Secondary Consumer Socialisation on the Internet: Intergenerational Learning

Abstract

The paper aims to map the learning pathways that exist across generations. Its primary purpose is to describe to what extent different forms of learning influence the acquisition of the abilities and skills required for Internet use in Hungary and whether consumer segments can be distinguished based on the related results. A survey involving 509 Hungarian adults was conducted to analyse Internet use and related learning forms, focusing on various demographic factors and intergenerational effects.
Our findings reveal the identification of four distinct segments. These encompass formal, non-formal, informal, and hybrid learning styles, exhibiting discernible variations in demographic and learning characteristics. Younger age groups predominantly rely on formal learning, such as school education, to acquire Internet skills. In contrast, older age groups tend to learn through informal channels. Additionally, our results point out that they primarily learn from younger individuals.
Our study contributes to the understanding of secondary consumer socialisation in the context of Internet use, providing valuable insights for practitioners, policymakers, and educators that can be used to develop effective strategies that promote digital inclusion and bridge the gap between generations in the digital era.