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Home » Business And Finance Articles » Silver Surfers Successful Online Marketing To Seniors

Silver Surfers: Successful Online Marketing to Seniors

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:

• To stay current with news and events
• To look up health or medical information
• To research products or services to purchase offline
• To make online shopping purchases
• 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.

Copyright 2005 Kinesis, Inc.

And here is another random article you might be interested in...

Ten Tips for Cross Cultural Communication

Here are some simple tips to help you improve your cross cultural communication skills:

Slow Down

Even when English is the common language in a cross cultural situation, this does not mean you should speak at normal speed. Slow down, speak clearly and ensure your pronunciation is intelligible.

Separate Questions

Try not to ask double questions such as, "Do you want to carry on or shall we stop here?" In a cross cultural situation only the first or second question may have been comprehended. Let your listener answer one question at a time.

Avoid Negative Questions

Many cross cultural communication misunderstandings have been caused by the use of negative questions and answers. In English we answer 'yes' if the answer is affirmative and 'no' if it is negative. In other cultures a 'yes' or 'no' may only be indicating whether the questioner is right or wrong. For example, the response to "Are you not coming?" may be 'yes', meaning 'Yes, I am not coming.'

Take Turns

Cross cultural communication is enhanced through taking turns to talk, making a point and then listening to the response.

Write it Down

If you are unsure whether something has been understood write it down and check. This can be useful when using large figures. For example, a billion in the USA is 1,000,000,000,000 while in the UK it is 1,000,000,000.

Be Supportive

Effective cross cultural communication is in essence about being comfortable. Giving encouragement to those with weak English gives them confidence, support and a trust in you.

Check Meanings

When communicating across cultures never assume the other party has understood. Be an active listener. Summarise what has been said in order to verify it. This is a very effective way of ensuring accurate cross cultural communication has taken place.

Avoid Slang

Even the most well educated foreigner will not have a complete knowledge of slang, idioms and sayings. The danger is that the words will be understood but the meaning missed.

Watch the humour

In many cultures business is taken very seriously. Professionalism and protocol are constantly observed. Many cultures will not appreciate the use of humour and jokes in the business context. When using humour think whether it will be understood in the other culture. For example, British sarcasm usually has a negative effect abroad.

Maintain Etiquette

Many cultures have certain etiquette when communicating. It is always a good idea to undertake some cross cultural awareness training or at least do some research on the target culture.

Cross cultural communication is about dealing with people from other cultures in a way that minimises misunderstandings and maximises your potential to create strong cross cultural relationships. The above tips should be seen as a starting point to greater cross cultural awareness.

http://www.kwintessential.co.uk