As a reminder the 40 plus year-old SWA is the fastest growing segment online and can be broken down according to numerous traits, and age is certainly one of them. While SWAs come in all ages, our focus is on the needs of each subgroup and their different needs as they move through their natural lifecycle. Our investment in consumer research will help us better serve the needs of each of our users.
As you can see, this is a very attractive large audience. In particular, baby boomers, still the largest generation in the past 100 years. With over 278 million online over the age of 40 in the US and Europe alone, we are confident in our ability to capture a similar but meaningful market share in certain consumer product verticals. While you will clearly take some investment, both short and long-term, the reward is very high. This audience is more loyal and has a higher lifetime value potential than any other audience online today.
The fact that we have been focusing on this opportunity for the past year gives us an advantage going forward. There are many product verticals relevant to our consumer. However, our initial focus has been on the communications and photo verticals, and this year we plan to add a few products in the safety and security vertical as well.
Regarding our communication vertical, research has constantly shown that email is still the most used activity online with over 99% of the people online participating in it aim for second wave adopters. The frequency of usage continues to grow. In addition, other forms of communication beyond Facebook, text or instant messaging, Twitter, VoIP continue to grow, largely supported by an advertising model. Advertising, and in particular, search based advertising continues to grow, and it’s today over a $15 billion industry online in the US. Communications will continue to be a fundamental activity consumers do online as they strive to connect and share the lives with friends and family. And one of the activities most utilized to share and connect with friends and family is photo sharing and creation.Read the rest of this transcript for free on seekingalpha.com