Are they really that different? The Digital Divide between Millennials & Boomers
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As technologies continue to evolve, generation gaps grow, and reaching audiences in meaningful ways becomes increasingly difficult, organizations today need to dig deeper than ever before to understand their customers’ attitudes and behaviours. By tapping into our online consumer research community, AskingCanadians.com, Delvinia is able to uncover Canadian consumer insights that help inform our client’s digital customer experiences.
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Are they really that different? The Digital Divide between Millennials & Boomers
- 1. Page 1 Good afternoon! Insights for your business.
- 2. Page 2 Digital Strategy & Customer Experience Design Firm. We are a
- 3. Page 3 Online Research Community 160,000+ Canadians 300+ profiling variables Digital Design Data Collection Analytics + Insight
- 5. Page 5 Millennials & Boomers: Bridging the Canadian Digital Divide. Insights for your business.
- 6. Page 6 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.
- 7. Page 7 • Age 18 to 34 • Starting a new program in higher education • Getting married • Buying a house • Moving • Having a baby Millennials • Age 45 to 54 • Sending kids to college / university • Renovating • Imagining retirement Younger Boomers • Age 55 to 64 • Retiring • Downsizing Boomers Are they really that different?
- 8. Page 8 • Age 18 to 34 • Starting a new program in higher education • Getting married • Buying a house • Moving • Having a baby Millennials • Age 45 to 54 • Sending kids to college / university • Renovating • Imagining retirement Younger Boomers • Age 55 to 64 • Retiring • Downsizing Boomers Are they really that different?
- 9. Page 9 • Age 18 to 34 • Starting a new program in higher education • Getting married • Buying a house • Moving • Having a baby Millennials • Age 45 to 54 • Sending kids to college / university • Renovating • Imagining retirement Younger Boomers • Age 55 to 64 • Retiring • Downsizing Boomers Are they really that different?
- 10. Page 10 “The future is already here – it's just not very evenly distributed.” William Ford Gibson, Science-fiction Author
- 11. Page 11 • Age 18 to 34 • Starting a new program in higher education • Getting married • Buying a house • Moving • Having a baby Millennials • Age 45 to 54 • Sending kids to college / university • Renovating • Imagining retirement Younger Boomers • Age 55 to 64 • Retiring • Downsizing Boomers Are they really that different?
- 12. Page 12 MILLENNIAL YOUNGER BOOMER BOOMER Technology is important to me. 55% 40% 37% Technology helps me increase flexibility between work and home. 46% 30% 27% I like to try new technology as soon as it is on the market. 29% 17% 16% I would be willing to pay for technology products that save me time. 37% 23% 24% Millennials may have the greatest appetite for digital tech; still 1 in 4 Boomers are prepared to pay for the benefits. General Behaviour
- 13. Page 13 • Desktop • TV • iPhone • Blackberry • Desktop • TV • iPhone • Blackberry • iPAD • Laptop Millennial Younger Boomer Boomer Over 60% say, “Hands off my....!” Millennials and YB share a love of mobile, but Millennials are abandoning traditional television. General Behaviour One-Way Two-Way
- 14. Page 14 Picture quality for appointment TV Sports, news, movies Games, games, gamesMillennial Younger Boomer Boomer Why do you prefer your TV? General Behaviour Linear Non- Linear
- 15. Page 15 Millennials are highly motivated to interact and use technology for two- way communication. % Perform Each Activity on Daily Basis Social General Behaviour
- 16. Page 16 “A storytelling world with participation.” Nick Bilton, Technology Writer/Reporter for The New York Times
- 17. Page 17
- 18. Page 18 “Make it easier to determine how many seats are left for a performance, where they are located, and what they cost.”
- 19. Page 19 “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!”
- 20. Page 20 MILLENNIAL YOUNGER BOOMER BOOMER Technology is changing the world too quickly. 19% 23% 25% Technology interferes with my personal or family life. 11% 8% 8% I worry about the impact of technology on my life. 10% 10% 9% Technology sometimes intimidates me. 9% 17% 21% Millennials and Boomers share concerns about the impact of technology. General Behaviour
- 21. Page 21 MIL YB OB I feel comfortable submitting this info online... Millennials share a sense of privacy with their contemporaries. General Behaviour
- 22. Page 22 “1 in 5 households intend to cut their landlines in the next 5 years.” Source: IPG Emerging Media Lab
- 23. Page 23 Base: Own a mobile phone, N=305 Mobile Behaviour
- 24. Page 24 Mobile Behaviour Around 83 percent of millennials sleep with their cell phones within reach. Pew Research Center
- 25. Page 25 Check their mobile within 10 minutes of rising Check their mobile during dinner Check their mobile before bed 28% 8% 6% Millennial Younger Boomer Boomer 22% 9% 4% Base: Own a mobile phone, N=305 Mobile Behaviour
- 26. Page 26 Millennials are in a league of their own at home, except when it comes to gaming. % Engaged in Each Mobile Activity Base: Own a mobile phone, N=305 Mobile Behaviour
- 27. Page 27 68% 42% 28% MILLENNIAL YOUNGER BOOMER BOOMER % HAVE DOWNLOADED AN APP Base: Own a mobile phone, N=305 Mobile Behaviour
- 28. Page 28 “The most important word on the internet is NOT search. The most important word on the internet is share.” Hugh McLeod, GapingVoid
- 29. Page 29 MILs and YBs equally aware of GPS; MILs using it more. Use Google or Other Maps on Mobile to Locate Stores Base: Own a mobile phone, N=305 Sharing Behaviour
- 30. Page 30 Camera usage is very high across the board, but imaging sharing varies more widely. Base: Use mobile camera, N=280 Sharing Behaviour
- 34. Page 34 WHO IS DRIVING THE TREND AVERAGE % PURCHASE MIL YB Boomer books 45% flight / travel-related 41% event tickets 37% CD’s / DVD’s / MP3’s 37% computer / computer-related 32% clothing / accessories / jewelry 29% magazine subscription 20% membership fees 18% video games 13% Purchasing Behaviour Younger Boomers are more diversified in their online purchasing.
- 36. Page 36 Summary 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. One-way media and communication choices are gradually giving way to the integration of two-way digital media in Canadian lives. Boomers are not monolithic; Millennials and Boomers are NOT simply living in separate and distinct media universes. Younger ‘Shadow’ Boomers are distinguishing themselves as a bridge across a generational digital divide.
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