Gen y customers


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Gen y customers

  1. 1. The Challenges of Gen Y - Our Customers
  2. 2. <ul><ul><li>Optimism? </li></ul></ul><ul><ul><li>Confidence and self esteem? </li></ul></ul><ul><ul><li>Entertainment overload </li></ul></ul><ul><ul><li>Networkers? </li></ul></ul><ul><ul><li>Sceptical </li></ul></ul><ul><ul><li>Achievement? </li></ul></ul><ul><ul><li>Impatient </li></ul></ul><ul><ul><li>Morality </li></ul></ul><ul><ul><li>Naivety </li></ul></ul><ul><ul><li>Ambitious? </li></ul></ul><ul><ul><li>Job consumers? </li></ul></ul><ul><ul><li>Techno-savvy </li></ul></ul><ul><ul><li>Global citizens? </li></ul></ul>
  3. 3. The digital divide <ul><li>Half of social tenants never used the internet </li></ul><ul><li>Half of those not online are also classed as disabled </li></ul>
  4. 4. Problems of digital exclusion <ul><li>Offline households miss out on £560 savings annually </li></ul><ul><li>90% of new jobs require ICT skills </li></ul><ul><li>Estimated that 60-70% of education and work related opportunities were advertised online only last year </li></ul>
  5. 5. But…… <ul><li>Over 70% of those in in lowest income decile own a mobile phone </li></ul><ul><li>Amongst age range 16-39 – mobile phone ownership – even in lowest decile – ranges from 96% to multiple device. </li></ul>
  6. 6. Gen Y attitudes to Homes <ul><li>Social stigma about living at home with parents has gone </li></ul><ul><li>Sharing space (and costs) more acceptable – rise in short term for multi-family units </li></ul><ul><li>But………Longer term –pent up desire for single family accommodation and home ownership </li></ul>
  7. 7. Want smaller – but really efficient – boxes that cost less
  8. 8. Gen Y attitudes to Homes <ul><li>Not just broadband ready but decent broadband </li></ul><ul><li>Aware of environment/value conscious </li></ul><ul><li>Distrustful of large private estates </li></ul>
  9. 9. Gen Y attitudes to Household <ul><li>Women as heads of household – far more security and design conscious </li></ul><ul><li>Multi-Ethnic – much greater desire for proximity to family, cultural and sports facilities </li></ul><ul><li>As above – also living permanently with older relatives for many groups </li></ul><ul><li>Conversely the “Greying” of the UK – means a surge in demand for a new style of assisted living and sheltered accommodation </li></ul>
  10. 10. Gen Y attitudes to Service <ul><li>Will not wait – 2.5 minutes being litmus test for service (online) </li></ul><ul><li>See’s self serve as default way of accessing service </li></ul>
  11. 12. Gen Y attitudes to Service <ul><li>Wants everything for less and more price comparison conscious </li></ul><ul><li>Different attitude to problem solving – done through networks </li></ul>
  12. 14. Gen Y attitudes to Service <ul><li>Gen Y is more “Do it for Me” than “Do It Yourself” </li></ul><ul><li>Much more confident in complaining – using trending, blogs and organising online campaigns against poor service </li></ul><ul><li>“ Secondary” Advocacy increasingly driven by other peoples experience than their own </li></ul>