New site targets mature Kiwis

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Over60 – a new online destination for people aged over 60 – has launched in New Zealand. “The country’s newest online community is an exciting, informative lifestyle site and social network for the more mature demographic,” says editor Alexandra O’Brien.

Over60 aims to help marketers reach and engage with one of New Zealand’s fastest growing demographics. By 2051, it’s estimated there will be 1.18 million people aged 65 and over in New Zealand, representing an increase of 165% since 1999.

The site was founded by Sydney entrepreneur Julian Holman – Fairfax Media is a minority investor and sells advertising for the sites in Australia and New Zealand.

“We’ve created to bring Kiwi seniors together in one place to share ideas, experiences and support each other through this exciting stage of life,” O’Brien says.

“We’re providing a trusted and friendly site packed full of news, features and offers from leading brands, plus sections such as travel, finance and entertainment.

“In addition to sharing first-hand experiences from the Over60 community and covering local stories, we will be partnering with brands to offer our audience market-exclusive products that are researched and developed together with our members.

“The site provides a platform to connect with a market that is embracing technology and looking for new ways to spend their time and money.  They are highly engaged Facebook users too – the New Zealand Facebook page, which launched before the site, already has more than 21,000 likes.

“Other insights show this demographic are time rich and have time to read and respond to content, offering their opinions freely and asking questions.”

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