(2007) Maturity and Opportunity: Seniors Meet the Web

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(Septermber 2007) A survey of seniors online for Illinois agencies on aging.

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(2007) Maturity and Opportunity: Seniors Meet the Web

  1. 1. Western Illinois Conference on Aging – Sept. 2007 www.saffronfusion.com/DSS Maturity and Opportunity Seniors Meet the Web Devendra Shrikhande SaffronFusion LLC
  2. 2. Western Illinois Conference on Aging – Sept. 2007 www.saffronfusion.com/DSS Quick Introductions <ul><li>A little about you </li></ul><ul><li>A little about me </li></ul>
  3. 3. Western Illinois Conference on Aging – Sept. 2007 www.saffronfusion.com/DSS Overview <ul><li>Seniors </li></ul><ul><li>Population Statistics </li></ul><ul><li>Online – Statistics </li></ul><ul><li>Online Behavior & Reasons </li></ul><ul><li>Web Usability – Challenges & Suggestions </li></ul><ul><li>Encouraging Participation: Online & Offline </li></ul><ul><li>Online Resources </li></ul><ul><li>Sample Sites </li></ul><ul><li>Reviews/Questions/Discussion </li></ul><ul><li>Conclusion </li></ul>
  4. 4. Western Illinois Conference on Aging – Sept. 2007 www.saffronfusion.com/DSS Population Statistics Seniors represent the fastest growing demographic worldwide Canada, England and France share a similar trend of growing senior demographic
  5. 5. Western Illinois Conference on Aging – Sept. 2007 www.saffronfusion.com/DSS Online Statistics Silver Tsunami or is it? <ul><li>Currently not many over 65 go online </li></ul><ul><li>But Baby Boomers join the seniors in the next 10 years </li></ul><ul><li>Majority growth is current users joining this demographic </li></ul><ul><li>Many workers are staying past 65 </li></ul><ul><li>Equal parity among men and women </li></ul>
  6. 6. Western Illinois Conference on Aging – Sept. 2007 www.saffronfusion.com/DSS Online Statistics Online Activity
  7. 7. Western Illinois Conference on Aging – Sept. 2007 www.saffronfusion.com/DSS Online Activity - Benefits <ul><li>By the end of 2003, primary activities distributed across </li></ul><ul><li>66% - R esearch Health or Medical Information </li></ul><ul><li>66% - Product Research </li></ul><ul><li>47% - Online Purchases </li></ul><ul><li>41% - Travel Reservations </li></ul><ul><li>60% - Government Web Sites </li></ul><ul><li>26% - Religious and Spiritual Information </li></ul><ul><li>20% - Online Banking </li></ul>Email is main Internet application
  8. 8. Western Illinois Conference on Aging – Sept. 2007 www.saffronfusion.com/DSS Online Behavior <ul><li>“ Cautious Clickers” Concerned that a false move could land them in unsafe or unknown territory </li></ul><ul><li>While less vulnerable, they are also less careful in their security </li></ul><ul><li>Once online they are as enthusiastic as other generations </li></ul><ul><li>Those off-line are way offline </li></ul>
  9. 9. Western Illinois Conference on Aging – Sept. 2007 www.saffronfusion.com/DSS Online Behavior - Reasons <ul><li>Retired without using computers and the Internet at work </li></ul><ul><li>Usability issues – physical challenges </li></ul><ul><li>Web sites produced by younger set: physical and cultural differences </li></ul>
  10. 10. Western Illinois Conference on Aging – Sept. 2007 www.saffronfusion.com/DSS Online Use - Challenges <ul><li>Cautious clicking </li></ul><ul><li>Clicking non-links </li></ul><ul><li>Accessing highly detailed table data </li></ul><ul><li>Understanding Web terminology & technical jargon </li></ul><ul><li>Read all the text, especially if asked to input information </li></ul><ul><li>Difficulty in understanding location and path </li></ul><ul><li>Difficulty in managing (multiple) windows and scrolling </li></ul><ul><li>Difficulty with dynamic (tabbed or popup) navigation </li></ul>
  11. 11. Western Illinois Conference on Aging – Sept. 2007 www.saffronfusion.com/DSS Challenges – Remedies Online Use Cautious Clicking Improve terminology, use action word links. Go to this account , Move Money , Choose Investments
  12. 12. Western Illinois Conference on Aging – Sept. 2007 www.saffronfusion.com/DSS Challenges – Remedies Online Use Clicking Non-Links Increase the number of links, use consistent visual theme to identify links, make icons and bullets links.
  13. 13. Western Illinois Conference on Aging – Sept. 2007 www.saffronfusion.com/DSS Challenges – Remedies Online Use Highly Detailed Table Data Reduce detail to what is required. Split tables. Add more instructional text.
  14. 14. Western Illinois Conference on Aging – Sept. 2007 www.saffronfusion.com/DSS Challenges – Remedies Online Use Web Terminology & Technical Jargon Review content (and then review again) to simplify.
  15. 15. Western Illinois Conference on Aging – Sept. 2007 www.saffronfusion.com/DSS Challenges – Remedies Online Use Too Much Text and Instructions Edit text and revise instructions so they are concise.
