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News

20.6.2017

The research report of the DIGI50+ project is now published. You can read the report here.

21.2.2017

The final seminar of the DIGI50+ project will be organised 20.3. in Helsinki, at Kulttuuritehdas Korjaamo. You are warmly welcomed to join us for hearing interesting presentations on ageing, digitalisation and consumption! Registration and more information.

23.8.2016

A new research has been published! Leisure consumption is connected to the wellbeing of older adults in late midlife.

9.5.2016

We visited Radio Jyväskylä about the DIGI50+ project in 9.5.2016.     

20.4.2016

We are organizing a seminar of the results of the DIGI50+ project at the University of Jyväskylä in 10.5.2016. Read more!

9.3.2016

Our researchers are presenting results of the project DIGI50+ in a seminar arranged by Mainostajien Liitto in 16.3.2016.

7.12.2015

We are currently investigating internet use among different aged consumer groups. The survey is designed for all Finnish-speaking repondents. Thank you for your reply!

18.15.2015

Our researchers are presenting preliminary results of the project DIGI50+ in seminar by Finnish Association of Consumer Research in 19.11. Terhi-Anna Wilska visits the television program Studio55 in 20.11.2015.

17.11.2015

Tekes – the Finnish Funding Agency for Innovation  – has published a list from research projects funded by the program 'Feelings - Intangible value creation and experienced value 2012–2018'. Also the DIGI50+ project is mentioned here.

23.7.2015

DIGI 50+ project is co-operating with the Spa Hotel Peurunka. Read more!

1.7.2015

Our project "DIGI 50+" is attending to Finnish Housing Fair in Vantaa 11.-12.7 and 1.-2.8. We are investigating customer experience related to Housing Fair and consumption of housing and digital services more generally. Thank you for all participants who have joined our research!

5.5.2015

We are currently looking for Finnish-speaking participants for the Housing Fair in Vantaa, 10.7.-9.8.2015. Read more!

10.4.2015

Our website is open! Here you can find basic information about our project DIGI 50+.  You will find us on Facebook as well!

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Overview

DIGI 50+ is a multidisciplinary project that aims to help businesses utilise the potential of mature consumers (ages 50–65) in digital and physical environments. The project brings together sociology, marketing, lifespan psychology, computer science and service design. The project is coordinated from the Department of Social Sciences and Philosophy, in cooperation with the School of Business and Economics (Marketing), Gerontology Research Center (Department of Health Sciences) and Agora Center at the University of Jyväskylä.

The project examines how late middle-aged consumers’ everyday life, values and emotions, and changes in life-course could be better taken into account in the servicescape. We are specifically interested in how different services should be designed in order to meet the needs of mature consumers in digital and physical environments.  In addition to the information for commercial purposes, the research produces knowledge and insights on important social questions. In the future, many services will be shifted from the public sector to private service providers. We need information, understanding and new ideas about the way services and their design will affect the wellbeing of citizens in different age groups.

The consumption of different products and services is linked to the trajectory of an individual’s life-course. In consumer research to date, life-course transitions have rarely been the focus. In this project, therefore, we presume that successful business innovations are based on a better understanding of consumers’ everyday life, which is gained from an interactive approach to the development of products and services as well as by recognising customer activity.

Partners

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yit.jpg

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People

Project leader, professor Terhi-Anna Wilska, Department of Social Sciences and Philosophy
terhi-anna.wilska[a]jyu.fi

+35840 805 4201

Project coordinator, M.Soc.Sc. Sanna Kuoppamäki, Department of Social Sciences and Philosophy
sanna.kuoppamaki[a]jyu.fi

+35840 805 3562


Main researchers:

Professor Outi Uusitalo, School of Business and Economics, Marketing
outi.uusitalo[a]jyu.fi

+358400 247 996

Research Director Katja Kokko, Gerontology Research Center, Department of Health Sciences
katja.r.kokko[a]jyu.fi

+35840 805 3500

Research Professor, Lauri Frank, Agora Center
lauri.frank[a]jyu.fi

+35850 376 1208

Other researchers:

Academy Research Fellow, docent Sakari Taipale, Department of Social Sciences and Philosophy
sakari.taipale[a]jyu.fi

+358400 728 852

Lecturer, Ph.D Minna Ylilahti, Department of Social Sciences and Philosophy

minna.ylilahti[a]yfi.jyu.fi

Doctoral student, M.Sc. (Econ.), Tiina Kemppainen, School of Business and Economics, Marketing
tiina.j.kemppainen[a]jyu.fi

