All of it is in straightforward language with lots of service journalism. The senior sites are all trying to build a sense of community and are hoping to attract loyal seniors by playing on the notion of a club, explains Djilali Sahi, a consultant at research firm Novatris. This older age segment that is discovering the Internet wants to be reassured. They give a lot of importance to the reputation of a site and the quality of its advice. Seniors are difficult to attract at the beginning, but they are also the most loyal group of surfers once you get them.
Seniors get to create their own stories and advice, and exchange living experiences on the site.
While some senior sites have bet on a pure new-media approach and have tried to distinguish themselves from the traditional press that has attracted seniors, Robert Rochefort director general of Credoc is skeptical that they will succeed. Only the senior sites that stress their links with existing publications or spring from well-known clubs and associations are really viable. In that vein, the Web site of the monthly magazine Full Life, launched by the Emap group in late summer, hopes to move steady readers of the magazine to its Web site. To appeal to the older set, Adam doesn't use English terms, and he offers tips to older surfers on how they can have a better Web experience by using bigger keyboards and other senior-friendly devices. One problem for senior sites is what tone to take and what kind of vocabulary to use since the age group comprises so many people.