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The Research You probably aren’t aware of it, but recent research indicates that internet usage among the over 50 age group is actually as high as those aged 30 to 40. This surely proves that traditional stereotypes associated with age are increasingly outdated and need re-thinking- fast. Add to this the fact that the newly tech-savy older generation are proven to be using an array of devices- smart phones, iPads, tablets, e-readers- to surf the net and it is easy to understand why this is a demographic that we ignore at our peril.

The Difference The only difference in internet usage between older and younger generations basically comes down to practice: those aged 50 and over may demonstrate less sophisticated on line behaviours purely because they began usage later, not because it suits their needs any less or through a lack of interest.

How can you ensure your website is doing enough to reach that 50 plus market?

• Ensure your site is easy to navigate. Build an e-commerce platform that has a clear path to purchase, benefiting any on-line shopper, regardless of age!
• Remember that customer service is of paramount importance to this particular sector so ensure that your website places emphasis and value on these priorities. Combine the digital and the emotional.
• Be aware of your tone when using Facebook and other social media. What appeals to a 20 year old is unlikely to find favour with a 65 year old browser!
• Statistically, the 50 plus market likes ‘shareability’: news, humorous insights and ‘how-tos’ that can be passed around among friends. Consider that idea of ‘shareability’- is there anything in your post or email that can be ‘passed on’?
• Finally, there is clearly a huge difference between the internet behaviour of a 55 year old compared to a browser in their mid 80s! This, like any other age category, is not a cohesive group. Work out who exactly you need to target and do so accordingly

The Research You probably aren’t aware of it, but recent research indicates that internet usage among the over 50 age group is actually as high as those aged 30 to 40. This surely proves that traditional stereotypes associated with age are increasingly outdated and need re-thinking- fast. Add to this the fact that the newly tech-savy older generation are proven to be using an array of devices- smart phones, iPads, tablets, e-readers- to surf the net and it is easy to understand why this is a demographic that we ignore at our peril.

The Difference The only difference in internet usage between older and younger generations basically comes down to practice: those aged 50 and over may demonstrate less sophisticated on line behaviours purely because they began usage later, not because it suits their needs any less or through a lack of interest.

How can you ensure your website is doing enough to reach that 50 plus market?

• Ensure your site is easy to navigate. Build an e-commerce platform that has a clear path to purchase, benefiting any on-line shopper, regardless of age!
• Remember that customer service is of paramount importance to this particular sector so ensure that your website places emphasis and value on these priorities. Combine the digital and the emotional.
• Be aware of your tone when using Facebook and other social media. What appeals to a 20 year old is unlikely to find favour with a 65 year old browser!
• Statistically, the 50 plus market likes ‘shareability’: news, humorous insights and ‘how-tos’ that can be passed around among friends. Consider that idea of ‘shareability’- is there anything in your post or email that can be ‘passed on’?
• Finally, there is clearly a huge difference between the internet behaviour of a 55 year old compared to a browser in their mid 80s! This, like any other age category, is not a cohesive group. Work out who exactly you need to target and do so accordingly

E. Barker & Son (Hillsboro) Limited

Reg. Office: 39 Burton Street, SHEFFIELD, S6 2HH

Reg No: 254789

VAT No: 172 4086 69