In our quest to target young audiences, are writers and content strategists ignoring an important segment of Internet users? A new Burst Media study says that content providers are overlooking the needs of many of today’s Internet users.

The online survey, conducted in February 2008 of more than 13,000 web users 18 years or older, found a majority of Internet users 45 years and older believe that online content, as well as website design and online advertising, targets younger web users. Young web users between the ages of 18-24 years and 25-34 years are most likely to say online content is focused on people their age (76.0% and 73.9%). Additionally, more than one-half (55.7%) of respondents 35-44 years perceive online content to be focused toward their age segment.

But once you get to the “Young Boomer” segment (45-54 years), satisfaction drops. Within this age segment, only one in three (35.4%) believe online content is focused on people their own age. Only one in five (18.9%) respondents 55 years and older say Internet content is primarily focused on people their age. And three-quarters (77.7%) of respondents 45 years and older believe online advertising is not targeted towards them, and focuses on younger audiences.

Jarvis Coffin, CEO of Burst Media, encourages content providers to consider all age groups when creating content and Web designs: “A major audience segment, such as adults over 45, should not be crying out for content. Clearly there is an opportunity for talented web publishers to develop engaging content that resonates with older web audiences."

So next time you're working on a content strategy, don't forget this important segment. Utilize creative that is age appropriate in both design and messaging.