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.