Ageing consumers and e-commerce activities

Abstract

Technology, and particularly the internet, has transformed consumer and business behaviours. An ageing population is impacted by these contextual and operational changes. Understanding these impacts within an ageing population is important for businesses, organisations and individuals, and their e-commerce activities. Our study increases understanding about the online behaviour of older consumers. Our research question is: what is the impact of age and individual and household characteristics on the online behaviour of older consumers? This is important given the increasing assumption that all consumers are digitally enabled. We use data from the first wave of an innovative longitudinal study in Scotland (HAGIS – Healthy Ageing in Scotland) to explore ageing consumers and e-commerce activities. The United Kingdom (including Scotland) is the world's third largest e-commerce market, thus providing a suitable context. Our findings point to a shifting relationship between ageing consumers and e-commerce activities. Age is related to e-commerce activities but the ‘break-point’ for these activities is older than normally identified in academic and business practice. Sex is not a differentiator of activity but marital status is. Age and the contextual situation impact e-commerce, and have implications for access and capability, and link to questions over isolation. Important issues are raised for business and organisational practice, around service and other delivery for older people.

How Active Are European Seniors—Their Personal Ways to Active Ageing? Is Seniors’ Activity in Line with the Expectations of the Active Ageing Strategy?

“…Reducing loneliness and social isolation enables the development of an age-inclusive society [6,17,18]. With a more holistic, life-course-oriented approach [19,20], AA benefits all generations and societies as a whole and leads to sustain-able economic development [21,22]. Currently, it is natural for successive generations to pursue the priorities of good health, active engagement at work and involvement in social activities, being independent in daily life [16,23].…”

Validación por Expertos: Cuestionario para las Compras en Línea de Estudiantes Universitarios

“…En los últimos años, el comercio electrónico o e-commerce ha generado un creciente interés en nuestra sociedad. Este método de comercialización se vio altamente influenciado por la pandemia por COVID-19, y adquirió mayor relevancia especialmente en la generación Z. Las transacciones de compraventa en línea han adquirido mayor relevancia desde el inicio de la pandemia por COVID-19 (Rybaczewska & Sparks, 2021) debido al aislamiento social, el cual obligó a las personas a concretar muchas de sus compras por medios electrónicos (Noer et al, 2022). Además, las compras en línea representan soluciones que facilitan la vida tan ocupada del mundo de hoy y tienen importantes ventajas.…”

Editorial

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Marketing to aged consumers: a marketplace challenge Ageing consumers are becoming an increasingly relevant and prominent consumer group for marketersyet there is a lack of research in the marketing literature (Rybaczewska and Sparks, 2021). This special section, i.e.

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“…For marketers, it is important to acknowledge that older consumers are comprised individuals with unique needs that transition as they agecognitively or physically. Ageing affects all of the facets of consumers' life from decision-making, evaluation, media behaviour, socialisation, sensitivity and even reactions to marketing activities (Rybaczewska and Sparks, 2021). This opens up challenges and opportunities to recognise and fulfil their needs in ways that enhance well-being.To support practising marketers, as well as ageing people and their stakeholders, marketing researchers are exploring and testing many aspects of marketing to ageing consumers including dealing with stereotypes (Westberg et al, 2020), developing models of life-course (Moschis, 2021), service design (Bateson, 2021), marketing and policy (Nunan and Di Domenico, 2019), technologies for ageing people (Wilson-Nash and Tinson, 2021) and many more.In this section, we are delighted to present three papers on marketing to aged consumers.…”

“…For marketers, it is important to acknowledge that older consumers are comprised individuals with unique needs that transition as they agecognitively or physically. Ageing affects all of the facets of consumers' life from decision-making, evaluation, media behaviour, socialisation, sensitivity and even reactions to marketing activities (Rybaczewska and Sparks, 2021). This opens up challenges and opportunities to recognise and fulfil their needs in ways that enhance well-being.…”