A recent study conducted by NewMediaMetrics found a significant difference in the types of digital behavior embraced by the X and Y generations when it comes to child raising. Gen Y is much more attached to media that connects them to other moms (online communities, blogs, video-sharing sites, etc.), while Gen X moms are more likely to embrace the web for task-oriented activities like shopping online and uploading photos. The study concludes that this might signify a shift in the way that marketers should be targeting the next new generation of moms online.Research Brief » Blog Archive » Y Moms Connect Through The Internet; X Moms Task
More evidence, if you will, for my theory of the new generation gap. The key point is it's all coming to pass very, very quickly. The changes in attitude, media behavior, shopper behavior and general worldview are quick and clearly defined.
What does this mean for marketers? We need to toss our assumptions about how interactive creative works. We need to recalibrate how we judge ideas in the early stages of planning and development. We can't fall back on yesterday's best practices, even though they still feel freshly minted.
And it means that the marketers who persist in clinging to the tried-and-true may find themselves scrambling for new structures as early as first quarter 2009. Could happen.
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