+35840 805 4407

Doctoral student, M.Soc.Sc. Veera Koskinen, Department of Social Sciences and Philosophy
veera.koskinen[a]jyu.fi

+35840 805 4739

Doctoral student, M.Sc. (Econ.), Jussi Nyrhinen, School of Business and Economics, Marketing

jussi.nyrhinen[a]jyu.fi

Doctoral student, M.Sc. (Econ.), Maria Pecorado, School of Business and Economics, Marketing

maria.pecorado[a]jyu.fi

Technical assistant, BHSc., Tiia Kekäläinen, Gerontology Research Center, Department of Health Sciences

tiia.m.kekalainen[a]jyu.fi

Research Assistant, B.Sc.(Econ.), Jenni Viitala, School of Business and Economics, Marketing
jenni.viitala38[a]gmail.com
  

Management:

Juha Kostiainen, YIT Group

Pasi Heiskanen, Housing Fair Finland Co-op

Risto Ryymin, Jyväskylä Energy Group

Ilkka Lavas, W3 Group

Ville Terämä, Kuudes Kerros  

Saara Taalas, Lund University

Mervi Pulkkanen, Tekes

Work packages

The project consists of six work packages, and each of them forms an own research area in co-operation with other work packages.

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  • Everyday life, values and lifestyle –section examines how consumers’ everyday life, life-course trajectory, values, emotions, personality and the aesthetics of consumption will be taken into account in value-creation process in digital and physical environments.
  • Construction of customer experience -section focuses on how consumer experience constructs among customers aged 50 +, and what kind of a resource a product, a service, consumption environment and their design is in consumer experience.
  • Life-Span Development –section investigates differences among individuals aged 50 + and examines the meaning of  life events on consumers’ expectations and customer experiences.
  • Digital Service Design –section is focused on developing and designing services in digital and physical environments especially for consumers aged 50 +.

Publications

Peer-reviewed articles:

  • Fortunati, L., Taipale, S., & de Luca, F. (2017). Digital generations, but not as we know them. Convergence, DOI: 1354856517692309.
  • Kekäläinen, T., Wilska, T-A. & Kokko, K. (2016). Leisure Consumption and well-Being among Older Adults: Does Age or Life Situation Matter? Applied Research in Quality Life.  doi:10.1007/s11482-016-9483-6
  • Kekäläinen, T. & Kokko, K. (2017, forthcoming). Personality traits and computer use in midlife: leisure activities and work characteristics as mediators. In: S. Taipale, T-A. Wilska & C. Gilleard (eds.). Digital Technologies and Generational Identity: ICT Usage Across the Life Course. London: Routledge.
  • Kekäläinen, T., Wilska, T-A & Kokko, K. (2017, forthcoming). Varttuneet kuluttajat, vapaa-aika ja hyvinvointi. Kulutustutkimus.Nyt, 1/2017.
  • Koivisto, K., Makkonen, M., Frank, L., & Riekkinen, J. (2016). Extending the Technology Acceptance Model with Personal Innovativeness and Technology Readiness : A Comparison of Three Models. In: J. Versendaal, C. Kittl, A. Pucihar, & M. K. Borstnar (eds.). BLED 2016 : Proceedings of the 29th Bled eConference "Digital Economy" (s. 113-128). Kranj: Moderna organizacija.
  • Koskinen, V., Ylilahti, M., & Wilska, T.-A. (2017). “Healthy to Heaven” : Middle-Agers Looking Ahead in the Context of Wellness Consumption. Journal of Aging Studies, 40, 36-43.
  • Kuoppamäki, S-M., Taipale, S., & Wilska, T-A. (2017). The use of mobile technology for online shopping and entertainment among older adults in Finland. Telematics and Informatics, 34(4), 110-117.
  • Kuoppamäki, S-M., Uusitalo, O. Kemppainen, T (2017, forthcoming). A risk to privacy or a need for security? Digital domestic technologies in the lives of young adults and late midde-agers. In: S. Taipale, T-A. Wilska and C. Gilleard (eds.). Digital technologies and Generational Identity. ICT Usage Across the Life Course. London: Routledge.
  • Kuoppamäki, S-M., Wilska, T-A. & Taipale, S. (2017, forthcoming). Ageing and consumption in Finland: the effect of age and life course stage on ecological, economical and self-indulgent consumption among late middle-agers and young adults between 1999 and 2014. International Journal of Consumer Studies, DOI: 10.1111/ijcs.12353.
  • Makkonen, M., Frank, L., Koivisto, K. (2017, forthcoming). Age Differences in Technology Readiness and Its Effects on Information System Acceptance and Use: The Case of Online Electricity Services in Finland. BLED 2017.
  • Taipale, S., Petrovčič, A, and Dolničar, V. (2017, forthcoming). Intergenerational solidarity and ICT usage: Empirical insights from Finnish and Slovenian families. In: S. Taipale, T-A. Wilska, T-A & C. Gilleard (eds.). Digital Technologies and Generational Identity: ICT Usage Across the Life Course. London: Routledge.
  • Taipale, S., Wilska, T.-A. and Gilleard, C. (eds.) (2017, forthcoming). Digital technologies and generational identity: ICT usage across the life course. London: Routledge.
  • Petrovčič, A., Taipale, S., Rogelj, A.  & Dolničar, V. (2017, accepted). Design of mobile phones for older adults: An empirical analysis of design guidelines and checklists for feature phones and smartphones. International Journal of Human-Computer Interaction
  • Wilska, T-A., Kuoppamäki, S-M. (2017, forthcoming). Necessities to all? The role of ICTs in the everyday life of the middle-aged and elderly between 1999 and 2014. In: S. Taipale, T-A. Wilska, T-A & C. Gilleard (eds). Digital Technologies and Generational Identity: ICT Usage Across the Life Course. London: Routledge.
  • Wilska, T-A. (2017). Youth and Generation in Consumption. In: M. Keller, B. Halkier, T-A. Wilska, M. Truninger (eds). Routledge Handbook on Consumption. London: Routledge.
  • Ylilahti, M. & Koskinen V. (2017, forthcoming). Varttuneet kuluttajat ja wellness-teknologia - kehon arvottamisesta kohti omaehtoista käyttäjäkokemusta. Kulutustutkimus.Nyt, 1/2017. 

