boomenials: connected device usage in millennials and baby boomers
TRANSCRIPT
BOOMENNIALS! Digital tech and the connected consumer
06│10│2014
Hello!
PHOTO CREDIT: Matt Mcgillivray 2011
What we did
LIFE-BLOGGING
CAMERAS6 people
2 days each
START
ONLINE
COMMUNITY24 people
1 week
VIDEO
ETHNOGRAPHIES6 people
1 afternoon each
SURVEY500 respondents
FINISH
01Attitudes to
tech 02 The web 04Conclusion
and key take
outs03
The social
web
01
Attitudes and
ownership
This is not about tech adoption
Source: Connected consumer survey 2014
Boomers are keen adopters of digital tech
80% 58% 57% 34%
At least one of the following devices in the household
Laptop Smart phone Tablet Games Console
Source: Connected consumer survey 2014
TOP FIVE WORDS ASSOCIATED WITH
TECH:
1.ENJOYMENT
2.CONNECTED
3.FUNCTIONAL
4.EDUCATIONAL
5.CREATIVE
For Millennial’s tech was about play and learning
PHOTO CREDIT: LUFTHOLEN 2007Source: Connected consumer survey 2014
Which makes tech an indispensable part of life
Source: Connected consumer survey 2014
TOP FIVE WORDS ASSOCIATED WITH
TECH:
1.FUNCTIONAL
2.ENJOYMENT
3.CONNECTED
4.EDUCATIONAL
5.FRUSTRATED
For Boomers tech was about work
Source: Connected consumer survey 2014
Which might explain why tech is seen as a ‘necessary evil’
Source: Connected consumer survey 2014
47% of Baby boomers regard technology
as a ‘necessary evil’
What Boomers DON’T use digital tech for
Browsing
Researching
Shopping
Banking
Online voucher
Accessing music
Accessing films
Gaming65%
49%
28%
14%
11%
1.8%
1.7%
1.4%
Activities not done online
Source: Connected consumer survey 2014
Channel usage throughout the day is still quite traditional
WAKING UP
BREAKFAST
JOURNEY TO WORK
N/A
AT WORK
EARLY EVENING
SUPPER
N/A
LATE EVENING
Multi-screening or Multi-tasking?
Have had a conversation
Have browsed online
Have read a book or magazine
Have done some shopping
Have looked up info about the
programme they are watching
70%
49%
43%
38%
30%
Source: Connected consumer survey 2014
21%
29%
25%
22%
8%
23%
9%
12%
8%
5%
2%
7%
Shopping
Browsing
Researching
Accessing films
Accessing music
Banking
Online tasks done ‘on the go’
Boomers
Millennials
Being online and on the go doesn’t appeal
Source: Connected consumer survey 2014
58%
This is likely to be related to smartphone ownership
88% 49%
Kids in HH No kids in HH
Source: Connected consumer survey 2014PHOTO CREDIT: Iain Farrell 2014
Or if not ownership then how ‘smart’ features are actually used
SO WHAT?
1. IT’S ABOUT ATTITUDES NOT ADOPTION
2. THERE IS ROOM FOR DIGITAL ENTERTAINMENT
TARGETING BOOMERS TO GROW
3. EVENINGS ARE KEY FOR DIGITAL CHANNEL
ENGAGEMENT
4. BOOMERS DON’T WANT TO BE ‘ALWAYS ON’
02
The web
The top five benefits of the internet are…
1. ABILITY TO RESEARCH
PRODUCTS AND
SERVICES
2. MAKING MUNDANE
ACTIVITIES EASY
3. SHOPPING
4. KEEPING UP WITH
FRIENDS AND
RELATIVES
5. EXPLORING MY
PASSIONS
PHOTO CREDIT: Surlan Soosay 2009
The internet connects you to the real world
74% of Baby Boomers agree that the
internet has made the world a
smaller place
compared to
55% of Millennials
Source: Connected consumer survey 2014
There is a real joy connecting to real people and places
Browsing is more task focused
40% of Baby boomers only go online when
they have something specific to do
Source: Connected consumer survey 2014PHOTO CREDIT: Bryan Campbell 2010
Which means Boomers are less susceptible to distraction
49% of Millennials say they are ‘often
distracted’ by other things online
compared to
39% of Baby Boomers
Source: Connected consumer survey 2014
And are less likely to feel ‘overwhelmed’ by technology
35% of Millennials say they feel
overwhelmed by new technology
compared to
25% of Baby Boomers
Source: Connected consumer survey 2014PHOTO CREDIT: Daniel Rodriguez 2013
Brands should focus on providing deals, promotions and ‘information’
68% Of Baby Boomers want brands to
provide deals and promotions
54% of Baby Boomers want brands to
provide product service information
Source: Connected consumer survey 2014PHOTO CREDIT: Christopher Sessums 2010
SO WHAT?
1. BOOMERS HAVE GOT BETTER THINGS TO DO THAN
HANG ABOUT ONLINE
2. BOOMERS ARE PREPARED TO GIVE MORE TIME TO
THE RIGHT KIND OF CONTENT
3. CONNECTING WITH THE WORLD IS A RICH SEAM TO
DELVE INTO
03
The social web
The idea of using the internet to ‘kill time’ doesn’t wash
IT’S ALL YOUTUBE AND PHOTOS
OF LATTE, WHO BLOODY CARES?
Jonathan, Baby Boomer
Using online to catch up with friends is important
55% of baby boomers have a Facebook account (the same number who say that keeping up with friends is a preferred way of using online)
11% Have a twitter account
35%
18%
19%
27%
9%
7%
Skype
Online
Instant messenger apps (eg. What's App)
Which of the following allows you to have a proper chat?
Baby Boomers
Millennials
But the idea of using social media to ‘have a chat’ is not appealing
Source: Connected consumer survey 2014
And the idea of ‘always on’ Social media has a limited appeal
36% of Millennial’s always have a social
tab open whilst browsing
compared to
11% of Baby Boomers
Boomers are unlikely to interact with brands via social media
Source: Connected consumer survey 2014
HAVE NEVER FOLLOWED A BRAND ON
SOCIAL MEDIA
HAVE NEVER VISITED A BRANDS FACEBOOK
PAGE
HAVE NEVER GONE ON A BRANDS WEBSITE
AFTER SEEING INFORMATION ON SOCIAL
MEDIA
60%
72%
59%
Boomers are less willing to acknowledge the role that brands play in their lives
14% of Millennials say Brands make them
feel they belong
compared to
3% of Baby Boomers
Source: Connected consumer survey 2014PHOTO CREDIT: Simon Bleasdale 2008
SO WHAT?
1. BOOMERS USE SOCIAL MEDIA DIFFERENTLY
2. BOOMERS ARE NOT CONNECTING WITH BRANDS
ON SOCIAL MEDIA
3. PERHAPS BRANDS AREN’T DOING A GOOD JOB AT
CONNECTING WITH BOOMERS IN GENERAL?
04Conclusion and key
take outs
IN CONCLUSION
1. THE CONNECTED CONSUMER?
2. ELECTRIC GUITARS
3. THE AGE OF WONDER AND CONFUSION
4. NO LOGO
Goodbye!
PHOTO CREDIT: Linda Martin 2006
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