"Retirement boredom" swelling the Internet down under

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SYDNEY - Australia's Internet service providers are growing at 10-15% a month and the network is facing a demographic overhaul as older and wealthier but predominantly male surfers click their mice more often, according to the latest AGB McNair NetWatch survey.

The figures are supported by informal surveys as Web-site developers try to define their target audiences. "We're finding the 55-plus age group the fastest-growing," says Ken Lipschitz, systems and business development director at David Jones Ltd, a major national retail department store chain. "We're calling it 'retirement boredom'."

The NetWatch survey indicates that 2.4m Australians over 14 years old have access to the Internet, 1.6m access it regularly and the proportion of those purchasing goods has risen from 2% to 7%. It also found two-thirds of users earned $80,000 or more.

Copyright November 1996, Crain Communications Inc.

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