Building specialized websites and services for the older crowd has been popular lately. First we had Eons, the social network for people over 50. Founder Jeff Taylor is too young, at 45, to use his own site. Perhaps being out of touch with his target demographic has been what’s led Eons to mediocrity (Alexa, Compete) since launch. Next we had Presto, a combination printer (made by HP) and web service that basically faxes emails to loved ones who don’t have computers. Older people are featured prominently in its marketing materials.
Today the parent company of Eons has announced cRANKy, a search engine for people over 50 that compliments their Eons social network. The site indexes about 5,000 sites that Compete.com says are popular with people over 45, and focuses on less results because “the Eons Generation doesn’t like to wade through millions of search results.”
I frankly don’t think any of these products will be successful. Not because the demographic they’re targeting isn’t large, but rather because these people are quite Internet savvy already and don’t need hand-holding and condescension. In the case of cRANKy, if less results is appealing to older people, the same would be the case for everyone. People like relevant results and lots of them. And if your search engine isn’t very deep, it’s a flaw, not a feature.
My parents (and grandparent) get along quite nicely with Google. I doubt they will even hear about this new search engine. I think these services can’t reach critical mass because they won’t have the virility – most ‘older’ people don’t have RSS feeds setup or blogs, which is where most virility comes from these days.
If it DOES manage to become viral, it would be largely as a circulated joke, i.e. ‘mom, you’re old – use this instead of Google’.
Maybe it’s just a beginning to attract some old people. They want to make their website unique. Anyway, it’s very hard to find some distinct selling points for a Internet service.
Tech Tutorials: http://www.hotcoding.com
So freakin useless…
Can’t TechCrunch afford one little indian coder to add a feature that lets me save the damn Comment name/mail in a cookie? Hellooooo?
Hear, hear, Mike. My dad is 66. When I visited on Christmas day he was showing my mom how to properly send a text message to my baby brother from her phone.
I couldn’t have been more proud.
@permanent hater
My name/mail cookie has been set and working for months… Does your browser setting allow cookies?
@Jerome – LOL, TechCrunch has been on my Firefox cookie block list. LOL. That was good.. haha
Thanks for pointing that out
The older demographic may not need seperate internet sites, evidently just more sponsored ads. The typical cranky search brings up 5 sponsored results and 4 organic search results. That’ll make anyone cranky!
Just a waste of resources and money…mike i agree with you a 101% on this post! made me cranky
It would be nice for them if it worked.
Having to do less work and calling that a feature. I want to live on the same planet this company lives on.
boom boom boom
I agree with this. The older generation aren’t different in the kinds of products that they want, but they are different in the type of product. For example, they want a car just like everyone else, but not the same type of car that a 20-year old wants. The older generation’s tastes, interests, and tolerance for change is different than that of younger generations.
In the same vein, they surely can be consumers of a social network, but one that is different than mySpace (and Eons, which was poorly conceived). I’ve written about this in a blog post:
http://brentblo...ocial_netw.html
“Do Older People Really Need Separate Internet Sites?”
When I read this, I thought the post was going to be about a site that was the “MySpace for 20-25 year olds”.
Michael: older people not only need separate Internet sites, they need a separate Internet. The Internets we use are all getting clogged so I hope Eons creates a new set of Internets specifically for older people. These Internets can also be used for gambling traffic since the chips clog up the tubes. Since older people browse at a slower pace so they won’t mind if the chips on the gambling sites travel through their Internets.
^ That’s @#$’d up Jason
Jason, when I read your comment I tried to imagine myspace for 65+ year olds. Needless to say, I drew a blank.
It would have to have really big fonts and use simple words, since all old people are nearsighted and muddled.
Cranky is nice, I know people that will be happy with this site.
Hi Brent, just read your blog post; thanks for sharing. I am very interested in this space working with SeniorNet.org, ASA/AARP, the Boomer Report and others.
