the net result

the net result

this week: silver surfers

Every fortnight, Karen Gee from eDreams.com helps agents and operators to get the most out of the Internet

One of the forgotten sectors of the Internet community, much ignored in the past but now increasingly important, is the silver surfer category.

This rather patronising term refers to the number of over-50’s who are now using the Internet for a wide range of services.

According to Which? Online, in a survey conducted by MORI, there are nearly one million Internet users in the over-50 age group who use the net for on-line shopping and e-mailing. It’s a big market and one that will grow rapidly in line with our ageing population. In 20 years’ time, half the adult population of Europe will be over 45 and the fastest growing sector among Internet users is the over-45s.

Young at heart

With technology becoming an essential work tool among white-collar workers, many of whom will be offered early retirement, it makes sense to continue to use these tools when they are no longer working. This is reflected by the above average Internet usage of this age group who, in comparison with the 18-24-year-old age group, go on-line 6.3 more days and view 150 more unique pages per month.

With the undeniable growth in on-line shopping across all consumer groups in general, this is equally true of the 55-plus age group.

Over 30% are already shopping on-line, with travel and flights being among their most popular purchases, and 51% have become regular and proficient e-mailers. The over-55s are proving themselves to find the Internet convenient, easy to use and perfect for many communication and shopping needs.

When I look back at what this age group were doing 10 or 20 years ago, I see a remarkable change. Low excitement activities such as bridge or tea dancing, interspersed with regular breaks for those all essential naps, were very much the order of the day. Today things are very different.

Making changes

Retiring earlier than before, with good health and more affluence than previous generations, they see this change in their personal lifestyle as an opportunity to visit the world on several holidays.

It’s almost as if we’re challenging the definition of old and redefining it completely. My recently retired father is a classic example who insists on driving a red Mercedes, has hardly a grey hair on his head and is planning to take my mother off to New Zealand.

This demographic phenomena has given rise to Web sites dedicated to this audience. One of the best is www.vavo.com, a new portal which is dedicated to the over-45s and has a wide range of channels. The travel channel, rumoured to be one of the most popular parts of their site, offers a wide range of travel products.

Another is www.lifebegins.net which targets the over-50s. Check out the Web sites and the message will be clear. These consumers have money to spend and they want to travel.

From a product perspective, let’s not write this group off with tea dances and bridge clubs. While that’s an important product to offer, they’re equally interested in activity holidays, cultural holidays and exploration holidays. With the mortgage paid and money to spend, it’s as if they’re letting go with all their travel dreams.

Communicating

The Internet lends itself nicely to this concept. Being able to research on-line and look at travel options, e-mailing friends and family for their opinions and interacting with others in a similar position is very attractive. Unlike any other demographic grouping, they’re cash rich and time rich – a marketing person’s idea of heaven.

So don’t write off this group as full of Victor Meldrew characters with one foot in the grave. This is an important and discerning audience with plenty of time for travel and money to pay for it.

Clued up:the over 50s are becoming Web savvy

Targeting the over-55s

&#42 1. Positioning: it’s tricky to do but try and ensure your Web positioning explains clearly who you’re aiming at, but in a way that engages them and doesn’t patronise.

&#42 2. language: copy style and tone of voice are important so don’t try and address ‘The Aged P’. Nothing will turn them off faster and they’ll never come back to you.

&#42 3. Range: break the mould with your product offering and go for really unusual holiday initiatives. You’ll soon see what they’re interested in. If you run a prize draw asking people to tell you what kind of holidays they’re interested in, and incentivising it with ashort-break giveaway, you’re sure to get some valuable feedback.

&#42 4. duration: try to have some really long holidays as well as shorter stays

&#42 5. frequency: once you have a customer, they are likely to come back to you again as travel will featured highly on the top of their list.

&#42 6. e-mail offers: build a dedicated list for this age group and communicate with them on a regular basis. Information, ideas and offers will all be well received by this audience.

&#42 7. viral: word of mouth is very important and a wellpresented Web site backed by good product willguarantee you personal recommendations.