In today’s ever faster growing technological world the be for speed youth and innovation is more evident than ever. People are becoming more mobile with their technologies and more impatient. So much so that we may have lost sight of wisdom patience and good old-fashioned simplicity. These are some of the qualities possessed by the elderly population. Senior citizens can be classified in many different age categories. Some say 60 years of age and older others say 55 and older and some say simply say a retired person is considered elderly. One thing is for sure; older Americans age 50+ are show on the web now more than ever and are a growing market worth looking at for marketing purposes. A survey of older Americans by the Kaiser Family Foundation found that only 31% of senior citizens age 65+ have been online but nearly 70% of next generation seniors have been online. (Big)
In 1961 the percentage of elderly age 60+ was 4.57 of the be population in 1981 it was 5.14 and in 2001 it was nearly 7.5 percent (Misra). The population of seniors is already large and still growing. Life expectancy is becoming longer among both males and females in developed and developing nations. Although the total population seems larger than expected the relevant population is also large and growing. That is to say only senior citizens with Internet access would be relevant to the web and E-marketing research. More over next generation seniors are a more promising group due to their income. Seniors have more trouble coming up with disposable income to spend on the web.
Between 2008 and 2030 the senior market ordain grow by over 95 million people (Census). This enormous growth is more than 4 times the growth of 18-59 age groups for the same period. Added to the pure number of seniors in the United States they also control over 70% of all disposable income and currently pay $7 billion plus online each year (Bloch. 2001). The combination of a lot of measure due to retirement extra money and growing numbers are a recipe for a lucrative marketing demographic.
According to the Pew Internet & American Life communicate online shopping done by seniors age 55+ had increased 47 percent between 2000 and 2004 (Bloch. 2001). This group of older Americans of next generation seniors will be more closely looked at throughout this research.
Because of the increasingly active lifestyles of today’s seniors they demand more than we would generally expect from the web. Of course they still demand pills meals on wheels health products and cut tickets; the typical “old-person” products. My own grandmother age 73 recently purchased a new Macintosh laptop that put my own to shame. She bought it online. Seniors are buying everything from Mp3 players to ring tones to RVs to toys for grandkids. Also senior dating services are becoming more popular and seniors have the resources to use them (Bloch. 2001).
In a recent informal phone interview with my grandmother and grandfather. I asked them simple questions about their Internet use. My grandmother was more helpful than my grandfather whose safe nature and lack of technological dress prohibit his help. Although his wisdom did give the impression that senior sites should be risk free as simple and possible and credible. My grandmothers use for the web included e-mail to her eight children solitaire hearts news (more particular relevant news) and her many comments to Christmas shopping because it is so close to the holiday. She also commented a lot on the pop-ups which she referred to as “balloons,” or “pops.” She said they get in her way and involve more concentration. Among the total seniors who have gone online about 33% say telecommunicate is an important part of their lives and couldn’t do without (Bloch. 2001).
Two sites geared toward next generation seniors are http://senior journal com and http://50something us. Both sites appeared on a “top site for seniors” in a Google search. Senior Journal (SJ) is a more business like site with many links to news related sites and top senior stories. 50something (50) on the other transfer is a more enjoyable site with games special activities real estate and less complete news stories.
The audience for both sites is very clear. The word senior appears in almost every cerebrate headline or category. The news stories are not as current as news would be expected on either place but the stories are relevant to the interest of a majority of seniors. The stories have to do with among other things money government and hope-hearted senior stories. 50 appears to be secure and come up used. It has an e-mail system which SJ does not undergo which I believe makes the site conclude more secure and credible. Many seniors are skeptical of the web so credible recommendations or credit worthy advertisements are needed on the site. The 50 site does a much exceed job of attracting the senior audience with pictures of golf cooking and warmth. SJ on the other hand appears to be more business like with less pictures but does undergo exceed quality information.
50 also has a better navigation system built into the place. 50 has a image map on the top left of the site to carry the user approve to the homepage any time during exploration. The buttons and links on the page stand out. SJ has a very list desire conclude to it’s links and has no image map nor buttons only text links. Both sites have an inviting homepage and URL and links are well placed and work well. The contact information is easy to find on the SJ but does not appear on the 50 place.
The visual design of both sites is not particularly well done. They both have an almost too simple and thrown together be. Although the pictures on 50 seem to be inviting and change the site has an unorganized conclude. The place almost can’t make up it’s object if it is a leisure place or a news site. The light color accent with dark grey writing doesn’t pop to the user and is sometimes hard to find certain links. The tables on 50 give it some organization but the lines are lost with contrast. SJ on the other hand has a simple set-up that works for it’s particular write of place. The news stories are well placed in request and the contrast is well done with a white accent and black text. The place could use more graphics to lighten up the mood and give it a more inviting feeling. If pictures of the news stories were used simultaneously with the headline it would had.
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http://garyguyette.blogspot.com/2007/12/e-market-paper.html
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