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Abstract(s)
O presente estudo tem como objetivo identificar as dificuldades que a população idosa tem na relação com a banca online e, desta forma, contribuir para o desenvolvimento de competências em ambientes digitais junto da população idosa portuguesa, reduzindo o fosso digital e a infoexclusão, dando empoderamento a este grupo populacional. As questões que orientam esta investigação e às quais pretendemos responder são as seguintes: 1) Quais são os hábitos de utilização da banca online pela população idosa (com mais de 65 anos)?; 2) Quais os entraves à adesão da população idosa à banca online? A falta de literacia digital é determinante? A falta de literacia financeira tem influência?; 3) Como pode a banca desenvolver formas de ajudar a população idosa a adquirir/melhorar competências digitais e suportá-la na utilização da banca online?; e 4) Que canais, conteúdos ou outros aspetos técnicos poderão facilitar a utilização da banca online, para a população idosa? Para obtermos resposta a estas perguntas de investigação fomos aplicar um inquérito por questionário aos clientes do Millennium bcp com mais de 65 anos: 485 clientes utilizadores dos canais digitais e 202 clientes não utilizadores dos canais digitais, seguido de 20 entrevistas individuais aos clientes deste grupo etário. Aplicámos também a técnica da observação não participante junto de algumas sucursais do Millennium bcp com o objetivo de recolher informação sobre as interações existentes entre 10 clientes com mais de 65 anos e os colaboradores no que respeita à utilização da banca online. Concluímos que os clientes utilizadores dos canais digitais com mais de 65 anos valorizam as ações de formação sobre segurança na utilização dos canais digitais e sugerem a criação de uma linha telefónica específica, bem como a disponibilização da videochamada no apoio à utilização dos canais digitais. Em relação aos clientes não utilizadores dos canais digitais, identificámos que a falta de experiência de utilização da internet, dos serviços públicos online e das redes sociais os torna também excluídos da utilização dos canais digitais do banco. A promoção de sessões de formação nas sucursais do banco exclusivamente dirigidas a este universo de clientes, através de demonstrações de utilização dos canais digitais, suportadas em peças de apoio simples com imagens dos ecrãs e a indicação das principais ações necessárias à concretização das principais operações bancárias serão formas que podem ajudar a população idosa a ganhar experiência na utilização dos canais digitais, ultrapassando desta forma o receio que sentem atualmente.
The present study aims to identify the difficulties that the elderly population has in relation to online banking and, in this way, contribute to the development of digital skills among the Portuguese elderly population, reducing the digital divide and empowering to this populational group. The questions that guide this investigation and to which we intend to answer are the following: 1) What are the use practices of online banking by the elderly population (over 65 years old)?; 2) What are the obstacles to the adhesion of the elderly population to online banking? Is the lack of digital literacy crucial? Does the lack of financial literacy have any influence?; 3) How can banking develop ways to help the elderly population to acquire/improve digital skills and support them in the use of online banking?; and 4) What channels, content or other technical aspects could facilitate the use of online banking for the elderly population? In order to obtain answers to these research questions, we applied a questionnaire to Millennium bcp customers over 65 years old: 485 customers who use the bank’s digital channels and 202 customers who do not use them, followed by 20 individual interviews with customers in this age group. We also applied the technique of nonparticipant observation at some Millennium bcp branches in order to collect information on the interactions between 10 customers over 65 years of age and employees regarding the use of online banking. We concluded that customers over 65 years old who use digital media in general value training actions on safety in the use of the bank’s digital channels and suggest the creation of a specific telephone line as well as the provision of video calling to support the use of such channels. Regarding customers who do not use digital channels, we identified that the lack of experience in using the internet, public online services and social networks contribute to their option of not using the bank's digital channels. The promotion of training sessions at the bank's branches exclusively aimed at this universe of customers, through demonstrations of the use of digital channels, supported by simple support pieces with screens and indication of the main actions to carry out the main banking operations can be ways that help the elderly population gain experience in the use of digital channels, thus overcoming the fear they currently feel.
The present study aims to identify the difficulties that the elderly population has in relation to online banking and, in this way, contribute to the development of digital skills among the Portuguese elderly population, reducing the digital divide and empowering to this populational group. The questions that guide this investigation and to which we intend to answer are the following: 1) What are the use practices of online banking by the elderly population (over 65 years old)?; 2) What are the obstacles to the adhesion of the elderly population to online banking? Is the lack of digital literacy crucial? Does the lack of financial literacy have any influence?; 3) How can banking develop ways to help the elderly population to acquire/improve digital skills and support them in the use of online banking?; and 4) What channels, content or other technical aspects could facilitate the use of online banking for the elderly population? In order to obtain answers to these research questions, we applied a questionnaire to Millennium bcp customers over 65 years old: 485 customers who use the bank’s digital channels and 202 customers who do not use them, followed by 20 individual interviews with customers in this age group. We also applied the technique of nonparticipant observation at some Millennium bcp branches in order to collect information on the interactions between 10 customers over 65 years of age and employees regarding the use of online banking. We concluded that customers over 65 years old who use digital media in general value training actions on safety in the use of the bank’s digital channels and suggest the creation of a specific telephone line as well as the provision of video calling to support the use of such channels. Regarding customers who do not use digital channels, we identified that the lack of experience in using the internet, public online services and social networks contribute to their option of not using the bank's digital channels. The promotion of training sessions at the bank's branches exclusively aimed at this universe of customers, through demonstrations of the use of digital channels, supported by simple support pieces with screens and indication of the main actions to carry out the main banking operations can be ways that help the elderly population gain experience in the use of digital channels, thus overcoming the fear they currently feel.
Description
Keywords
Literacia digital Banca online Media digitais Idosos Envelhecimento Literacia financeira Digital literacy Online banking Digital media Seniors Aging Financial literacy