Generation Gap. Digital opinions of those aged 10, 20, 30, 40, 50, 60 and 70

Transcription

1 Digital opinions of those aged 10, 20, 30, 40, 50, 60 and 70 A 2010 publication, Generation Gap is an innovative study which uncovers the difference in opinion of people with a ten year age gap. By understanding the generational differences, brands are better placed to deliver a more focused message to key audiences. www.

2 Generation Gap Digital opinions of those aged 10, 20, 30, 40, 50, 60 and 70 Contents Page Introduction 2 Methodology 2 Generation 10 3 Generation 20 4 Generation 30 5 Generation 40 6 Generation 50 7 Generation 60 8 Generation 70 9 Conclusion 10 About the Author 11 Contact Details 11 A view of the digital world from the perspective of those born at the turn of each 1

3 Introduction The aim of this research is to understand the different behaviour and opinions of the digital world based on the generation a person was born in. It aims to understand how people in different age bands interact with technology and digital platforms. By understanding the what, how and why of digital consumer behaviour Digital Equation is better positioned to understand the best approach required to reach these different sets of digital consumers. Methodology The methodology combines the principles of an online research panel with social media discussions achieved through the creation of a closed social community. This enables Digital Equation to communicate directly with customers and gain qualitative insights. Digital Equation recruited 550 people to its network 1 based on 10 year age gaps i.e. people aged exactly 10 years, 20 years, and 30 years and so on up to 70 year olds. Qualitative analysis of the conversations was undertaken to discover the true difference of opinion between generations. Research Community Interface Real Time Conversation Conversation Analysis While the main focus of the online community was qualitative discussions it was also used to post surveys and encourage other interactive activities. Topics covered and outlined in this report include; Websites and Usability Online 2 1 To conform with Market Research Society guidelines, insight from 10 year olds was obtained through traditional focus groups

4 Generation 10 Those born in 2000, are more digitally sophisticated than brands may think. They fully embrace technology, but short attention spans mean content must be tailored to their needs. Video is critical, especially short format, with a particular interest in comedy and music genres. Membership to social networks can be a status symbol, especially if it is an age restricted network. The only group not obsessed with Google. Consider on site search to be of equal importance to search engines. Extremely susceptible to prompt initiated search from peers, ads or content. Interactive content such as games, music and comedy are key. TV brands are front of mind as are all websites mentioned/used in school. The only age group to consider games consoles an alternative to the web. Tend not to have usability issues. The only age group that liked flash rich websites. Appeared to navigate through content more than by traditional menus. Aware of what advertising is. If it is interactive then it is a completely acceptable media. Famous personality or character endorsements are highly influential. Privacy is a non issue, although they are sensible online and aware of dangers. Jargon is cool and is often used to ensure adults can t understand a conversation Many consider themselves as regular internet shoppers. Reserve online and get parents to collect in store is the most common. But access to parents credit card is not unusual Already consider the world as a seamless online/offline entity. View the internet as a tool to bring people together and as a tool to learn life skills. Want lots more content in video format. A digitally savvy audience with unique browsing habits. Brands must deliver short format high impact content to get their attention. 3

5 Generation 20 For those born in 1990, the world has been a fast changing and constantly evolving environment. Growing up in economic stability has created a rose tinted view of the world. Life without the internet and technology is unimaginable. Aware of their dependency on it, but do not feel they are addicted or it has a negative impact on their social lives. is about content and as such integrated media search (text, images and video etc.) is well received when executed properly. is the start of the internet, but simplicity is key! Anything to do online is entertaining. These are entertainment consumers and enjoy the variety and control offered by technology. Keen media meshers, they are strongly against paying for content. Clear simple navigation is key for this audience, although they are willing to spend time learning to use more complex but worthwhile web applications (e.g. Facebook). View advertising as a necessary evil and are willing to accept it as long as it is unobtrusive. Think targeted ads can be an invasion of privacy and would prefer not to see ads on their mobile phone. Jargon is an acceptable efficient form of communication, but is only suitable in specific situations. Aware of privacy concerns in social media, but are happy to accept the risks. Love shopping online and offline, but online purchases are more considered and price sensitive. Big fans of discount sites and exclusivity/label of products is important. Expect to see a more interactive and interconnected digital world. Expect more services to be available online. Expect more technologies at cheaper prices. A demanding audience with high expectations. Brands must keep pace with their needs to remain relevant and desirable. 4