If you google “MySpace for Boomers” you get Eons PR stunt about social networking for death notices! Made me laugh but that’s seriously morbid… yeah Ok my Grandma spends a tad too much time telling me which friends of her recently died, and the tool is definitely interesting but doesn’t make sense to turn people on for a portal that was supposed to be social networking (how can you socially connect with people dropping like flies… geesh) and news based topics that are interesting to them. (My grandmother is the wwii generation, pre-boomer as far as I see the demographic).
Boomers definitely have money. They definitely can afford to be choosy and are savvy. They are one of the original Me Generations and won’t tolerate be condescended to. They definitely don’t give a rat’s arse about MySpace. But they like connections and they like getting information geared towards them. Good for Taylor for trying but I don’t think they got it right either.
“Do Older People Really Need Separate Internet Sites?”
No. You know what they need? Nice warm graves.
I heard a talk given by the Eons founder a few months ago. IMO he has totally missed the mark, while you (Michael) have hit it on the head. Older people want the same high-quality internet services as the rest of us.
Agreed. A distinction between newbies and veterans regardless of age seems more useful.
As one of these allegedly “older” people, I couldn’t agree with you more. Personally, I feel no need at all to be treated differently from the general population. I am above retirement age, I still work, I have computers on 24/7 and I know my way around Windows, around Linux, and around the web. Sites like eons are nothing if they are not condescending.
R.
While I agree the potential isn’t huge, a niche is a niche. If enough users are convinced to use the service because “it’s designed for them” or “they fit the demographic” then so be it. I think in the social and search space 2007 is only going to continue to bring more niche targeted sites. It’s all about the targeted ad revenue right? So what if it’s not the next Google… Not everyone can have aspirations of taking over the world… haha
I just wonder if people in this particular demographic are willing to try a new site at all, even if it’s designed for them. My dad is 69 years old now and has been using a computer longer than I have yet still types his URLS into the search field on Google when he wants to go to YouTube.com.
… and what’s up with that name? I agree with Jersey guy, it’s kind of condescending…
I would think that ChaCha fulfills this purpose much better than Eon’s search engine.
Hi Amy,
I agree. I wrote my post on Myspace for Boomers before the launch of Eons, and Taylor had the right idea but wrong execution. The social obituaries feature is a glaring example of that. I still believe that there’s huge potential for whoever satisfies the needs of this group accurately. I want it in place for when I retire!
Search Engines on the Internet are much like Operating Systems in that there are only Three big names in the world – Google, (Mac OS), Yahoo, (Linux), and Microsoft, (Windows) any other search engine that makes an attempt to compete in a jammed packed area will have to be very, very niche.
Has everyone forgotten about the advanced search options within the big three?
As far as Do Older People Really Need Separate Internet Sites sure they do but don’t we all. It’s bitter sweet that the Internet was created during this generation and the older crowd has to adjust to it but times do change.
Treating 50-plus like they are mentally-challenged, and then branding the whole thing with an insulting stereotype – that’s real sharp.
That’s not to say that there aren’t ways to specifically appeal to 50-plus needs. Vertical search for topics they have an interest in, such as health or financial advice, would work. But they’d also appeal to other age groups – so why bother with the grey tint?
The characteristics of the senior demographic are clearly changing. IMHO this demographic is sophisticated, savvy and flexible. Especially among western boomers, they’re affluent, socially engaged, and have the plenty time (post-retirement) to learn new things. 65 is “middle aged” in my parents crowd; 85 is old enough to take a cab out for dinner instead of driving yourself.
Did you try a search??? I tried “China trip” and would much rather get the results cranky gave me than the over 60 million with almost no relevant results on the first pages that Google gave me.
