Examining Elderly Internet Adoption: Insights for Internet
Marketing Enterprises
Tina Houshangi
a
and Chee Onn Wong
b
Facult laysia
Keywords: Internet Cost, Internet Adoption, Elderly, Internet Marketing.
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.
1 INTRODUCTION
The adoption and utilization of Internet technology
among elderly individuals have emerged as focal
points of interest for various stakeholders, including
marketers, policymakers, and researchers. As
demographics continue to shift and technology
becomes increasingly integrated into daily life,
understanding the dynamics of Internet adoption
among the elderly has become paramount for
effective marketing strategies and policy formulation
(Eastman & Iyer, 2004).
Marketers are keenly attuned to the unique needs,
preferences, and behaviors of elderly consumers,
recognizing the substantial purchasing power and
influence this demographic holds. Consequently,
comprehending the adoption rates and patterns of
technology among the elderly is essential for tailoring
marketing efforts to effectively reach and engage this
demographic (Tsai & Cheng, 2012). By gaining
insights into how elderly individuals adopt
a
https://orcid.org/0000-0002-6013-1163
b
https://orcid.org/0000-0002-9020-7405
technology and engage with digital content,
marketers can develop targeted campaigns that
resonate with this audience, ultimately driving brand
awareness, loyalty, and sales. Moreover,
policymakers recognize the significance of
addressing digital inclusion among the elderly
population to ensure equitable access to information,
services, and opportunities in the digital age.
Understanding the barriers and facilitators to internet
adoption among the elderly informs the development
of policies and initiatives to bridge the digital divide
and promote digital literacy among older adults
(Eastman & Iyer, 2004).
For researchers, exploring the complexities of
internet adoption and technology use among the
elderly offers valuable insights into the socio-cultural,
cognitive, and economic factors influencing
technology adoption across different age groups. By
delving into these dynamics, researchers can
contribute to the body of knowledge surrounding
aging, technology, and society, informing future
38
Houshangi, T. and Wong, C. O.
Examining Elderly Internet Adoption: Insights for Internet Marketing Enterprises.
DOI: 10.5220/0013331600004557
Paper published under CC license (CC BY-NC-ND 4.0)
In Proceedings of the 4th International Conference on Creative Multimedia (ICCM 2024), pages 38-46
ISBN: 978-989-758-733-7; ISSN: 3051-6412
Proceedings Copyright © 2025 by SCITEPRESS – Science and Technology Publications, Lda.

interventions and initiatives to enhance the digital
experiences of elderly individuals. In essence, the
exploration of internet adoption and technology use
among the elderly represents a multidisciplinary
endeavor with far-reaching implications for
marketers, policymakers, and researchers alike. By
shedding light on the intricacies of elderly internet
adoption, stakeholders can collaborate to develop
strategies and interventions that empower older adults
to navigate the digital landscape confidently and
effectively (Bianchi, 2021).
1.1 Research Aim
This study aims to assess the barriers associated with
the cost of internet access and internet devices for
elderly people in Iran. It also seeks to identify the
facilitators that can enhance internet use within this
demographic. Furthermore, the study explores how
targeted internet marketing strategies can effectively
motivate elderly users to engage more with online
technologies.
2 LITERATURE REVIEW
2.1 Online Access for the Aging
Population
Early studies exploring technology use among the
elderly include one research that focused on smart
scanners in supermarkets, digital money transfers,
and phone calls. This study reported a low uptake of
technology among the elderly. Another study,
employing grounded theory, sought to understand the
reluctance of the elderly to use the Internet. It found
that elderly individuals have a slower learning rate
and require more time to adapt to new technologies.
However, it also noted that they are enthusiastic about
using the Internet and capable of acquiring the
necessary skills. Consequently, the researchers
suggested that short training courses could help
accelerate their internet usage (Svobodova & Cerna,
M. 2017).
Further research confirmed lower internet usage
among the elderly and noted differences in the
services they utilized. For many elderly individuals,
the Internet serves as a vital tool facilitating
communication through emails and information
searches. Men were more likely to use the Internet for
seeking information, while older women were more
inclined to use it for email communication.
