5 things all digital agencies should know about aging
1 – when working for a client consider whether their product is age- neutral or not. Sites tend to get optimised for a younger age group.
2 – Age is not a good proxy for behaviour. The default is we are all age-neutral until proven otherwise.
3 – Physiological aging really does matter. Useability is only the beginning. Consider navigation, complexity, handling this si more deifficult with age. The heat maps for older people are very different.
4 – Lifestyle is important – education and background are very importa determinants of web usage
5 – Social Networking issues – if the only unifying feature of the website is age this is a problem. Interest-driven is more mportant.
Steve Morgan MD of SQuiz
They have written a publishing plaform which hosts the 50Connect site.
- if a majority of traffic comes from search, nobody searches on "over 50 travel / finance / insurance". Brand loyalty and a core user base is the only way to build traffic
- Dividing the market by age groups is pointless. Event-driven is much better e.g. kids leaving home, illness
- Useability research show s related offers and products mucst be very clear and direct. The audience i easy to lead. - networking creates teh sense of ownership / community strength. If you change anhythying there is a backlash- Cap[tcha is too small – gridded background, colours and no contrast lost 70-80% by having it- Text based advertising works better than image-based. Don't use banners and skyscrapers. Nostalgic images don't work.
- calls to action must be strong, bold and well-placed. Consistent standards in article structure metter e.g. all same colour / place. Raises CTR.
David Noble MD Wanobe
- the size of the market is a trap
- most older people never think of themselves of being the age they are
- show me by dreams not my mirror image. Dreams are not age, health and wealth. Treat them according to their potential for dreaming
Sarah Robinson, Research and planning director Millennium
There are 30-40 years of life left after 50. Experiences of technology and itnernet vary. Some are users equivalenbt to a 30 year old
Comfort with technology is important. They are used to long copy and written letters. Brought up in a non-visula age.
People think of themselves as being 10 years younger than they are
Search is not a problem but buying is. Many want to check you are really there and to be sure your call centre is not in INdia. Phone number = reassurance.
"The problem is with the under30s" Desire instant gratifiction; judge based on popularity not reputation, longer attenation span when you are older'; value longer relationships; lsess peripheral vision affect page layouts
Alex Champan – Campbell Hooper – most B2B decision makers are over 50. consider corproate sties with heavy language and simple naviation – gives indication that the mind state is corporate not consumer.
Sites
50notOut – this appears to be a cricket site…?
How to use your marketing budget effectively? users over 50 make 50% more errors on the site and take 50% longer to navigate.
Consider the USA car sites for Lexus and VW. One is boringly efficient and the ohter designed for accolades but hard to take a decision based on the content.
This is not a niche market it is 1/3 of the population.
]]>It is called Dynamo London and it is a site promoted (and presumably funded) by the lovely NMK, London Development Agency and a couple of notable quangos and private businesses.
it has three major areas: Projects , Discussions and Events . Self-explanatory and handily colour co-ordinated for the hard of hearing. It claims to be "your online interactive media showcase".
Here's what Malcolm Garrett the Creative Director says in his welcome email
This is a site for its members, and for sharing knowledge, so I sincerely hope you'll participate and offer your comments and opinions. We'd like to hear about anything that you see on the site, that you like, or don't like, or have an opinion about.
It's very easy to upload more projects, or to post your own discussion topics. Project texts remain editable so this can be done quickly, and you can come back and add more detail at any time. You can also add extra information to other projects that are already uploaded.
in fact it prompted me to sign up for the Beers and Innovation party on 27 May… maybe see you there?
Afterthought… if you want to get in touch with a particular agency or individual, the list of members is a pretty powerful grouping with people from Foster + Partners, Burston Marstellar, AIG
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