It seems to me that the majority of the people posting are either too young to know what we want as boomers or have too high of an opinion of themselves! Michael, you completely contradicted yourself in your 2 posts on Eons.com. Which are we older internet users not interested in blogs, or social networks as you stated or are we internet savvy folks who don’t need a new search engine!!!! Get a clue will you guys I expect better! Also whoever stated that there are 5 sponsored links you just showed your arrogance, ineptitude, and ignorance as there are only 2 sponsored links and 4 indepth results including tips, and ratings….
My adult kids call me for tech support with Windoze and MacOS. I also showed them Ubuntu and SuSE, but they don’t use it. In return, they send me music suggestions. I’ve listened to pretty much the same music for 50 years — only the performers have changed.
As for limited search, I have no use for a site that would give me only Orbitz, Travelocity, and Expedia for travel planning. They would miss Agoda, Octopus Travel, and some of the non-US sites that often have better deals than the big US sites.
So I think that Eons, cRANKy and their like all deserve a trip to the Dead Pool, and I hope that they get there before I do.
This seems like it has great niche marketing. Although less 50+ers are online than, say, 16-year-olds, I get the sense that 50+ers are more susceptible to PPC ads than younger generations. I think that Cranky might be on to something.
I think search has still a loooong way to go. When we look at Google result, they are not tailored to the needs and interests of the specific user in any way, it is full of spam and in a lot of scenarios take a LOT of effort from the average Joe to accomplish quite simple tasks.on the Internet. Unfortunatelly ALL the major search engines are busy to crank out more and more money out of those little text ads, and improving relevancy is surely not a priority. So when I see someone trying to do something about it I pay respect instead of blowing Google’s sail mindlessly.
And one more thing: I guess not even a single one of us here at TechCrunch represents the target group of such niche sites like cranky, and I know from lots of user tests that it is much more harder to predict user behaviour of those barely proficient users than you would ever think. Maybe Jeff Taylor did his homework and researched the matter more thoroughly than you or me. I would bet on that.
Mike, I’m surprised that you didn’t mention big.com, http://www.big.com/ which is a service of Snap aimed at older people. I first heard about it from Barney Pell, who told a story at a panel about the user surveys for Snap revealing that a lot of older people used it because the fonts were bigger. This separate brand was the result. I think it’s very reasonable to target and package the internet this way — billion-dollar industries like cars and entertainment media have been quite successful at meeting the very different needs of old and young people. Do we mock Toyota for launching Scion to meet the needs of young hipsters, and Lexus to meet the needs of aging executives? They’re all just Toyotas/ it’s all just the same internet, right?
As someone who spends an enormous amount of time taking care of elderly parents, I couldn’t be more supportive of the idea of websites designed specifically for older people. Both my parents are mobility impaired, visually impaired, and their mental abilities are deteriorating. Anything that can help them do something as simple as shop online would be an enormous boon for them, and a huge burden lifted off of my shoulders. And yes, that means “dumbing down the internet” for them. Some people might call that condescending, but I’d call it a blessing.
Jeff should stick to DJing. Web 2.0 is quite different than the first go round.
He could use this time to finally get that degree he always said he had.
I agree with Michael’s thoughts on this.
There is a big difference between 50 and 85. And those groups vs. even younger groups. I’d work the UI and market to boomers (50-70) differently than I’d market to the over 70 crowd.
I’ve been involved with [url=http://generationsonline.org]Generations on Line[/url], a non-profit site specifically for easing older people into the net. Usability is an entirely different notion where people older than 65 are involved, and requires really special and specific techniques.
I think they hope to attract target auditory with demonstrated extra care. Probably they won’t dominate the world, but will surely get the piece of pie.
Isn’t this just simply a piece of PR? cRANKy formed part of the eons site anyway, so it’s not like it’s entirely new, it’s just a spin-off to a stand alone url now.
As a member of the target demographic (age=58), my one and only visit to Cranky found it to be useless.
Who funds these truly stupid ideas? Don’t answer. It was a rhetorical question.
,dave
If I was in their target demographic, I personally wouldn’t use the site just because of the name. Seems to be kind of an insult to people over age 50. Maybe it’s suppose to be funny, but I can guarantee my parents would never use a site called that.
