The social stratification of older people in online shopping

About the author:

Michael Olumekor, Researcher, Scientific Laboratory “Regional Develop­ment Strategies: Sustainability and Security of Economic Systems,” Graduate School of Economics and Management, Ural Federal University, Ekaterinburg, Russia
molumekor@urfu.ru, https://orcid.org/0000-0002-1764-2240

Abstract:

The internet is important for the proper functioning of modern economies and societies. However, studies show the presence of an age-related digital divide with older people as unequal participants. This research investigates the social factors promoting or limiting the behaviour of older people in online shopping, and if older users/non-users of online shopping can be stratified based on these social factors. Following a survey with a sample size of 320 older people, we use a correlation and cluster approach to analyse the data. The results show that the strongest factor in determining if older people belong to a higher social stratum in online shopping is their place of residence or if they live in rural or urban areas.

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