The noisy disruption of media business models by the internet in the past decade has obscured a profound demographic transformation. Whether they are buying music, listening to the radio, reading newspapers or watching television, media consumers are ageing even more quickly than the overall population. Rather than trying to reverse this trend by attracting younger people, many companies are attempting to profit from the greying of media.
As your audience ages, approachability matters more. Kids see a new technology like a video game: a challenge to figure out. Their elders see it as work.
But the greys have money. As the article notes, "people aged 60 or over spent more on pop-music albums in 2009 than did teenagers or people in their 20s".
This is a strong—though generally overlooked—incentive to make new technologies feel comfortable and familiar.
"The tablet is not necessarily for the people in this room," Wozniak told the audience of enterprise storage engineers. "It's for the normal people in the world," Wozniak said.
"I think Steve Jobs had that intention from the day we started Apple, but it was just hard to get there, because we had to go through a lot of steps where you connected to things, and (eventually) computers grew up to where they could do ... normal consumer appliance things," Wozniak said.
A "personal computer" can take a lot of forms — the term need not be stuck referencing the Wintel duopoly beige box days. The iPad is arguably the most personal of PCs yet.