Gartner: Marketers must acknowledge Gen V

Marketers have another demographic to monitor and target thanks to the Internet. The new group defies all other traditional demographics with a unique blending of attitudes, interests and general behavior.

by Helen Leggatt

Gartner has identified a new generation – Generation Virtual – also known as Generation V. Generation V isn’t defined by age, gender, class or geography; instead they are recognized by their levels of achievement, accomplishments and a preference for digital media channels for learning and sharing.

According to Gartner, Generation V can be broken down into four levels of engagement:

Creators (Up to 3%) – Providers of original content.

Contributors (3% to 10%) – Regular followers of creators who add to the online conversation.

Opportunists (10% to 20%) – Erratic contributors depending on their needs at the time of searching.

Lurkers (80%) – Spectators that benefit from other’s input but who don’t provide any content themselves.

“Companies should plan to segment all four levels in the community - each has significant business value,” said Adam Sarner, principal research analyst at Gartner.

“Differentiation exists between sectors and industries. Marketers with strong brands attract more creators. Certain industries, such as insurance, draw more lurkers.”