Eons, a 'MySpace' for the boomer set.
"Our goal is to be the center of gravity on the Web for adults 50-plus," says Linda Natansohn, senior vice president for strategic development at the firm, a Charlestown, Mass., offshoot of job-board giant Monster.com.
300,000 others in recent weeks have logged on
2 million page views to date — more than 800 affinity groups, with interests that include gardening, digital photography, and anti-quing, have already been formed.
Five partner corporations — including Hyatt, Liberty Mutual, and Verizon — back Eons and serve as information providers.
Many of the site's features generated in-house and with no intent other than to enrich.
A feature called cRANKy is "the first age-relevant search engine". When its research showed that senior users were frustrated by enormous, largely irrelevant yields found by major engines, Eons built in a vetting process that pulls down top sites based in part on its own editors' reviews and previous users' ratings.
"[Eons] is purpose-driven, vs. a lot of the younger sites," says Natansohn. "It's a good place to hang out, but at Eons we've got lots of important things we want people to come and do."
Eons will pursue growth by taking a role far beyond that of basic sites built around communities of interest — it has set out to be a master aggregator of senior-specific tools and services.
*But one good question stands: "Is being over 50 years old a strong enough affinity? I'm not so sure," says Howard Rheingold, a writer and well-regarded expert on the social implications of communications technology.
A recent study by Jupiter Research found older users to be the group least interested in online social networking, says Corina Matiesanu, a senior analyst there.
Still, Ms. Matiesanu says, 20% of nearly 900 respondents ages 55 and older were open to the function. And Jupiter estimates that 62.4 million over-50 adults will be online by 2010.
"The fastest growing group for Internet dating is older people," Gloria Steinem tells The New York Times.
"There's a strong bias that we have toward interacting with people who are demographically and physically similar to ourselves," says David Krackhardt, a professor of organizational behavior at Carnegie Mellon's Heinz School and a leading expert on social networks. Age, he says, "is one of the strongest, most persistent predictors of how networks form."
via USA Today and Christian Science Monitor
Share ideas that inspire. FALLON PLANNERS (and co-conspirators) are freely invited to post trends, commentary, obscure ephemera and insightful rants regarding the experience of branding.
Wednesday, September 27, 2006
Posted by AKI SYSTEMS 2600 at 9/27/2006 09:23:00 AM