A phenomenological investigation of Internet usage among older individuals

TLDR

Older consumers are a growing but under‑represented Internet‑using segment that, compared to younger groups, has more discretionary time and income, presenting a significant marketing opportunity. The study conducted phenomenological interviews with six Internet users and six non‑users to understand older adults’ attitudes and motivations toward Internet use. The analysis identified six themes—reference group affiliation, technology schema, resistance to change, nature of social relations, perception of reality, and physical dexterity—distinguishing Internet‑using from non‑using older adults. The study discusses marketing implications derived from these six themes.

Abstract

Older consumers comprise a growing but under‐represented segment of Internet users. However, compared to many younger groups, members of this segment often possess more discretionary time and income. This presents a significant opportunity for marketers of Internet related products and services. In order to better understand older individuals’ attitudes and motivations concerning Internet usage, phenomenological interviews were conducted among six Internet users and six non‐users. From the emic perspective of the informants, and the etic interpretation of the transcripts, the following six themes characterizing differences between Internet using and Internet non‐using older individuals emerged: Reference group affiliation, Technology schema, Resistance to change, Nature of social relations, Perception of reality, and Physical dexterity. The marketing implications of these findings are identified and discussed.