There's been a shift
in consumer influence that hasn't been widely recognized yet: Age no
longer dictates a consumer's willingness or ability to use media
technology or services.
All generations - Millennials (75
percent), Gen Xers (74 percent) and Boomers (66 percent) - recognize
the role entertainment technologies play in helping them keep their
lives in order, which helps explain why Millennials (80 percent), Gen
Xers (78 percent) and Boomers (78 percent) are equally likely to desire
to be constantly connected.
he 2009 Media Engagement Barometer commissioned by Motorola's
Home & Networks Mobility business revealed:
- Connectivity is more of a lifestyle issue. Being accessible at all
times is seen as a necessity across generations (Millennials, 79
percent; Gen Xers, 64 percent; Boomers, 65 percent). - There is a two-way dialogue between consumers of all ages as they
engage with technology products and share their experiences. The
majority of Americans report influencing the decisions of their
children (75 percent), friends (74 percent), colleagues (67 percent)
and parents (58 percent).
- Parents, grandparents and
children alike are actively engaged in the tech sphere of influence.
Gen X and Boomer parents reveal that they are influencing their
children's tech habits (Gen Xers, 87 percent and Boomers, 79 percent)
even more than their Gen X (62 percent) and Millennial (76 percent)
children influence their habits.
"In understanding the shift in
media consumption habits, Motorola is able to develop products and
services that will enable our customers to accelerate the delivery of
personal media experiences," said Dan Moloney, president of Motorola's
Home & Networks Mobility business. "The barometer findings have
demonstrated how networking technologies have had a really powerful
impact in integrating the different facets of people's lives, and the
"digital generation divide" that we perceived to dictate technology is
now shifting toward a usage-based definition."
Connectivity Is a Necessity
The
ability to connect wherever you are has become an essential component
of daily life. In fact, seven in 10 Americans (70 percent) feel it's
"important for me to always be accessible," and nearly eight in 10 (78
percent) feel they are constantly connected with family, friends and
colleagues, regardless of physical location.
This level of
access gives Americans the freedom to better prioritize and blend
different aspects of their lives. Rather than feel stifled by their
constant availability, Americans admit that being connected makes them
feel relaxed and confident.
Demand for Content Anytime, Anywhere
In
spite of their everyday use of technology, 70 percent of those surveyed
are still excited by the ability to live a connected lifestyle and,
regardless of where they are, have become reliant on the ability to
access and share content, including video images, anytime, anywhere.
Sixty-six percent of Americans expect to be able to access the same
content no matter where they are.
Universal Need for Customization
In
addition, Americans need an effective way to cut through the clutter
and learn about customizable solutions that meet their needs, as many
are frustrated and overwhelmed by current levels of information. That's
why Americans of all ages, not just Millennials, now recognize the
value in making their content and experiences personal. The desire to
customize individual experiences extends from media consumption to
social networking to watching and interacting with their televisions.
As
of today, the majority of Americans (57 percent) across all generations
have received a customized recommendation from a program based on their
individual tastes, and roughly half of those have received a customized
suggestion have acted on it (44 percent).
Sphere of Influence
Traditionally,
Millennials have been touted as the "tech generation" and viewed as the
primary influencers on their parents' technology purchases and
behaviors. Motorola's 2008 study among Millennials
revealed that 71 percent of Millennials have influence over parental
decisions about cable, DSL or dish-satellite services (SOURCE:
"Motorola Home and Networks Mobility Millennial White Paper," 2008).
However,
as evidenced in the Media Engagement Barometer findings, parents are
influencing their children's tech decisions as often as - if not more
than - their children are influencing them. That's why it is time to
reevaluate our understanding of the sphere of influence. Regardless of
age, consumers are turning to cross-generation tech influencers who are
defined by their media consumption habits.
The purpose of the
study was to explore how different generations engage through
technology products and services with family, friends and colleagues.
Interviewers questioned a survey sample of 1,000 Americans ranging from
16-64 years old. However, as technological innovations continue to
progress, people's lives can no longer be so easily segmented.
Millennials, Gen Xers and Baby Boomers come together through
technology, forming bonds based on usage habits rather than age group.
For more information on Motorola's 2009 Media Engagement Barometer, please visit www.motorola.com/mediaengagement