Socialisation Agents’ Use(fulness) for Older Consumers Learning ICT

Abstract

This research investigates the socialisation agents older consumers use to learn about information and communication technologies (ICT). We surveyed 871 older consumers in Victoria, Australia, about whom they would most likely turn to for advice (i.e., their preferred socialisation agents) if they needed help using or fixing an ICT device. They were asked to identify the most and second most likely source of advice. Participants were also asked to assess the usefulness of the advice received from their preferred agents and to estimate their level of ICT knowledge. The findings reveal that older consumers tend to rely on younger family members. Still, the agency they receive from non-familial sources is essential when preparing for a digital consumer role. Surprisingly, ICT knowledge is determined by the socialisation agency received by older adults’ second advice option—which is less likely to be their own adult children. This research expands current knowledge about how older consumers perceive various ICT socialisation agents. Consumer socialisation theory suggests that socialisation agents impact how consumers function in the marketplace. Although the first choice of socialisation agent may be perceived as beneficial for older adults, the advice given does not relate to marketplace functioning regarding improved ICT knowledge.