What Are Older Internet Users Like? Investigating the Personas of Older Chinese Internet Users Using Two-Step Cluster Analysis

To ensure effective digital inclusion policies for an aging society, the reality of the digital divide among older adults must be addressed. Based on data from the 2023 China Longitudinal Study of Aging Society (CLASS), Internet use and the barriers faced by 5863 older Chinese Internet users are investigated. A two-step cluster analysis is applied to identify latent groups of Internet users based on use frequency, proficiency, breadth, and use level. The results indicate that the average proficiency level among Internet users is not high, with activities that are primarily focused on social and entertainment purposes. Five personas of older Chinese Internet users are then identified, referred to here as Peripheral Users (14.8%), Cautious Dabblers (35.7%), Vibrant Mainstream Users (35.4%), Integrated Vanguards (8.8%) and Constrained Aspirants (5.3%). These personas vary in age, education, health status, employment, income, social networks, geographic distribution, and digital security awareness. The results of this study will help policy makers to develop actionable and stratified digital inclusive strategies for older Chinese.