Jaipuria International Journal of Management Research

Open Access Open Access  Restricted Access Subscription Access
Open Access Open Access Open Access  Restricted Access Restricted Access Subscription Access

From Digital Divide to Facebook Divide, Reconstruct our Target Market Segments with Facebook Native and Facebook Immigrant


Affiliations
1 University of Saint Joseph, Macau SAR, China
     

   Subscribe/Renew Journal


Digital divide emerge since early nineties when popular internet come to age.  People forty-five or older than forty-five years-old are less likely to have internet access during their time as university students, and they are most likely to obtain web-based Internet related knowledge thereafter formally. The age of forty-five can be regard as the turning point age to distinguish people who may or may not have lesser knowledge on using the web-based Internet. The availability of Smartphone for the last 10 years help to increase the internet penetration rate and it also contribute to a wider digital divide. Digital immigrants and digital native are two connotations of these two groups of people.  Digital native is the generation of people born into the digital age and learn through digital means, while digital immigrant is the group of people who learnt to use computers and other digital related knowledge at some stage during their adult life. With the same logical thought, 2004 was a turning point of people who acquire Facebook knowledge in school or outside school. Facebook is the number one online social network in terms of usage in most of the top fifties countries. From 2004 and onwards students who joined Facebook are Facebook natives, while people who join and acquire Facebook skills outside collage and thereafter are Facebook immigrants. The two groups of people plus those who did not have access to Facebook constitute the situation of Facebook divide society. Facebook native and Facebook immigrant are the two major market segments,which marketers are dealing with in current years.  Facebook is the largest online social network and similar online social networks may dominant in different societies where society is divided as well. Secondary data on internet usage, Facebook usage, Facebook ranking, and participate observation on Facebook group & pages are applied for analysis. Reconstruct our target market segments shall be in place.


Keywords

Social Media, Digital Divide, Segmentation, Marketing.
User
Subscription Login to verify subscription
Notifications
Font Size

  • Ahearne, C., Dilworth, S., Rollings, R., Livingstone, V., & Murray, D. (2016). Touch-screen technology usage in toddlers. Archives of Disease in Childhood, 101(2), 181–183.

  • Akcayır, M., Dundar, H., & Akçayır, G. (2016). What makes you a digital native? Is it enough to be born after 1980? Computers in Human Behavior, 60, 435–440. https://doi.org/10.1016/j.chb.2016.02.089

  • Belrose, J. S. (2002). Reginald Aubrey Fessenden and the birth of wireless telephony. IEEE Antennas and Propagation Magazine, 44(2), 38–47.

  • Blank, G. (2016). The Digital Divide among Twitter Users and Its Implications for Social Research. Social Science Computer Review, 894439316671698.

  • Brewer, G. (2015). Introduction to Digital Technology. Creative Education, Teaching and Learning: Creativity, Engagement and the Student Experience, 11.

  • Brito, P. Q., Soares, C., Almeida, S., Monte, A., & Byvoet, M. (2015). Customer segmentation in a large database of an online customized fashion business. Robotics and Computer-Integrated Manufacturing, 36, 93–100.

  • Buchi, M., Just, N., & Latzer, M. (2015a). Modeling the second-level digital divide: A five-country study of social differences in Internet use. New Media & Society, 1461444815604154.

  • Buchi, M., Just, N., & Latzer, M. (2015b). Modeling the second-level digital divide: A five-country study of social differences in Internet use. New Media & Society, 1461444815604154.

  • Chan, M. Y., Haber, S., Drew, L. M., & Park, D. C. (2016). Training older adults to use tablet computers: does it enhance cognitive function? The Gerontologist, 56(3), 475–484.

  • Chinn, M. D., & Fairlie, R. W. (2006). The determinants of the global digital divide: a cross-country analysis of computer and internet penetration. Oxford Economic Papers https://doi.org/10.1093/oep/gpl024

  • Chiu, C.-J., Hu, Y.-H., Lin, D.-C., Chang, F.-Y., Chang, C.-S., & Lai, C.-F. (2016). The attitudes, impact, and learning needs of older adults using apps on touchscreen mobile devices: Results from a pilot study. Computers in Human Behavior, 63, 189–197.

