E-Commerce, social media and Social Inclusion: A Typology of Users Over 60 Years of Age in Spain

Abstract

The growth of e-commerce and the ageing of the world population converges in a situation which represents significant challenges for the economy: a large population of over 65year-olds with major limitations for online shopping. The digital division, although reduced in certain sectors, in others, such as e-commerce persists. This research involves the study of 405 subjects, Spanish seniors aged between 60 and 79, to discover and analyse the barriers, motivators and behaviour with regards to shopping online. Using a telephone survey and a random sample, a typology of users was established as per their behaviour and perception of e-commerce. The main finding is the segmentation in eleven typologies of users, identified through cluster analysis. The major conclusions confirm the barriers related to data security or levels of confidence. Furthermore, with basic digital skills, seniors consider themselves capable of completing purchases on the Internet. Online shoppers feel empowered being digitally self-sufficient, while non-shoppers desiring to be independent, require the implementation of measures to aid the process on commercial websites.

Aumento del e-commerce en jóvenes en las plataformas digitales: Revisión sistemática

“…Para Viñarás et al (2022), los usuarios deciden comprar en línea por la variedad de ofertas, precios competitivos y la comodidad de no tener que ir hasta un lugar físico. Y añade que las personas de mayor edad se centran más en la seguridad de los datos (Viñarás et al, 2022). No obstante, las tiendas físicas no van a desaparecer.…”

“…Por ejemplo, 74 % de internautas entre los 16 y 62 años realizaron compras en internet en tiempo de cuarentena (We are Social, 2020). Sin embargo, tanto el uso de las redes sociales como los gustos o preferencias varían según la edad.ParaViñarás et al (2022), los usuarios deciden comprar en línea por la variedad de ofertas, precios competitivos y la comodidad de no tener que ir hasta un lugar físico. Y añade que las personas de mayor edad se centran más en la seguridad de los datos.…”

Older People and the Construction of Virtual Identities in the Digital Culture

“…Viñarás Abad et al [11] focused on a sample of elderly people between 60 and 79 years old in Spain to investigate their consumption behavior, motivations, and shopping patterns about online shopping. They arrived at an interesting typology of different consumer types and an understanding of the mentality of older people in the online shopping environment, which they approach with awareness of their digital competence and ability to navigate well in such an environment.…”