A phenomenological investigation of internet usage among older individuals.

SelectedWorks Author Profiles:

Philip J. Trocchia

Document Type


Publication Date


Date Issued

January 2000

Date Available

April 2013




Older consumers comprise a growing but under-represented segment of Internet users. However, compared to many younger groups, members of this segment often possess more discretionary time and income. This presents a significant opportunity for marketers of Internet related products and services. In order to better understand older individuals' attitudes and motivations concerning Internet usage, phenomenological interviews were conducted among six Internet users and six non-users. From the emic perspective of the informants, and the etic interpretation of the transcripts, the following six themes characterizing differences between Internet using and Internet non-using older individuals emerged: Reference group affiliation, Technology schema, Resistance to change, Nature of social relations, Perception of reality, and Physical dexterity. The marketing implications of these findings are identified and discussed.


Abstract only. Full-text article is available only through licensed access provided by the publisher. Published in Journal of Consumer Marketing, 17 (7), 605-616. DOI: 10.1108/07363760010357804 Members of the USF System may access the full-text of the article through the authenticated link provided.




Emerald Group Publishing Ltd.

Creative Commons License

Creative Commons Attribution-Noncommercial-No Derivative Works 4.0 License
This work is licensed under a Creative Commons Attribution-Noncommercial-No Derivative Works 4.0 License.