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BizReport : Research : February 05, 2008
Report: Millenials aren't so different from Silver Surfers
If you think targeting the millennial generation is completely different from targeting the Silver Surfer generation, think again. A recent study from University College London's Ciber Project indicates that there are fewer differences between Millenials and Silver Surfers than originally thought.
Many assume that Millenials (also known as the Google generation), who were born after 1993, will interact differently with technology and with people than Silver Surfers, those over 65 years of age. The research found quite the opposite.
Researchers found that Millenials literacy is not increasing along with they use of technology and in fact that Millenials aren't necessarily "taking in" the information they find online. Instead because the information is simple to find, kids are more likely to simply regurgitate what is read without really thinking about or understanding what the information really means. The report also indicates that Millenials find it hard to determine the relevance of their online sources.
What does this mean for marketers? Well, the trends in the research indicate that in the future this new generation may not be so different from the older generation. So targeting that works with Silver Surfers in 2008 may have some relevance when targeting Millenials 60 years from now.
Tags: online research
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