Conference presentations:

  • Hänninen, R., Korhonen, A. & Taipale, S. (2015). Refamilization in the Broadband Society – the Effects of ICT on the Family Relations in Finland. International Workshop on Generations, the Life Course and Digital Technologies, 3.11.2015, University of Jyvaskyla, Jyväskylä.
  • Kekäläinen, T. & Kokko, K. (2015). Predictors of ICT use in midlife. International Workshop on Generations, the Life Course and Digital Technologies, 3.11.2015, University of Jyväskylä, Jyväskylä.
  • Kekäläinen, T., Sipilä, S. & Kokko, K. (2016). Leisure activities and well-being in midlife. Poster presentation. Nordic Congress of Gerontology, 19-22.6.2016, University of Tampere, Tampere.
  • Kemppainen, T., Uusitalo, O. & Viitala, J. (2015). Technology attitudes and use over life stages. International Workshop on Generations, the Life Course and Digital Technologies, 4.11.2015, University of Jyväskylä, Jyväskylä. 
  • Kemppainen, T. (2015) Asiakkaan palvelukokemuksen rakentuminen Asuntomessuilla. Kulutustutkimuksen seuran syysseminaari, 19.11.2015, Tieteiden talo, Helsinki.
  • Kemppainen, T. (2016) Customer’s service experience construction in the Housing Fair context, 2.6.2016,  Marketing Colloquium, Lappeenranta University of Technology, Lappeenranta.
  • Kemppainen, T. & Uusitalo, O. (2016) Event as a context for experiences – Meaning-based analysis from the Housing Fair. Nordic Conference on Consumer Research, 18.5.2016, Aarhus University, Aarhus, Denmark.
  • Kemppainen, T. & Uusitalo, O. (2017). Sensemaking: a new framework for service experience. Posteriesitys. EMAC 46th Annual Conference, 24.5.2017, University of Groningen, Netherlands.
  • Kokko, K., & Feldt, T. (2016). Links of mental well-being profiles to health and psychosocial functioning in mid-adulthood. Nordic Congress of Gerontology, 19-22.6.2016, University of Tampere, Tampere.
  • Koskinen, V. (2015). Ikääntyvät kuluttajat wellness-palveluiden käyttäjinä. The Annual Seminar of the Finnish Association of Consumer Research, 19.11.2015, House of Science and Letters, Helsinki.
  • Koskinen, V. (2016). Wellness-kulutuksella kohti aktiivista kolmatta ikää. The Annual Conference of the Westermarck Society, 17.3.2016, University of Jyväskylä.
  • Koskinen, V. (2016). Through wellness consumption towards active later life.  ESA Consumption 2016: Consumption, inequalities, futures: Conceptual and practical sociological challenges, 9.9.2016, Bologna, Italy.
  • Kuoppamäki, S-M. (2015). Digital technologies in domestic surroundings - perceived barriers among young adults and late middle-agers. International Workshop on Generations, the Life Course and Digital Technologies, 4.11.2015, University of Jyväskylä, Jyväskylä.
  • Kuoppamäki, S-M. (2016). Ageing consumers and digital domestic technologies – life course transitions and generational experiences. ESA Consumption 2016: Consumption, inequalities, futures: Conceptual and practical sociological challenges, 9.9.2016, Bologna, Italy.
  • Kuoppamäki, S-M., Taipale, S. & Wilska, T-A. (2016). Varttuneet kuluttajat, mobiiliteknologian käyttö ja sukupuoli. The Annual Conference of the Westermarck Society, 17.3.2016, University of Jyvaskyla.
  • Taipale, S. (2017). Digitaalinen elämä ja yhdessä olemisen uudet muodot (key note speech). The Annual Conference of Social Work,17.2.2017, University of Helsinki, Helsinki.
  • Taipale, S., Petrovčič, A. & Dolničar V. (2015). Forms of intergenerational family solidarity in relation to ICT usage: Cases of Finland and Slovenia. International Workshop on Generations, the Life Course and Digital Technologies, 4.11.2015, University of Jyväskylä, Jyväskylä. 
  • Wilska, T-A. (2015). Necessities to all? The importance of ICT and online environments to the middle-aged and elderly. International Workshop on Generations, the Life Course and Digital Technologies, 4.11.2015, University of Jyväskylä, Jyväskylä. 
  • Wilska, T-A (2016). Methodological challenges in studying the interconnections between cultural participation and well-being. Keynote-esitelmä seminaarissa: “Understanding Everyday Participation” Manchesterin yliopisto, 25.5. 2016, Manchester, UK.
  • Wilska, T-A (2016). Necessities to all? The importance of ICT to the middle-aged and elderly. ESA Consumption Network Interim Meeting, 7.-10.9. 2016, Bologna, Italy.

