Examining Elderly Internet Adoption: Insights for Internet Marketing Enterprises

Tina Houshangi, Chee Wong

2024

Abstract

This study aims to investigate how the cost of internet access affects its use among the elderly and to explore how internet marketing can motivate this demographic to increase their internet usage. By addressing this research gap, the study seeks to provide insights into the specific economic barriers and promotional strategies that influence internet adoption and usage among elderly users and non-users. While previous research focused on factors predicting the behavioral intention of the elderly to use the Internet, this paper shifts to understanding the financial barriers and the potential of targeted marketing strategies through qualitative and quantitative data collection. 127 elderly users and 51 non-users participated in a questionnaire survey designed using the Unified Theory of Acceptance and Use of Technology (UTAUT). Additionally, 20 users and non-users were interviewed for more detailed insights into the research topic. The findings indicate that the cost of internet access significantly impacts its use among elderly people. This study has important implications for the research community and the technology industry in Iran and beyond, as it highlights the financial obstacles hindering elderly individuals from adopting internet technology. Understanding these barriers can help stakeholders develop targeted strategies to make internet access more affordable and appealing to the elderly, promoting greater digital inclusion and improving their quality of life.

Paper Citation

in Harvard Style

Houshangi T. and Wong C. (2024). Examining Elderly Internet Adoption: Insights for Internet Marketing Enterprises. In Proceedings of the 4th International Conference on Creative Multimedia - Volume 1: ICCM; ISBN 978-989-758-733-7, SciTePress, pages 38-46. DOI: 10.5220/0013331600004557

in Bibtex Style

@conference{iccm24,
author={Tina Houshangi and Chee Wong},
title={Examining Elderly Internet Adoption: Insights for Internet Marketing Enterprises},
booktitle={Proceedings of the 4th International Conference on Creative Multimedia - Volume 1: ICCM},
year={2024},
pages={38-46},
publisher={SciTePress},
organization={INSTICC},
doi={10.5220/0013331600004557},
isbn={978-989-758-733-7},
}

in EndNote Style

TY - CONF

JO - Proceedings of the 4th International Conference on Creative Multimedia - Volume 1: ICCM
TI - Examining Elderly Internet Adoption: Insights for Internet Marketing Enterprises
SN - 978-989-758-733-7
AU - Houshangi T.
AU - Wong C.
PY - 2024
SP - 38
EP - 46
DO - 10.5220/0013331600004557
PB - SciTePress