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Cited by 125Technology Use by Older AdultsAging and Gerontology ResearchTechnology Adoption and User Behaviour

The DOI matches its Crossref record; 32 of the 32 references it cites were found in a registry or an index.

Baby boom consumers and technology: shooting down stereotypes

Niemelä-Nyrhinen, Jenni·2007·Journal of Consumer Marketing
DOI 10.1108/07363760710773120
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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 Practical implications Marketers of technological products and services are advised to let go of the outdated stereotypes, familiarize themselves with today's 50-plus consumers and when applicable, invest effort in serving this market.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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Crossref · 10.1108/07363760710773120

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Research works printed but not linked: 1

  1. Braus, 1995, The baby boom at mid-decade, American Demographics, 17, 40

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Metadata

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
DOI
10.1108/07363760710773120
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
  • Health Sciences › Medicine › Geriatrics and Gerontology › Technology Use by Older Adults
  • Social Sciences › Psychology › Developmental and Educational 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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