular types of stories or content read in newspapers or magazines, by demographics, June 2010
- Figure 60: Next most popular types of stories or content read in newspapers or magazines, by demographics, June 2010
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- Figure 61: Other types of stories or content read in newspapers or magazines, by demographics, June 2010
- Figure 62: Least popular types of stories or content read in newspapers or magazines, by demographics, June 2010
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- Figure 63: Most popular types of stories or content read in newspapers or magazines – over-55s, by demographics, June 2010
- Figure 64: Next most popular types of stories or content read in newspapers or magazines – over-55s, by demographics, June 2010
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- Figure 65: Other types of stories or content read in newspapers or magazines – over-55s, by demographics, June 2010
- Figure 66: Least popular types of stories or content read in newspapers or magazines – over-55s, by demographics, June 2010
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- Figure 67: Programmes watched on television, by most popular types of stories or content read in newspapers or magazines – over-55s, June 2010
- Figure 68: Programmes watched on television, by next most popular types of stories or content read in newspapers or magazines – over-55s, June 2010
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- Figure 69: Programmes watched on television, by other types of stories or content read in newspapers or magazines – over-55s, June 2010
- Figure 70: Programmes watched on television, by least popular types of stories or content read in newspapers or magazines – over-55s, June 2010
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- Figure 71: Programmes listened to on the radio, by most popular types of stories or content read in newspapers or magazines – over-55s, June 2010
- Figure 72: Programmes listened to on the radio, by next most popular types of stories or content read in newspapers or magazines – over-55s, June 2010
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- Figure 73: Programmes listened to on the radio, by other types of stories or content read in newspapers or magazines – over-55s, June 2010
- Figure 74: Programmes listened to on the radio, by least popular types of stories or content read in newspapers or magazines – over-55s, June 2010
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- Figure 75: Types of stories or content read in newspapers or magazines, by most popular types of stories or content read in newspapers or magazines – over-55s, June 2010
- Figure 76: Types of stories or content read in newspapers or magazines, by next most popular types of stories or content read in newspapers or magazines – over-55s, June 2010
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- Figure 77: Types of stories or content read in newspapers or magazines, by other types of stories or content read in newspapers or magazines – over-55s, June 2010
- Figure 78: Types of stories or content read in newspapers or magazines, by least popular types of stories or content read in newspapers or magazines – over-55s, June 2010
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Appendix – What do Over-55s Do on the Internet?
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- Figure 79: Most popular internet activities done in the last three months, by demographics, June 2010
- Figure 80: Next most popular internet activities done in the last three months, by demographics, June 2010
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- Figure 81: Other internet activities done in the last three months, by demographics, June 2010
- Figure 82: Most popular internet activities done in the last three months – over-55s, by demographics, June 2010
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- Figure 83: Next most popular internet activities done in the last three months – over-55s, by demographics, June 2010
- Figure 84: Other internet activities done in the last three months – over-55s, by demographics, June 2010
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- Figure 85: Internet activities done in the last three months, by most popular programmes watched on television – over-55s, June 2010
- Figure 86: Internet activities done in the last three months, by next most popular programmes watched on television – over-55s, June 2010
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- Figure 87: Internet activities done in the last three months, by other programmes watched on television – over-55s, June 2010
- Figure 88: Internet activities done in the last three months, by least popular programmes watched on television – over-55s, June 2010
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- Figure 89: Internet activities done in the last three months, by most popular programmes listened to on the radio – over-55s, June 2010
- Figure 90: Internet activities done in the last three months, by next most popular programmes listened to on the radio – over-55s, June 2010
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- Figure 91: Internet activities done in the last three months, by other programmes listened to on the radio – over-55s, June 2010
- Figure 92: Internet activities done in the last three months, by most popular types of stories or content read in newspapers or magazines – over-55s, June 2010
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- Figure 93: Internet activities done in the last three months, by next most popular types of stories or content read in newspapers or magazines – over-55s, June 2010
- Figure 94: Internet activities done in the last three months, by next most popular types of stories or content read in newspapers or magazines – over-55s, June 2010
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- Figure 95: Internet activities done in the last three months, by other types of stories or content read in newspapers or magazines – over-55s, June 2010
- Figure 96: Internet activities done in the last three months, by least popular types of stories or content read in newspapers or magazines – over-55s, June 2010
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- Figure 97: Internet activities done in the last three months, by most popular internet activities done in the last three months – over-55s, June 2010
- Figure 98: Internet activities done in the last three months, by next most popular internet activities done in the last three months – over-55s, June 2010
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- Figure 99: Internet activities done in the last three months, by other internet activities done in the last three months – over-55s, June 2010
- Figure 100: Internet activities done in the last three months, by least popular internet activities done in the last three months – over-55s, June 2010
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Appendix – What do Over-55s Buy on the Internet?
