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Third-Agers on The Internet

This is a research report on Third-Agers on The Internet uploaded by Jasmine Pvk in category: All Documents »  Marketing »  Strategic Marketing section of our research repository.
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Tags: consumer behavior; Internet; online purchase intentions
Scientific development and technological advances have allowed for a considerable increase in human longevity. Elderly people,
or “third-agers”, have come to make up an increasing percentage of the population in both developed countries and developing
ones like Brazil. A major challenge for the elderly in this context is their adaptation to the demands of the modern world,
especially in relation to Internet use. Nowadays these people have started to show a greater interest in new technologies.
According to a study conducted in Brazil (CGI, 2009), usage frequency among older consumers who access the Internet is as
follows: 47% daily, 29% at least once a week, 17% at least once a month and 7% less than once a month. These data confirm the
promising market represented by elderly people. Given the change in population structure, combined with the considerable
technological development resulting from the growth of Internet use in day-to-day life, it is important to understand Internet
usage among elderly consumers. To analyze this, it is important that future studies concern themselves with the purpose of use,
frequency of access and the future impacts that the Internet may have upon such customers. This theoretical article is organized
with such questions in mind. Based on the literature, we have constructed a model to be tested in a subsequent study to help
identify the relationships between the several variables surrounding this consumer behavior and the use of the Internet.


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