Generation X and Y - Does Their Use of Technology Differ?

Following on from the article in my October 2008 blog about Innovation and Technology and in my search for understanding Gen X & Y's - I came across an interesting article published online on July 21st 2008 by a Michael Dinan, the editor of TMCnet. The article talks about a large American research firm that launched the results of a new technology survey in July this year called "The State of Consumers and Technology: Benchmark 2008" and claims to be "the largest ongoing survey in the world to explore consumer attitudes, ownership and use of technology".

One of the questions which is frequently asked, yet difficult to differentiate from a technology perspective is the difference between the habits and dynamics of Generation X’s and Y’s (Remember Gen X is 24 - 29 year olds and Gen Y is 18 – 28 year olds). Of course there has to be a difference, even if all we do is look at the age demographics, we can make astute observations about broad spending habits, for example, like a bigger percentage of Gen X’ers would have mortgages. Interesting, the article says that the data in the above report claims that it clearly shows the distinction between Gen X and Gen Y:

- "Generation X’ers use technology when it supports a lifestyle need whereas;

- Generation Y’s use of technology is so embedded into everything Gen Y’s do that they are truely the first native online population. Gen Y spends more time online – for leisure or work – than watching TV".

When we put this into a practical sense, we then need to make sure that our online marketing strategies add value to the users experience. So, for example:

1. Generation X’s will search online for information, whats on, how to save money when they are planning to go out and would be comfortable printing out a discount voucher to redeem in a club however;

2. Generation Y’s have an iphone or similar and do their searching on their mobile phone as well as via PC/Laptop etc but want to be able to access offers on the run.

In other words, technology is embedded into everything they do including how they access & retrieve information. So in the marketing strategies, online advertising & promotional vehicles and your Club’s website, it is important to continually innovate how you use technology to ensure that your Club is maximizing its potential to communicate to the generations that will be delivering the growth to your business now and into the future. Clubs that are doing this, will be sowing the seeds for their future.

One of our key strategies for www.clubsational.com.au is to continually innovate through the development of our technology. When we launched Clubsational in July 2007, we launched with the online discount vouchers. Since that time, we have also launched Jobs and Stays (accommodation). Any business today needs to innovate, even if only incrementally. Watch this space for some new innovation shortly......