FOR IMMEDIATE RELEASE

Contact:
Jon Boroshok
TechMarcom, Inc.
978-502-1055
jb@techmarcom.com

Web Destination/Starting Point for Baby Boomers and Seniors
New to the Internet and Computers Launched by Livineasy.com

Easy Gateway to the Internet Targets $2 Trillion Market

HOLLIS, NH, APRIL 3, 2000 -- Livineasy.com (www.livineasy.com), an easy gateway to the Internet for mature adults who are inexperienced with computers and the Internet, is being launched today after successful beta testing. Livineasy.com provides nurturing, training, and guidance to the "newbie" Internet user, supported by a rich assortment of helpful articles and services in a style uniquely suited for the age 50+ community of computer users.

"This is the Web site where the Internet generation can send their parents," said Livineasy.com cofounder and president Barbara McLean, an Internet-savvy 60 year old. "Seniors and boomers love the tips, free stuff, and helpful articles, and come back for more. We present the material to them in a language they can understand. It's nurturing, comfortable, and not flashy."
As the 78 million baby boomers advance into maturity, Livineasy.com aims for the 42-44 million who are interested in using the Internet, but who either just received a computer or are uncomfortable using one. This includes 7-9 million adults who presently use their computer for e-mail only. Among AARP members, 38% (7.8 million) own a computer, and 17% are online. E-mail is their top reason for Internet use, but seniors also use the Internet for information about travel, health, and finance.

Livineasy.com offers such topics as: Computer and Internet Training, Tips For First Time Computer Users, Free Stuff, Health, Lifestyles, Home and Hearth, The Workplace, Our Multi-cultural Community, Technology, Entertainment and Travel, Finances, Shopping on line, and Book Reviews. There are guides offering columns about Gardening, Cooking, and Beach Living. The site will soon feature "Ask Georgia," a question-and-answer column focusing on life changes.

Livineasy.com has received letters from instructors who use the site's content to teach seniors about the Internet. Visitors also use the articles - most with links to related Web sites - to explore subjects that interest them. Livineasy.com visitors learn which Web sites to visit and what to expect when they get there.

Livineasy.com training, tips, articles, and services are free. Visitors can also opt for a free membership/registration, which adds training in the use of Word, Excel and PowerPoint, plus "Free Stuff" and a weekly newsletter.

Livineasy.com's privacy policy is clearly stated - it will never sell or share information gathered from members. The site has earned the seal of the Better Business Bureau Online, and exceeds the criteria set by other privacy protection organizations. E-mail is sent to members by request only.

Although Livineasy.com is supported by advertising revenue, the site carefully screens all potential advertisers to help ensure value to visitors, and to protect seniors against scams.

"We have published articles to help people identify scams. We are very protective of our community," explained McLean. "Livineasy.com has a twofold mission - to be a community that welcomes and guides newbies, and to serve as an advocate for their safe and comfortable use of the Internet. Our approach to advertisers is, if you want their money, you should provide the level of security and service they require. The trust Livineasy.com earns is transferred to advertisers."

Early baby boomers and senior citizens are the fastest growing population segment, possessing half of the country's discretionary income, and with time to spend it. Comprising 27 percent of the population, they control 70 percent of the total net worth of U.S. households.

McLean added that Livineasy.com delivers the affluent aged 50+ market to businesses. "The boomer market in particular is extremely diverse. Their level of interest is very high, and they are eager to try new things. It is a very attractive market, with combined annual personal income exceeding $2 trillion. We consult to our sponsors on the best approaches to promote products and services to our visitors."

Livineasy.com's beta testing revealed that early boomers and seniors repeatedly visited the site because they find it easy to read, easy to navigate and it offers the help they need to become more comfortable on the Internet. During the beta period, 30% of Livineasy.com visitors used AOL, and 4% used WebTV.

While several senior and boomer Web sites offer some degree of training, they do not offer it as their focus. Other sites for seniors and boomers expect them to be Internet-savvy. "We have a unique, effective, subtle training style that is difficult to duplicate. Studies show that once these adults learn how to navigate the Internet, they spend more time surfing than teenagers do. What we do is give them a jump start," said McLean.

# # #

Return to TechMarcom's list of clients