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ABSTRACT The proportion of the 50+ populations in the UK and France using the Internet is steadily increasing as also is disposable income of this demographic, and this article reviews the literature on trends in Internet usage and attempts at segmenting this group. Usage in the two countries differs, as do also attempts at segmenting this target group, making cross-cultural marketing approaches difficult. The value of the article lies in bringing together data on this all-important segment, and the areas for future research are identified.
Moss et al. (Tue,) studied this question.