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Born between 1980s and 2000, Millenials were the first so-called digital generation, while their younger siblings Centennials were the first born with smartphone in their palms. Access to technology and information has influenced their behavioral patterns globally. However, technological ‘native-ness’ is not the only trait that differs the two younger consumer age groups, a research by the Futures Company finds.
If you sometimes feel guilty chatting with a friend on mobile/tablet in front of your desk during the working hours, you are not alone: a recent study of 3,500 American adults of different ages reveals 58% do so every day and feel guilty too. Here are the five most recent trends on how we use tech to consume media content and socialise from Deloitte, Kantar Woldpanel, Lightspeed GMI, and MobileIron.
The ‘mobile-first’ U.S. research agency MobileIron has surveyed 3,500 full- and part-time professionals to reveal a new hyper-connected demographic group: the so-called Generation Mobile or simply Gen M. These are either male office workers of 18-34 or older people with children under 18 year old at home, who constantly mix their work and personal communications on smartphone or tablet devices.
Over a half (55%) of UK adults have stopped browsing sites and looking for new content and products—instead they stick to two-three trusted sources of information. This data comes from the global media agency Carat’s Consumer Connection System research tool surveying 11,000 UK consumers and their media behaviour annually.
The global consulting and technology firm Capgemini has been tracking consumer shopping habits since 2002, surveying over 50,00 consumers worldwide, and gathering insights into the changing patterns of purchasing behaviour from originally predominantly traditional physical stores to now multichannel shopping.
The statement that the age group of 15-24 years old are «digital natives» has been questioned by the recent in-depth consumer study by the UK Kantar Media’s research division TGI Clickstream. Anne Benois, Director of Insights and Integration, proves that age cannot be regarded a crucial factor of digital behaviour, but a mix of cultural and economic experience is what defines our digital «fluency.»
Our choices in the supermarket may be more irrational than we think. Consumers may say that they pay more for eco-friendly food because it’s healthier, however, what really drives their purchasing decision in regard to pricey groceries is status of a product, a new research from Lund University, Sweden, finds.
The independent regulator for the UK communications industry, Ofcom, has conducted a survey on the knowledge and confidence of digital communication technologies among nearly 2,000 UK adults. In general, teens of 12-15 years old are the most tech-savvy respondents, while people aged 55 years old and over are losing their confidence in mastering new digital tools and devices.