6 Generation 30 Born in 1980, this generation saw the economic challenges of the 80 s but emerged as adults in the prosperous late 90 s. They are currently time poor due to professional/family commitments. A great tool to access information, communicate with others and manage your life. But it creates pressure to be always on in both professional and personal life. Still mainly using text search due to a lack of awareness of multimedia search. Google is king but directories, word of mouth, social media and content links all have their place. With a broad view of entertainment, it is a personal choice what you enjoy. Love the time shifted capabilities of digital media. Hold no value in traditional TV schedules, and love the idea of mobile content. Comfortable with most websites and subscribe to the motto just don t confuse me. Mainly complain about usability of travel and transport type websites. is accepted as a funding method. Opt in advertising is good, but they are concerned about the level of snooping used by the online advertising industry. Although aware of privacy issues they rely on their common sense to make judgments. Feel brands are safe online. Happy to give relevant details when necessary. Heavy users of online shopping but understand it cannot replace the social aspect of the high street. Thrifty online shoppers with price, variety and speed their main concerns. A very practical view of the future and expect things to remain similar but with faster more efficient technology. Expect to see more access points to the internet (including mobile) and a better variety of content. Aware of the benefits and drawbacks of technology. Brands must understand their time pressures and facilitate easy interaction. 5

7 Generation 40 This generation was born in 1970, and grew up in the Thatcher era, the rise of globalisation and the introduction of the digital workplace. They hold mixed opinions of the digital world. View the internet as a practical tool and like to use it for product research and personal communication. They resent the control it has on some people, particularly children. is critical to enable use of the internet, however they feel the results are not as accurate as they should be. Are more interested in relevant results then multimedia search. There is interest in using the internet for streaming music and using services such as the iplayer. However, dedicated technology, such as TV s, are preferred for consumption. Digital entertainment remains too expensive. Sites with structure and good information architecture work for this audience. On site search is also popular. Navigation must be simple and interfaces must be clutter free to improve usability. While they understand that advertising makes content free, they feel there is too much advertising in general and would like to see less. Very concerned about advertisers snooping, and how they use that information. Obsessed about privacy and very wary of giving out details online. Very likely to use false details and many have dedicated internet shopping credit cards with low credit limits to prevent fraud. Big fans of online banking and stick with trusted ecommerce websites. High street shops with online shops offer the convenience and security desired by this age group. Very wary of offers. Online security is the key concern for the future. Would also like to see simpler technology and more technical help. Expect to see more multimedia and mobile content. Wary of technology, especially security and privacy. Brands must understand personal space & communicate with relevant messages. 6

8 Generation 50 Born in 1960, this generation are a more relaxed and technically open minded group. They are excited about using technology, but feel no pressure to do so. Excited about the internet and feel they can choose to use it or not. Love discovering new things but view it as another world. Children about to leave home are often their teachers (especially for communication technology). Navigate a lot from price comparison sites and on the advice of peers. But they recognize the importance of Google. Dislike any interface changes to Google. Have a strict view of what entertainment is and the internet is not included. Little interest in online video but are interested in online radio. Communication and chat is not considered entertainment. Felt poor websites cause credibility issues for companies. Expect browsing to be a challenge, but feel companies could help more. Most are against Facebook with BBC online as their favourite site. Uneasy about and mobile ads as they feel they are too intrusive. Happy with an ad funded model for the web as they would not pay a subscription for web content. Tend to stay away from sites they are not familiar with, and are cautious with personal details. Prefer to deal with big brands. Do not like or understand jargon, and are not willing to learn. More likely to use the internet for product research than shopping as they like to see a product first. User reviews are extremely useful and they often submit their own. Remain uncomfortable with the pace of change and have reached saturation point with technology and feel there is no need for improvements. Would prefer technology to help with the ironing than new internet technology!!! Although they find technology challenging, they are willing to soldier on. Brands must embrace simple usability features to engage this audience. 7

