Yes, we’re an aging population. Yes, we are a wired population. And the latest from Jakob Nielsen’s Alertbox describes some of the changes taking place — and other changes that need to take place — as more and more seniors go on-line. For example, one conclusion the study finds is:
“Because faster times are better, all four usability metrics [cited earlier] lead to the same conclusions:
- Websites have become somewhat better for seniors over the past 11 years.
- Websites are still substantially harder to use for seniors than for younger users.
Let’s translate these usability metrics into business terms: If you redesigned your website to give seniors the same user experience quality as younger users, you could expect to get 35% more business from them, based purely on the higher success rate. (Most likely, usage would increase even more as tasks became faster, less error-prone, and more pleasant to perform.)”
To read the Alertbox summary with a link to the full report, go here.
If you’re part of a team marketing to seniors on-line, the study may be worth reading.