When encouraging customers to migrate to a digital communication channel, companies often factor age into their targeting strategy. Both the popular press and scholarly work generally believe that younger customers are more likely to opt into communication digitally. However, our empirical evidence from a large-scale field experiment shows that younger customers are not more likely to migrate to a digital communication channel. Besides, we propose two IT-embodied factors to better target customers in the context of digital communication, namely individual digital activeness and information seeking intensity. We find that customers with higher individual digital activeness, or those with lower information seeking intensity, are more likely to migrate to a digital communication channel. Our study thus offers implications for companies to focus more on customer IT-embodied characteristics instead of age.

Additional Metadata
Keywords Channel Migration, Digital Communication, Individual Digital Activeness, Information Seeking Intensity
Persistent URL hdl.handle.net/1765/125870
Conference 40th International Conference on Information Systems, ICIS 2019
Rights No subscription
Citation
Yang, Z, Cheng, Z, & Li, T. (2020). Still targeting younger customers?. In 40th International Conference on Information Systems, ICIS 2019. Retrieved from http://hdl.handle.net/1765/125870


Additional Files
publisher's information