Andrew Reed researched age differences in preference for the number of choices (2013).
Across a variety of different types of decisions, older people preferred fewer choices compared to younger people. The age range was 18 to 90. The lessening in desire for choices was a linear relationship: the older people were, the fewer choices they desired.
Takeaways
- When you’re designing for younger audiences, offer at least the perception of more choices (remembering that if you give people too many choices, they won’t choose anything).
- When you’re designing for older audiences, you don’t have to offer as many choices.