Social Network Communications in Chilean Older Adults

Francisco Javier Rondán-Cataluña, Patricio Ramírez-Correa, Jorge Arenas-Gaitán, Muriel Ramírez-Santana, Elizabeth E. Grandón and Jorge Alfaro-Pérez
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Francisco Javier Rondán-Cataluña: Department Business Management and Marketing, University of Seville, 41004 Sevilla, Spain
Jorge Arenas-Gaitán: Department Business Management and Marketing, University of Seville, 41004 Sevilla, Spain
Muriel Ramírez-Santana: Department of Public Health, Faculty of Medicine, Universidad Católica del Norte, Coquimbo 1780000, Chile
Elizabeth E. Grandón: Department of Information Systems, Universidad del Bío-Bío, Concepción 4030000, Chile
Jorge Alfaro-Pérez: School of Engineering, Universidad Católica del Norte, Coquimbo 1780000, Chile

IJERPH, 2020, vol. 17, issue 17, 1-17

Abstract: The growth of older adults in new regions poses challenges for public health. We know that these seniors live increasingly alone, and this impairs their health and general wellbeing. Studies suggest that social networking sites (SNS) can reduce isolation, improve social participation, and increase autonomy. However, there is a lack of knowledge about the characteristics of older adult users of SNS in these new territories. Without this information, it is not possible to improve the adoption of SNS in this population. Based on decision trees, this study analyzes how the elderly users of various SNS in Chile are like. For this purpose, a segmentation of the different groups of elderly users of social networks was constructed, and the most discriminating variables concerning the use of these applications were classified. The results highlight the existence of considerable differences between the various social networks analyzed in their use and characterization. Educational level is the most discriminating variable, and gender influences the types of SNS use. In general, it is observed that the higher the educational level, the more the different social networking sites are used.

Keywords: social networking sites; older adults; decision trees; segmentation; Chile (search for similar items in EconPapers)
JEL-codes: I I1 I3 Q Q5 (search for similar items in EconPapers)
Date: 2020
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