Baby boom consumers and technology: shooting down stereotypes

Abstract

Purpose

Current stereotypes of aging consumers paint a picture of them as technology anxious and reluctant to adopt new technologies. This paper aims to show that the present 50‐to‐60 age group does not fit these stereotypes.

Design/methodology/approach

A total of 620 Finnish baby boomers (aged between 50 and 60) responded to a mail survey.

Findings

Baby boom consumers are shown, in contrast to the stereotypes, to have low levels of technology anxiety and high levels of experience of internet and SMS usage. It is also shown that technology anxiety and experience have an inverse relationship in the age group.

Research limitations/implications

To some extent, the results provide evidence of the distortedness of current stereotypes that are used to describe 50‐plus consumers. However, data was gathered only in one country. Replications of this study in different countries would allow drawing broader conclusions.

Practical implications

Marketers of technological products and services are advised to let go of the outdated stereotypes, familiarize themselves with today's 50‐plus consumers and when applicable, invest effort in serving this market.

Originality/value

While there exists some research on aging consumers as Internet users, this study offers a more general view on aging consumers and their use of technological services by examining technology anxiety within this specific market. The results should be of value to both academicians and practitioners in realizing the potential of the mature market.

Citation

Niemelä‐Nyrhinen, J. (2007), "Baby boom consumers and technology: shooting down stereotypes", Journal of Consumer Marketing, Vol. 24 No. 5, pp. 305-312. https://doi.org/10.1108/07363760710773120