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Information and Communication Technologies as a Source of Customer Value in the Context of Balancing the Positions of Younger and Older Consumers

Author

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  • Ewa Frąckiewicz

    (Department of Marketing, Institute of Management, University of Szczecin, 70-453 Szczecin, Poland)

Abstract

Information and communication technologies (ICT, new technologies) have revolutionized every aspect of consumers’ lives and become an important value creation tool for them. It is commonly believed that this process concerns young and adult persons (younger than 60, 60−) to a much greater extent than older persons (60 and older, 60+, seniors). It is therefore assumed that calendar age is the key determinant of customer behavior. Meanwhile, the qualities of ICT, by their very nature, act as a source of value for purchasers regardless of their chronological age. In this sense, ICT has the potential to balance the positions between younger and older consumers. The aim of this article is to illustrate the similarities and differences between the two age groups (60− and 60+) with respect to the manner of approaching and using ICT as a source of customer value. This article has been written on the basis of literature research, existing data, and the findings of quantitative and qualitative research conducted among Polish respondents. The author’s own research was conducted in three stages. The quantitative surveys were conducted using the direct survey method and a questionnaire-based random survey among 827 respondents (340 young and adults, and 487 seniors). The two qualitative studies made it possible to expand the scope of information gathered. They were conducted using targeted direct interviews in three mini groups using interview scripts and questionnaire-based observation of the three social media channels managed by seniors, with the most popular themes in Poland taken into account. The conducted studies prove that, despite the discrepancies in the percentage share of younger and older ICT users, individuals utilizing the same solutions speak of the same advantages and see the same risks. Moreover, respondents believe that, in the future, all consumers will be included in the digital world. The results may be useful for practitioners whose increasingly digitized offerings will be targeted at younger as well as a growing number of older consumers.

Suggested Citation

  • Ewa Frąckiewicz, 2021. "Information and Communication Technologies as a Source of Customer Value in the Context of Balancing the Positions of Younger and Older Consumers," Sustainability, MDPI, vol. 13(9), pages 1-15, April.
    • Handle: RePEc:gam:jsusta:v:13:y:2021:i:9:p:4722-:d:541787
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    References listed on IDEAS

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