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- Figure 101: Most popular online financial transactions in the last three months, by demographics, June 2010
- Figure 102: Next most popular online financial transactions in the last three months, by demographics, June 2010
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- Figure 103: Online financial transactions in the last three months – over-55s, by demographics, June 2010
- Figure 104: Online financial transactions in the last three months, by most popular programmes watched on television – over-55s, June 2010
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- Figure 105: Online financial transactions in the last three months, by next most popular programmes watched on television – over-55s, June 2010
- Figure 106: Online financial transactions in the last three months, by other programmes watched on television – over-55s, June 2010
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- Figure 107: Online financial transactions in the last three months, by least popular programmes watched on television – over-55s, June 2010
- Figure 108: Online financial transactions in the last three months, by most popular programmes listened to on the radio – over-55s, June 2010
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- Figure 109: Online financial transactions in the last three months, by next most popular programmes listened to on the radio – over-55s, June 2010
- Figure 110: Online financial transactions in the last three months, by other programmes listened to on the radio – over-55s, June 2010
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- Figure 111: Online financial transactions in the last three months, by most popular types of stories or content read in newspapers or magazines – over-55s, June 2010
- Figure 112: Online financial transactions in the last three months, by next most popular types of stories or content read in newspapers or magazines – over-55s, June 2010
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- Figure 113: Online financial transactions in the last three months, by next most popular types of stories or content read in newspapers or magazines – over-55s, June 2010
- Figure 114: Online financial transactions in the last three months, by other types of stories or content read in newspapers or magazines – over-55s, June 2010
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- Figure 115: Online financial transactions in the last three months, by least popular types of stories or content read in newspapers or magazines – over-55s, June 2010
- Figure 116: Online financial transactions in the last three months, by most popular internet activities done in the last three months – over-55s, June 2010
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- Figure 117: Online financial transactions in the last three months, by next most popular internet activities done in the last three months – over-55s, June 2010
- Figure 118: Online financial transactions in the last three months, by other internet activities done in the last three months – over-55s, June 2010
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- Figure 119: Online financial transactions in the last three months, by least popular internet activities done in the last three months – over-55s, June 2010
- Figure 120: Online financial transactions in the last three months, by online financial transactions in the last three months – over-55s, June 2010
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Appendix – How Has Internet Usage Changed The Media Habits of Over-55s?
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- Figure 121: Impact of the internet on traditional media use, by demographics, June 2010
- Figure 122: Impact of the internet on traditional media use – over-55s, by demographics, June 2010
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- Figure 123: Programmes watched on television, by impact of the internet on traditional media use – over-55s, June 2010
- Figure 124: Programmes listened to on the radio, by impact of the internet on traditional media use – over-55s, June 2010
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- Figure 125: Types of stories or content read in newspapers or magazines, by impact of the internet on traditional media use – over-55s, June 2010
- Figure 126: Internet activities done in the last three months, by impact of the internet on traditional media use – over-55s, June 2010
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- Figure 127: Online financial transactions in the last three months, by impact of the internet on traditional media use – over-55s, June 2010
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Appendix – How Do Over-55s Use Traditional Media?