  • Correa, T. (2016). Digital skills and social media use: how Internet skills are related to different types of Facebook use among“ digital natives. ”Information, Communication & Society, 19 (8), 1095–1107. https://doi.org/10.1080/1369118X.2015.1084023

  • Cross, J. C., Belich, T. J., & Rudelius, W. (2015). How marketing managers use market segmentation: an exploratory study. In Proceedings of the 1990 Academy of Marketing Science (AMS) Annual Conference (pp. 531–536). Springer. Retrieved from http://link.springer.com/chapter/10.1007/978-3-319-13254-9_107

  • Daily Mail. (2016). Google will launch 180 satellites to provide internet access for the planet, sources claim | Daily Mail Online. Retrieved November 24, 2016, from http://www.dailymail.co.uk/sciencetech/article-2646039/Googles-plansworlddomination-Search-giant-launch-180-satellites-bring-internet-access-ENTIRE-planet.html

  • Demeulemeester, M., Kochman, F., Fligans, B., Tabet, A. J., Thomas, P., & Jardri, R. (2015). Assessing early-onset hallucinations in the touch-screen generation. The British Journal of Psychiatry, 206(3), 181–183.

  • Deursen, A. J. van, & Dijk, J. A. van. (2014). The digital divide shifts to differences in usage. New Media & Society, 16(3), 507–526. https://doi.org/10.1177/1461444813487959

  • DiMaggio, P., Hargittai, E., & others. (2001). From the “digital divide”to “digital inequality”: Studying Internet use as penetration increases. Princeton: Center for Arts and Cultural Policy Studies, Woodrow Wilson School, Princeton University, 4(1), 4–2.

  • Facebook. (2016, March). Company Info | Facebook Newsroom. Retrieved from http://newsroom.fb.com/company-info/

  • Friemel, T. N. (2016). The digital divide has grown old: Determinants of a digital divide among seniors. New Media & Society, 18(2), 313–331. https://doi.org/10.1177/1461444814538648

  • Gao, Q., & Sun, Q. (2015). Examining the usability of touch screen gestures for older and younger adults. Human Factors: The Journal of the Human Factors and Ergonomics Society, 57(5), 835–863.

  • Goldfarb, A., & Prince, J. (2008). Internet adoption and usage patterns are different: Implications for the digital divide. Information Economics and Policy, 20(1), 2–15. https://doi.org/10.1016/j.infoecopol.2007.05.001

  • Grant, G., Chen, C.-T., Bidkar, R., Singh, P. K., & Taschdjian, M. (2015). Broadband Deployment and Digital Divide: The case of the East African Community (EAC). Retrieved from http://beboulderanywhere.colorado.edu/sites/default/files/attachments/itp/58090-97277_-_gilbert_grant_-_apr_29_2015_1116_pm_-_final_capstone_paper_4-30-15.pdf

  • Hargittai, E. (2007). Whose Space? Differences among Users and Non-Users of Social Network Sites. Journal of Computer-Mediated Communication, 13(1), 276–297. https://doi.org/10.1111/j.1083-6101.2007.00396.x

  • Hellwig, K., Morhart, F., Girardin, F., & Hauser, M. (2015). Exploring different types of sharing: A proposed segmentation of the market for “sharing” businesses. Psychology & Marketing, 32(9), 891–906.

  • Hill, R., Betts, L. R., & Gardner, S. E. (2015). Older adults’ experiences and perceptions of digital technology:(Dis) empowerment, wellbeing, and inclusion. Computers in Human Behavior, 48, 415–423.

  • Hodis, M. A., Sriramachandramurthy, R., & Sashittal, H. C. (2015). Interact with me on my terms: a four segment Facebook engagement framework for marketers. Journal of Marketing Management, 31(11–12), 1255–1284. https://doi.org/10.1080/0267257X.2015.1012535

  • Hoffman, D. L., & Novak, T. P. (1998). Bridging the racial divide on the Internet. Science, 280(5362), 390–391.

