Smartphones Revolutionize Communication: Older Generation Struggles to Adapt - Essay Sample

Introduction

The need for fast and reliable communication has fast-tracked the advancements and improvement in information systems. Currently, advancements in information systems have made wireless communication possible. Smartphones have now replaced the famous landlines, and IT companies are scrambling for these potent market. As the younger generation embrace smartphones and use them for most aspects of life, the older generation continues to struggles in this field. Most senior citizens fail to embrace these new communication devices since they lack knowledge of how to use the tools. Despite having no clue on how to use smartphones, it is common to find senior citizens with smartphones that they can't use. Influence and pressure from their children cause most senior citizens to acquire smartphones so that they can maintain constant communication with their children.

Is your time best spent reading someone else’s essay? Get a 100% original essay FROM A CERTIFIED WRITER!

Save 25%

Jack, an 82-year-old citizen, had been considered the decision to procure a smartphone out of influence from his children. Having no idea how to use a smartphone and no interest in learning how to use one, Jack was convinced that he would end up not using the smartphone. Being a senior citizen, Jack has never owned or operated a cell phone. Although Jack is confident that the landline meets all his communication needs, his children wanted him to possess a communication device that he would carry along with him during his outdoor adventures. Jack, however, favored the inconvenience of the landline since it allowed him to receive calls when he is at home and gives him space when he is conducting his outdoor activities.

After many attempts to convince him, Jack finally gave in and visited the Verizon wireless store to purchase a smartphone. Unlike other customers who conduct information research before making the actual purchase, Jack has no prior information or preferences about the smartphone he wants. While at the store, an ambitious sales lady shows Jack the different phone and data plan available to him. Through her short interaction with Jack, the sales lady became aware of Jack's lack of smartphone knowledge but made no initiative to provide necessary smart information. Although Jack had no idea about the phone he preferred, he decided that the iPhone would suit him best after remembering that his kids had often mentioned this brand name. April, the sales lady, then reassured Jack the iPhone would be suited for him. Attracted to the 99 cent data plan for two years, Jack decided to purchase the iPhone 4 despite April's attempts to convince him to but the iPhone 5S, which was the latest gadget in the market.

The joy that their father had finally acquired a smartphone was short-lived since a couple of weeks later, the children discovered that Jack occasionally left the house without his phone. In his defense, Jack had not yet learned how to operate his smartphone and thus never bothered to set up a voice mail or to carry it with him during his outside activities. Many citizens like Jack go through this complex decision-making process. For IT companies, this scenario presents an organizational challenge that must be tackled for the company to tap the senior citizen market.

According to Hussung (2018), for customers to make a purchase decision, they must first identify the need which the product will solve. While young generations rely on smartphones to achieve the majority of their tasks, such as checking directions and making restaurant reservations, the old generation sees no need to own a smartphone. Like Jack, most senior citizens lack interest in acquiring smartphones and only acquire them to please their children who insist on communication with them regardless of their location. From the case study analysis, influence from family members plays a huge role in the decision-making process by senior citizens. Jack's children not only identified the need for Jack to own a smartphone but also determined the type of phone he acquired.

In addition to family influences, Shujata et al. identified that the social myth that smartphones are devices for young people prevents older generations from purchasing smartphones. This notion made Jack believe that not only did he not need a smartphone, and even if he had one, he will still not use it. Having not recognized the need to own a smartphone by himself, and belief in the social myth contributed to Jack experiencing cognitive dissonance. The cognitive dissonance experienced by Jack was not unexpected since, even after buying the phone, Jack did not comprehend numerous concepts about smartphones. Jack's cognitive dissonance is evident in his refusal to carry his phone at all times, failure to read incoming texts, and lack of setting up a voice mail. The data plan price also influenced Jack's decision to buy an iPhone 4 instead of the iPhone 5S, which was more technologically advanced.

For Verizon Wireless stores to successfully tap into the senior market, it must first attempt to change the social notion that smartphones are designed only for young people. To do so, Verizon can design advertising campaigns that portray the testimonials of senior citizens who enjoy using their smartphones. This strategy not only combats the myth but also helps old generations to recognize the need to have smartphones. For the campaign to effectively achieve this goal, it can focus on positive, smartphone features such as reminders alerts, which seniors can use to remember their medication timelines. With seniors recognizing the need for smartphones and family relatives reinforcing the need, cognitive dissonance will significantly reduce.

Verizon Wireless can also train its salespeople to assist older generations in learning how to use smartphones. During Jack's sales consultation, April presented him with numerous relevant facts, but this only overwhelmed Jack instead of empowering him to make a purchase decision. Verizon should train its salespeople to present only basic and relevant facts to older customers. The points given should help customers learn how to use smartphones. With a campaign that introduces the idea that old people can use smartphones and post-purchase training on how to use the smartphone information system, companies can successfully tap the senior citizen market and reduce customer post-purchase cognitive dissonance.

References

Hussung, T. (2020). 7 Steps of the Decision Making Process. Retrieved 11 February 2020, from https://online.csp.edu/blog/business/decision-making-process

William. H. Cummings and M. Venkatesen (1975), "Cognitive Dissonance and Consumer Behavior .a Review of the Evidence, "in NA - Advances in Consumer Research Volume 02, eds .