Easy Bournemouth. Presented by Waller Insight. Easybournemouth.co.uk. Making local information that is useful to OAP’s accessible in one place. Consisting of three tabs: Information Deals Social . OUTPUT 1: Consumer Profile.
Presented by Waller Insight
Used strategies by Arnould, Price and Zinkhan (2004) to build a consumer profile of an OAP.
Our Findings (Data): OAP’s spend less time on the internet than a younger age-group. (Mintel 2010)
Fact: The population of over 65’s in Christchurch is 30.4%, almost double the UK figure of 16.5%. It is predicted to be 37.9% by 2031.
We are targeting consumers of the age 70+
Day in the life:
We Interviewed 6 OAP’s using the Csikszentmihalyi and Rochberg-Halton’s interview guide to find their general values.
The most common pieces of data we found were:
A reminder of happy times
Insight: OAP’s fear getting old and forgetting their loved ones
Research theme: OAP’s cherish these belongings because it reminds them of the past
Data: OAP’s most important possessions in the home were there photographs and gifts
Insight: OAP's feel out of touch with the fast moving technological advances of the internet
Research theme: OAP's are challenged by the internet vast amount of data.
Data: OAP's go on the internet to find out information that thy can't otherwise find.
Designed to characterise consumer thinking and behaviour models in actionable ways using consumers metaphors.
Instructed to collect images related to a topic that means something to them
7-10 days later- Guided conversation to learn deeper meaning of topics.
Themes put together and a consensus map is created
When asked further however, the internet seemed too big and scary to find such uses
Insight: OAP’s can see uses of internet but feel out of touch with its’ fast moving changes
Research theme:OAP’s are tempted by online deals but feel anxiety towards using the internet
Data: Images of deals and newspaper aps for mobile phones
Insight: OAP’s can see how useful the internet is for finding information, but feel lost in the amount of data available
Insight: OAP’s Understand how people use the internet for socialising, but are worried about meeting people they have met online
Research theme:OAP’s don’t use the internet to socialise due to anxiety about people stealing their details online
Research theme:OAP’s use the internet to find information but are overwhelmed by the vast amount of data.
Data: OAP’s do not believe that social lives are important, but do not use the internet for this purpose
Data: OAP’s believe that being knowledgeable is good, and that the internet will increase their knowledge
Easy Bournemouth is a great way to socialise!
With over 20 social events happening each week!
With just a click Easy Bournemouth will help you plan your week.
The truth’s in the name.
Join us at EASY Bournemouth.
Promoted through the Daily Echo
Free entry for OAP’s
Opened by Virginia Wade
Tutorials on how to use the website
Stalls showing deals
Social society’s and groups sign-up’s
“A great way to make the most out of your community”