Segmentation of the Young Elderly Based on Technology Readiness

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 We propose that commonly held views on age as an inhibitor of technology use are becoming outdated as the diffusion of technology reaches a certain level of maturity in a market.