Myth Busting
1. C = Young
2. C = Digital Driver
3. C = “The internet”
3www.jakepearce.com – breakthrough strategy
1. Young|DemographicB’mers 43-60
X 61-81
Y 82- 02
Z 03-www.jakepearce.com – breakthrough strategy
Gen C in a word
www.jakepearce.com – breakthrough strategy
1. Psychographic
C
www.jakepearce.com – breakthrough strategy
1. P’graphic| Digital Influencers 10%
Source : Citizen Marketer – Huba & McConnel 2003
1. Young |All going Native !
www.jakepearce.com – breakthrough strategy
• Gen X – most likely to bank, shop on line• Boomers most likely to book travel on line• Silent Generation (64-72 years old ) up
there with Gen Y on e-mail• Biggest increase in internet use since 2005 is
in the 70-75 age group
Pew “Generations on line in 2009” http://pewresearch.org/pubs/1093/generations-online
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1. All going Native NowFuture Madness
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• Estimated 60% will put US content on-line (next 4 years)
• By 2012 it is estimated half of all advertising will be personalised on your mobile
• By 2040 it is estimated half of all leisure time will be spent in Second Life equivalents
• Tencent has 300 million users and produces nothing – except digital icons – sales 1.8billion US
Source : IBM, McKinsey, Technorati and Bridge Ellis
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2. Doing |Digital Driver
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2. Being |Overloaded leads to CONTROL
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2. C = Control
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control
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3. So what? Wrong focus Messaging vs Connection
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3. So what? WOM drives digital and marketing doesn’t ‘get it’/overlooks it
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WOM = 80%
Digital = 20%
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3. So what? The rise of Referral Marketing
www.jakepearce.com – breakthrough strategy
GEN C“ talk more than they type”
Myth Busting
1. C = Ageless
2. C = Control
3. C = Referral Marketing
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