  16. 16. Western Illinois Conference on Aging – Sept. 2007 www.saffronfusion.com/DSS Challenges – Remedies Online Use Location Confusion Where am I? Review content structure, bread crumbs, “active choice” indicator.
  17. 17. Western Illinois Conference on Aging – Sept. 2007 www.saffronfusion.com/DSS Challenges – Remedies Online Use Window Management and Scrolling Explicitly state when a new window will open. Eliminate horizontal scrolling.
  18. 18. Western Illinois Conference on Aging – Sept. 2007 www.saffronfusion.com/DSS Challenges – Remedies Online Use Tabbed or Popup Navigation Keep navigation simple as a list with all options visible.
  19. 19. Western Illinois Conference on Aging – Sept. 2007 www.saffronfusion.com/DSS Encouraging Participation Online and Offline <ul><li>To help seniors go online use a multi-pronged approach: </li></ul><ul><ul><li>Online – features on the Web to promote participation </li></ul></ul><ul><ul><li>Offline – activities to encourage participation </li></ul></ul>
  20. 20. Western Illinois Conference on Aging – Sept. 2007 www.saffronfusion.com/DSS Encouraging Participation Online Approach <ul><li>Follow the usability and design tips </li></ul><ul><li>Architect your site per audience, not just services </li></ul><ul><li>Add features beyond your core service Online games Online instructions </li></ul><ul><li>Use it as a communications channel </li></ul><ul><li>Remember to invest in your Web site Like most things, results match your investment </li></ul>
  21. 21. Western Illinois Conference on Aging – Sept. 2007 www.saffronfusion.com/DSS Encouraging Participation Online Approach <ul><li>Design Tips </li></ul><ul><li>Avoid tightly clustered links </li></ul><ul><li>Provide options to increase text size Preference: sans serif with a reasonable default size. </li></ul><ul><li>Keep navigation simple and obvious </li></ul><ul><li>Make icons and bullets links </li></ul><ul><li>In forms, explore cookies to pre-populate fields, use fields to separate phone of CC numbers, not syntax </li></ul><ul><li>Local search engines should be forgiving – ignore hyphens </li></ul><ul><li>Keep content tone simple and active, do not patronize </li></ul><ul><li>Keep error messages simple and direct </li></ul><ul><li>Display industry affiliations and security seals </li></ul>
  22. 22. Western Illinois Conference on Aging – Sept. 2007 www.saffronfusion.com/DSS Encouraging Participation Online Approach <ul><li>Site Architecture </li></ul><ul><li>Identify their area on the site as “Seniors” </li></ul><ul><li>Establish, display and promote your privacy policy </li></ul><ul><li>Cross-populate content but remember to adjust tone </li></ul><ul><li>Adjust structure so information is in short sections </li></ul>
  23. 23. Western Illinois Conference on Aging – Sept. 2007 www.saffronfusion.com/DSS Encouraging Participation Online Approach Online Fun Add “fun” into “functional” Encourage participation and sharing among your audience Puzzles & Pets: http://www.aarp.org
  24. 24. Western Illinois Conference on Aging – Sept. 2007 www.saffronfusion.com/DSS Encouraging Participation Online Approach Online Instruction Utilize online tutorials to help seniors learn http://www. cityofseattle .net/tech/seniors/training/
  25. 25. Western Illinois Conference on Aging – Sept. 2007 www.saffronfusion.com/DSS Encouraging Participation Offline Approach <ul><li>Offline Processes </li></ul><ul><li>“ Just because you built it…” </li></ul><ul><li>Offline engagement is as important as online </li></ul><ul><li>Promote, promote, promote Email signatures, print materials, media releases, relatives </li></ul><ul><li>Partner with stakeholder institutions Beyond link exchange, partner in activities </li></ul><ul><li>Offer classes and programs, tap volunteers as teachers </li></ul>
  26. 26. Western Illinois Conference on Aging – Sept. 2007 www.saffronfusion.com/DSS Online Resources <ul><li>Usability User Interface Engineering : http://www.uie.com/ </li></ul><ul><li>useit.com: http://www.useit.com/ National Institute on Aging: http://www.nia.nih.gov/ </li></ul><ul><li>Statistics Pew: http://www.pewinternet.org/ </li></ul><ul><li>US Census: http://www.census.gov </li></ul><ul><li>Online Tutorials for Seniors SeniorNet: http://www.seniornet.org </li></ul><ul><li>Seattle: http://www.cityofseattle.net/tech/seniors/training/ </li></ul>
  27. 27. Western Illinois Conference on Aging – Sept. 2007 www.saffronfusion.com/DSS Reviews/Questions/Discussion Open forum to visit sites, target specific queries, discuss cases
  28. 28. Western Illinois Conference on Aging – Sept. 2007 www.saffronfusion.com/DSS Conclusion Follow up is welcome! http://www.saffronfusion.com/DSS [email_address]

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