Yesterday, Starts at 60, the go-to destination for online over sixties in Australia and New Zealand, hit five million page views per month for the first time and 1.8 million unique browsers.*
It marks 84 per cent growth of traffic in the month (from 26 December 2015), a month when most other media and digital magazines saw declines in traffic.
These statistics demonstrate the enormous demand from the baby boomer demographic for tailored and engaging online content and proves they are far more digitally and social media savvy than media industry data shows.
Starts at 60 founder and CEO Rebecca Wilson said, “It is exciting but not unexpected to see our audience and community growth over recent months has really picked up pace.
“We have grown steadily since our inception in 2013 when we were the only player in this category, to become an established place where over 60s come daily, or even more often for their media and conversation online.”
The Starts at 60 audience is one of the most engaged in the market and it continues to accelerate its expansion despite industry skepticism over the online capability of a baby boomer. With 70+ per cent return rates on site and 75+ per cent mobile usage of the website before this explosive growth, the audience is more attached than most other digital media outlets find theirs to be.
The website attracts over 85,000 comments most weeks and 140,000+ shares of their content online per week.
“Our community is loyal, and act as an integral part of everything we do online, telling our stories for us and with us. They are a very special part of the Starts at 60 experience and we are working every day to be special to them,” Wilson said.
Starts at 60 has over 300, 60+ year old bloggers contributing content, supported by Dymocks who provide vouchers to rewards those published. They also have an editorial team that works to bring the over 60 what they want in media, rather than just stereotypical older market content.
“They share, stay up to date with what is trending and actively participate in big conversations many times a day,” she said. “Our digitally savvy baby boomer and over 60 are online more than ever and they’re also proving to hold more commercial power than before”.
According to Nielsen* on which Starts at 60 digital traffic has grown to exceed many of Australia’s largest magazine titles traffic numbers by unique browser, and has accelerated in comparison over the December/January periods which were also weak for digital media players. Other digital media sites crossing over this demographic have seen flat or declining numbers as the chart below shows.
*According to Google Analytics
*Numbers are available on Nielsen. We are the only site in category measuring through Nielsen at this time.