Internet marketing consultants ‘could increasingly focus on elderly users’
The growing online presence of the elderly could make this demographic the next target of internet marketing consultants. (John Burns)
The Accessibility Challenge could become a marketing opportunity
Internet marketing consulting will increasingly focus on targeting the elderly, as older people begin to become a bigger online presence, an expert has suggested.
Dr Gail Bradbrook, lead consultant for Digitopian at Citizens Online, claimed that the key groups which will be beginning to use the internet will be those over 55 and low-skilled, low-income, low-education people.
She highlighted these groups as those who have been traditionally non-internet users, but suggested that this could be changing, which could create new opportunities for companies looking to target these demographics.
“We carry on challenging the corporate sector to come up with good products and services for older people. I think people have started to try and do that, but I think there is more to be done,” she asserted.
The Digital Britain minister, Stephen Timms, recently claimed that the government would be working to get 7.5 million new web users online by 2014, which could allow internet marketing consultants to target a new demographic.
It aims to target the elderly and increase the internet’s commercial opportunities, as well as helping to facilitate independent living and allowing these citizens to access public services.