The Challenges of E-Commerce for Older Adults: A Qualitative Approach to Their Brakes and Motivations

In Spain, significant differences are still perceived in technological use and consumption, excluding older adults from the digital environment. This is the case with e-commerce, which is little used by Spanish seniors. However, this activity can promote their active ageing, and consequently is good for improving their autonomy. The objective is to explore the perceptions that Spaniards over the age of 60 have about e-commerce, in order to learn about their experiences and expectations regarding its use. A qualitative methodology is proposed, based on four discussion groups made up of Spaniards aged 60 and over who are internet users and are interested in leading an active life. An analysis of their discourse indicates a noteworthy distrust in e-commerce by this group and reveals that the most significant brake is the fear of providing their personal and bank data. Although this social group shows a positive attitude towards e-commerce, their online purchases are limited to simple transactions.