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Do old people actually usethe internet?OR: Content Strategy @ Age UKBy Rob Mansfield
A quick question…
What I’ll be talking about…- Age UK? Who, what- Some facts and figures- How Age UK site evolved- What I’ve learned
Age UK - Who, what, why?}2009
Age UK in 2013...3 National Partners: Age Cymru, Age NI, Age Scotland169 Local partners2 financial services companies470+ ...
Older people in the UK…• There are now more people in the UK aged 60 andabove than there are under 18• There are 10.3 mill...
Older people on the internet…?Over-55s are the dominant group in the UK, with morethan 9m unique online visitors during 20...
BUT….In the third quarter of 2012,5.3m people aged 65+ havenever been online– 54% - Dont need Internet(not useful, not int...
What we used to look likeAge Concern and Help the Aged websites used tofollow the standard IA of a charity website –intern...
So we went topic-based...We divvyed up our Information and Advice content (which is oneof our Primary services) into relev...
What older people do online...55+s now account for more than 20% of all people whogo online. This reflects a growth of 11%...
On the Age UK site...• 60% of users are looking for information:– Either for themselves– Or for someone they help care for...
Personas…Brenda Bill Jean
A very simple strategy...• To make our Information and Advice as clear, simpleand accessible as possible• To reaffirm our ...
I could show you the usual stuff now…Case studiesVideoBlogsAudioNews InfographicsCalculators
11 things I’ve learnedabout our users...
What we know about our users…1. Money is theirbiggest concern
What we know about our users…2. They don’treally likecelebrities
What we know about our users…3. They like in-depth content…
What we know about our users…4. Rich media – naah, not so much
What we know about our users…5. They like big, trusted brands
What we know about our users…6. They hate advertising
What we know about our users…7. They hate being stereotypedI’m intelligent. I worked inthe pharma industry for along time....
What we know about our users…8. They loveto speaktheir mind
What we know about our users…9. They love iPads
What we know about our users…10. They do everything you do online......just a bit more slowly
11...and with a little less urgency
Where do we go next...?• Better mobile• Refine our tone of voice• More case studies• More about money• Make care easier to...
Any questions...?uk.linkedin.com/in/robmansfieldrob.mansfield@ageuk.org.ukTwitter: @robram
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Do older people really use the internet? Content strategy at A

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Do older people really use the internet? Content strategy at A

  1. 1. Do old people actually usethe internet?OR: Content Strategy @ Age UKBy Rob Mansfield
  2. 2. A quick question…
  3. 3. What I’ll be talking about…- Age UK? Who, what- Some facts and figures- How Age UK site evolved- What I’ve learned
  4. 4. Age UK - Who, what, why?}2009
  5. 5. Age UK in 2013...3 National Partners: Age Cymru, Age NI, Age Scotland169 Local partners2 financial services companies470+ Age UK shops500+ local friendship centres and older people’s forums1 Biomedical research charity1 International sister charity for overseas relief
  6. 6. Older people in the UK…• There are now more people in the UK aged 60 andabove than there are under 18• There are 10.3 million people aged 65+ in the UK• There are well over 21 million people aged 50 yearsand over, over a third of the total UK population• There are now over 14m people in the UK aged 60+• Over 1.4 million people are aged 85 or overSource: ONS, April 2013
  7. 7. Older people on the internet…?Over-55s are the dominant group in the UK, with morethan 9m unique online visitors during 2012Source: comScore 2013
  8. 8. BUT….In the third quarter of 2012,5.3m people aged 65+ havenever been online– 54% - Dont need Internet(not useful, not interesting,etc)– 22% - Lack of skills– 15% - Equipment coststoo highSource: ONS
  9. 9. What we used to look likeAge Concern and Help the Aged websites used tofollow the standard IA of a charity website –internally focussed, rather than user-focussed.After many months research, user testing, focusgroups, etc, we decided to go down the user-centric route that exists now, based on ourInformation & Advice being the core reasonpeople come to us, as a charity.
  10. 10. So we went topic-based...We divvyed up our Information and Advice content (which is oneof our Primary services) into relevant topic areas and based thecore part of the site around that – our five pillars.And we put most of the rest into other categories, such asProducts & Get Involved…We’re not a one-issue charity, which goes some way to explainreasons that people come to us…
  11. 11. What older people do online...55+s now account for more than 20% of all people whogo online. This reflects a growth of 11% during 2012.From our own research, we know that:68% of our users are aged 50+41% of our users are aged 60+Of our users aged 60+:86% have bought something online45% have downloaded software32% have communicated on a forum or social network
  12. 12. On the Age UK site...• 60% of users are looking for information:– Either for themselves– Or for someone they help care for• 14% want to find out about a product• 13% for professional/academic reasons• 9% to donate/volunteer/support
  13. 13. Personas…Brenda Bill Jean
  14. 14. A very simple strategy...• To make our Information and Advice as clear, simpleand accessible as possible• To reaffirm our brand messages: we’re notabout age, we’re about people• To promote our key campaignsand services• To promote our other productsand raise income
  15. 15. I could show you the usual stuff now…Case studiesVideoBlogsAudioNews InfographicsCalculators
  16. 16. 11 things I’ve learnedabout our users...
  17. 17. What we know about our users…1. Money is theirbiggest concern
  18. 18. What we know about our users…2. They don’treally likecelebrities
  19. 19. What we know about our users…3. They like in-depth content…
  20. 20. What we know about our users…4. Rich media – naah, not so much
  21. 21. What we know about our users…5. They like big, trusted brands
  22. 22. What we know about our users…6. They hate advertising
  23. 23. What we know about our users…7. They hate being stereotypedI’m intelligent. I worked inthe pharma industry for along time. I can spotquackery at 10 pacesI feel really childish.I don’t want to feelold.”I’ve got no interest invirtual friends. I knowwho my friends are.”I buy almosteverythingonline
  24. 24. What we know about our users…8. They loveto speaktheir mind
  25. 25. What we know about our users…9. They love iPads
  26. 26. What we know about our users…10. They do everything you do online......just a bit more slowly
  27. 27. 11...and with a little less urgency
  28. 28. Where do we go next...?• Better mobile• Refine our tone of voice• More case studies• More about money• Make care easier to understand
  29. 29. Any questions...?uk.linkedin.com/in/robmansfieldrob.mansfield@ageuk.org.ukTwitter: @robram

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