A new internet company is trying to cash in on the growing number
of so-called ’silver surfers’ by launching a web site specifically
targeted at the over-45s.
Vavo.com, which is set to go live in mid-September, will attempt to
create an online community where older people can share interests and
advice, look up old friends and lobby for greater rights.
Specific versions for Germany, France and the US will roll out three to
six months after the UK launch.
The site will contain six main areas - health, travel, finance,
community, games and campaigning - and is aiming to sign up 500,000
users in its first year. Visitors will be polled about their interests
and the kind of material they would like to see on the site. There will
also be a shopping channel, featuring a range of goods targeted at
specific age groups.
Figures from BMRB Internet Monitor showed that the 45-plus community on
the net grew from 18% of the user base in December 1995, to 22% by the
end of 1998, and the UK has a gradually ageing population.
This has been reflected in the popularity of sites such as SeniorNet,
thirdage.com and agenet.com in the US, but, so far, there has been
little attempt in the UK to target the older market.
Vavo is headed by Richard Spinks, formerly business development director
at the portal company, Lycos. He quit just over three weeks ago to
devote more time to the venture.
Spinks has managed to secure an initial dollars 2m (pounds 1.3m) in
venture capital funding from an unnamed US company, and is currently
looking for an advertising agency.
Revenue is expected to come from a mixture of advertising and e-commerce
activities. The company is in talks with a travel operator and a
healthcare company, with a view to sponsorship.
’Until recently, everything on the internet has been geared to young
male users. Over-50s are the fastest-growing group on the web, and these
people are not being catered for,’ said Spinks.
’Women and older people have been under-represented in terms of
offerings on the internet, but it’s catching up now,’ added Neil
Bradford, director, Fletcher Research.
Vavo’s web address will be www.vavo.com.
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