Assessment of consumer innovativeness - comparative research among consumers 60+ and the Y generation on the example of the smartphone
Assessment of consumer innovativeness - comparative research among consumers 60+ and the Y generation on the example of the smartphone

Summary/Abstract: The aim of this paper was to present the results of the original research comparing consumer innovativeness among young and elderly consumers using the example of the smartphone. To verify the research objective, the surveys were carried out among the representatives of Generation Y and consumers aged 60+ during the period of 2014–2016, and the PAPI technique was employed. To obtain outcomes, descriptive statistical analysis and the domain-specific innovativeness scale (DSI) were applied. The results suggest that the level of consumer innovativeness appears to be higher for the surveyed young consumers than for the elderly ones. Thus, even though consumer innovativeness seems to be an individual and innate trait, age may influence this phenomenon. The findings show that the consumer innovativeness construct can be applied for a segmentation process and appears to be useful for drawing up marketing strategies for innovative technological products, which are becoming more and more important for consumers of all ages.

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