‘Redefining Ageing – New Online Generations’
Hunter Communications commissions Creative Media Research from Dundalk Institute of Technology
- Introductory part of this research focuses on technology and older people (bridging the digital divide with older people)
Hunter Communications has commissioned the Department of Music and Creative Media in Dundalk Institute of Technology to produce ‘Redefining Ageing – New Online Generations,” a document focussed on the over-50s and how the internet can boost their lives. The document looks at sociological theory, current Internet and smartphone usage for this demographic in Ireland, and analyses international trends that could translate to the Irish market. Findings will be available serially through the Hunter Communications Blog.
Found here: http://huntercommunications.ie/category/oats-2/
Hunter Communications’ clients like Carphone Warehouse will be the first to benefit from this insight. Hunter Communications intends for this to be the first in a series of three documents examining Irish attitudes to communications and how international best practice can be applied here.
Irish adults want to stay in the workforce longer, engage with society further and be more creative in their later lives, and in many cases technology will be the enabler for this. A fifth of Irish adults over 60 use the Internet, while in the U.S. half on those over 65 are online. * Irish Agencies like Older and Bolder, TILDA and Age and Opportunity produced excellent studies and events for these demographics. The research showed how sites like the Huffington Post, the most viewed online news resource, have acknowledged this powerful market by creating HuffPo 50.
“This process has been a rich and exciting experience for us as communications practitioners,” says Lynn Hunter, MD of Hunter Communications, “we have a wealth of theory and practice from which to create really cutting edge campaigns for all ages. It’s vital to constantly reinvent your approach to demographics. Also, with the BBC’s current season of ‘When I’m 65’ creating so much debate, this research is particularly relevant.”
Hunter Communications will be hosting a series of talks showcasing the research carried out with interesting speakers who embrace positive ageing and late-life creativity.
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* Stats sources: cso.ie, pewinternet.org. olderandbolder.ie, tilda.ie