@misc{LauDost, author = {Lau, Vanessa and Dost, Florian}, title = {Approaching Very Old People: Rely on Traditions and Don't Forget to Call}, series = {Proceedings of the International Conference Marketing Trends}, journal = {Proceedings of the International Conference Marketing Trends}, isbn = {978-2-490372-18-8}, pages = {12}, abstract = {Recent findings show that individuals aged 55 and older use more and more online media and digital technologies; however, this may be biased as only those using these media and technologies may be reacting to the surveys documenting the proliferation of digital media. This might be particularly pronounced for older people affected by one or several divides, such as the urban-rural digital divide, economic divides, or the grey divide between young and old demographics. Here, we design a project to survey them—with the help of a citizen science approach in several small German cities. Results show fewer online and digital information sources and communication channels are used than expected, except for messengers. Interestingly, there is substantial heterogeneity within the older group, as adults aged 52 to 74 and those aged 74 to 85 differ in media use and preference.}, language = {en} }