This story appears in the
February 2000 issue of
Entrepreneur.
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Senior citizens are the fastest-growing sector of the online
audience, exploding from a measly 600,000 in 1995 to an estimated
13 million in 1998, according to SeniorNet. They also spend more
time--and money--online than any other age group, so it's no
wonder they're an attractive audience for online marketers.
With more than 168 learning centers, SeniorNet, a nonprofit that
teaches people over 50 to use computers and the Internet, has been
at the forefront of getting seniors online. Want to make sure your
site is senior-friendly? SeniorNet's executive director Ann
Wrixon offers these warnings about common mistakes made when
reaching out to seniors online:
- While seniors are often depicted in rocking chairs, nursing
homes or wheelchairs, that's not representative of most adults
over age 60. Show a diversity of vibrant and active seniors on your
site.
- Most people have declining eyesight as they age. Use larger
typefaces and avoid clutter. Also, watch color-on-color
contrast.
- As is true with any audience segment, navigation should be
simplified to avoid frustration.
What does Wrixon see as the biggest misconception about
marketing to seniors online? "The myth that you can't
teach an old dog new tricks," she says. "When we consider
what these people have lived through, we realize that they are
risk-takers. They have more time and more life experience.
They're willing to try new things."
Contact Source
SeniorNet, (800) 747-6848, http://www.seniornet.org