Research on mobile technology adoption has focused predominantly on young adults, and little attention has been paid to older people. But with rapidly aging populations in most developed countries, and evidence from many studies that older adults are as capable of adopting and using mobile technology as everybody else, the academic, business and technology industry worlds are devoting more attention to this group. Research has already demonstrated that older people differ from young people in their perceptions, preferences and usage of mobile technology, but there are also differences within the older adults group regarding mobile technology adoption. Using data from a mobile phone survey, this study identifies segments of mobile phone users among older adults based on their attitudes towards mobile phones, and describes the underlying differences between these segments in terms of key values towards mobile phone communications, mobile phone use, and socio-demographics. The analysis led to the identification of three distinct segments, designated as "Apathetic", "Social and hedonic" and "Busy and active".

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Older adults,Mobile phones,Technology adoption,Segmentation

• Media and Communications - Social Sciences

This publication is an output of the following project(s):

• Non-response error in mobile phone surveys: causes, effects and corrections