Respect (and Sell To) Your Elders
Don’t Abandon the Internet
According to a recent survey, nearly 60 percent of Americans ages 50 to 64 go online, and 22 percent of consumers 65 and older use the Web regularly. The online opportunity is made even more appealing by the fact that Internet usage among seniors skews heavily to those with the greatest financial resources. Here are some online-based tips to take advantage of this opportunity:
* Use large, high-contrast type. The minimum size should be 12- to 14-point type, and it’s best to go with black type on a white background.
* Studies indicate somewhere between 60 percent to 75 percent of seniors use dial-up access to go online. This is a significant factor for your Web designers, who need to avoid using Flash, high-density images that can cause Web pages to load slowly. Most seniors don’t care about bells and whistles anyway; they’re more interested in the information. Your site’s design should focus on speed and content.
* Make your site easy to navigate; include the elements that take visitors to the next page and step in the sale. For example, use large arrows labeled “next page” and “go back.”
For more tips provided in the whitepaper, go to http://www2.kbm1.com/FileUploads/WP-23RulesforTargetingSeniors.pdf .