While thinking about
the current political debate about social security, it is
important that we not take lightly the fact that the elderly
population is currently growing at an astounding rate in
America. American society is currently experiencing
revolutionary growth in two important areas. First, as
stated above, the population of older people is increasing
at an extraordinary rate. People 45 and older will soon make
up more than half the adult population, and people 85 and
older are the fastest growing age group. Elderly people are
living longer, and are often living alone, geographically
separated from family caregivers. Second, the use of
computers in everyday life, particularly the Internet, is
also growing at astonishing rates. The percent of posted web
sites increased approximately 8,500-fold between 1993 and
2004 and the percent of the U.S. population using the
Internet increased approximately 10-fold between 1995 and
2003. As a result of these two revolutions, there is a huge
potential for harnessing the power of the Internet to
benefit people of all ages. Elderly people can socialize,
remain independent through easy access to information,
become economic stimulants, and gain access to goods, and
services, as well as take advantage of lifelong learning
opportunities through online courses. The rest of the
population can benefit from easy access to the wealth of
experience, expertise, life long accumulation of wealth and
creativity that older people have to offer.
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However, there are
currently two obstacles retarding the synergy between these
two revolutions. First, the bulk of the lifespan of the
current elderly population has been spent when personal
computing technology did not exist. While my Great Aunt
builds web pages as a hobby and emails regularly with
friends and family, my grandmother is afraid to use a
microwave, never mind a computer. Fortunately, the next
generation of elders will be more familiar with computing
technology, and the "technophobia" of the current generation
appears to be dissipating. Second, and more Importantly, the
elderly face a number of technology accessibility
impediments related to income and education, and technology
usability impediments related to physical, mental, and
cognitive impairments. Some effective strategies exist for
addressing these accessibility and usability needs, but
their universal implementation is required before these two
revolutions can truly benefit one another.
At first glance, many
of the statistics describing computer and Internet activity
among older people are discouraging. In 1998, people 55 and
older trailed all other age groups for both computer
ownership and Internet access. Seniors are the least at ease
with using the Internet and in considering themselves
experienced or skilled Internet users. However, statistics
show that once elders become avid users, their online skills
and activities do not differ much from other age groups. In
Fact they are more likely to be a good Internet consumer
once they master the skill of using the computer and the
Internet itself. Also, older users are experiencing some of
the highest rates of increase in computer ownership and
Internet usage. A 1995 study conducted by the American
Association of Retired Persons (AARP) showed that age is not
a major predictor of computer ownership. Education and
higher income were the most likely predictors across all
adult age groups. Thus, the idea that age-related "techno
phobia" or lack of interest are the main obstacles to
elderly computer and Internet usage, and seem to be
disappearing. As Internet Marketers, we must not forget this
demographic. They have a powerful voice in the ability to
boost sales and assist with growth.
Exactly what type of
products and the needs accommodating this demographic,
however, remains a bit elusive. A large body of research
exists on the psychology of aging with respect to the
impairment of certain cognitive, perceptual, and motor
abilities that come with age. However, these impairments
vary a lot among elderly people, and descriptions of average
behavior found in such research become less accurate as the
age of the group being studied increases. Some studies
comparing elderly and younger users with computing tasks
show no differences in performance, but drastic differences
in interests. (As would be expected.)
There is little
research on specific user-interface design techniques to
address the impairments that come with age. However,
recommendations and guidelines are starting to emerge. In
addition, the current push for universal access to computers
and the Internet by the U.S. government and for universal
usability by many human-computer interaction professionals
will provide many benefits to the elderly. A 1999 U.S. Dept.
of Commerce study shows that while access to computers and
the Internet is growing for all demographic groups, "the
digital divide between the information rich (such as Whites,
Asians/Pacific Islanders, those with higher incomes, those
more educated, and dual-parent households) and the
information poor (such as those who are younger, those with
lower incomes and education levels, certain minorities, and
those in rural areas or central cities)" is also growing.
Thus, as the AARP study indicated, income and education are
far more important in determining universal access than age.
These facts should not deter marketers from producing
campaigns that also appeal to the elderly population. It is
a formidable segment of our community that is rapidly
growing.
There are a number of
steps that can be taken by a variety of groups to achieve
universal accessibility of computers and the Internet by the
elderly, and indeed all people. These steps will surely be
taken as the US elderly population grows over the next 50
years. However, right now the elderly population can quickly
affect the success of a product promotion directly. Think
how critical marketing to this demographic will become in
the coming years. To help the future elderly population
successfully integrate into the digital age there are a
number of changes that the government and other interest
groups can make. In their Digital Divide study, the U.S.
Dept. of Commerce recommends that public and private
institutions implement policies to make access more
affordable, create community access centers, and design
training programs for community leaders. The International
Scientific Forum "Toward an Information Society for All" has
published a research agenda to address the challenges of
universal accessibility and usability. They recommend that
public and private groups create "environments of use" to
allow groups of users to collaborate and communicate in more
meaningful ways. Existing web sites such as SeniorNet are
the first step toward achieving this goal for the elderly,
by helping them feel comfortable online.
As technology is
becoming more prevalent and indeed more necessary in
everyday life, the government has recognized the need to
improve accessibility to computers and the Internet. The
elderly are subject to the same education and income
impediments to this technology as the rest of the
population. Public, private, and industry-specific
initiatives to address these barriers are beginning to
emerge, and are necessary to achieve universal
accessibility. As marketers we can help the elderly
population by generating web sites that have interests
focused on them. We can develop products with mass appeal
and user interfaces for sales and information that are as
appealing to the 30 something as they are to the 70
something. Supporting universal usability in this way will
ensure that the elderly can take advantage of all the
opportunities afforded by technology, and that the rest of
the population can use technology to take advantage of all
the skills, knowledge, wealth, and creativity that the
rapidly increasing population of elderly people have to
offer.
David Fishman
dfishman@wrpmedia.com
