Elderly people in the UK would be more likely to sign up to broadband if they were aware of the shopping offers available on the internet, according to one organisation.
Digital Unite, which specialises in helping the over 50s to use IT, claims that currently only younger people are using broadband connections to get things cheaper online.
The group claims knowledge of the younger generations getting better deals could "be quite a big motivator" in influencing elderly people to join the broadband generation.
Gil Adams, information manager at Digital Unite, says: "They've heard tell that you can get special deals on insurance and travel - apart from it being a whole bunch easier to book things online once you know how, you can also get 20 per cent off and you can even get fuel cheaper, which is a big issue for older people."
Speaking about broadband, he added: "Once people get it they love it, and age is no barrier - we've proved that so many times."
Help the Aged and Age Concern recently claimed that a "digital divide" means elderly people are missing out on the best deals.