Internet users think it’s all about Them.

Just what is “age-appropriate”?

The majority of US Internet users think the Internet speaks directly to their age group.

Burst Media said that more than one-half of respondents to its February 2008 survey thought that online content was focused on them.

Respondents over age 44 were far less likely to say that online content focused on them.

Burst also found that starting at age 35, respondents felt that online ads were aimed at younger Internet users.

Burst concluded that content providers and advertisers were missing an opportunity to target Internet users over the age of 34.

“You may have opportunities to expand content offerings to segments that currently see themselves as under-served by the Internet,” Burst researchers wrote. “The 55 years and older segment is rapidly replacing other media as the primary source for news, entertainment, and information.”

The company also recommended that advertisers “utilize creative that is age-appropriate in both design and messaging.”

That is always good advice, but the study raises at least two issues of equal importance.

For one, “online content” is a generic term that does not reflect the quantity or range of material housed on the Web. It also ignores the fact that Internet users invariably deliberately search for material that is of interest.

The second problem is that more than one-half of 18-to-44-year olds thought online content focused on them.

Online content’s appeal is pretty wide if that range of users thinks it focuses on them. That’s an argument for more material with universal appeal, not for “age-appropriate content.”

The Burst study is spot-on in one sense. According to eMarketer calculations of comScore Media Metrix there are more Internet users ages 35 to 64 than 18 to 34.

If content producers or advertisers are trying to reach the greatest number of Internet users, they may want to focus on consumers with more gray in their hair than neon dye.

Courtesy of http://www.emark3ter.com