SEPTEMBER 14 — Digital technology has become part of everyday life in Malaysia. We shop online, make payments through our phones, search for information and communicate with businesses without ever having to leave home. For many younger consumers, this has become so familiar that navigating a digital platform often feels almost effortless.

For older Malaysians, however, the experience may not always be the same. Many are already using smartphones and social media to communicate with family, watch videos, follow the news and stay connected. The challenge is not necessarily whether they can use technology, but whether they feel confident enough to navigate an increasingly digital world when making everyday choices as consumers.

That distinction deserves greater attention as more businesses move their services and customer interactions online.

More than just learning to use technology

The digital gap is often discussed in terms of access. Does someone own a smartphone? Do they have an internet connection? Can they download an application?

These questions remain important, but digital inclusion involves more than having access to technology. It is also about confidence, understanding and trust.

An older consumer may know how to use a smartphone but still hesitate before making an online payment. They may receive an advertisement through social media but wonder whether the information is genuine. They may want to use an online service but feel uncomfortable because the instructions are unclear or the process seems complicated.

In such situations, it is easy to assume that older consumers are simply reluctant to embrace technology. But perhaps the better question is whether the digital experience has given them enough confidence to participate.

When convenience does not feel convenient

Digitalisation is often associated with convenience. A service can be accessed from home, a purchase can be completed within minutes and information is available almost instantly.

Yet convenience is not experienced in the same way by every consumer.

For someone who is familiar with digital platforms, a series of buttons and menus may seem straightforward. For someone who is less experienced, the same process can create uncertainty. A small amount of confusion can be enough to make a consumer stop, ask for help or return to a more familiar offline option.

This has implications for businesses. When consumers choose not to use a digital service, the issue may not always be a lack of interest in what the business is offering. The problem may lie in the journey that leads them to it.

A consumer who does not feel comfortable with the process may never reach the point where the quality or value of the product can even be considered.

Trust shapes the digital consumer

Trust has always been important in consumer decision making, but digital platforms have added another layer to that relationship.

Consumers are now expected to share information, make payments and interact with businesses they may never meet face to face. For older consumers who are less familiar with these processes, questions about safety and reliability can become especially important.

Is the website genuine? Is the payment secure? Can the seller be trusted? What happens if there is a problem with the purchase?

These are not signs of being behind the times. They are reasonable questions from consumers who want to make informed decisions.

For businesses, this means that trust should be part of the digital customer experience. Clear information, transparent communication and accessible support can help consumers feel more secure when engaging with a business online.

Marketing has a role to play

This is where marketing becomes particularly relevant.

Marketing is often viewed primarily as a way of attracting attention and encouraging consumers to purchase. But good marketing also helps people understand their choices. In an increasingly digital marketplace, communication can influence not only what consumers buy but also how confident they feel about making that decision.

For older consumers, this could mean using clearer language, presenting information in a more organised way and avoiding unnecessary complexity. It could also mean giving consumers enough information to understand a product or service instead of expecting them to already know how a digital process works.

This does not mean creating marketing that talks down to older people. It means recognising that consumers have different experiences with technology and designing communication accordingly.

When businesses understand their consumers better, they can create experiences that feel more relevant, accessible and trustworthy.

Designing digital experiences for everyone

The responsibility for closing the digital gap should not rest entirely on older consumers.

Businesses also need to consider how their websites, applications, advertisements and customer service channels are designed. A digital platform that is simple to navigate and easy to understand is not only helpful to older consumers. It can create a better experience for consumers across different ages and levels of digital confidence.

This is also an opportunity for businesses to look beyond short-term transactions. When consumers feel understood and supported, they are more likely to develop confidence in a business and return to it in the future.

Digital inclusion can therefore become part of a broader approach to building better consumer relationships.

Making inclusion part of the digital future

Malaysia's digital economy will continue to grow, and more aspects of everyday life will move online. The question is not whether older Malaysians should become more digital. The more important question is whether the digital environment is evolving in a way that allows them to participate with confidence.

Older consumers should not be treated as a group that needs to catch up before they can belong in the digital marketplace. They are already part of the consumer landscape, with their own needs, preferences, experiences and purchasing decisions.

Bridging the digital gap is therefore not simply about teaching older Malaysians how to use technology. It is also about encouraging businesses and marketers to understand how different consumers experience that technology.

A digital world that is easier to understand, easier to trust and easier to navigate benefits more than one generation. It creates a consumer environment where people are given the opportunity to make informed choices without feeling that age or digital experience has become a barrier.

Technology should make everyday life easier. Making sure older Malaysians can experience that convenience is part of making digitalisation truly inclusive.

* Dr Nurul Fardini Zakaria is a Senior Lecturer in Marketing at the School of Business Management, Universiti Utara Malaysia (UUM), with expertise in consumer behaviour, digital marketing, sustainable consumption and consumer welfare.

* This is the personal opinion of the writer or publication and does not necessarily represent the views of Malay Mail.