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Understanding baby boomers online: the research challenge

Research output: Contribution to conferencePaperpeer-review

The ageing baby boomer generation is challenging stereotypes of older consumers as anxious adopters of Internet technologies, and represents a large and economically vital consumer segment. However, what little consumer research exists on these consumers has focused on their offline consumer behaviour, while research from the field of Human-Computer Interaction (HCI) has focused on older demographics and specific interaction and cognitive issues rather than consumer behaviour. Consequently there is a need to better understand the needs and behaviour of baby boomers as online consumers. This paper is an initial proposal for the development of a framework to help researchers and marketers better meet the needs of this important consumer segment.
Original languageEnglish
Publication statusPublished - Oct 2011
Event2011 Networking and Electronic Commerce Research Conference - Riva del Garda, Italy
Duration: 13 Oct 201116 Oct 2011


Conference2011 Networking and Electronic Commerce Research Conference
Abbreviated titleNAEC2011
CityRiva del Garda

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ID: 159150