Studies have also examined how the elderly prefer
to connect with technology. For example, a survey of
500 elderly respondents in Portugal found that nearly
75% limited their technology usage to mobile phones,
while 13% used computers and 10% used the Internet
(Neves & Amaro, 2012).
Internet usage among the elderly varies according
to cultural and economic conditions. A comparative
study of elderly internet use in the UK and Japan
found that social interactions significantly enhance
aging satisfaction, a key predictor of internet usage.
In the UK, elderly individuals who are open to
embracing technology are more likely to use the
Internet, whereas in Japan, no such relationship is
observed (Shirahada, 2019).
2.2 Challenges in Accessing the
Internet Among Elderly
Although internet usage brings various advantages
for the elderly, including staying active, reducing
social isolation, and alleviating loneliness, some
studies have pointed out several drawbacks. For
example, Svobodova & Cerna (2017) note that while
the Internet can keep seniors engaged, those who do
not acquire the necessary skills might develop a
reluctance to use it in the future. Additionally,
Hussain (2018) identifies further issues, such as the
financial strain of internet equipment and service
costs, which can be challenging for those with limited
incomes. Age-related mobility declines can also
impact internet use, even though modern smartphones
and laptops come equipped with accessibility features
to address these issues. Finally, privacy and security
concerns are particularly significant for the elderly,
who may be more susceptible to pop-ups, phishing
scams, and other cyber threats due to their lower
awareness of such dangers.
The limitations on internet usage among the
elderly encompass more than just potential risks. The
absence of well-integrated Internet tools and services
tailored to this demographic presents a significant
barrier to their readiness to adopt the Internet
(Iwasaki, 2013). Furthermore, the dearth of scholarly
research on Internet usage by the elderly impedes the
creation of a supportive information technology
infrastructure for this age group. These constraints
collectively hinder the development of an inclusive
digital environment for the elderly population (Nikou,
2015). Other researchers have also emphasized that
the elderly perceive modern equipment as costly.
Coupled with a lack of clarity regarding the internet's
utility, they demonstrate disinterest in its usage
(Morris, 2007). Studies highlight various barriers to
internet usage among the elderly, including limited
access, insufficient website navigation and
Examining Elderly Internet Adoption: Insights for Internet Marketing Enterprises
39

information retrieval skills, and even ocular
discomfort (Loipha, 2014).
Consequently, efforts such as training, awareness
programs, and improved internet infrastructure must
be coordinated to enhance internet usage among the
elderly. Cost has been identified as a significant
barrier for older adults, particularly those living on
limited or fixed incomes, such as pensions (Cajita MI,
2018). The financial constraints associated with
acquiring necessary equipment often deterred this
demographic from engaging with e-health
technologies. Willson (2021) highlighted that the
high cost of the required devices frequently
outweighed the perceived benefits, making e-health
adoption less appealing. However, the situation
changes when the financial burden is alleviated. A
study by Smith et al. (2020) revealed that providing
free or low-cost electronic devices, such as computers
or smartphones, can significantly enhance the
adoption of e-health among older adults. By reducing
or eliminating the cost barrier, these technologies
become more accessible, allowing older adults to reap
the benefits of e-health services without the
prohibitive expense. This finding underscores the
importance of considering economic factors when
promoting e-health initiatives to ensure broader and
more equitable access for all older adults.
2.3 Understanding Technology
Adoption in Seniors Using the
UTAUT Model
The Unified Theory of Acceptance and Use of
Technology (Venkatesh, 2011) stands out as one of
the most prevalent theories to analyse technology
adoption trends. Consequently, numerous researchers
have applied it to investigate factors influencing the
elderly's adoption of internet-based services. For
instance, a study examining the adoption of mobile
health services among the elderly revealed that
performance expectancy, effort expectancy, and
social influence positively influenced their intention
to adopt these services (Ozdil & Hoque, 2017).
