Dynamic ads--what the authors refer to as logical advertising--change according to what the viewer does on the Web site. For example, if the viewer searches for a particular destination, an ad offering a discount to that destination appears.

This paper presents the following surprising research: older users of railway ticketing Web sites don’t mind dynamic advertising. This is a useful piece of information for designers who might assume that older viewers don’t like unexpected changes.

Another surprising result is that older users prefer to buy tickets at the counter. This is not because they perceive the online system to be too complex or not private enough, but because they don’t find the online system smart enough.

Most of the people the authors interviewed explained that, if they wanted to buy a ticket for an unfamiliar location, they would probably buy it at the counter. They would do this for one of two reasons: because they don’t trust the information on the Internet, especially when it comes to the best possible ticket combination, or in order to take advantage of short-term offers and coupons. In this situation, there is little difference between old and young users--again, very useful information for designers.

The authors clearly worked very hard to collect information from users who are 65 and older. They collected surveys, conducted interviews, and held focus groups. Consequently, their conclusion that older users are not handicapped when it comes to Web use is well documented. In fact, the authors suggest ways to make a portal more useful for everyone, of any age. For example, they suggest making it easier to compare prices and travel opportunities.

The only quibble I have with the paper is its lack of proofreading. Due to poor translation, the text is difficult to follow. However, readers who design for older users should take the time to struggle through it.