Older and Online: Engaging the Digital Life of the 45+ Consumer
Wednesday, May 8, 2013
Two simultaneous upheavals are in the process of shaping the future of markets and society: traditional information channels giving way to the Internet, and the steady demographic shift to an older population. On May 8th, 2013, the MIT AgeLab convened representatives from a diverse array of organizations to discuss the area where these two trends coincide: the online lives of older adults. This report captures insights, predictions, and questions that came up throughout the daylong conference.
At its outset, the conference aimed to answer three questions:
• Trust online: What are older consumers, particularly women 45-55, looking for?
• Advising complexity: How do the 45-plus use the Internet to make complex decisions?
• Leveraging the power of we: What does the social web provide, and what are its limits?
Ultimately, participants came up with a number of questions for future research, as well as several actionable business insights for reaching older adults online.
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