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It’s a common stereotype that folks from the older generation are not as technologically savvy and do not use computers or the internet as much as younger folks. However, if you are ignoring the 50-plus crowd in your marketing, you may be missing out on a large segment of the market. Estimates suggest that about 36 million adults over 50 access the internet. According to this article in Business Week, you should customize your website that is targeted for the older generation accordingly. For example, pay attention to colors, font size, and contrast.

The physiological effects of aging do make a big difference here, so that image size, color contrast, and Web site structure are all very important. Also, cognitive decline makes it harder to concentrate, so menu systems and the use of animation all have to be evaluated in that light. The AARP has some fantastic stuff published on this on its Web site.

Some of the niches you should consider for this target audience include vacations, real estate and personal insurance.

The AARP site also offers this free guide (in PDF format) to design principles for websites geared towards older adults. It analyses 50 web sites that are likely to be used by an older adult in the normal course of their day, from news sites to financial sites to health care and hobbies.

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