• July 23, 2008

Gather.com, the social networking site targeting people over 30, unveiled a more streamlined look and feel Tuesday. Among the changes, Gather has condensed the number of home page links from 20 to 5 and organized the site around three categories: people, groups and "explore," a section for sharing photos, videos and news stories.

Gather says the facelift was based on feedback from among its 500,000 members. More than half (55%) of those surveyed say they've turned to the site for information and support related to health, relationships, parenting, weight loss and personal finance. By contrast, only 20% use the site for playing games and only 1% for dating.

Founded in 2005, Gather.com draws about 1 million monthly visitors, of whom 70% are over 35. Its older-skewing demographic has attracted advertisers including Amtrak, A&E, Kraft and Charles Schwab. Among its competitors is Eons.com, a social site aimed at baby boomers and started by Monster.com founder Jeffrey Taylor.--Mark Walsh