Gardening Website Visitors Skew Older: 28% Are 55 or Over, vs 17% on the Typical Site
On the typical gardening website, 28% of visitors whose age Google can estimate are 55 or older, compared with 17% on the typical website. The gap shows up in every one of the last 12 months.
If you run a gardening business, a big share of the people visiting your website are likely 55 or older, a much bigger share than the typical website sees. Gardening sites also get more of their visits from phones than the typical site does. So readable text, clear buttons and simple checkout or contact steps matter for the audience you already have.
Google Analytics estimates the age of some of your website’s visitors. That only covers part of your traffic, since Google can’t estimate an age for everyone. But it’s enough to compare industries, and gardening businesses stand out.
What the data shows
Diib looked at websites connected to Diib with Google Analytics age data, using each site’s latest reading from the 90 days ending October 20, 2026. Percentages are a share of visits with a known age.
- On the median gardening website (101 sites), 28% of visits came from people aged 55 or older. Across all 14,743 websites in Diib’s data, the figure was 17%.
- Visitors 65 and over make up about 10% of visits on the median gardening site, nearly double the 5% on the median site overall.
- Younger visitors are scarcer. People under 35 make up 32% of visits on the median gardening site, versus 42% overall.
- 60% of gardening websites get at least a quarter of their visits from people 55 and up. Only 33% of all websites do.
- This isn’t a one-month blip. In each of the last 12 complete months (October 2025 to September 2026), the median gardening site’s 55-plus share was between 28% and 30%. For all sites it stayed between 17% and 18%.
What this does and doesn’t tell you
This is aggregated Diib data from websites connected to Diib, so it reflects those businesses rather than every garden center or nursery. Google’s age figures are estimates and leave out visitors it can’t classify. The data shows who is visiting. It doesn’t show who buys, or why older visitors show up more often. A likely explanation is that gardening is a popular hobby with people in their 50s, 60s and beyond, but the data can’t confirm that.
And don’t assume an older audience means mostly desktop traffic. In the 30 days ending October 18, 2026, phones brought in 43% of all visits on the median gardening site, compared with 37% across all sites.