about 4 years ago

Highlights • 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.

Abstract 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.

Previous article in issueNext article in issue Keywords Mobile technologyOnline shoppingEntertainmentOlder adultsSmartphoneTablet computer Sanna-Mari Kuoppamäki is a PhD candidate in Sociology at the Department of Social Sciences and Philosophy, University of Jyväskylä, Finland. Her research interests include consumption, life-course and digital technologies. Currently she studies ageing consumers and digital technologies.

Sakari Taipale is an Academy Research Fellow at the Department of Social Sciences and Philosophy, University of Jyväskylä, Finland. He is also an adjunct professor (docent) at the University of Eastern Finland. His research interests include information society and use of new media and digital technologies.

Terhi-Anna Wilska is a Professor of Sociology at the Department of Social Sciences and Philosophy, University of Jyväskylä, Finland. Her research interests include consumption and consumer society, lifestyles and well-being, age and generation and the social effects of new technology.