The Government, with the help of Age Concern have devised a programme called ‘connect with' which aims to educate the over 50s and get them up to speed on using the World Wide Web and other technologies. But, it appears that many older people are already savvy when it comes to getting online.

Although over 50s may not be traditionally seen as early adopters of technology, if recent research is anything to go by they certainly embrace it once it has become established! Figures produced by broadcasting watchdog Ofcom show that the older generation are spending more time on the internet than younger people, putting paid to the misconception that older people are terrified of technology. The internet silver surfers are spending an average 42 hours per month online, just over four hours a month longer than the 18 - 24 year-old age group.

Silver surfers have their own websites and communities just like any other interest group. They are seeking out advice on retirement matters, pensions, mature dating, and shopping. Indeed, the list of topics that silver surfers are uncovering on the web is almost endless. There's even a website entitled ‘Spending the Kids' Inheritance' (SKI), which playfully suggests that life is for living and the accumulation of wealth only to pass it to your children upon death is not a preferred option.

Shopping on the web makes perfect sense to silver surfers and their combined purchasing power has not gone unnoticed by online retailers. Many silver surfers have discovered that many retailers and financial organisations are now offering products online aimed specifically at them. For example, specialist financial products, such as over 50 life insurance, would only have been promoted offline using traditional methods such as targeted magazine and mailing campaigns as recently as two years ago. However, because of the sheer numbers of silver surfers using online banking and seeking out financial products on the web, insurers are now devising targeted online campaigns for products such as those, hoping to tap into a rich market.

And they are not alone; other retailers who provide age-specific products are also embracing the internet as a ripe sales channel for the over 50s. Savvy silver surfers soon develop the habit of using price comparison websites to research the best online deals, and they know that they can save time by doing their research online and there is now no need to waste time traipsing down to the high street or driving to the retail parks in search of the best shopping deals.

Silver surfers have definitely discovered the benefits of the online world and there is no turning back the clock; they are definitely here to stay!

Isla Campbell writes on a number of topics on behalf of a digital marketing agency and a variety of clients. As such, this article is to be considered a professional piece with business interests in mind.