Computer vendors are missing a big opportunity

Older Canadians are increasingly using PCs and Web. It is the same story in the US and Europe (well the northern bit of Europe).

An Ipsos-Reid study shows older Canadians are closing the “technological generation gap.” The study indicated that in the second quarter of 2004, 60 per cent of Canadians 55 years and older used the Internet, up 12 percentage points from that period three years ago. Use by younger Canadians, aged 18 to 54, rose by just four points to 86 per cent.

In 2004, older Canadians spent almost 10 hours a week on-line — a 41-per-cent jump over the previous year. Younger Canadians' level of use may be higher, at 12½ hours a week, but it hasn't changed in three years.

In addition to these facts and personal stories the journalist writing the article interviewed the product marketing manager for consumer desktops at Hewlett-Packard (Canada). He admitted that, for now at least, the tech giant doesn't market specifically to seniors. He said: “We certainly have looked at and are tracking the seniors market” but gave not specifics.

The journalist didn't have much luck with other vendors who were not prepared to discuss their product and marketing strategies for seniors. Repeated attempts to obtain comment from tech hardware giant Dell Computer Corp were unsuccessful.

If they had spoken to the right people in IBM they would have learnt that there has been a programme to create a Web interface specifically for older people and at Microsoft they have done some work at improving the accessibility of their software. My theory is this was done as part of Bill Gates 50th birthday celebrations.

Considering the size of the 50 Plus PC user base this is a pretty pathetic record of trying to match product requirements to the customer needs.

Thanks to Chuck Nyren for pointing out this article. Dick Stroud www.20plus30.com