Web Design for Grown-Ups

A recent New York Times article discussed a shift in Internet buying and viewing habits that we have observed at Newark1 as well. The article, "Selling to 45-Plus Generation: That's Where the Money Is." discussed the impact the aging of America is having on the Internet. "Households headed by someone 40 or older hold 91 percent of America's net worth," stated this article, quoting from the book "Marketing to the Mindset of Boomers and Their Elders," by Carol M. Morgan and Doran J. Levy.

How do mature Americans spend their money? Americans 45 and older dominate spending in housing, transportation and food. Discretionary income is split between financial products (insurance, investments, etc.), health care, entertainment clothes and travel. They are the group most likely to buy new electronic products, including home theaters, home computers, and new cars. They are far more likely to travel abroad and nationally than younger consumers. And, Americans 50 and older are increasingly using the Internet to shop. In fact, they are becoming the Internet's most powerful consumer.

According to figures in "A Nation Online," a Commerce Department study released in February 2002, 43 percent of Americans age 50 and older have been online. Of these, 54 percent under the age of 55 had made online purchases, while 42 percent of those over 55 had done so. They are not only spending on themselves, but making purchases for grandchildren ($26 billion was spent on grandchildren nationally according to the NPD Group, a market information company in Port Washington). Additionally, 42% of social media users who are 45 years and older are likely to use online channels to research products. This is significantly more than among younger users.

What does all of this mean to a business looking for web design? Basically, that you must consider the needs of this market when selecting a web designer. Web design has typically been a domain of the young and for the most part, it looks it. For better or worse, most web sites are skewed toward a youthful aesthetic. However, in order for web design to appeal to an older market, it must take into account the aesthetic sensibilities of the mature consumer. Generally, with experience in life comes a refined aesthetic sense, a cultured sense of taste, and less attraction to faddish ephemera.

Web design done in good taste has a particular appeal to those mature online consumer. It is evident in how they choose to spend their income. What appeals to them in cars, homes and interior design will also appeal to them in web design. Paying careful attention to their needs makes good 'dollars and sense' in web design.

Donald Peterson