By embracing web design that’s more suited for older users, sites can vastly expand the amount of business they generate from this population. Our new user research shows that current websites still discriminate against seniors.Thus, many of the seniors who’ve gone online in recent years have yet to start spending money, but they’ll do so shortly. Ecommerce purchases, online banking and brokerage, and the many other ways of extracting business value from users are all lagging indicators relative to users’ initial uptake of free services.The business opportunities offered by elderly users is growing even faster than the demographics indicate for two reasons: an ever-larger percentage of old people who go online.Yes, there are more young users, but the number of older users is growing much more rapidly, driven by two factors: The situation is similar in the U.K., where the Office for National Statistics estimated the following change in Internet use during a one-year period: Internet users aged 30–49 increased only 3% per year, from 58 million to 73 million. In contrast, from 2004 to 2012, the number of U.S. As of 2012, this number had grown to 19 million American seniors on the Internet, for a growth rate of 16% per year throughout this decade. In 2002, the United States had an estimated 4.2 million Internet users over the age of 65. In rich countries, older users are the last Internet frontier as every other age group is already online in vast numbers.
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