Conversely, elderly individuals with high
technological anxiety and resistance to change were
less inclined to use the Internet.
In a separate study focused on the adoption of
mobile banking among elderly populations in Spain,
factors such as price value and habit, in addition to
performance and effort expectancy, emerged as
significant predictors of technology adoption
(Arenas, 2015). These findings align with previous
research, which emphasized the importance of
performance and effort expectancy as critical
determinants of technology use (Jang, 2017).
Similarly, another study highlighted the significance
of performance and effort expectancy in predicting
technology adoption, specifically with smart home
devices and the Internet of Things (Pal, 2018).
Moreover, the study underscored the importance of
expert advice and trust as influential factors shaping
the elderly's intention to use the Internet.
Research has also shed light on the generational
gap in technology adoption. For instance, a
comprehensive study spanning respondents aged nine
to 99 years uncovered stark differences in technology
usage patterns between the youngest and oldest
participants (Magsamen-Conrad, 2015). In this study,
effort expectancy and facilitating conditions emerged
as the primary predictors of intention to use tablets.
Based on these findings, researchers recommended
implementing training programs tailored to the
elderly to enhance their technology usage, consistent
with earlier findings (Naumanen & Tukiainen, 2007).
3 RESEARCH METHODS
3.1 Ethical Approval
This study was conducted in accordance with the
ethical guidelines set forth by Multimedia University.
Ethical approval was obtained from the Multimedia
Ethics Committee, affiliated with Multimedia
University. The study adhered to the principles
outlined in the Declaration of Helsinki and followed
the specific ethical guidelines.
3.2 Informed Consent
Informed consent was obtained from all participants
prior to their involvement in the study. Consent was
documented as written or verbal consent. For
participants who provided written consent, this was
done through a signed consent form that outlined the
purpose of the study, the procedures involved, and the
rights of the participants, including the right to
withdraw from the study at any time without penalty
(See it in appendix section). For participants who
provided verbal consent, this was due to illiteracy or
cultural practices. Verbal consent was documented;
the interviewer took audio recordings and detailed
notes. The researchers ensured that all participants
fully understood the study's objectives and their rights
before proceeding with data collection.
The research methodology has been carefully
selected and structured to guarantee that the necessary
data is collected appropriately, ensuring the process
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40

maintains sufficient rigor (Gray, 2014). This study
utilizes a mixed methodology approach to examine
the factors related to the cost of accessing the Internet
influencing the elderly population's decision to use
the Internet in Iran. The selection of this research
design was motivated by the objective of obtaining
comprehensive insights from a diverse sample of the
elderly population in Iran. This study employs both
survey data and in-depth interviews to explore their
perspectives on internet usage thoroughly. Great care
was taken to enhance the content validity of the
questionnaire. Expert opinions were sought at
multiple stages and reviews were conducted to ensure
accuracy. Initially, an English questionnaire was
translated into Farsi by a language expert from the
English Institute of Education. Another Persian
language expert from the same institute then reviewed
the translation. Experts discussed the questionnaire to
eliminate any ambiguous items. Finally, a pilot study
with four students of different grades was conducted.
Consequently, the content validity of the
questionnaire is considered very high.
The hypotheses were formulated to provide a
framework for the data analysis.
H1: The Affordability of Services (AS) has a
significant impact on the Internet usage among the
elderly population in Iran.
H2: The Affordability of Devices (AD) has a
significant impact on the Internet usage among the
elderly population in Iran.
A sequential explanatory design was employed,
wherein the results from the questionnaire survey
informed the formulation of open-ended questions for
the subsequent interviews.
In this study, a sampling frame of the elderly
population (aged 60 and above) in Iran could not be
created due to a lack of up-to-date information.
Consequently, non-probability sampling was used,
affecting the findings' generalizability. Despite this,
purposive sampling ensured a representative sample
by capturing responses from elderly individuals
across various regions and age profiles in Iran. Table
1 presents the demographics of the participants who
were questioned.
Table 1: Demographic details of the sample.
