Digital Inclusion is still a challenge for organisations split between designing for Gen-Z and servicing the Over-50’s
English translation of Polish TV interview below by Google
English translation by Google
Despite the fact that the percentage of older people who eagerly use computers and surf the Internet is growing, a large group of seniors still avoids the use of new technologies. Above all, because of the fear of making mistakes. Experts emphasize that the flexibility of new technologies have brought about unlimited possibilities, that’s why there should be no limitations in how this tech is adapted to the needs of people of all ages. The way to design products and services relevant to how the various customer segments would like to use them is through Design Thinking.
Young people from Generation Z are familiar with the new technology and have constant access to the Internet, where they can instantly verify information. They know very well how to navigate the Web, have no problems with virtual communication, and communicate with people from distant parts of the world. Kids as young as few years can master a smartphone or laptop more quickly than many adults.
– Everyone is trying to find ways to talk to Gen-Z, what products they need, but we forget about the rest of society – shares Martin Zalewski, expert in digital transformation and innovation, with the Newseria Information Agency.
The group that companies often forget about are seniors, who have a slightly different assessment of the usefulness of technology, as well as share many concerns related to the use of modern devices, programs or applications. What’s more, older people are much more likely to declare distrust in online security and are weary of being active online. This concern is particularly related to financial management, especially when it comes to the use of online banking.
Let’s also remind ourselves where the value comes from. The ‘over-50’s’ segment comprises the most profitable customer groups, and innovation, even for the much-less profitable Gen-Zs, needs to be paid for. We need to factor in the commercial viability, and how the business case would stock up.
– In Poland, people over 50 have very little contact with technology and this is a problem. They often go to banks just to talk to someone else, which is very difficult to replace. Banks do not understand this. They focus on new generations, forgetting about the older people who do not have much contact with technology. However, the ‘over-50’s’ should not be removed from designing these projects, you need to do it with them – says Martin Zalewski.
Experts suggest that the elderly should be provided with proper support and guidance in contact with modern technologies. Only then will seniors be able to overcome their fear of using the computer and the Internet, and will start benefiting from it.
– I often refer to the fact that we should include the voice of the customer from older generations, who simply have less contact with technology. Together with them, we can design solutions using virtual reality that You can replace a person in a bank with a virtual reality solution, so that such a client would have better contact with a banking company through technology – says Martin Zalewski.