Generational Marketing and Social Media
Autor: Lingyu Yang • April 18, 2016 • Case Study • 2,228 Words (9 Pages) • 2,031 Views
Case 3: Generational Marketing and Social Media
CASE ASSIGNMENT & CASE SUBMISSION FORMS:
Student Name: _________Lingyu Yang_____________________
Part 1: Generational Characteristics. [50 points]
The table below has space for 10 demographic and psychographic characteristics that can be used by marketers distinguish among these 3 generations. Eight characteristics have been identified; you must identify 2 others. Complete the information for each characteristic & generation; make sure to provide source of data in the table (if appropriate).
CHARACTERISTIC | Baby Boomers Born 1946-1964 | Generation X Born 1965-1976 | Generation Y/ Millennials Born 1977 – 1998 |
1. Market Size | 20 million | 50 million | 76 million |
2. Average HH Size | 2.1 people | 3.3 people | 2.7 people |
3. Average HH Income | $99137 | $95887 | $25045 |
4. Relationship to Technology | Welcome new technologies and expect these technologies to adapt to them | Access to technologies in young ages | Constantly access to texting, Internet and phones; overuse and heavily dependent on technologies |
5. Relationship to Family & Friends | Usually raised by grandparents; High divorce rate (52% to 62%); High remarriage rate (3/4) | Stronger on family values than Baby Boomer; being independent at a younger age | Family-centric and friend-centric, value the relationship between family and friends |
6. Relationship to Work & Workplace | Strong work ethic; work longer hours; value pays and respect loyalty | Not blindly loyal; more than willing to leave a job for a better opportunity; more involved technology in work | Willing to trade high pay for flexible schedules and a better work/life balance; enjoy working in teams |
7. Print Media Preferences (Be specific) | Newspapers and magazines | Less newspapers and magazines | Almost no newspapers and magazines |
8. Online Media Preferences (Be specific) | Newspapers and magazines, video games, Twitter and Facebook | E-mails, text messaging, TVs, internet browsers and Facebook | Computer games, E-mails, Facebook, Twitter, text messaging |
9. Add’l Characteristic | Enjoy traveling; account for up to 80% of luxury travel spending | More diverse than previous generations in race, class, religion, ethnicity and sexual orientation | Confident, ambitious and achievement-oriented; always seek challenges |
10. Add’l Characteristic | More health conscious than other groups | Highest education levels | More open-minded, culturally tolerant and socially conscious |
...