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RESEARCH PRODUCT

The use of mobile technology for online shopping and entertainment among older adults in Finland

subject

description

Older adults use mobile devices for online shopping as often as younger adults.Mobile-based entertainment use is most typical for younger male adults.Older female adults use mobile-based entertainment least frequently.Age, household structure and high education predict mobile-based online shopping.Mobile-based entertainment use is best predicted by age and gender. Older adults are becoming an important market segment for all internet-based services, but few studies to date have considered older adults as online shoppers and users of entertainment media. Utilising the concept of life course, this article investigates the use of mobile technologies for online shopping and entertainment among consumers aged 55 to 74. The data were collected with a web-based survey completed by a panel of respondents representing Finnish television viewers (N=322). The results reveal that consumers aged 55 to 74 use a smartphone or tablet to purchase products or services online as often as younger consumers. In contrast, listening to internet radio and watching videos or programmes online with a smartphone or tablet are most typical for younger male consumers. The results demonstrate that mobile-based online shopping is best predicted by age, higher education, and household type (children living at home), and use of entertainment media by age and gender.