Are they really that different? The Digital Divide between Millennials & Boomers

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Millennials & Boomers:
Bridging the Canadian
Digital Divide.
Insights for your business.

Digital Behaviour
General, Mobile, Sharing and Purchasing.
Real World Examples
Canadian Opera Company digital strategies.
Discussion
Hopefully we will have enough time to address a few questions.

Are they really that different?

“The future is already here – it's just not very evenly distributed.”
William Ford Gibson, Science-fiction Author

Are they really that different?

General Behaviour
Millennials may have the greatest appetite for digital tech; still 1 in 4 Boomers are prepared to pay for the benefits.

General Behaviour
Millennials and YB share a love of mobile, but Millennials are abandoning traditional television.
Over 60% say, “Hands off my....!”
One-Way
Boomer
Younger Boomer
Two-Way
Millennial

General Behaviour
Why do you prefer your TV?
Linear
Boomer
Younger Boomer
Non-
Linear
Millennial

General Behaviour
Millennials are highly motivated to interact and use technology for two-way communication.
% Perform Each Activity on Daily Basis
Social

“A storytelling world with participation.”
Nick Bilton, Technology Writer/Reporter for The New York Times

“Make it easier to determine how many seats are left for a performance, where they are located, and what they cost.”

“I would like to see more stories on performers, costume and set design ... I want to be part of the experience after the curtain goes down!”

General Behaviour
Millennials and Boomers share concerns about the impact of technology.

General Behaviour
Millennials share a sense of privacy with their contemporaries.
I feel comfortable submitting this info online...
OB
YB
MIL

“1 in 5 households intend to cut their landlines in the next 5 years.”
Source: IPG Emerging Media Lab

Mobile Behaviour
Base: Own a mobile phone, N=305

Mobile Behaviour
Around 83 percent of millennials sleep with their cell phones within reach.
Pew Research Center

Mobile Behaviour
Check their mobile during dinner
Check their mobile before bed
Check their mobile within 10 minutes of rising
6%
8%
22%
9%
4%
28%
Millennial Younger Boomer Boomer

Mobile Behaviour
Millennials are in a league of their own at home, except when it comes to gaming.
% Engaged in Each Mobile Activity

Mobile Behaviour
% HAVE DOWNLOADED AN APP
YOUNGER
BOOMER
BOOMER
MILLENNIAL
68%
42%
28%

“The most important word on the internet is NOT search.
The most important word on the internet is share.”
Hugh McLeod, GapingVoid

Sharing Behaviour
Use Google or Other Maps on Mobile to Locate Stores
MILs and YBs equally aware of GPS; MILs using it more.

Sharing Behaviour
Camera usage is very high across the board, but imaging sharing varies more widely.
Base: Use mobile camera, N=280

Sharing Behaviour

Purchasing Behaviour
Younger Boomers are more diversified in their online purchasing.

Purchasing Behaviour

Summary
One-waymedia and communication choices are gradually giving way to the integration of two-waydigital media in Canadian lives.
Boomers are not monolithic; Millennials and Boomers are NOT simply living in separate and distinct media universes.
Younger ‘Shadow’ Boomersare distinguishing themselves as a bridge across a generational digital divide.
The migration from one-way to two-way, round-the-clock media and communications requires marketers and content providers to meet digital Canadians where they live, on their terms, to be at the ready and unafraid of dialogue. Consumers are no longer just waiting to hear from you. They are reaching out and instigating that exchange.

Are they really that different? The Digital Divide between Millennials & Boomers

by Delvinia Interactive on Nov 24, 2010

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Are they really that different? The Digital Divide between Millennials & Boomers — Presentation Transcript

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