Copyright 2005 Kinesis, Inc.If you are marketing to an older audience, don't discount
the value of a website. People over 50 account for more
than 50% of discretionary spending in the United States,
and they are going online to buy. They have money to spend.
According to recent Pew surveys, the number of online
seniors jumped by 47% between 2000 and 2004. There are
about 8 million "silver surfers" (22% of Americans) who are
age 65 or older using the Internet. About 58% of Americans
ages 50 to 64 say they surf the Net.
Of wired seniors, 69% go online on a typical day, compared
with only 56% of all Internet users. Silver surfers report
using the Internet to stay in touch with family and
friends, using e-mail or sending online greeting cards.
Seniors report several other key reasons for using the
Internet, including:
=B7 To stay current with news and events
=B7 To look up health or medical information
=B7 To research products or services to purchase offline
=B7 To make online shopping purchases
=B7 To research and/or check on stocks or investments
"Wired seniors are often as enthusiastic as younger users
in the major activities that define online life such as
email and the use of search engines to answer a specific
question," says Susannah Fox, director of research for
Pew/Internet. "They are as likely as younger users to go
online on a typical day. Communication and information
searches attract wired seniors and there has been sharp
growth in the number doing key Internet activities such as
health searches, e-shopping and online banking."
As people age, they are more likely to have usability
issues. For example, more seniors have myopia, cataracts,
fine motor disabilities, and short-term memory decreases.
Therefore, if your company is targeting this demographic,
it is important to take specific steps to modify your
website appropriately. Don't make it difficult for your
senior visitors to find what they need on your website.
Here are few guidelines to make your website more
older-user friendly:
1. Use larger type, less content: Changes in vision can
make is more difficult to read a computer screen. Reduce
the amount of text on each webpage and use a medium-sized
default font. Provide a way for older viewers to increase
the text size. This will make it easier to read for
individuals who do not see as well.
2. Make it easy to read: Use a sans-serif font that is not
condensed. Avoid novelty and cursive typeface. Double space
body text.
3. Design with high contrast. Avoid reversed type and
patterned backgrounds. Use dark text on light backgrounds.
4. Keep terminology simple: According to recent studies by
Fidelity and AARP, many senior Internet users are not
familiar with commonly used Web terms. Things younger
Internet users know well are a new language to older users.
Avoid web jargon. Examples include: "URL," "link," "message
board," "emoticon," and "IM."
5. Be very clear: Use action-word links. Because senior
users tend to be more cautious in what they do on the
Internet, use link terminology that clearly explains what
happens when a user clicks on the link. Explain things
concisely, but thoroughly.
6. Make links straightforward: Use an obvious method of
displaying links such as blue, underlined words. Make these
consistent throughout your website. Give users a larger
target area to click on to accommodate for users who may
have fine motor coordination difficulties such as tremors.
7. Keep your site design simple and stable: If your site
caters to seniors and you want to change your site, make
changes slowly over time. The more success seniors have
with your site and the easier it is for them to use, the
more confidence and loyalty they will develop. Keep your
navigation toolbar in the same place throughout your
website.
8. Test your site: Before launching your site, have older
adults try out your website to evaluate its accessibility,
readability, and ease of use.
More and more seniors are surfing the online world. The
spending habits and income of this demographic makes them a
desirable target audience. If your company wants to catch
this wave, offer a website that makes it easy for your
users. Create a comfortable online environment for your
online senior visitors, and your business will reap the
rewards.
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If you liked this article, be sure to visit Kinetic Ideas,
a marketing blog written by Wendy Maynard, your friendly
marketing maven: http://www.wendy.kinesisinc.com
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