Case study 3.docx - Madisson Gilmore Prof Gross Case Study 3 9 Nov 2018 Part 1 Generational Characteristics CHARACTERISTIC Baby Boomers Generation X

Case study 3.docx - Madisson Gilmore Prof Gross Case Study...

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Madisson GilmoreProf. Gross Case Study 39 Nov 2018 Part 1: Generational Characteristics CHARACTERISTICBaby BoomersBorn 1946-1964Generation XBorn 1965-1976Generation Y/MillennialsBorn 1977 – 19981. Market Size73.4 Million65.7 Million71.8 Million2. Average HH Size23.22.73. Average HH Income$80,000$95,000$65,0004. Relationship to TechnologyMost likely to usesmartphones anddesktop computersMost likely to usesmartphones, laptops,game consoles,Most likely to usesmartphones,laptops, gameconsoles, and iPods/iPads5. Relationship to Family & FriendsBelieve main purposeof marriage ishappiness andfulfillment; lessaccepting of same sexmarriage, unmarriedcouples living togetherand non-traditionalarrangementsAcceptance of different family styles is the norm, “Whatever works” attitude; close circle offriends, 72% say say friendships are reliable and hold onto same friendships afterstarting a familyRank friendship asbeing a majordeterminant of asuccessful life, lessfocus on parenting’Millennial women aregenerally happierwith their personalgrowth andfriendships6. Relationship to Work & Workplace“Workaholicgeneration”; motivatedby position, perks, andprestige; definethemselves throughtheir work relatedaccomplishmentsStrive for a work-lifebalance; self-managing,independent, techsavvy; prefermultitasking andflexible schedulesFocused on jobsecurity; feel theworkplace is morecompetitive and theyare less likely toattain their careergoals than Gen X7. Print Media Preferences (Be specific)Number onepreference for printmedia remains asnewspapers. This is atried and true methodthat the baby boomergeneration is familiarPrint media of choiceis any newspaper, ore-newspaper. Preferfinding articles to readthat are originally fromprint sources, but thatcan also be foundMostly consumemedia through theform of e-text andonline news articles
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withonline8. Online Media Preferences (Be specific)Increasing popularity ininternet usage;preferred online mediaremains as onlinenews articles andmagazinesIncreasing popularityin internet usage;starting to use moresocial media, LinkedInand Facebook aremost popularSocial medianetworking sites arevery popular;Facebook, Twitter,and Instagram arethe biggest mediainfluences forMillennials9. Preferred Method of CommunicationPrefer phone calls orface to facecommunication overinternet or e-mailPrefer instantmessaging, texting,and email over face toface communicationPrefer texting andcommunicating inlarge groups ofpeople10. Poverty LevelMales- 9.5%Females- 9.8%Males- 12.3%Females- 18.3%Males- 13.4%Females- 18.3%Data Sources for this Table:Source 1: -Characteristic 1Source 2:-
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