The Internet's New Kids On The Block

Only a few years ago, when Sunil Gupta, director of the University of Michigan's Hermes project, a study of commercial uses of the World Wide Web, talked to companies about marketing to seniors on the Internet, they were interested but noncommittal. They preferred to wait, they said, for "the right moment." Now, says Gupta, "it's come."

A study by Media Metrix found that last year, while 18- to 24-year-olds spent an average of 1,377 minutes a month using their home PCs, the 55-plus generation was logged on 2,299 minutes. Now businesses are rushing to tap what appears to be a market...

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