An exploratory study on the emotional, cognitive and behavioural inclinations of the Singapore elderly towards mobile phones.

• Main Authors: Dyeo, Clara Yunwen., Noorhafizzah Abdul Rahman., Lee, Tee Main.
• Other Authors: Wee Kim Wee School of Communication and Information
• Format: Final Year Project
• Language: English
• Published: 2010
• Subjects: DRNTU::Business::Marketing::Consumer behaviour
• Online Access: http://hdl.handle.net/10356/38719
• Institution: Nanyang Technological University

The study explores the age-based digital divide in Singapore through the emotional, cognitive and behavioural inclinations of the elderly towards mobile phones. Drawing on data from face-to-face surveys (N=500) with respondents aged 55 and above, the study finds that age is inversely related to level of use, utility of functions, and perceived ease of use. Dimensions of use, in turn, are affected by the gratifications sought by the respondents, the design of the mobile phone, and exposure and receptivity to other technologies. The study also finds that age is inversely related to the use of the mobile phones as regards sociability, mobility, immediacy, perceived usefulness, perceived ease-of-use and exposure and receptivity towards other technologies. However, a direct relationship was found between age and the perceived level of security that mobile phones afford their user. The findings support the Determinants of Acceptance to Mobile Phone Technology – An Elderly-Centric Model (DAMPT), an integrated model introduced in this paper. Findings suggests that more can be done by local telecommunications companies in tailoring marketing strategies to engage the elderly in a country where mobile technology is pervasive.