The baby boomer generation is embracing the internet and charities should consider using the web to communicate with them.
This message emerges from a survey of 50- to 65-year-olds by digital communications consultancy Panlogic. The research looked at whether the generation that was born at the time of significant events including the end of the Second World War and rationing, the introduction of the Pill, and civil unrest and race riots, now uses the internet to maintain its levels of activism.
It showed that 35 per cent have signed a petition online and 25 per cent have made charitable donations online.
Paul Toeman, commercial director at Panlogic, said that while "silver surfers" - those over 65 - were an acknowledged group of internet users, the web-savviness of the slightly younger age group has not been fully appreciated.
He added: "It is not that they don't want to do more - they do. It's just that they don't know how."
He said that during focus groups, a few participants said they would be more involved with charities online if they knew they could meet up with other donors in their area.
Around 1,000 people completed questionnaires for the survey, followed by the focus group sessions.