As marketers scramble to re-calibrate their online marketing strategies to focus on the emergent social mobile consumer, many are ignoring the old folks. In fairness, when I think of the online consumer, images of a tablet-toting, Justin Bieber-esque Gen Y hipster come to mind. As it turns out, this is only one element of an increasingly complex online landscape. In fact, a new report by analyst firm Forrester Research found that 60% of US seniors (aged 65 and up) are online. That’s 20 million people who are comfortable with online technology and reasonably tech savvy- at least savvy enough to figure out how to purchase something online, as 59% of this demographic have done in the last three months. By my calculations, that means roughly 12 million US seniors have purchased a good or service online during the last quarter.¹