When most people consider holidays for the elderly, there is a tendency to associate the market with steering clear of the internet. After all, the over 60s stereotype is characterised by technophobia and a lack of interest in internet shopping. However, like many stereotypes, this one too has recently been shattered by a recent study that lists internet surfing as the most popular hobby for the over 60s.
The survey, undertaken this year by AXA, reveals that internet activities are now the single most cited hobby by British pensioners. With over 40% of respondents listing internet usage as a hobby, web surfing edged out the more ‘typical’ elderly hobby of DIY and Gardening (39%) and was significantly ahead of ‘walking and hiking’ at 28%. What is of note to us travel marketers though, is that 28% of them also listed travel as a hobby.
When it comes to the holiday industry, there are two characteristics of the Silver Surfer market niche that should be of interest to marketing managers.
Disposable incomes amongst the retired is on the rise, and with so much free time left after a long career, holidays are a popular target of this unallocated disposable wealth. With less pressing requirements and more income than the standard 18-30 market, its strange that this affluent market remains relatively untapped.
Contrary to the stereotype again, research suggests that pensioners are not only interested in ‘cruise websites” and bingo trips. Edutainment (educational entertainment trips), adventure travel and other more active holidays are becoming more popular with this niche market. I am not sure if the silver surfers are actually surfing too but the buzz is that the old are definitely getting younger - and their choice of holiday is reflected in this trend.
So, if the market is growing, going online, has disposable income and is looking to have more fun, why is this niche not being exploited by more in the travel industry?
My theory is that it’s because we marketers are guilty of being too easily influenced by trends and the modern obsession with youth purchasing power and the yuppie market (one statistic that I saw stated that just 14% of the elderly feel that advertising is aimed at them).
Another possible reason is that of thinking that we do not understand the market. Again I think that our jaded stereotypes of older people get in the way of common sense and marketing logic. We tend to forget that silver surfers are really just looking for the same sort of thing as the rest of us – and more importantly, if we don’t sell it to them, they will buy it from someone else.
I went through various articles on the subject to find some tips that I felt would be of use to marketing managers looking to cater to Silver Surfers as a niche and found the following six.
The younger market is characterised by trend following. If something is fashionable, it is easier to get the herd to follow. For the older consumer, however, they have literally been around the block many times and they are not as easy to manipulate. For this reason, while we are used to the shopping adage of ‘buyer beware’ when catering to the older markets, I think that a more appropriate adage would be ‘seller beware’
This market has great experience of life. Honesty is something that is given a premium. Studies suggest the majority of the elderly are understandably sceptical of advertising and empty slogans so, for all your online advertising, make sure that your messages are clear and upfront.
It’s a fact of life that ones eyes get weaker with age so, use an easy to read font, increase the text size a little. Also make sure that your graphics are not too cluttered.
Keep the language plain and straight forward. Although many Silver Surfers will understand terms like URL, link and message board, its best to keep things in straight forward English and get to the point quickly.
As well as preferring the human touch, many pensioners will prefer to take this approach as it includes a level of service seldom found these days, but which they will remember clearly. Offer many opportunities to call you, and include options to request a call back.
Although the elderly are very aware how to use the internet, many still feel uncomfortable inputting personal data (especially credit card numbers) over the internet. Include security and safety guarantees (again in plain English) prominently alongside your online checkout and offer the option of taking their order over the phone.
You may notice that many of these tips apply to all age groups and demographics, and that’s an interesting aspect of the Silver Surfer revolution that many marketers seem to overlook: Old people aren’t another species, and they don’t need to be patronised by some pastiche of how old people should live. While some care should be taken to ensure that your site is accessible to people of all ages and physical capabilities, marketing to the elderly does not require any great paradigm shift – just the attitude that older people’s money and time is as welcome at your site as other more frequently targeted demographics.
With many companies slow on the elderly marketing uptake there are plenty of opportunities to make a mark, and a steady stream of new Silver Surfers retiring with constantly improving IT skills ensures the market is not just here to stay, but has some expansion to go yet.
Travel, Cat Litter and Infidelity
Silver Surfers: The Old Are Getting Younger!
