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OUT OF THE BOXMICHAEL STANAT                              Millennials in the                              digital landscap...
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Millennials in the digital landscape

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Michael Stanat's article in Research World by ESOMAR October 2012 Issue

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Millennials in the digital landscape

  1. 1. OUT OF THE BOXMICHAEL STANAT Millennials in the digital landscape Collaborative and multi-taskingP ublic policy, national budgets, this impacts their decision-making - Enthusiastic participants political stability, workplace and workspaces. Digital Immigrant: an individual born dynamics, natural resources and Even major lifestyle changes are before the introduction of digital consumption habits can change occurring. In the US, many studies show technology and has adopted itdramatically generation to generation. that Millennials are less interested in car - AvoiderThe ability to understand and engage ownership and driving than other - Reluctant adopterdistinct generational segments can be generations. Some analysts hypothesise - Enthusiastic adoptercrucial in marketing strategy, and that this is because technology providescompanies such as Pepsi, Apple and the freedom that cars once did. Despite globalisation, culturalRed Bull have built strong campaigns With rapid technological, economic differences still exist and are meaningful.focused on appealing to specific and societal development, differences Identity, status, hierarchy, tradition,generations. between generations can be amplified. economic development and consumption With the digital revolution, In our firm’s research, members of can differ dramatically across borders.researchers’ role in delivering insights on Generation Y in high-growth emerging Moreover, subcultures, distinct segmentsgeneration segments has become even economies occasionally describe of within generations, can display dissimilarmore complex. So how can researchers generation gaps between them and their and divergent norms, values, behavioursprovide more meaningful insight about parents and elders. Tensions can result in and habits. Hybrid methods integratinggenerations? rebelliousness, escapism, and differences traditional methods with new digital/ in online usage and career habits. social media methods can be helpful inDIFFERENCES providing meaningful cultural insight and Generations are large and diverse, and FRAMEWORKS reach into where digital stakeholders are.each has its subcultures, countercultures, In addition to uncovering insight Some researchers are evenniche segments and other complexities. between generations, researchers can investigating beyond attitudinal andGenerational differences matter. glean insight within them. Generations behavioural differences to neurological One longitudinal study by Kenexa such as the Millennials have a diversity of and cognitive differences among(2011, n=30,000) surveyed working-aged attitudes and behaviors. Traditionally, generations. Emerging methods in ourpeople in 28 economies, including age-based segmentations are common industry include buzz tracking, predictionCanada, China, Brazil, France, Germany, ways to group people together. Other markets, biometrics, neuromarketing,India, Italy, Japan, Russia, Spain, the UK segmentation frameworks may provide apps-based research and mobileand the US. The findings showed that additional insight inside large groups of methods.Millennials or Generation Y, ie born post people and influence analysis of how As Generation Y rises on the world1980, were significantly more consumers interact with their world. stage in a rapidly changing digitalachievement and affiliation-oriented than One popular framework in the digital landscape, researchers are presentedBoomers and Generation X respondents. space, the Digital Natives/Immigrants with unique opportunities and challenges.Moreover, they were also more interested segmentation, concerns behaviour and Uncovering differences betweenin social status, freedom, individualism psychographics. Beyond age and within generations can help usand diversity than other generations. considerations, segmentation can better make sense of these complex Researchers are increasingly finding influence analysis of how consumers dynamics.that customer engagement and brand interact with their world. Michael Stanatloyalty patterns among certain age Digital Native: an individual born after Is a global research executive at SIS Internationalgroups are evolving. Generations heavily the introduction of digital technology Research and author of China’s Generation Y:influenced by the digital revolution tend - Avoider Understanding the Future Leaders of the World’s Next Superpower.to be collaborative and multi-tasking, and - Minimalist RESEARCH WORLD | October 2012 55

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