Every 7.7 seconds someone in the United States turns 50, according to the National Business Association. The 50+ population controls more than US$7 trillion in wealth and is responsible for 50 percent of all discretionary spending. It purchases 41 percent of all new cars, buys 80 percent of all luxury travel, and is 30 percent more likely to purchase products online than younger users. Yet many businesses, which conduct part or all of their business online, miss this rich potential market, because they think older people are not Web-savvy.

However, older adults are often more "wired" than you may think, as they get encouragement from their children or grandchildren to go online. Once they have logged on, many become eager Internet users. Internet use is generally high among those over 50 who work and have college degrees. Many seniors say it has helped them connect better to their family and makes it easier to get information.

According to Joanne Fritz, a US-based specialist on retirement, there are many ways to reach this target market. It is very important for business owners to recognize that seniors are not all alike. "They are more diverse than any other market segment, spanning those at the peak of their careers, to active, independent seniors, to the elderly in need of care," says Fritz.

Fritz gives the following tips for communicating with and selling to the mature market:

• Do not talk down to them, or treat them as children, or remind them of their age. Most do not consider themselves "old".
• There is disagreement about using words like "senior citizen". You should generally reserve such terms for World War II veterans -- not for baby boomers who started turning 55 in 2001.
• Use realistic but positive images of mature people. In your advertising you may show people with wrinkles, but have them doing something active.
• Stick to the facts about your product or service. Mature people make more independent judgments and base their decisions on information rather than peer pressure.
• Design your communications so that older people will stick around and read what you have to say.
• Avoid overly busy website design -- small type sizes, garish colors, and gratuitous design elements such as flash or slow-loading graphics.
• Avoid "hype" -- mature consumers have seen it all and are naturally skeptical.
• You can win mature people over gradually by gaining their trust.
• Give them content. Older people are avid readers and will appreciate the information you provide.
• Sell what appeals to the mature audience such as health products and information.

You can give them tips on managing their retirement assets, ideas for low cost travel, help with buying gifts for their grandchildren, the low-down on the best places to retire, products that make it easier for them to stay in their own homes, ways to earn extra income, and opportunities to save money.