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Gen Yers, the 38 million Americans aged 18-28, lead the way in technology adoption - 90% own a PC and 82% have a mobile phone. But Forrester said the generation stands apart from others in the way it uses the technology. They watch more video online - 42% watch at least one Internet video a month – and they text (72% of mobile owners send or receive texts.)
In comparison, Gen Xers, the 63 million Americans between the ages of 29 and 42, use technology when it fits into their lifestyle needs. Forrester found that 32% own an HDTV, while 29% have a DVR. Gen Xers lead other generations in online shopping (69% shopped online in the previous month) and online banking (65% bank online.) Texting is also becoming more common, with 61% of Gen Xers now texting, up from 49% in 2007.
Forrester surveyed 61,000 consumers in the U.S. and Canada for the report.
"Gen Y is the audience that most companies are struggling to understand right now because it's key to their future revenue growth," Forrester principal analyst Charles Golvin said of the report in a statement. "Gen Xers use technology when it supports a lifestyle need, while technology is so deeply embedded into everything Gen Yers do that they are truly the first native online population." -- Jennifer Netherby
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Gen Y Lead the Way on Technology Use - July 24, 2008
Gen Yer's spend more time online than watching TV and unlike other generations, technology is embedded into their lives, according to Forrester Research's "The State Of Consumers And Technology: Benchmark 2008" report, which examines the difference in technology adoption and use among different generations, particularly Gen Y and Gen X.Gen Yers, the 38 million Americans aged 18-28, lead the way in technology adoption - 90% own a PC and 82% have a mobile phone. But Forrester said the generation stands apart from others in the way it uses the technology. They watch more video online - 42% watch at least one Internet video a month – and they text (72% of mobile owners send or receive texts.)
In comparison, Gen Xers, the 63 million Americans between the ages of 29 and 42, use technology when it fits into their lifestyle needs. Forrester found that 32% own an HDTV, while 29% have a DVR. Gen Xers lead other generations in online shopping (69% shopped online in the previous month) and online banking (65% bank online.) Texting is also becoming more common, with 61% of Gen Xers now texting, up from 49% in 2007.
Forrester surveyed 61,000 consumers in the U.S. and Canada for the report.
"Gen Y is the audience that most companies are struggling to understand right now because it's key to their future revenue growth," Forrester principal analyst Charles Golvin said of the report in a statement. "Gen Xers use technology when it supports a lifestyle need, while technology is so deeply embedded into everything Gen Yers do that they are truly the first native online population." -- Jennifer Netherby
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