如何开拓老年人社交网络市场

社交网络方兴未艾,然而,活跃在其中的却只是年轻人,如何让老年人这一庞大市场加入到社交网络中呢?研究发现,老年人对社交网站最大的顾虑是隐私,对于社交网络上随意泄露个人隐私非常恐惧,他们不像年轻人一样热衷于分享自己的生活。所以,要想开拓老年人市场,必须将社交网络更加个人化、隐私设置更合理、隐私保护更清晰,一消除他们的顾虑。

An exploratory study was conducted to answer the following questions: What are older adults’ perceptions of social media? What educational strategies can facilitate their learning of social media? A thematic map was developed to illustrate changing perceptions from the initial unanimous, strong negative to the more positive but cautious, and to the eventual willingness to actually contribute content. Privacy was the primary concern and key perceptual barrier to adoption. Effective educational strategies were developed to overcome privacy concerns, including (a) introducing the concepts before introducing the functions; (b) responding to privacy concerns; and (c) making social media personally relevant.

文章名称:Understanding and Changing Older Adults' Perceptions and Learning of Social Media
文章作者:Bo Xie, Ivan Watkins, Jen Golbeck & Man Huang
文章来源:Educational Gerontology Volume 38, Issue 4, 2012
文章链接:http://www.tandfonline.com/doi/abs/10.1080/03601277.2010.544580


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