Guidelines for Insurers Marketing to On-line Seniors.

Posted on 16. Aug, 2009 by in All Local Search Posts, Health & Medicine, Legal & Financial, Professional Services, Websites

From the “Professional Insurance Marketing Association“-


Almost 60% of Americans age 50–64 are online**, and more are plugging in each passing day. Even more surprising, 22% of consumers 65 and older use the Web regularly, up from less than 2% 10 years ago.**

Here’s how seniors use the Internet:

• 95% use email **

• 66% have looked for health/medical information **

• 66% have done product research **

• 60% have visited a government Web site **

• 47% have bought something on the Internet **

• 41% have made travel reservations **

• 20% have done online banking **

If insurance companies want to capture the attention of seniors and get through to them, they need to understand that their Web preferences differ in some substantive ways. To begin with, at this writing, more than 60%** of seniors still use dial-up access to go online. Some researchers place that number as high as 72%. For whatever reason, the broadband revolution seems to have mostly passed seniors by, at least for the moment. That fact has significant implications for the (usually young) people who design Web sites. Almost all large companies today — insurers among them — build Web sites that assume everyone has DSL or cable access to the Internet. Designing sites targeted to seniors and assuming high-speed access can have truly disastrous consequences.

You can download more their entire free white paper; “20 Rules for Targeting Web-savvy Seniors” here

** Pew Internet and American Life Project

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