9 Generation 60 Those born in 1950 have embraced much change throughout their lives. Although initially hesitant to engage with the internet, once they do they really enjoy it. Engage slowly and it takes time to discover the benefits but they love the new world it offers. Particularly interested in areas such as product reviews and genealogy. In awe of how easy it is to find information and compare it to a library. The UK button on Google is very important, even for non-geographical sensitive searches. Also very likely to navigate from their inbox. Using the internet is entertainment. Research is a big hobby for this generation. Although they are mainly terrestrial TV users they are slowly engaging with online video, music and forums. Believe the internet was not created for their age group, but are not willing to accept that as an option. Love the BBC website and would like more companies to make their sites as user friendly. Believe they ignore online ads, but openly admit to engaging with solicited s. This is partly because they trust s as they do background research before handing over personal details. Would like to see the return of formal written communication, especially in s. Actively dislike jargon and phonetic spelling. Tend to stick to branded sites and look out for security reassurances. Although unlikely to shop online, some do make small purchases. Will stick to companies they know and trust. Some cite online shopping as a solution to mobility issues. Expect to see a faster internet and feel it would be beneficial to them. Would like to see more security. They expect to use the internet more as they get older. An age group that focus on the detail! Brands must help this generation discover new possibilities by building a one to one relationship. 8

10 Generation 70 Born in 1940 during World War II, these late adaptors of the internet remain positive about new technology and have adopted a never too late to learn attitude. Understand there is a lot to learn but view it as their latest hobby. View the internet as a good way to keep in contact with the world. Like to learn as a community and help each other learn. This generation have very mixed ability when using search. Some prefer to navigate using URLs while others heavily rely on bookmarks and links. Remain open to learning, but would like simple text search results. is something that is generally found offline although simple online games are more commonly played than expected, indeed many would like to see more educational games to keep their minds active. Tend to stick to the same sites as they are concerned about ease of use on new sites. Very unlikely to register with a site unless there is an obvious benefit. Try to ignore ads as much as possible. Ads (particularly rich media) are often distracting and cause usability issues and confusion. Very sensible, but less worried than other age groups about privacy. Appreciate the benefits of jargon and internet language, but worry it may get out of control. Genuine concern for the beautiful language. Very little interest in shopping online, and don t understand the benefits. Those who do engage buy small products from trusted brands. Geographical isolation is a concern (and benefit) for some. Would like to see more choice online. Would be particularly interested in being able to do simple chores online such as form filling and voting. A generation that view the internet as a challenging hobby. Brands must encourage use by highlighting simple benefits and facilitating education. 9

11 Conclusion The aim of this study is to understand the differences in opinion of people born at the start of each decade, and to use this information to help brands target their customer base more effectively. The study highlights stark differences in behaviour and emphasises that a broad message will rarely resonate across all generations. By way of a summary, to resonate with particular age demographics brands must; Make content short and easily digestible for 10 year olds Keep pace with the ever changing 20 year olds Understand the time constraints faced by 30 year olds Understand the digital personal space of 40 year olds Focus on usability and simplicity for 50 year olds Focus on detail and a one to one relationship for 60 year olds Facilitate learning for 70 year olds To learn more about this study or to discuss how it can be applied to your brand(s) or customers, please contact Enda Kelly at Digital Equation enda@digitalequation.co.uk 10

12 About the Author Enda Kelly has over nine years experience in the world of digital consultancy and insight, his main focus is delivering commercial advantage through extensive understanding of the relationship between people and digital technology. Enda began his digital career developing image search algorithms based on artificial intelligence methodologies. After two years he moved to a research agency specialising in technology consulting where he developed technology strategies for clients including Dell, IBM, and BT. Before launching Digital Equation Enda worked at the consulting division of i-level (media agency) where he worked directly with heads of marketing, sales, planning and IT to deliver insight and advise them on the strategic and operational issues they face. Enda s core responsibility was to help clients understand the effect of human behaviour on digital business performance, particularly in areas such as customer experience, social media and search. His clients included Samsung, ITV, Specsavers, Orange and the COI. Enda holds a Bachelor s degree in Computer Science, and a Masters degree in Digital Media. Contact Details Name Title Company Website & Blog Twitter Enda Kelly Digital Business Consultant Digital Equation 11