Demographic
Characteristic
Frequency Percentage Mean SD Min Max
Gende
r
Male 87 48.9
Female 91 51.1
A
g
e 66.73 5.75 60 88
60-65
y
ears 89 50
66-70 years 56 31.46
71-75
y
ears 17 9.55
78-80 years 12 6.74
81 -90
y
ears 4 2.25
The researcher selected respondents from places
like mosques, organizations of retired people, and
parks, where elderly people are more likely to be
found. 200 questionnaires were collected, with 100
from Broujerd and 100 from Tehran. After excluding
22 incomplete questionnaires, the final sample size
comprised 178 responses.
Convenience sampling was implemented for the
interviews to enable the inclusion of both internet
users and non-users among the elderly population.
Tables 2 and 3 present the demographic profile of
internet users and non-users among the elderly
interviewees in the study.
Table 2: Demographic Profile of the user Interviewees.
Users
Demographic
Characte
r
istic
Frequency Percentage
Gender
Male 10 50
Female 10 50
Age
60-65
y
ears 5 25
66-70
y
ears 9 45
71-75
y
ears 4 20
78-80
y
ears 2 10
Highest Level of
Education
Hi
g
h School 4 20
Di
p
loma 10 50
Masters 4 20
Doctoral 2 10
Occupation
Retire
d
11 55
Housewife 3 15
Self-Em
p
lo
y
e
d
2 10
Workin
g
4 20
Marital Status
Sin
g
le 10 50
Marrie
d
6 30
Divorce
d
2 10
Widow/e
r
2 10
Living Status
Alone 14 70
With children 1 5
With S
p
ouse 5 25
Income Range (T)
Less than 1,000,000 Nil 0
1,000,000-5,000,000 16 80
More than 5,000,000 4 20
Expert feedback was obtained during various
stages of its development to ensure the survey
instrument's validity and reliability. The finalized
questionnaire contained 32 items, evaluating different
Examining Elderly Internet Adoption: Insights for Internet Marketing Enterprises
41

Table 3: Demographic Profile of the non-user Interviewees.
Users
Demographic
Characte
r
istic
Frequency Percentage
Gender
Male 12 60
Female 8 40
Age
60-65
y
ears 3 15
66-70
y
ears 13 65
71-75 years 2 10
78-80
y
ears 2 10
Highest Level of
Education
Hi
g
h School 10 50
Diploma 6 30
Masters 4 20
Doctoral Nil 0
Occupation
Retire
d
8 40
Housewife 4 20
Self-Em
p
lo
y
e
d
6 30
Workin
g
2 10
Marital Status
Sin
g
le 15 75
Marrie
d
2 10
Divorce
d
Nil 0
Widow/e
r
3 15
Living Status
Alone 13 65
With children 5 25
With S
p
ouse 2 10
Income Range (T)
Less than 1,000,000 Nil 0
1,000,000-5,000,000 19 95
More than 5,000,000 1 5
aspects of UTAUT as well as demographic
information, using a Likert-type scale from one to
five. This research has adopted an interpretive
epistemological perspective to effectively integrate
quantitative and qualitative. Data analysis conducted
in this study was well-suited to the mixed-methods
approach of the research design. All questionnaire
responses were input into SPSS version 22 for the
quantitative segment. The initial statistical analyses
aimed to provide descriptive statistics of the collected
data. This included examining the demographic
characteristics of the respondents, such as gender,
age, education level, occupation, current monthly
income, marital status, living arrangements, and the
monthly budget allocated for internet use, with the
analysis utilizing mean values and standard
deviations to summarize the information. The
affordability of services and devices was assessed
using items derived from the studies by Dwivedi,
Khoumbati, and Lal (2007) for cost elements and Kuo
and Yen (2009) for perceived cost elements. These
items, presented in Table 4, were reviewed and
adjusted to create the final list for the affordability
scale.
Table 4: Elements that Measure Affordability of Services
and the Sources.
Element Codes Element Statements in this stud
y
. Source
AS1
The cost of internet services
toda
y
is ex
p
ensive.
