50connect.co.uk, the UK’s largest editorial-led lifestyle portal for today’s over 45s, has re-launched its market-leading website to reflect this rapidly growing demographic.
An established brand for eight years, the website currently attracts 2.5 million monthly visits. According to recent statistics, more than a third of UK web users are over the age of 45, and spend longer online than their younger contemporaries*.
The website has been re-designed so it has a clean, crisp feel and is easy to navigate. To enrich 50connect’s existing editorial, new channels and search tools have been added.
The new sport channel includes a Where Are They Now? section, a dedicated veterans area and Diary Of A Modern Player - from Nick Kennedy of the London Irish rugby team. The ethical living channel contains everything for those seeking a greener life, from installing solar heating and buying food locally, to eco-holidays and organic gardening.
The site’s new interactive chat room, forums and comment boxes enable users to share their views and connect with like-minded people in real-time, anywhere in the world. New search tools mean members can now enter their own postcode and locate a range of services, from dating to financial information.
Advertisers now benefit from 24/7 Real Media’s Open AdStream - one of the most advanced ad management platforms in the industry. It will enhance 50connect’s campaigns, and allow advertisers to learn more about the online habits of this demographic.
“By 2020 half the UK’s population will be over 50**,” says Shirley Densham, CEO of 50connect. “This is a powerful statistic, and as a pioneer of websites aimed specifically at this demographic, we felt it was the right time to build on our eight year heritage. The re-launch is to enhance user experience and offer a greater variety of content, services and interaction. Our users are up-to-date, not out-of-date. We understand this and as a result our site is unlike any other. With the latest technology behind the site, we can build on the interactive elements over the coming months.”
50connect is recognised by the eSuperbrand council alongside the BBC, Lastminute and eBay.
50connect (www.50connect.co.uk) is the UK’s premier lifestyle portal for today’s over 45s. We are the largest independent and most established web site in the mature market, attracting a sophisticated, affluent audience. 50connect was founded in 2000, and became a standalone business in 2005 when the company was bought by current shareholders. Editor Rachael Hannan has worked with 50connect since its inception and has overseen the launch of the new-look site in 2008. Seasoned journalists Michael Wale and Andrea Kon contribute to the site; Michael as environment correspondent and Andrea as resident agony aunt and relationships expert. 50connect was awarded eSuperbrand status in 2006, which recognises it as one of the leading online brands in the country alongside the BBC, Lastminute and eBay.
**Source: IDM 2008
More statistics about the mature market:
More than half of single over 50s hope to find a partner online; 43% use dating sites
60% of over 45s use internet banking
59% of over 45’s use comparison sites to ensure they are cutting costs.
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