Segmentation of the Young Elderly Based on Technology Readiness

Anna Sell; Pirkko Walden

doi:10.18690/978-961-286-485-9.32

Segmentation of the Young Elderly Based on Technology Readiness

Anna Sell, Pirkko Walden

Research output: Chapter in Book/Conference proceeding › Conference contribution › Scientific › peer-review

2 Citations (Scopus)

129 Downloads (Pure)

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 We propose that commonly held views on age as an inhibitor of technology use are becoming outdated as the diffusion of technology reaches a certain level of maturity in a market.

Original language	English
Title of host publication	34th Bled eConference
Subtitle of host publication	Digital support from crisis to progressive change
Editors	Andreja Pucihar, Mirjana Kljajić Borštnar, Roger Bons, Helen Cripps, Anand Sheombar, Doroteja Vidmar
Publisher	AIS Electronic Library (AISeL)
ISBN (Print)	978-961-286-485-9
DOIs	https://doi.org/10.18690/978-961-286-485-9.32
Publication status	Published - 23 Jun 2021
MoE publication type	A4 Article in a conference publication
Event	34TH BLED ECONFERENCE - Bled, Slovenia Duration: 27 Jun 2021 → 30 Jun 2021 Conference number: 34

Conference

Conference	34TH BLED ECONFERENCE
Abbreviated title	BLED
Country/Territory	Slovenia
City	Bled
Period	27/06/21 → 30/06/21

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10.18690/978-961-286-485-9.32Licence: CC BY

Bled 2021 kmeans Final JuneSubmitted manuscript, 454 KBLicence: CC BY

https://urn.fi/URN:NBN:fi-fe202201148406

Cite this

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title = "Segmentation of the Young Elderly Based on Technology Readiness",

abstract = "We examine the young elderly{\textquoteright}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 {\textquoteleft}pioneers{\textquoteright} to {\textquoteleft}hesitators{\textquoteright}. 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. ",

author = "Anna Sell and Pirkko Walden",

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editor = "Andreja Pucihar and {Kljaji{\'c} Bor{\v s}tnar}, Mirjana and Roger Bons and Helen Cripps and Anand Sheombar and {Vidmar }, Doroteja",

booktitle = "34th Bled eConference",

publisher = "AIS Electronic Library (AISeL)",

note = "34TH BLED ECONFERENCE, BLED ; Conference date: 27-06-2021 Through 30-06-2021",

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Sell, A & Walden, P 2021, Segmentation of the Young Elderly Based on Technology Readiness. in A Pucihar, M Kljajić Borštnar, R Bons, H Cripps, A Sheombar & D Vidmar (eds), 34th Bled eConference: Digital support from crisis to progressive change. AIS Electronic Library (AISeL), 34TH BLED ECONFERENCE, Bled, Slovenia, 27/06/21. https://doi.org/10.18690/978-961-286-485-9.32

Segmentation of the Young Elderly Based on Technology Readiness. / Sell, Anna ; Walden, Pirkko.
34th Bled eConference: Digital support from crisis to progressive change. ed. / Andreja Pucihar; Mirjana Kljajić Borštnar; Roger Bons; Helen Cripps; Anand Sheombar; Doroteja Vidmar . AIS Electronic Library (AISeL), 2021.

Research output: Chapter in Book/Conference proceeding › Conference contribution › Scientific › peer-review

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AU - Walden, Pirkko

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PY - 2021/6/23

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N2 - 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.

AB - 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.

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A2 - Kljajić Borštnar, Mirjana

A2 - Bons, Roger

A2 - Cripps, Helen

A2 - Sheombar, Anand

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Y2 - 27 June 2021 through 30 June 2021

ER -

Segmentation of the Young Elderly Based on Technology Readiness

Abstract

Conference

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