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- Figure 128: Most popular attitudes towards TV, radio and newspapers/magazines, by demographics, June 2010
- Figure 129: Next most popular attitudes towards TV, radio and newspapers/magazines, by demographics, June 2010
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- Figure 130: Most popular attitudes towards TV, radio and newspapers/magazines – over-55s, by demographics, June 2010
- Figure 131: Next most popular attitudes towards TV, radio and newspapers/magazines – over-55s, by demographics, June 2010
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- Figure 132: Programmes watched on television, by most popular attitudes towards TV, radio and newspapers/magazines – over-55s, June 2010
- Figure 133: Programmes watched on television, by next most popular attitudes towards TV, radio and newspapers/magazines – over-55s, June 2010
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- Figure 134: Programmes listened to on the radio, by most popular attitudes towards TV, radio and newspapers/magazines – over-55s, June 2010
- Figure 135: Programmes listened to on the radio, by next most popular attitudes towards TV, radio and newspapers/magazines – over-55s, June 2010
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- Figure 136: Types of stories or content read in newspapers or magazines, by most popular attitudes towards TV, radio and newspapers/magazines – over-55s, June 2010
- Figure 137: Types of stories or content read in newspapers or magazines, by next most popular attitudes towards TV, radio and newspapers/magazines – over-55s, June 2010
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- Figure 138: Internet activities done in the last three months, by most popular attitudes towards TV, radio and newspapers/magazines – over-55s, June 2010
- Figure 139: Internet activities done in the last three months, by next most popular attitudes towards TV, radio and newspapers/magazines – over-55s, June 2010
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- Figure 140: Online financial transactions in the last three months, by most popular attitudes towards TV, radio and newspapers/magazines – over-55s, June 2010
- Figure 141: Online financial transactions in the last three months, by next most popular attitudes towards TV, radio and newspapers/magazines – over-55s, June 2010
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- Figure 142: Attitudes towards TV, radio and newspapers/magazines, by impact of the internet on traditional media use – over-55s, June 2010
- Figure 143: Attitudes towards TV, radio and newspapers/magazines, by most popular attitudes towards TV, radio and newspapers/magazines – over-55s, June 2010
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- Figure 144: Attitudes towards TV, radio and newspapers/magazines, by next most popular attitudes towards TV, radio and newspapers/magazines – over-55s, June 2010
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Appendix – How Do Over-55s Use The Internet?
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- Figure 145: Most popular statements on internet usage habits, by demographics, June 2010
- Figure 146: Next most popular statements on internet usage habits, by demographics, June 2010
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- Figure 147: Statements on internet usage habits – over-55s, by demographics, June 2010
- Figure 148: Programmes watched on television, by statements on internet usage habits – over-55s, June 2010
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- Figure 149: Programmes listened to on the radio. by statements on internet usage habits – over-55s, June 2010
- Figure 150: Types of stories or content read in newspapers or magazines, by statements on internet usage habits – over-55s, June 2010
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- Figure 151: Internet activities done in the last three months, by statements on internet usage habits – over-55s, June 2010
- Figure 152: Online financial transactions in the last three months, by statements on internet usage habits – over-55s, June 2010
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- Figure 153: Statements on internet usage habits, by impact of the internet on traditional media use – over-55s, June 2010
- Figure 154: Attitudes towards TV, radio and newspapers/magazines, by statements on internet usage habits – over-55s, June 2010
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- Figure 155: Statements on internet usage habits, by statements on internet usage habits – over-55s, June 2010
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Appendix – Attitudes of Over-55s Towards Using the Internet
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- Figure 156: Most popular attitudes towards the internet, by demographics, June 2010
- Figure 157: Next most popular attitudes towards the internet, by demographics, June 2010
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- Figure 158: Most popular attitudes towards the internet – over-55s, by demographics, June 2010
- Figure 159: Next most popular attitudes towards the internet – over-55s, by demographics, June 2010
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- Figure 160: Programmes watched on television, by most popular attitudes towards the internet – over-55s, June 2010
- Figure 161: Programmes watched on television, by next most popular attitudes towards the internet – over-55s, June 2010
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- Figure 162: Programmes listened to on the radio, by most popular attitudes towards the internet – over-55s, June 2010
- Figure 163: Programmes listened to on the radio, by next most popular attitudes towards the internet – over-55s, June 2010