(Dwivedi et al.,
2007)
AS2
Unlimited internet service is
ex
p
ensive.
AS3
The cost for buying extra service
to watch online videos is costl
y
.
(Kuo & Yen, 2009)
AS4
Government should provide
some subsidy for the elderly to
p
a
y
for internet services.
AS5
Internet service providers should
reduce the price of service packs.
AD1
Personal internet devices are
ex
p
ensive.
(Kuo & Yen, 2009)
AD2
The price of the internet devices
should be reduced.
(Kuo & Yen, 2009)
AD3
The cost of Internet modem is
hi
g
h.
AD4
The price of buying an internet
modem should be subsidized.
The data analysis involved using a MANOVA to
compare the responses to AS and AD between users
and non-users. All the initial conditions required for
conducting the MANOVA were satisfied.
4 RESEARCH RESULTS
An analysis of the mean values for all items, as
reflected in Table 5, revealed that the statement "The
prices of Internet devices need to be reduced for the
elderly" received the highest rating, with a standard
deviation of 0.71. In contrast, the statement "Using
the internet enables me to access and send
information" received the lowest rating, with a mean
of 1.96 and a standard deviation of 0.89. The
normality of the data distribution was evaluated using
the Kolmogorov-Smirnov test, which produced
significant results, a common occurrence in large
sample sizes.
Table 5: MANOVA between elderly users and non-users of
the internet.
Dependent
Variable F df Significance
Partial
Eta
Squared
Estimated
Marginal
Means
Affordability o
f
Services
.022 1 .882 .000 19.84
19.75
Affordability o
f
Devices
27.181 .00 .134 16.42
18.63
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According to the results, elderly internet users and
non-users significantly differed in their perceptions of
the Affordability of Devices (AD), with a p-value of
.00. The effect size for this relationship was estimated
at 13.4% for AD. An examination of the Estimated
Marginal Means indicated mean values of 16.42 for
users and 18.63 for non-users. Additionally, the
results of the ANOVA test demonstrated that this
difference was statistically significant.
Table 6: T-test between user and non-user with the
affordability of devices and services.
User and Non-User
Leveness’s test for equality of variances
[
t
-value]
Significance
value
Significance
V
alue-Two Tailed
Equal
variances
Equal variances not assumed
Affordability of
Services
0.947 0.947 0.878 0.345
Affordability of
Devices
-1.530 -1.537 0.003 0.126
Looking at the Mean values shown in Table 6, the
Estimated Marginal Means show that the differences
between users and non-users is statistically large for
affordability of devices.
Table 7: ANOVA for Regression model.
Looking at the values of the ANOVA test in Table
7, the data analysis indicated a significant disparity
between elderly Iranian Internet users and non-users,
confirming the validity of hypothesis H1. This
finding highlights a noteworthy variation in Internet
usage patterns among the elderly population in Iran,
underscoring the importance of considering user
status when studying this demographic.
The interview results have been summarized
using the 6Cs framework, as proposed by Glaser
(Glaser, 1992), shown in Figure 1.
Figure 1: 6 Cs Framework for factors affecting Internet
usage, adapted from Glaser (1992).
The 6Cs framework has elucidated the causal
relationship between limited internet knowledge, the
availability and affordability of internet devices and
services, and other associated factors. Facilitating
conditions, such as access to devices, internet
connectivity, support from a coach (often a family
member), and the possibility of immediate resolution
of tasks online, significantly enhance the likelihood
of elderly individuals learning to use the internet. On
the other hand, contingent factors include the
perception that internet plans and devices are costly.
However, some users have indicated that this
perception is not always accurate and varies
depending on the internet service provider. This
highlights a knowledge gap identified in previous
studies, suggesting that addressing this gap could lead
to increased internet usage among both current users
and non-users.
