marketing to older adults

[Steve Sardell]

In a recent article Neal Leavitt discusses Marketing to Seniors Online. In it he suggests a few items worthy of consideration

· Redcuce the amount of text on each page
· Use action-word links that clearly explain what happens when the user clicks the link (the more they understand what will happen when they click, the more likely older users will be to click -- and the faster they will click it).
· Use a medium-sized default font.
· Provide an obvious way for older users to increase text size, like a visible button.
· Use a scalable font that enables users to increase/decrease text size using the browser functions (View>Text Size>Larger).
· Use an obvious and consistent method of displaying text links, like blue underlining with red on mouse over.
· Use image-based links that provide a larger target area for the user to click.
· Increase redundancy in links (making text and bullet links) to increase the chances that older users will successfully reach their target.
· Don't use Web or other technology-related terms without defining them. Some of these terms include Back (or go Back), link (click the link), URL, menu bar, toolbar, IM, minimize, Login and home.

If older adults are part of your target market then this article (http://www.imediaconnection.com/content/4274.asp) may be worth the few minutes.

[bwelford]

A good article, Steve.

However I think that's also excellent advice for most audiences.

[ihelpyou]

Yeah, it sure is. I don't see too many sites out there that have a button that enables a visitor to click to make the font size bigger. Nice idea!

[kalidust]

Making the font size scalable is a big help. I've seen some designs break when scaling the font larger so it is important when designing a site that it will work for larger fonts as well as smaller ones.

[bwelford]

One tip for those with scrolling mouses (mice?) is to hold down <CONTROL> while rotating the scrolling wheel forwards or backwards. This will usually Zoom In or Zoom Out on the web page. It seems to work with most browsers and with most web pages. I'm surprised it's not more widely publicized. ... particularly by the sellers of scrolling mouses. The Seniors market has money and needs this kind of help.

[Steve Sardell]

I'm surprised it's not more widely publicized. ... particularly by the sellers of scrolling mouses. The Seniors market has money and needs this kind of help.

Good point Barry. The seniors market has at times been neglected. More designers should take this market into greater consideration. The seniors are no longer so afraid of computers, and the majotity here in the States are actually playing around on them.

[kalidust]

Same that applies to seniors usually also always applies to those with disabilities. Both are usually forgotten markets on the web that designers/website owners should not ignore.