  • Kamel Boulos, M. N., & Wheeler, S. (2007). The emerging Web 2.0 social software: an enabling suite of sociable technologies in health and health care education1. Health Information & Libraries Journal, 24(1), 2–23. https://doi.org/10.1111/j.1471-1842.2007.00701.x

  • Kania-Lundholm, M., & Torres, S. (2015). Keeping up with the information society: how active older users negotiate inclusion and participation. In 12th Conference of the European Sociological Association,“ Differences, Inequalities and Sociological Imagination", August 25-28, Prague. Retrieved from http://www.diva-portal.org/smash/record.jsf?pid=diva2:868128

  • Kirkland, A. (2014, February 4). 10 countries where Facebook has been banned. Retrieved from https://www.indexoncensorship.org/2014/02/10-countries-facebook-banned/

  • Kwong, Y. H. (2015). Digital divide: computer and Internet use by elderly people in Hong Kong. Asian Journal of Gerontology & Geriatrics, 10(1), 5–9.

  • Lee, H., Park, N., & Hwang, Y. (2015). A new dimension of the digital divide: Exploring the relationship between broadband connection, smartphone use and communication competence. Telematics and Informatics, 32(1), 45–56.

  • Loges, W. E., & Jung, J.-Y. (2001). Exploring the Digital Divide Internet Connectedness and Age. Communication Research, 28(4), 536–562. https://doi.org/10.1177/009365001028004007

  • Mardikyan, S., Yildiz, E. A., Ordu, M. D., & Simsek, B. (2015). Examining the global digital divide: a cross-country analysis. Communications of the IBIMA, 2015, 1.

  • Mascheroni, G., & Ólafsson, K. (2015). The mobile Internet: Access, use, opportunities and divides among European children. New Media & Society, 1461444814567986.

  • Metallo, C., & Agrifoglio, R. (2015). The effects of generational differences on use continuance of Twitter: an investigation of digital natives and digital immigrants. Behaviour & Information Technology, 34(9), 869–881.

  • Micheli, M., Robinson, L., Cotten, S. R., Schulz, J., Hale, T. M., & Williams, A. (2015). What is new in the digital divide? Understanding internet use by teenagers from different social backgrounds. Communication and Information Technologies Annual. Digital Distinctions and Inequalities, 55–87.

  • Neumann, M. M. (2016). Young children’s use of touch screen tablets for writing and reading at home: Relationships with emergent literacy. Computers & Education, 97, 61–68.

  • Philip, L. J., Cottrill, C., & Farrington, J. (2015). “Two-speed”Scotland: Patterns and Implications of the Digital Divide in Contemporary Scotland. Scottish Geographical Journal, 131(3–4), 148–170.

  • Pick, J. B., & Nishida, T. (2015). Digital divides in the world and its regions: A spatial and multivariate analysis of technological utilization. Technological Forecasting and Social Change, 91, 1–17.

  • Ragnedda, M., & Muschert, G. W. (2015). Digital Divide| Max Weber and Digital Divide Studies—Introduction. International Journal of Communication, 9, 6.

  • Rice, R. E., & Pearce, K. E. (2015). Divide and diffuse: Comparing digital divide and diffusion of innovations perspectives on mobile phone adoption. Mobile Media & Communication, 3(3), 401–424.

  • Rideout, V. (2016). Public Access to the Internet and the Digital Divide. Public Broadcasting and the Public Interest. Retrieved from https://books.google.com/books?hl=en&lr=&id=jpYYDQAAQBAJ&oi=fnd&pg=PT216&dq=local+divide+digital +divide&ots=5WEXi33ula&sig=ikaGOs3SMfimkPuTkJpt4OLJ2hQ

  • Rundle-Thiele, S., Dietrich, T., & Kubacki, K. (2017). Why We Need Segmentation When Designing Social Marketing Programs. In Segmentation in Social Marketing (pp.197–214). Springer. Retrieved from http://link.springer.com/chapter/10.1007/978-981-10-1835-0_13

  • Schlegelmilch, B. B. (2016). Segmenting Targeting and Positioning in Global Markets. In Global Marketing Strategy (pp. 63–82). Springer. Retrieved from http://link.springer.com/chapter/10.1007/978-3-319-26279-6_4

  • Schradie, J. (2011). The digital production gap: The digital divide and Web 2.0 collide. Poetics, 39(2), 145–168. https://doi.org/10.1016/j.poetic.2011.02.003

  • Schuster, L., Kubacki, K., & Rundle-Thiele, S. (2015). A theoretical approach to segmenting children’s walking behaviour. Young Consumers, 16(2), 159–171.

