The Changing Tastes of Older Consumers

The launch of Gransnet online by the founders of Mumsnet illustrates how older consumers are being targeted in new ways that challenge previous misconceptions of the grey market.

For a start, the launch of an online portal for grans is in itself of interest, but not when you learn that the 50-64-year-old internet user audience is the fastest-growing group of internet users and the over-65s apparently spend 42 hours online per month, which is more than any other group.

The website is being sponsored by a number of brands including Nintendo, not the obvious choice perhaps. But Nintendo is planning to promote gaming on the Wii and DS to help keep brain and body active.

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