Insight and Analysis about Reaching Mortgage Bankers, Brokers & Executives
April 17, 2007 | Sponsored By | view on web

More Older Users Heading Online

Internet use is growing most rapidly among older users.

Between 1997 and 2002, Internet use among people aged 55 to 64 grew by 155 percent, according to the recent study Old School or New Rules? -- Mature Market Basics recently published by JWT Mature Market Group. And among people at least 70-years-old, growth was 170 percent during the period.

This older segment represents fertile prospects -- with around 80 percent being homeowners, the report said. Far less than half of those homeowners have a mortgage.

In contrast, just 69 percent of people aged 35 to 44 were homeowners and most of them had mortgages, JWT reported.

All consumers older than 50 spend more than $1.7 trillion on goods and services each year and hold more than 65 percent of total U.S. personal net worth, the analysis indicated. The also control 50 percent of all discretionary income.

The older audience spends more per household on the Internet than their younger counterparts, according to the report. They also use the Internet for fewer tasks and activities and have fewer click-throughs based on the time they spend online.

Older users are "much more likely" to use the Internet for social tasks because of more time spent at home, the report said.

"Although values are at the heart of consumer purchasing behavior and decision making, they should be viewed within the context of the entire individual
," the report went on. "Values do not emerge in a void. Rather, they are the outcome of a complex and interrelated set of influences. The characteristics of a consumer can be described as being either internal and intrinsic to the individual or external and subject to change."

Online News Advertising Soars

Advertisers increased spending at newspaper Web sites, according to an industry group.

Ad expenditures reached $745.5 million in the fourth quarter, the Newspaper Association of America recently reported. The latest period represents a 35 percent increase over the fourth quarter 2005 and "the eleventh consecutive quarter of double digit growth for online newspaper advertising since NAA started reporting online ad spending in 2004."

As a share of overall advertising at newspapers, online ads accounted for 5.4 percent, the 2,000-member trade group said.

For all of 2006, advertisers spent nearly $2.7 billion at newspaper sites -- a 32 percent improvement over 2005, the statement said.

"Advertisers recognize this multi-platform connection," said NAA President and CEO John F. Sturm in the announcement. "We expect this upward trend to continue as publishers continue to capture a large and growing audience on the Web."

Offline classified real estate advertising declined 2.3 percent to $1.5 billion, the report indicated. Classified recruitment ads dropped 13.7 percent to $1.3 billion.

Top Mortgage Industry News Stories

Based on analysis of traffic during past 30 days.
  1. LoanCity Closes

  2. MLN Arrest Warrant Sought

  3. New Century Employees Hired

  4. The Mortgage Graveyard

  5. Subprime Senate Hearings

  6. Richest Mortgage Moguls

  7. Best Performing Lenders

  8. Quicken Hiring, Originations Soaring

  9. IBM Launches Mortgage Operation

  10. Lawsuit Against Countrywide, IndyMac seeks suitability standard

Mortgage Industry Advertising

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Mortgage ads available on specialty news sections, high-traffic pages and mortgage newsletters.

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Alexa Internet Inc., a traffic ranking company and a subsidiary of, ranks higher than any other online mortgage industry news publication.

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Search Engine Results for Mortgage Industry Phrases

Some of's success can be attributed to its high ranking on search engine results for mortgage industry keywords and phrases as well as its sponsored advertising.

For instance, if a user searches "mortgage news" at one of the major search engines, not only is likely to come up on the first page of natural results, it or a related publication -- including,, or -- will also appear often as a paid sponsor result.

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Mortgage Lead Provider Praises Ads

A Colorado-based mortgage lead generation company says its advertising campaign at is its best ever.

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Ad Campaign at a "Huge Success"

After their first month of advertising at, Bruce Appraisal, LLC has experienced a large increase in new clients.

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