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Saturday, December 05, 2009

Motorola Survey Reveals Shift in Media Consumption Habits Across Generations

Interesting article ...

The 2009 Media Engagement Barometer commissioned by Motorola's Home & Networks Mobility business (NYSE: MOT) has revealed 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. In fact, 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.

With all generations now immersed in entertainment technologies, we must look beyond age to predict influences.

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.

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.

"Service providers and technology companies are starting to deliver video, communications and information services more aggressively across multiple devices. However, if the key to success for these new services is consumer acceptance, adoption and loyalty, then it's critical we understand

The consumer influence model has obviously shifted:
Connectivity Is a Necessity
Demand for Content Anytime, Anywhere
Universal Need for Customization
Sphere of Influence -Parents are influencing kids!

full article

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