Socialisation Agents' Use(fulness) for Older Consumers Learning ICT

Area of Science:

• Consumer Behavior
• Gerontology
• Information Science

Background:

• Older consumers face challenges adopting new information and communication technologies (ICT).
• Understanding how older adults acquire ICT knowledge is crucial for digital inclusion.
• Consumer socialization theory provides a framework for examining how individuals learn marketplace behaviors.

Purpose of the Study:

• To investigate the socialisation agents older consumers prefer for learning about and troubleshooting ICT.
• To examine the relationship between preferred socialisation agents and older adults' ICT knowledge and marketplace functioning.
• To identify the most and second most likely sources of advice for ICT-related issues among older consumers.

Main Methods:

• A survey of 871 older consumers in Victoria, Australia.
• Participants identified their most and second most preferred socialisation agents for ICT advice.
• Assessment of the usefulness of advice and estimation of personal ICT knowledge levels.

Main Results:

• Younger family members are the primary socialisation agents for older consumers regarding ICT.
• Non-familial sources play a vital role in preparing older adults for digital consumer roles.
• ICT knowledge is significantly influenced by the second-choice socialisation agent, often not adult children.

Conclusions:

• While family is a common first choice for ICT support, diverse socialisation agents are critical for older adults' digital competence.
• The findings challenge the assumption that primary advice sources alone determine marketplace functioning and ICT knowledge.
• Interventions should consider the impact of secondary advice sources on older adults' digital engagement.