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 Practical implications Marketers of technological products and services are advised to let go of the outdated stereotypes, familiarize themselves with today's 50-plus consumers and when applicable, invest effort in serving this market.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.
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- Authors
- Niemelä-Nyrhinen, J.
- Affiliations
- Department of Marketing, School of Business and Economics, University of Jyväskylä, Jyväskylä, Finland
- Venue
- Journal of Consumer Marketing
- Publisher
- Emerald
- Published
- 2007-08-07
- Volume
- 24
- Issue
- 5
- Pages
- 305-312
- ISSN
- 0736-3761 (ISSN-L)
- 2052-1200
- OpenAlex
- W1979661400
- Cited by
- 125
- References
- 32
- Citations by year
- 2026: 1 · 2025: 4 · 2024: 4 · 2023: 8 · 2022: 6 · 2021: 12 · 2020: 11 · 2019: 12 · 2018: 6 · 2017: 11 · 2016: 5 · 2015: 10 · 2014: 7 · 2013: 5 · 2012: 7
- FWCI
- 12.60
- Type
- journal article
- Language
- en
- Open access
- closed
- Locations
- Journal of Consumer Marketing (publishedVersion)
- Topics
- Social Sciences › Demography › Technology Use by Older Adults
- Social Sciences › Psychology › Neuropsychology and Physiological Psychology › Aging and Gerontology Research
- Social Sciences › Decision Sciences › Information Systems and Management › Technology Adoption and User Behaviour
- Keywords
- baby boomers, older consumers, technology anxiety, technology adoption, stereotypes, internet use, developed markets, consumer technology use
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Registry, retraction, Cites and statistics results are computed, not judged, with one exception: a printed reference that no index lists is read once by a model before it counts as a citation error. Claims are extracted by a model and kept only when their quote appears verbatim in the text; each cited source is then checked, with a model’s help, for whether it says what the claim relies on. Those verdicts can be wrong — read the claim’s quote and the cited source before relying on one.
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