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- Figure 164: Types of stories or content read in newspapers or magazines, by most popular attitudes towards the internet – over-55s, June 2010
- Figure 165: Types of stories or content read in newspapers or magazines, by next most popular attitudes towards the internet – over-55s, June 2010
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- Figure 166: Internet activities done in the last three months, by most popular attitudes towards the internet – over-55s, June 2010
- Figure 167: Internet activities done in the last three months, by next most popular attitudes towards the internet – over-55s, June 2010
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- Figure 168: Online financial transactions in the last three months, by most popular attitudes towards the internet – over-55s, June 2010
- Figure 169: Online financial transactions in the last three months, by next most popular attitudes towards the internet – over-55s, June 2010
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- Figure 170: Attitudes towards the internet, by impact of the internet on traditional media use – over-55s, June 2010
- Figure 171: Attitudes towards TV, radio and newspapers/magazines, by most popular attitudes towards the internet – over-55s, June 2010
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- Figure 172: Attitudes towards TV, radio and newspapers/magazines, by next most popular attitudes towards the internet – over-55s, June 2010
- Figure 173: Statements on internet usage habits, by most popular attitudes towards the internet – over-55s, June 2010
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- Figure 174: Statements on internet usage habits, by next most popular attitudes towards the internet – over-55s, June 2010
- Figure 175: Attitudes towards the internet, by most popular attitudes towards the internet – over-55s, June 2010
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- Figure 176: Attitudes towards the internet, by next most popular attitudes towards the internet – over-55s, June 2010
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Appendix – Attitudes of over-55s Toward Media in General
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- Figure 177: Most popular attitudes towards the media in general, by demographics, June 2010
- Figure 178: Next most popular attitudes towards the media in general, by demographics, June 2010
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- Figure 179: Most popular attitudes towards the media in general – over-55s, by demographics, June 2010
- Figure 180: Next most popular attitudes towards the media in general – over-55s, by demographics, June 2010
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- Figure 181: Programmes watched on television, by most popular attitudes towards the media in general – over-55s, June 2010
- Figure 182: Programmes watched on television, by next most popular attitudes towards the media in general – over-55s, June 2010
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- Figure 183: Programmes listened to on the radio, by most popular attitudes towards the media in general – over-55s, June 2010
- Figure 184: Programmes listened to on the radio, by next most popular attitudes towards the media in general – over-55s, June 2010
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- Figure 185: Types of stories or content read in newspapers or magazines, by most popular attitudes towards the media in general – over-55s, June 2010
- Figure 186: Types of stories or content read in newspapers or magazines, by next most popular attitudes towards the media in general – over-55s, June 2010
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- Figure 187: Internet activities done in the last three months, by most popular attitudes towards the media in general – over-55s, June 2010
- Figure 188: Internet activities done in the last three months, by next most popular attitudes towards the media in general – over-55s, June 2010
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- Figure 189: Online financial transactions in the last three months, by most popular attitudes towards the media in general – over-55s, June 2010
- Figure 190: Online financial transactions in the last three months, by next most popular attitudes towards the media in general – over-55s, June 2010
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- Figure 191: Attitudes towards the media in general, by impact of the internet on traditional media use – over-55s, June 2010
- Figure 192: Attitudes towards TV, radio and newspapers/magazines, by most popular attitudes towards the media in general – over-55s, June 2010
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- Figure 193: Attitudes towards TV, radio and newspapers/magazines, by next most popular attitudes towards the media in general – over-55s, June 2010
- Figure 194: Statements on internet usage habits, by most popular attitudes towards the media in general – over-55s, June 2010
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- Figure 195: Statements on internet usage habits, by next most popular attitudes towards the media in general – over-55s, June 2010
- Figure 196: Attitudes towards the internet, by most popular attitudes towards the media in general – over-55s, June 2010
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- Figure 197: Attitudes towards the internet, by next most popular attitudes towards the media in general – over-55s, June 2010
- Figure 198: Attitudes towards the media in general, by most popular attitudes towards the media in general – over-55s, June 2010
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- Figure 199: Attitudes towards the media in general, by next most popular attitudes towards the media in general – over-55s, June 2010
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