I think if anyone had any trouble using “the googles” over age 50, they wouldn’t have any more success using cranky.
I couldn’t disagree more. While both my mother and in-laws can manage to check their email and browse the internet, they are all less than internet savvy. The more hand-holding they receive, the better. They are easily overwhelmed and a site like cranky with focused, concise search results are good for them. I hope they catch on and become popular for the geriatric ‘net set.
I’m 55 and I’m internet-savvy enough to make a living developing commercial websites. I can hardly believe the naive condescension of a lot of the posts on this topic. The only reason I can think of that older people would need separate websites would be to escape from the childish self-importance of people under 40 who think they invented intelligence.
My parents are 68 and 75. When their PC died last year it was like the world had ended, they simply couldn’t live without it. Within a few days they had a new one with all the data from the old one transferred. Needless to say they don’t need a search engine for oldies!
Older people do not need their own on-line social networks either which preclude people below a certain age. The premise that people over 50 have different interests than people below 50 is absurd.
As an example, I run a self moderated global discussion mail list relating to a particular type of classic car and we have subscribers ranging from about 30 through to 65. It works very well. What’s different about it however, is that the people write well, they don’t use some sort of cut down, bastardised version of the English language that you see on many internet forums, there’s little of no swearing and people are polite to one another, most of the time
As time moves on, sites like Cranky will have even less relevance because the ageing population will be increasingly web savvy. They missed the boat by about 10-15 years!
The future lies in well designed niche sites, IMHO
Kevin, IMHO!!!!!!! this just goes to show how out of touch you are! I think we are all missing the point. This will not replace Google or yahoo but will be a nice addition to the set. I have used cranky for travel and I found the results to be far more indepth than the regular fodder I receive from google and yahoo. The results shown did not consist of orbitz, expedia, and travelocity but tourism boards and sites where I can find out more about the desired destination.
As for the comment in the chain stating we do not need our own social network how pea brained can people be. Should we all be sheep and follow the heard to MySpace? a place where I get spammed or find no one of interest to interact with! I am 63 and my experiences “are” supremely different than those of a 30yr old, my interest may not be, but that does not mean I want to talk to a 20-something about classic cars!!! how many 20-somethings drove one of the first mustangs? not many i’ll bet!
Kevin H, I think you said it just right. I’m over 50 and I enjoy all the interaction I can get with 20 somethings. My college son keeps me on my toes. hahaha
I tend to agree with the folks who find the name rather offensive. I think it is better to be positive, rather than negative in anything you do. How many people over 50 are Cranky?? But the name is very easy to remember and the logo is a bit creative, so it does work from a marketing point of view. After just launching a site created for women over 40 called; http://www.sexysassysmart.tv
we are telling women to defy age and never let age get in the way. This is a very focused group who we are reaching out to; however I think that many people younger than 40 and even men will enjoy it. The site was created to have a comfort zone for women to be entertained, enlightened and even informed about topics in their world. It is to teach women to defy age. The point is the many of these people were the first to see television, and now this same group is the first to see IPTV. Sexysassysmart.tv is all interviews done on video with celebrities and experts in healt, fitness to name a few. It is inappropriate and narrow minded to think because someone is older is not interested in technology.
I have a friend whose mom goes online to Comedy Central to read about Stephen Colbert, and she is in her 80’s! There are always exceptions to the rule. The key is to make people aware of what they can accomplish online. I have been a TV producer for almost 20 years and I prefer to be online without a doubt. I find the internet the most fascinating place to be these days, and I think that most people would agree with all of the video that can be seen online, not to mention how easy it is to learn about something by looking it up online. The older 40 plus is the new 30’s, and remember this is the crowd who was marching to the Capitol in protest of the Viet Nam war.
JoAnna Leveglick
Creator, http://www.sexysassysmart.tv