Presentations in seminars:

Presentations in workshops:

  • Kekäläinen, T. (2015). Kuluttamisen yhteydet hyvinvointiin. DIGI50+ workshop, 30.11.2015, YIT, Helsinki.
  • Kemppainen, T. (2016). Jyväskylän Energian asiakkaat haastattelututkimuksen valossa. DIGI50+ workshop, 5.10.2016, Jyväskylän Energia, Jyväskylä.
  • Kemppainen, T. (2015). Asuntomessukokemuksen rakentuminen. DIGI50+ workshop, 30.11.2015, YIT, Helsinki.
  • Koivisto, K. (2016). Jyväskylän Energian asiakkaat kyselytutkimuksen valossa. DIGI50+ workshop, 5.10.2016, Jyväskylän Energia, Jyväskylä.
  • Koivisto, K. (2015). Verkkoasioinnin omaksuminen - case Jyväskylän Energia. DIGI50+ workshop 30.11.2015, YIT, Helsinki.
  • Koskinen, V. (2016). Wellness ja varttuneet kuluttajat. DIGI50+ workshop, 25.4.2016, Kylpylähotelli ja Kuntoutus Peurunka, Jyväskylä.
  • Kuoppamäki, S-M. (2015). Suomalaisten kulutustyylit ja niitä selittävät tekijät. DIGI50+ workshop, 30.11.2015, YIT, Helsinki.
  • Kuoppamäki, S-M., Wilska, T-A. & Taipale, S. (2016). 50+ kuluttajat ja digitaaliset laitteet. DIGI50+ workshop 19.2.2016, MTV, Helsinki.
  • Viitala, J. (2015). Asumisura ja asumiseen liittyvät toiveet. DIGI50+ workshop, 30.11.2015, YIT, Helsinki. 
  • Ylilahti, M. (2015). Case Jyväskylän energia. DIGI50+ ohjausryhmän kokous ja workshop, 30.11.2015, YIT, Helsinki.
  • Ylilahti, M. (2016). Hyvinvointiteknologia ja wellness-teknologia. DIGI50+ workshop, 25.4.2016, Kylpylähotelli ja Kuntoutus Peurunka, Jyväskylä.
  • Wilska, T-A. (2016). Peurungan asiakkuus - alustavia tuloksia. DIGI50+ workshop, 25.4.2016, Kylpylähotelli ja Kuntoutus Peurunka, Jyväskylä.
  • Wilska, T-A. (2016). Digitalisaatio ja Peurunka. Peurungan hyvinvointikeskuksen hallituksen workshop, 16.9.2016, Peurunka, Jyväskylä.

Other articles:

Thesis:

Interviews in media: