Abstract
Looking at innovations from the perspective of customer value, more and more enterprises treat the elderly as a factor of their success, despite the fact that the literature on the subject confirms that most innovations are rejected by consumers2. Aging of societies opens up new opportunities and chances to develop innovative enterprises in which managers are aware of the potential of older people and their new social roles. Thanks to the fact the managers can be effectively realized their innovative strategies in the process of building a silver economy. Due to that there is a need to understand the driving forces of innovation against adoption innovation, this article is an attempt to define the attitudes of older people towards innovation in the area of health mobile applications. The research conducted by the author concerns the resistance of older consumers to use mobile applications in the area of health promotion.
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