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

1. LISTEN
CONTINUOUSLY
USERS BY GENERATION

2. LESLIE MOHN
CHRIS KUJAWSKI
DIRECTOR OF USER EXPERIENCE
ARCHITECTURE
CONNECTION
STRATEGIST

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

4. GEN Y ~ MILLENNIALS ~ 23-36

5. GEN Y ~ MILLENNIALS ~ 23-36
Let’s try new things
(that matter)

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. 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. GEN X ~ 37-48

9. GEN X ~ 37-48
Make good choices

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. 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. BOOMERS, SENIORS ~ 49-67+

13. BOOMERS, SENIORS ~ 49-67+
We’ll be here a while

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. 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. 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. See more at
HANSONINC.COM/SUMMIT