Bridging the Digital Gap: Seniors and the Digital Transformation of Banks
DELORT, Quentin (2026)
2026
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Julkaisun pysyvä osoite on
https://urn.fi/URN:NBN:fi:amk-202604247668
https://urn.fi/URN:NBN:fi:amk-202604247668
Tiivistelmä
This thesis focuses on what strategies, methods and practices are senior deploying to navigate digital banking applications in the context of the major digital transformation of the banking sector in recent years. In this context, the aim was to understand the challenges faced by senior citizens in the use of digital tools by banks, the adjustment mechanisms they implement, and what use do they make of digital tools?
The theoretical framework made it possible to establish the specific characteristics of the banking model in France, develop the concept of digital transformation within French society and explain who senior citizens are. In addition, the theoretical framework was an opportunity to show that the financial advisor plays an important role in the customer’s interactions with his bank, and to explain the psychological implications of money management and the virtuality of things.
Interviews were conducted with 14 senior citizens, using the qualitative method to gain a better understanding of the experience of each of the individuals interviewed. The interviews have allowed to draw several conclusions. First, senior citizens have a heterogeneous use of digital tools offered by banks. Second, many of them face different difficulties in using tools, owing to their complexity or functioning. However, the interviews revealed a need for trust among senior citizens. Confidence, which is linked to be able to use the tools developed by the banks, helps to promote their use. Therefore, the importance of the help of family members is paramount, as the role of the financial advisor, which appears to be a cornerstone in this context. Moreover, as consumers, senior citizens also have specific needs. These findings thus underlined the importance of suitable tools for senior citizens, and of maintaining a “human” link between senior citizens and banks, through the role of the financial advisor. Since senior citizens do not constitute a heterogeneous group, they have different ways of approaching digital usage, which require adjustments, both for the senior citizens and for banks. And with the advent of artificial intelligence, the digital transformation will continue in the coming years.
The theoretical framework made it possible to establish the specific characteristics of the banking model in France, develop the concept of digital transformation within French society and explain who senior citizens are. In addition, the theoretical framework was an opportunity to show that the financial advisor plays an important role in the customer’s interactions with his bank, and to explain the psychological implications of money management and the virtuality of things.
Interviews were conducted with 14 senior citizens, using the qualitative method to gain a better understanding of the experience of each of the individuals interviewed. The interviews have allowed to draw several conclusions. First, senior citizens have a heterogeneous use of digital tools offered by banks. Second, many of them face different difficulties in using tools, owing to their complexity or functioning. However, the interviews revealed a need for trust among senior citizens. Confidence, which is linked to be able to use the tools developed by the banks, helps to promote their use. Therefore, the importance of the help of family members is paramount, as the role of the financial advisor, which appears to be a cornerstone in this context. Moreover, as consumers, senior citizens also have specific needs. These findings thus underlined the importance of suitable tools for senior citizens, and of maintaining a “human” link between senior citizens and banks, through the role of the financial advisor. Since senior citizens do not constitute a heterogeneous group, they have different ways of approaching digital usage, which require adjustments, both for the senior citizens and for banks. And with the advent of artificial intelligence, the digital transformation will continue in the coming years.