INSTRUÇÃO: Leia o texto 2 e responda as questões de números 78 e 79.
Texto 2: GROWING OLD IN CYBERSPACE
Senior citizens, long overlooked, are the latest target market on the Web
By Staff Writer Martha Slud
As more and more senior citizens go online, Web
developers and marketers are beginning to pay more
attention to what they can offer older people, and how to
bring Internet service to a population that has been among
the slowest to embrace the computer.
While their numbers are still relatively small, online
seniors are an attractive target from a marketing point of view for several reasons. Many retired people are logging
a significant amount of time each day on the Web; they are
a well-educated population; and they often have
discretionary dollars to spend on travel, financial services
and other growing sectors of electronic commerce.
"No one's really addressed seniors on the Internet, and
really, why should they?" said William Belhumeur,
president of San Francisco-based Seniors.com. "They've been
attentive to the groups that have picked it up first; now's really
the time to start picking up the later adopters." (...)
But there still are numerous barriers to building up the
senior market online, said Ekaterina Walsh, an analyst at
Internet research firm Forrester Research. Some of the
e-commerce categories considered most likely to appeal to
seniors - such as online purchases of prescription drugs or
groceries - are in fact the least likely sectors for new Web
users to explore, she said.
"The problem is that with age, people become more
pessimistic toward technology", she said. "It doesn't mean
that it's not possible, but marketers who are looking at
attracting this particular segment, should be very careful in
emphasizing two things - ease of use and value." (...)
Several companies are trying to break through the
technological barrier by bringing Web technology to
retirement homes and other senior facilities, in hopes of
providing easier, streamlined Internet access to older
Andrew Egan, president of Adventura Publishing,
which operates Senior-Citizen.com, predicted that senior
citizen offerings on the Web are going to mushroom as
older people get more comfortable going on the Internet.
"I think you're going to see a lot of senior Web sites
coming online", he said. "A lot of people are trying to
capitalize on it."
(Extraído de CNN America, INC. 2001.
Assinale a alternativa correta.