Case 3: Generational Marketing and Social Media CASE ASSIGNMENT & CASE SUBMISSION FORMS: Student Name: MacKenzie Pugh 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 73 Mil 66 Mil 73 Mil 2. Average HH Size 2.5 3.3 1.3 3. Average HH Income $56,000 $58,000 $58,000+ 4. Relationship to Technology Microwaves Tech did not run their lives. Writing letters, making landline phone calls Handheld Devices. Pagers Thrive on innovation, startups, gadgets, (twitter, facebook, redditt) 5. Relationship to Family & Friends Strong interpersonal relationships. Values relationships Mother stayed home with the kids Raised by two parents who worked or by a single divorced parents. Parents worked a lot Dual income families Raised by non authoritative parents, more like friends. They make the rules. Date online. May live with parents for awhile 6. Relationship to Work & Workplace “American Dream” 9-5 career Workaholics Skills needed for success Work is over personal life Tests authority, ethic not as important Effective, Leave work right at 5pm. (no overtime) More freedom (can work at a coffee shops or at home) 7. Print Media Preferences (Be specific) [Dav18] Newspapers, political content Newspapers, magazines Don’t really use hard copies unless printed from internet
8. Online Media Preferences (Be specific) Yahoo Mail, political content, maybe Facebook Facebook Blogs, Tumblr, DIY’s, Reditt, Email, Text, Digital Debates 9. Main Focus Work, Personal Relationships, Family Efficiency, Career, Global, Networking, Tech 10. Communication preference Face to Face Connect to peers via phone/instant messaging, occasional meet ups Social Media, Text messaging, seeing statuses Sources: - z used for: relationship to tech, relationship to family, relationship to workplace - media-2be6c49b5b91 used for: all - millennials-you-need-to-know/ used for: Print media, online media, main focus - art5910718593/ used for: technology, communication used for: main focus, communication used for; market size - income-age-of-onsumers-and-size-of-household used for: household size -
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- Fall '14
- Marketing, Generation Y