Posted in on March 2, 2010

Technology Use, Attitudes Distinguish Youngers from Elders

Another look at the generational marketing snapshots provided in the new Pew Research Center study on Millennials (see yesterday’s post).  Today’s topic: Technology. 

 Two years ago, Harris Interactive asked Americans what they’d re-name their generation, if they could.  A full quarter of both Millennials and Gen X chose “Generation Tech.”  That finding is confirmed in Pew’s new research which reported that – especially for the 18-29 year olds -, technology is what defines them as distinct from Boomers and beyond.


It’s not just use of technology but attitude that distinguishes Millennials and Gen Xers from their elders.

“[A] majority of the public takes the positive view of modern technology. Half of the public says that new technology makes people closer to their friends and family, but 39% say that new technology makes people more isolated. A majority of Millennials (54%) and Gen Xers (52%) think that new technology makes people closer to each other rather than more isolated. But Boomers and members of the Silent generation are more divided in their opinion.”

The upshot for those marketing to Baby Boomers and Silent Generation?  Many elders are tech savvy and active online.  But it’s not what defines them.  Don’t forget traditional marketing techniques such as direct mail or print advertising when trying to motivate 50+ consumers.

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