55+ people as internet users

Abstract

Purpose

Explores internet‐related needs and wants of older adults and identifies internet user segments among them.

Design/methodology/approach

The internet, primarily designed for the young, has been at the centre of research and business attention for a number of years, whereas so far older age groups have received surprisingly little attention. A survey in the Greater Helsinki area in Finland was undertaken.

Findings

The survey showed that every 55+ respondent was acquainted with the internet and that one‐third of the respondents were non‐users, while the majority were frequent web visitors using and purchasing internet services to an extent fairly similar to younger counterparts. Two segments in line with the life‐stage model, labelled healthy indulging and ailing outgoing internet users, were found and show that there is heterogeneity among this age group.

Research limitations/implications

A limitation common to surveys also concerns this study, namely that the sample was quite small – 127 respondents – and strictly defined. Therefore in future studies it would be justified to expand the number and type of studied 55+ respondents, and also to conduct studies that reveal their real internet behaviour such as observation and participatory studies. Implications for web designers, service providers, and politicians are presented which are based on the respondents' own practical development ideas and suggestions.

Originality/value

The study is valuable because it sheds light on a rapidly increasing market segment on which there currently are very limited empirical findings, in particular outside the USA and concerning internet values and behaviour.

Citation

Vuori, S. and Holmlund‐Rytkönen, M. (2005), "55+ people as internet users", Marketing Intelligence & Planning, Vol. 23 No. 1, pp. 58-76. https://doi.org/10.1108/02634500510577474