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BizReport : Social Marketing : November 01, 2010


Study: For social, brands may want Gen X

Give another high-five to Generation X. According to a recent Citrix online study, Gen X-ers are more likely to be found social networking at work than their younger Gen Y counterparts. While many experts have pushed the theory that younger, more connected demographics were most likely to social network in the workplace, this study indicates that brands who focus on slightly older demographics may have better luck engaging consumers.

by Kristina Knight

In fact, it isn't just social networking where Gen Y is potentially lagging behind older workers. Both Gen X-ers and Boomers were found to be more connected, either through conferencing cools, social networks or other options than Generation Y

Researchers also found that Gen Y is potentially slacking on the mobile front, with only about 27% sharing information through texting, the least likely to video conference or use web conferencing tools. Added to that, over half believe those work meetings are a waste of time and about one-third believe meetings are inefficient.

According to the study:

• Americans have the most meetings, with half meeting daily and 75% believing that in-person meetings are very important
• 75% of Germans want to 'see other people' during meetings
• Only about half of respondents believe that in-person meetings are efficient
• 47% of 55+ share information via text
• 50% of 55+ use social networks for work and the demo has increased its use of socnets by 79% (Year over Year)

"One thing is clear: the human touch is incredibly important: the desire to see each other and interact on a personal level is not going away any time soon. There is some tension with the findings between the way people actually work and the communication methods they think are most effective - a sign that things are in flux," said Bernardo de Albergaria, vice president and general manager, global marketing and ecommerce at Citrix Online. "Despite admitting that in-person meetings are often inefficient and don't achieve their goals, workers still seem to like them. That's probably because people are hard-wired to see people and read body language. This points to a real opportunity for virtual collaboration technologies, specifically video conferencing, to further complement the need for personal interaction, while reducing the inefficiencies of face-to-face meetings."

The study was conducted by Forrester Consulting for Citrix Online; researchers polled a global audience during the month of September 2010 to come to their conclusions.






Tags: Boomers, Citrix Online, demographic targeting, Forrester Consulting, Gen X, Gen Y, social marketing, social networks








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