  • Sheehan, K. J., & Uttal, D. H. (2016). Children’s Learning from Touch Screens: A Dual Representation Perspective. Frontiers in Psychology, 7. Retrieved from https://www.ncbi.nlm.nih.gov/pmc/articles/PMC4981688/

  • Ukwoma, S. C., Iwundu, N. E., Iwundu, I. E., Baker, D., & Baker, D. (2016). Digital literacy skills possessed by students of UNN, implications for effective learning and performance: a study of the MTN Universities Connect Library. New Library World, 117(11/12). Retrieved from http://www.emeraldinsight.com/doi/abs/10.1108/NLW-082016-0061

  • van Deursen, A. J., & van Dijk, J. A. (2015). Internet skill levels increase, but gaps widen: A longitudinal cross-sectional analysis (2010–2013) among the Dutch population. Information, Communication & Society, 18(7), 782–797.

  • van Dijk, J. A. G. M. (2006). Digital divide research, achievements and shortcomings. Poetics, 34(4–5), 221–235. https://doi.org/10.1016/j.poetic.2006.05.004

  • Vilnai-Yavetz, I., & Tifferet, S. (2015). A Picture Is Worth a Thousand Words: Segmenting Consumers by Facebook Profile Images. Journal of Interactive Marketing, 32, 53–69 https://doi.org/10.1016/j.intmar.2015.05.002

  • Vodanovich, S., Shen, K. N., & Sundaram, D. (2015). Social competence of digital natives: Impact of Social Networking Sites (SNS) use. Retrieved from http://ro.uow.edu.au/dubaipapers/671/

  • WIRED. (2016). Facebook’s Giant Internet-Beaming Drone Finally Takes Flight | WIRED. Retrieved November 24, 2016, from https://www.wired.com/2016/07/facebooks-giant-internet-beaming-drone-finally-takes-flight/

  • Zhao, Y., & Men, D. (2016). Analysis and Research on the Gesture-Based Interaction of Touch-Screen Smartphones for the Elderly Based on Ergonomics. In Advances in Ergonomics in Design (pp. 415–426). Springer. Retrieved from http://link.springer.com/chapter/10.1007/978-3-319-41983-1_37


Abstract Views: 2319

PDF Views: 5




  • From Digital Divide to Facebook Divide, Reconstruct our Target Market Segments with Facebook Native and Facebook Immigrant

Abstract Views: 2319  |  PDF Views: 5

Authors

Chunsing Yung
University of Saint Joseph, Macau SAR, China

Abstract


Digital divide emerge since early nineties when popular internet come to age.  People forty-five or older than forty-five years-old are less likely to have internet access during their time as university students, and they are most likely to obtain web-based Internet related knowledge thereafter formally. The age of forty-five can be regard as the turning point age to distinguish people who may or may not have lesser knowledge on using the web-based Internet. The availability of Smartphone for the last 10 years help to increase the internet penetration rate and it also contribute to a wider digital divide. Digital immigrants and digital native are two connotations of these two groups of people.  Digital native is the generation of people born into the digital age and learn through digital means, while digital immigrant is the group of people who learnt to use computers and other digital related knowledge at some stage during their adult life. With the same logical thought, 2004 was a turning point of people who acquire Facebook knowledge in school or outside school. Facebook is the number one online social network in terms of usage in most of the top fifties countries. From 2004 and onwards students who joined Facebook are Facebook natives, while people who join and acquire Facebook skills outside collage and thereafter are Facebook immigrants. The two groups of people plus those who did not have access to Facebook constitute the situation of Facebook divide society. Facebook native and Facebook immigrant are the two major market segments,which marketers are dealing with in current years.  Facebook is the largest online social network and similar online social networks may dominant in different societies where society is divided as well. Secondary data on internet usage, Facebook usage, Facebook ranking, and participate observation on Facebook group & pages are applied for analysis. Reconstruct our target market segments shall be in place.


Keywords


Social Media, Digital Divide, Segmentation, Marketing.

References





DOI: https://doi.org/10.22552/jijmr%2F2017%2Fv3%2Fi1%2F146083