New Digital Developments for Silver Surfers

While it is easy to associate social media with the youth market, the fact that 1 in 3 Britons had signed up to Facebook last year was a clear indication that social networking had gone mainstream. Fast forward to 2011, and the launch of the first social network aimed specifically at grandparents has taken place this month. Gransnet is aimed at the UK's 14 million grandparents - a huge, and perhaps so far, untapped segment of the digital market.

Launched by Nintendo and Pearson, the owners of the Financial Times, Gransnet is a spin off from the highly successful Mumsnet - a social media platform that has been applauded for its work that has helped increase awareness of the issues impacting mothers. According to Mumsnet CEO, Justine Roberts "The Mumsnet community has a powerful collective voice whether holding politicians to account or letting companies know what parents want.

"We'd like to do the same for older people, who are active but often unheard and in need of a place for support, advice and recommendations."

The team at Mumsnet has done its homework. According to their research, over half of all grandparents are under 65, and around 10% are under 51, making them a highly desirable target audience for many potential advertisers, charitable and consumer brands. The Government has recently recognised the importance of social media for older people, launching Race Online 2012, a new initiative aimed at attracting the 9 million people that have never used the Internet, to hit the web. According to the Office of Government Statistics, 7.3 million of those currently not online are over 55 and yet arguably, they are a key part of the population that stands to gain the most from the opportunities available to interact and socialise online.

For charitable and commercial organisations working within this large and diverse target market, the opportunities presented could include:

• Reduction in social isolation for some of the UK's older population
• Provision of greater access to information, products and services that could benefit the over 55s

Exciting times could lay ahead. The key to success however, will be the ability to innovate and enhance offline products and services via online platforms.

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