According to Ipsos Reid, a major Canadian polling company, 60% of people over the age of 55 have internet access, up from 48% a year ago. Almost two-thirds of those users have high speed access, spending and average of 9.6 hours online every week. Forty-one percent have made a purchase online. Stats Canada recently reported that Canadians are spent $3.0 Billion in online shopping in 2003.
So what does that mean to you? If you have largely ignored the internet because your customer base is in that 55 plus age group, you can ignore it no longer. And for those who are ignoring the 55 plus age group in your online efforts, you're going to have to consider the needs of that age group in your online activities.
If your customer base is largely the 55 plus group, you may want to consider working with them to refine the look and feel of your website, online newsletter and email programs. Consider the readability of your site, including the size of the font. The 55 plus group are very savvy consumers, who are looking for information, research and value. Make sure that your site has content that is useful to them and up to date. Also make sure that any retail shopping sites have detailed information, in an easily navigated, and read format.
This age group is one of the wealthiest and fastest growing groups online. This is the leading edge of the baby boom. They've changed things before, and they're not about to stop now.
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