Seniors and Technology: can cognitive age and life events explain the gaps?


  • Anna Paola Codini
  • Michelle Bonera
  • Giuseppe Bertoli



aging population; Silver segment; life-event; cognitive age; technology; cluster analysis


Purpose of the paper: this paper aims to identify good descriptors of the differences across the Silver segment particularly suitable for technology use. Specifically, cognitive age and life-event are compared to demographic age.

Methodology: a field survey was conducted, and three cluster analysis were performed to reach three different segmentations: cohort, cognitive-age and life-event based segmentations.

Findings: the conducted cluster analysis highlights multifaceted consumption trends also in relation to technology, both in the case of using cognitive age as a segmentation criterion and in the case of appealing to lived events.

Research limits: although alternative segmentation parameters to the chronological age were examined, to test their validity, these criteria were used separately, while the analysis of a complex group like Silvers would require a multidimensional approach.

Practical implications: our study supplies important operational indications to managers who need to understand the different consumption trends and dynamics of the use of technology by Silver consumers in order to define suited offers of products and/or services. Facilitating the use of technology by the Silver segment also has interesting implications in terms of social and economic impact.

Originality of the paper: although many have highlighted the need to identify effective criteria for the segmentation of such a heterogeneous target in terms of expressed needs, there are currently few studies in this field, especially concerning the use of technology.


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