4.1 Discussion
The findings indicate that elderly users and non-users
have different views regarding the affordability of
devices (AD) and services (AS). Although the
affordability of devices might stay the same, the users'
opinions could change once they recognize the
benefits of the internet. Users who have experienced
the advantages of internet connectivity, such as access
to information, social interactions, and convenience,
M
odel
Unstandardized Coefficients
Standardized
Coefficients
B Std. Error Bet
a
t
Si
g
. Part
1
(Constant) 3.27 1.98 1.66 .10
Performance Expectancy .235 .067 .32 3.49 .001 .303
Effort Expectancy .189 .063 .233 3.02 .003 .193
Social Influence
.316 .083 .313 3.80 .00 .243
Facilitating Conditions and
Knowledge Acquisitio
n
-.032 .103 -.022 -.310 .78 -.020
Affordability of Services -.054 .066 -.061 -.822 .413 -.053
Affordability of Devices -.067 .096 -.053 -.701 .485 -.045
Context
Elderly people in Iran
choose to use or not use internet
due to performance expectancy,
Condition
Availability of internet
service and devices
Existing use of the
internet
Consequences
Factors
affecting the
use of Internet
among the
Elderly in Iran
Causes
Lack of knowledge, availability and affordability
of internet devices and services, expected
efforts required to learn, belief in learning
leading to fruitful use of the internet, awareness
about its benefits, and interest in using the
internet.
Covariance
• There is a clear social influence for using the
internet.
• If the elderly people want to learn to use the
internet, facilitating conditions exist.
• Learning to use the internet is perceived to
be difficult due to age.
Contingencies
• Elderly users of the internet believe the
unlimited plans to be expensive.
• The elderly users who know how to use the
internet cannot do troubleshooting.
• They believe learning to use the internet takes
time.
• Their use of the internet is limited to a few apps
notably WhatsApp and Telegram.
Examining Elderly Internet Adoption: Insights for Internet Marketing Enterprises
43

tend to view the cost of devices and services more
favorably. Non-users, on the other hand, often
perceive these costs as prohibitive and fail to see the
value proposition. Additionally, interview insights
revealed that many non-users viewed the prices of
unlimited internet data plans as high and not tailored
to their needs. As demonstrated by certain users,
increased awareness could guide these individuals
towards more affordable options from other service
providers in Iran. Regarding the conceptual model
based on UTAUT used in the previous study, the
results of the multiple regression analysis showed a
connection between AD, AS, and behavioral intention
to use the Internet among elderly people in Iran.
4.2 Suggestions for Internet Marketing
Enterprises
Policymakers can draft better-informed policies by
leveraging insights to offer awareness programs and
short training sessions for the elderly, addressing this
demographic's unique challenges and needs. As the
global population ages, the necessity for targeted
interventions becomes increasingly evident.
Awareness programs can educate seniors about
essential topics such as health management, financial
literacy, digital literacy, and social engagement.
These programs ensure that the elderly are equipped
with the knowledge to navigate modern complexities,
promoting their independence and quality of life.
Short training sessions can also provide hands-on
experience in crucial areas such as using technology,
understanding healthcare options, and preventing
fraud. Such initiatives can significantly reduce the
risk of isolation and vulnerability among older adults.
Furthermore, policymakers can enhance these
efforts by offering unlimited internet packages
specifically tailored for the elderly, alongside
providing free or affordable internet devices. These
initiatives can include subsidized or free installation
services to ensure that all seniors, regardless of their
technical proficiency, can easily access and utilize the
Internet. This connectivity is crucial for maintaining
social connections, accessing online services, and
engaging in lifelong learning opportunities. By
ensuring that the elderly have reliable and affordable
access to the internet, policymakers can help bridge
the digital divide that often marginalizes older adults.
Government cooperation is essential in these
endeavors. Partnering with technology companies,
internet service providers, community organizations,
and governments can create a comprehensive support
system for the elderly. This collaboration can
facilitate the distribution of resources, ensure the
sustainability of these programs, and monitor their
impact on the elderly population. Engaging with
geriatrics, technology, and education experts during
the policy drafting process ensures that these
initiatives are well-designed to meet the specific
needs and preferences of older adults. Additionally,
involving the elderly community in the planning
stages provides invaluable feedback, further refining
these initiatives to maximize their effectiveness.
