Millennials have grown up with technology and rely on it more than previous generations. They are more collaborative, interested in social status and individualism, and less interested in car ownership compared to older generations. Researchers need to understand differences between generations, like Millennials being more achievement-oriented, as well as differences within generations using frameworks like "digital native" versus "digital immigrant" to analyze consumer behavior. Understanding changing generational patterns is important for marketing strategies and public policy.

1. OUT OF THE BOX
MICHAEL STANAT
Millennials in the
digital landscape
Collaborative and multi-tasking
P
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 it
dramatically generation to generation. that Millennials are less interested in car - Avoider
The ability to understand and engage ownership and driving than other - Reluctant adopter
distinct generational segments can be generations. Some analysts hypothesise - Enthusiastic adopter
crucial in marketing strategy, and that this is because technology provides
companies such as Pepsi, Apple and the freedom that cars once did. Despite globalisation, cultural
Red 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 segments
generation segments has become even economies occasionally describe of within generations, can display dissimilar
more complex. So how can researchers generation gaps between them and their and divergent norms, values, behaviours
provide more meaningful insight about parents and elders. Tensions can result in and habits. Hybrid methods integrating
generations? rebelliousness, escapism, and differences traditional methods with new digital/
in online usage and career habits. social media methods can be helpful in
DIFFERENCES 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 even
niche segments and other complexities. between generations, researchers can investigating beyond attitudinal and
Generational 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 our
people in 28 economies, including age-based segmentations are common industry include buzz tracking, prediction
Canada, 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 mobile
and 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 world
1980, were significantly more consumers interact with their world. stage in a rapidly changing digital
achievement and affiliation-oriented than One popular framework in the digital landscape, researchers are presented
Boomers 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 between
in social status, freedom, individualism psychographics. Beyond age and within generations can help us
and 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 Stanat
loyalty patterns among certain age Digital Native: an individual born after Is a global research executive at SIS International
groups 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