Studies of boomers online show the more affluent the user, the more active he or she is online, and that is music to Madison Avenue's ears.
With an estimated 35 million people between the ages of 50 and 65 roaming the Internet, the experts say the segment space is still pretty empty. And as boomers retire and turn to the web for travel, entertainment, and financial advice, the opportunity for profit is still in its infancy.
Many members of the Baby Boom Generation say maturity brings a new confidence to the dating scene.
As tech savvy seniors log on, advertisers are realizing the potential to cash in. AARP, the most visited senior site, figured that out fast, as well as online dating sites, like www.primesingles.net.
The Internet has special appeal for Baby Boomers, an impatient lot used to getting their way. 
According to JupiterResearch, 15 percent of Internet users between the ages of 45 and 54 browsed dating sites last year—almost as much as the average online user.
The American Association of Retired Persons (AARP) found in a recent survey that 70 percent of single Baby Boomers are actively dating. The survey also showed that 45 percent of men and 38 percent of women between the ages of 40 and 59 have sex once a week. "Women and men in their 60s -- the kids are gone. They don't have to worry about getting pregnant. Most of their bills are paid. And hopefully the kids are out of college," said Dr. Margaret New.
As in any age group, there are ups and downs. There's the old stale-photo trick (it's him, but 20 years and 30 pounds ago), or the date who asks right away how much money you have, or the ones who say how fabulous you are and then disappear. Still, many older online daters say that even if they haven't found true love -- yet -- it's been worthwhile.
The main reason more mature singles are going online for love is simple: more widespread access to the Internet, hence more familiarity with online dating. And dating sites are catering to older members. "Baby Boomers are seeing their children use online dating, and watching their success at finding mates," said Rochelle Adams, spokeswoman for Yahoo Personals. "They're seeing that it's not such a crazy concept."
Match.com, another large online dating site, says boomers are its fastest-growing segment -- they've increased by 350 percent since 2000, now numbering 1.7 million. Spokeswoman Kristin Kelly says older users tend to be much clearer and more realistic about what they want: "There's no substitute for the wisdom gained with age."
Sources: WRCB-TV - Chattanooga,TN, USA, www.NBC4.com, April 3, 2006, The Seattle Post-Intelligencer, March 16, 2006