Segmentation of the Young Elderly Based on Technology Readiness

Abstract

We examine the young elderly’s technology readiness in order to understand the propensity to adopt and use technology for personal use. We use the Technology Readiness Index 2.0 as segmentation basis to segment a sample of mainly young elderly individuals. Our aim is to find meaningful segments within this demographic group regarding their technology readiness, and to contrast the segments with previous research. Our findings based on 538 retirees revealed a similar segmentation profile as found within working-age populations, and a surprisingly different profile than previous research with a mature target group. We identified five distinct segments portraying the young elderly as diverse technology users, ranging from ‘pioneers’ to ‘hesitators’. The findings give arise to discussion regarding the impact of age on the technology readiness of individuals and the importance of age as a predictor of technology use. We propose that commonly held views on age as an inhibitor of technology use are becoming outdated as the diffusion of technology reaches a certain level of maturity in a market.

Adoption of social networking sites among older adults: The role of the technology readiness and the generation to identifying segments

“…[ 32 ] in a study conducted with consumers of different ages in Chile. The results are mainly congruent with Sell and Walden’s work [ 34 ] which, using two-step cluster analysis, found the same profiles in an older population in Finland. Explorers were the largest group in this study and the second largest in Sell and Walden’s research.…”

“…In this cluster, the engaged "pioneers" show a high score in optimism and discomfort and moderate scores in innovativeness and insecurity. The scores of this cluster change a little from those of the profiles in other studies with a general sample [32] but close to studies with an elderly sample [34].…”

“…In the context of older adults, TRI has been employed to examine the influence of personal beliefs on elderly individuals’ attitudes toward using online public services in Japan and the UK [ 33 ]. More recently, it was used to investigate the propensity to adopt and use technology for personal use among older adults in Finland [ 34 ]. The latter study found similar groups within working-age populations and, surprisingly, different groups than previous research with a mature target group.…”