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LISTEN
CONTINUOUSLY
USERS BY GENERATION
LESLIE MOHN

CHRIS KUJAWSKI

DIRECTOR OF USER EXPERIENCE
ARCHITECTURE

CONNECTION
STRATEGIST
TODAY’S CONSUMERS
GEN Y ~ MILLENNIALS ~ 23-36
GEN X ~ 37-48
BOOMERS, SENIORS ~ 49-67+
GEN Y ~ MILLENNIALS ~ 23-36
GEN Y ~ MILLENNIALS ~ 23-36

Let’s try new things
(that matter)
THE CONNECTED CONSUMER

PROFILE OF 23-36 YEAR-OLDS
•

About 45% of 18-29 year-olds have full-time jobs

•

Moving home wit...
THE CONNECTED CONSUMER

GETTING THEIR ATTENTION
•

“Advertising” is just one of many ways to be noticed

•

Word-of-mouth ...
GEN X ~ 37-48
GEN X ~ 37-48

Make good choices
THE CONNECTED CONSUMER

PROFILE OF 37-48 YEAR-OLDS
•

Bigger household — often supporting children and parents

•

Tech sa...
THE CONNECTED CONSUMER

GETTING THEIR ATTENTION
•

Make sure you have the clear facts available

•

Word-of-mouth is impor...
BOOMERS, SENIORS ~ 49-67+
BOOMERS, SENIORS ~ 49-67+

We’ll be here a while
THE CONNECTED CONSUMER

PROFILE OF 49-67+ YEAR-OLDS
•

A growing focus on vitality over acting younger

•

Most are trying...
THE CONNECTED CONSUMER

GETTING THEIR ATTENTION
•

Online purchases need to be clear and straightforward

•

Show them sig...
THE ANALOGS...
•

About 15% of American adults
ages 18 and older do not use
the internet or email.

•

On the other hand, ...
See more at

HANSONINC.COM/SUMMIT
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Users by Generation

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Devices are a regular part of everyone’s life, across the generations. But what is unique by generation are the particular concerns of life stages, which result in differences in consumer behaviors. Mike Osswald walks through what is important to, and how to reach, Gen Y & Millennials, Gen Xers, and Boomers & Seniors.

www.hansoninc.com/summit

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Transcript of "Users by Generation"

  1. 1. LISTEN CONTINUOUSLY USERS BY GENERATION
  2. 2. LESLIE MOHN CHRIS KUJAWSKI DIRECTOR OF USER EXPERIENCE ARCHITECTURE CONNECTION STRATEGIST
  3. 3. TODAY’S CONSUMERS GEN Y ~ MILLENNIALS ~ 23-36 GEN X ~ 37-48 BOOMERS, SENIORS ~ 49-67+
  4. 4. GEN Y ~ MILLENNIALS ~ 23-36
  5. 5. GEN Y ~ MILLENNIALS ~ 23-36 Let’s try new things (that matter)
  6. 6. THE CONNECTED CONSUMER PROFILE OF 23-36 YEAR-OLDS • About 45% of 18-29 year-olds have full-time jobs • Moving home with parents = sensible • A social time, do things with friends, focused more on fun at this age than previous generations • Digital devices and activities are normal and interwoven continuously in everyday experiences • More likely to be second-screen users
  7. 7. THE CONNECTED CONSUMER GETTING THEIR ATTENTION • “Advertising” is just one of many ways to be noticed • Word-of-mouth endorsements from friends is a must • Expect brands to be present in their social spaces • Like aspirational brands, like new things, want to live for today • Drawn to products and services with a story, brands that are making a difference
  8. 8. GEN X ~ 37-48
  9. 9. GEN X ~ 37-48 Make good choices
  10. 10. THE CONNECTED CONSUMER PROFILE OF 37-48 YEAR-OLDS • Bigger household — often supporting children and parents • Tech savvy, embrace functional benefits of new tech • Most are well educated, half have post-secondary degree • Comfortable reading online and watching video • Very wired, use the internet to research products, companies, how-tos, DIY/repair • Comfortable buying online
  11. 11. THE CONNECTED CONSUMER GETTING THEIR ATTENTION • Make sure you have the clear facts available • Word-of-mouth is important, family opinion is important • So is recommendations by peers / like-minded people (bloggers, topical forums, ratings & reviews) • More spending on family than individual, focus on practical buying
  12. 12. BOOMERS, SENIORS ~ 49-67+
  13. 13. BOOMERS, SENIORS ~ 49-67+ We’ll be here a while
  14. 14. THE CONNECTED CONSUMER PROFILE OF 49-67+ YEAR-OLDS • A growing focus on vitality over acting younger • Most are trying to save, luxury spending is down • Interested in acquiring more experiences than things • Not retiring: 56-year-olds (median age) report they expect to work 5-7 years longer than planned, many expect part-time after that (forever) • They expect companies to respect them and provide great, accessible service • Tech devices and the internet is important to stay connected to family and friends – it needs to be easy, but many are savvy and adopting new tech • Spend more time online than watching TV, radio and magazines/newspapers
  15. 15. THE CONNECTED CONSUMER GETTING THEIR ATTENTION • Online purchases need to be clear and straightforward • Show them signals of trust, integrity, time in business, and guaranteeing satisfaction • Show them the quality and value in your products • Show them how to get help setting up, install and use your products – before they commit to purchase • Make sure they understand return policies offer support from real people 21 page customer service commitment
  16. 16. THE ANALOGS... • About 15% of American adults ages 18 and older do not use the internet or email. • On the other hand, everyone else does ... for everything
  17. 17. See more at HANSONINC.COM/SUMMIT
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