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Carolyn Hansen

Addressing age issues online

Carolyn Hansen | Executive Director, Marketing
3.19.2008       Comments (0)
Burst Media published survey results saying that "few respondents 55 years and older say Internet content is primarily focused on people their age."

We probably don't need a survey to tell us that. After all, except for financial planning services and long-term care insurance, little in this life seems specifically aimed at people over 55. (I exaggerate. But only a little.)

What bugs me, as someone who . . . has acquaintances . . . friends . . . even siblings . . . in that particular age group, is that very few sites seemed designed to be friendly to an older audience. (Okay. I confess I'm getting closer to that age every year. So are you, if you're lucky.)

I don't have the data, but I'm pretty sure there aren't that many Web designers over age 55. You don't have to be 55 to need reading glasses. I've had LASIK surgery, and I still find that some sites should offer a magnifying glass.

If your product or service is something someone over 50 would be interested in buying, design your ads and your Web site to appeal to them. Don't hide the information they're looking for.

So much Internet content is "ageless," in that it appeals to people across all demographic lines. That only a handful of people over 55 think this content is aimed at them is -- in my opinion -- more about how Web sites generally look than it is about the content.