Ultimately, policies that incorporate these insights
can lead to a more informed, empowered, and
resilient elderly population, contributing to the
overall well-being and social cohesion of society.
Here are several suggestions for internet marketing
strategies targeting elderly individuals:
Targeted Advertising Campaigns:
Educational Content: Create advertisements that
emphasize the benefits of internet usage tailored
specifically to the interests and needs of elderly
individuals, such as staying connected with family,
accessing healthcare information, and online
shopping.
Success Stories: Share testimonials and success
stories from elderly internet users to build trust and
demonstrate the value of being online.
Special Discounts and Promotions:
Senior Discounts: Offer special discounts for elderly
users, particularly for unlimited internet plans, to
make them more affordable.
Bundled Packages: Develop bundled packages that
include affordable internet devices and service plans,
reducing the initial cost barrier for non-users.
Collaborations with Healthcare and Other
Organizations:
Healthcare Partnerships: Partner with healthcare
providers to promote internet usage among elderly
patients, emphasizing the health benefits of online
resources.
Community Programs: Work with community centers
and senior organizations to offer workshops and
training sessions on how to use the internet effectively
and safely.
Enhanced Customer Support:
Dedicated Helplines: Establish dedicated customer
support helplines for elderly users, assisting with
setting up and using internet services.
In-Home Support Services: Offer in-home setup and
troubleshooting services to help elderly users get
started with their internet devices and services.
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User-Friendly Technology:
Simplified Devices: Promote and provide user-
friendly, specifically designed internet devices for
seniors, with larger text, simplified interfaces, and
easy-to-navigate features.
Training and Resources: Provide easy-to-follow
guides, tutorials, and online resources to help elderly
users become comfortable with their new devices and
internet services.
Awareness Campaigns:
Local Community Outreach: Conduct outreach
programs in local communities, hosting events and
seminars that explain the importance and benefits of
internet usage for the elderly.
Health Benefits: Highlight the mental health benefits
of staying connected and engaged online, which can
combat loneliness and promote a more active
lifestyle.
Implementing these strategies can help bridge the
digital divide for elderly individuals, making internet
access more appealing and accessible to this
demographic.
4.3 Data Availability Statement
The data that support this study's findings are
available upon reasonable request. However, due to
ethical and privacy concerns, some data, particularly
those containing personally identifiable information
of the participants, cannot be publicly shared.
Researchers interested in accessing the data should
contact the corresponding author at
[e-mail] for further information.
The data will be provided following the approval of
an appropriate data-sharing agreement to ensure
compliance with ethical guidelines.
5 CONCLUSION
This study provides significant insights into the
barriers and facilitators of internet adoption among
the elderly in Iran, focusing on the financial
constraints associated with internet access and
devices. The findings confirm that the cost of internet
services and devices is a critical factor that influences
whether elderly individuals choose to engage with
digital technologies. The study also highlights the
disparities in perceptions between internet users and
non-users within this demographic, where non-users
often view the costs as prohibitive. In contrast, users,
once aware of the benefits, are more accepting of the
associated expenses. Furthermore, applying the
Unified Theory of Acceptance and Use of Technology
(UTAUT) model underscores the importance of
performance expectancy, effort expectancy, and
social influence in shaping the behavioral intentions
of elderly individuals towards internet usage. The
study also identifies that targeted marketing
strategies, such as awareness programs, discounted
packages, and tailored internet services, can play a
pivotal role in overcoming the economic barriers that
hinder internet adoption among the elderly. This
research contributes to the existing body of
knowledge by offering actionable recommendations
for both policymakers and marketers to enhance
digital inclusion among the elderly. By addressing the
financial barriers and leveraging targeted marketing
strategies, stakeholders can foster greater internet
adoption within this demographic, ultimately
improving their quality of life and bridging the digital
divide.
DECLARATION OF FUNDING
This research received no specific grant from funding
agencies in the public, commercial, or not-for-profit
sectors. The authors declare that no external funding
was received to prepare this article.
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