The differences between Gen X and Gen Y’s use of digital technology have been made a little clearer, thanks to a recently released report from Forrester Research. The new insights should help marketers play the advertising generation game.
by Helen Leggatt
In what is being touted as “the largest ongoing survey in the world to explore consumer attitudes, ownership, and use of technology”, Forrester claim to have hit on the big difference between the way Gen X (29-42 year olds) and Gen Y (18-28 year olds) use technology.
Gen Y, they say, are the true online natives and have integrated technology into their everyday lives. They spend more time online than Gen X, watch more online video and text message more often. Technology forms a major part of their entertainment and socializing.
"Gen Y is the audience that most companies are struggling to understand right now because it's key to their future revenue growth," said Charles Golvin, principal analyst at Forrester Research.
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