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How to Connect With Seniors Online Get tips on developing senior-friendly web sites. Recent polling by Love and Company, a research and ad firm, sought to quantify how much seniors use the internet, and what appeals to them once they get online. Since the baby boomer market includes large numbers of computer-owners with internet hook-ups, this research is hugely relevant to anyone seeking to gain a foothold in the mature market. The survey found that seniors will seek information through the internet, and are particularly likely to do so if they've seen a website advertised through direct mail or other printed materials. A piece of direct marketing that successfully entices recipients online has a good chance of getting results in terms of hits. What proves persuasive to the mature market when they do visit a site? Innovative and hi-tech designs are less important to seniors than to younger markets; too much pizazz may even be off-putting. The survey revealed that mature web users like copy to be brief and clear, including bulleted lists. Fonts should be 12-14 points, in plain colors with plain backgrounds. Love and Company also observed that older web users, less likely to put a premium on having the latest internet technology, more often use slow connections and dial-up services. Highly interactive sites and fancy downloads may cause them to lose patience or get discouraged.The seniors surveyed turned out to be frequent users of information request forms, and responsive to websites incorporating photographic images. But the research suggested that photos were only as effective as they were appropriate. Web hosts courting a mature market should make sure photos have an evident connection to the site's content and are relevant to seniors who might enter the site. Back To Mature Market News → Go To The GenerationTarget.com Mature Market Bookstore → |
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