User Portrait of Elderly People’s Smartphone Usage from A Digital Divide Perspective

Abstract: [Purpose/Significance] This study aims to construct user portrait of elderly people’s smartphone usage from the perspective of the new media digital divide, explore the behavioral habits and demand characteristics of different elderly groups in smartphone usage, and provide more precise services for each segmented group. This is crucial for improving the quality of life of the elderly and addressing the challenges of an aging society. [Method/Procedure] Based on questionnaire surveys and in-depth interviews, primary data are collected to construct a user portrait labeling system that encompasses social interaction, leisure and entertainment, and digital life functions of smartphones. Factor analysis and K-Means clustering methods are employed to conduct empirical analysis on the surveyed data. [Results/Conclusions] According to the user portrait labeling features, elderly smartphone users can be categorized into five groups: traditional lifestyle, basic application-oriented, consumption-cautious, pragmatic, and technology-embracing. By exploring the typical characteristics of each segmented group, more personalized and targeted service strategies are proposed, which can actively promote the resolution of the digital divide faced by the elderly.