Issue link: https://maltatoday.uberflip.com/i/1407953
13 maltatoday | WEDNESDAY • 08 SEPTEMBER 2021 OPINION Carolyn Wilson-Nash & Julie Tinson Carolyn Wilson-Nash is Lecturer, Marketing and Retail, Stirling Management School Julie Tinson is Professor of Marketing, University of Stirling How older people are mastering technology to stay connected after lockdown IT'S a well-worn stereotype: the image of an elderly person fiddling with technolo- gy that leaves them completely bamboo- zled. The media often depict older people struggling to use or manage digital tech- nology. While this is often designed to be hu- morous, it can undermine them as users of technology. And that's a problem if it turns older people off from trying to en- gage with digital devices, as it can affect their wellbeing. Older adults are already at a digital disadvantage: 18% of over-65s do not have internet access. Propelled by en- forced isolation, older people increas- ingly turned to technology during the pandemic, but not all were able to con- nect or communicate with friends and family via the internet. Of course some older people have less experience of digital technology than others, and unsurprisingly describe mixed emotions regarding the use of everyday devices such as smartphones, laptops, e-readers and tablets. They also report not having much confidence when it comes to using them. Lack of control, a sense of being overwhelmed, and poor product design can lead to feelings of being incompe- tent, alone and even trapped. Yet for those who persevere, the re- wards can be plentiful: completing tasks more easily, communicating more ef- fectively, increased independence and a sense of achievement. These things are important if this growing part of the population is to ex- perience ageing in a more positive and empowering way. Through our research we wanted to examine these mixed emotions that older people have about using technol- ogy, and how they develop ways to com- bat the challenges they face. While digital technology has been shown to alleviate pressure on health and social care, until now there's been a limited understanding of how using technology influences the way older adults live. Attitudes towards technology While many see digital technology as a challenge to be conquered, there are different ways of overcoming or con- fronting the obstacles. Some may view the challenge as a per- sonal goal, using instruction manuals or simply trial and error to prevail over software updates, unwanted viruses or junk mail. Others view digital technology as a collective endeavour, asking friends and family for help. Not only is this the most successful strategy, it also fosters important inter- action with others. For example, during the pandemic many younger people act- ed as IT support for older friends and relatives. Not all elderly people have this kind of network, but arguably they can benefit most from greater use of the internet to feel connected and keep loneliness at bay. In these situations, there are useful schemes run by charities such as Age UK, where digital champions can help older adults master technology. Adopting strategies Understandably frustrations emerge when learning a new skill, but some older people have shown how they overcome their exasperation by devel- oping a relationship with their devic- es. Naming their tablet or humanising their phone helps to bond older people to technology. In our study different devices were of- ten referred to as having a personality, gender, or even a mind of their own. This strategy brings a little levity to a situation that could otherwise be stress- ful. Once these people become more used to digital technology, familiarity can en- courage continued use. With a new device, software and apps they know and understand can be downloaded so that it feels less alien. Similarly, if a touchscreen is problem- atic, some older people might decide to use a keyboard and mouse instead. Breeding confidence Using technology at any age can have its pros and its cons, but our research reveals that older adults can offer a unique perspective. Using lifelong wisdom, they can take a step back and acknowledge that tech- nology has its faults. If things go wrong, their judgement and experience is useful in helping to understand that the key to using tech- nology is persistence. One participant, Christopher, 83, said: There's one sure thing: life will come to an end, and technology will always go wrong. My son's partner sends me texts from their holiday in Tunis. When I try to reply I keep getting 'no service' and my message is refused … [but] I know they will be worried if they don't get a reply. When I was a kid, Tunis was a distant desert war zone, with cinema newsreels a week later … and here's me now, whingeing about lack of instant contact. These findings are significant for tech- nology development, marketing and customer services. Designing technolo- gy for older people should be based on their experiences and offer continuity. Digital devices need to include familiar commands, buttons, screens, and add- ons to previous models. This will enhance the ability to get to grips with updates and developments. And in turn this will help foster social connections as well as boost independ- ence and confidence. Stereotyping of older people also needs to stop. Experience and perspec- tive should be acknowledged, respected and reflected in marketing campaigns. Messaging should underscore the po- tential benefits of mastering technolo- gy, emphasising the importance of be- ing connected and socially involved to a person's independence. Finally, customer service should be easily accessible and well versed in is- sues older people face to provide the necessary support, building on schemes offered by Age UK's digital champions. Clearly there is a crucial role for friends, family, and communities to en- sure that older people remain socially active, engaged and connected through technology. Their wellbeing may de- pend on it.