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You would not knowingly ignore 80% of the online market in the UK, would you? Yet many websites, generally designed by younger people, forget that older consumers may not share their abilities or tastes. So their websites probably don't work as well as they should for the growing army of silver surfers. However, designing to cater for the aging population is not always straightforward.
A recent trip to Japan got me thinking about the disadvantages of being an 'early adopter' of new products and technology, and how brands should encourage and reward those of us who get in ahead of the crowds. Japanese technology shops are particularly fun, with blaring advertisements and garish coloured banners everywhere.