Gen X, Gen Y, Gen Buy

The October 6 Media Digest reported a survey conducted by Carleton University that revealed, “a website has as little as 50 milliseconds – or just 1/20 of a second- to make a good first impression.” And, compounding that snap reaction, “once a visitor forms an impression on a subconscious level, he or she will selectively search for information confirming that impression.”  We like to be right and if that first reaction is negative, we will “tend to overlook positives for further negatives, regardless of quality of the product a business might be selling. “ The moral of the survey, Media Digest writes, “Best hire a good designer.”

Ypulse president, Dan Coates, billed by Media Post as “a leading authority on tween, teen, college and young adult insights, writes on the, “Social Network Disconnect” in that publication, “Gen Y is the first generation in human history to, as children, be more technologically advanced than their parents. Their use of technology is pervasive and sophisticated. You can pretty much count on the totality of Gen Y to be online and connected. Research conducted by the Insights division of Ypulse in September 2010 shows 94% of Gen Y to be on Facebook, spending 11.4 hours a week within its pearly blue gates. This connectivity is nearly ubiquitous, with more than three quarters (78%) of high school and college students connecting to their preferred social network via their mobile phone. Mobile devices and the Facebook platform are the glue that keeps this generation connected. (Gen Y: those born between 1982 and 2004). Generation Y is accustomed to multi-tasking, processing information five times faster than do their parents but as Kate Yarrow points out in her book, Generation BuY, having grown up with technology, they learned they can get what they want when they want it. Therefore they are impatient but, because they have grown up with a surfeit of information instantly available, they are also in search of reliable, trustworthy guidance.

Mike Doherty, president of Cole Weber United agency, wrote for Marketing Post: “To successfully engage this group, you can’t advertise to them; you have to invite them to participate in something bigger than advertising. Marketers need to give young people ready access to the content they create and enable them to participate with it, create their own and share it. They need to inspire and engage youth and then reward them for participating.

This Post Has One Comment

  1. “Generation Y is accustomed to multi-tasking, processing information five times faster than do their parents”

    I don’t buy it. So-called “multi-tasking” has been shown to be a myth. As for processing information “five times faster,” that would require a development in human physiology that hasn’t happened.

    I give this kind of un-scientific consultant claim as much credence as cold fusion.

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