Ageing and Technology

This thesis aims to explore whether Dutch middle aged internet users, in this study referred to as Dutch mediors, have different behaviour, needs, preferences and motivation when going online compared to older and younger internet users. Even though Dutch mediors were not born as digital natives, the current digital era might be forcing them to increasingly make use of computer and internet technologies in order to keep up with society. Although older internet users are often perceived as less active users who experience both physical as cognitive difficulties when trying to make use of new technologies, middle aged users might be more experienced and active internet users regarding their place in the work force and their close bonds with children and teenagers. In many societies the middle aged part of the population is increasing, creating a large and economically strong market for many products and services, including e-business. The central question in this study is: “Do Dutch mediors have inherently different behaviours, needs and perceptions when making use of the internet than digital natives or older internet users in this information and social media age?”. By combining quantitative research methods (online survey) with qualitative research methods (focus groups), both general patterns in the behaviour and digital needs of Dutch mediors are explored and explained by retrieving in-depth information about their preferences and motivations. This study reveals that Dutch mediors in general are very practical internet users, mostly explained by their mainly utilitarian approach towards this type of technology. Remarkably, even hedonic features of the internet such as shopping online and communicating with friends and family through social networking sites are by Dutch mediors perceived as a practical internet activities. In order to appeal to the needs and preferences of Dutch mediors, websites should be mainly utilitarian with clear directions, a logical structure and valuable and newsworthy information.