Click to enlarge

With research finding that US seniors would sooner die than be scuttled into nursing homes, a new site targeting adults caring for elderly parents launched this week.

Called caring.com, founder Andy Cohen got the idea after going back and forth between San Francisco and Chicago to take care of his ailing mother.

Cohen told Advertising Age there are 34 million adults in the US caring for someone 50 and older. Cohen also said one-third of them are long distance caregivers who go online for info on health and for handling financial and legal affairs.

Online health information is a market Google and Microsoft are currently trying to penetrate.
Advertisers on board include Jitterbug, a mobile phone company for seniors, and Quigley, manufacturer of Cold-eeze throat lozenges.

This is the latest boomer-centric startup to launch in the past year. Others include BOOMj, Eons, and more recently, Saga Zone in the UK.