Are they really that different? The Digital Divide between Millennials & Boomers

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Insights for your business.

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300+ profiling variables
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Millennials & Boomers:
Bridging the Canadian
Digital Divide.
Insights for your business.

Digital Behaviour
General, Mobile, Sharing and Purchasing.
Real World Examples
Canadian Opera Company digital strategies.
Discussion
Hopefully we will have enough time to address
a few questions.

• Age 18 to 34
• Starting a new program in
higher education
• Getting married
• Buying a house
• Moving
• Having a baby
Millennials
• Age 45 to 54
• Sending kids to college /
university
• Renovating
• Imagining retirement
Younger
Boomers
• Age 55 to 64
• Retiring
• Downsizing
Boomers
Are they really that different?

“The future is already here – it's
just not very evenly distributed.”
William Ford Gibson, Science-fiction Author

MILLENNIAL YOUNGER
BOOMER
BOOMER
Technology is important to me. 55% 40% 37%
Technology helps me increase
flexibility between work and home. 46% 30% 27%
I like to try new technology as soon
as it is on the market. 29% 17% 16%
I would be willing to pay for
technology products that save me
time. 37% 23% 24%
Millennials may have the
greatest appetite for digital
tech; still 1 in 4 Boomers are
prepared to pay for the
benefits.
General Behaviour

• Desktop
• TV
• iPhone
• Blackberry
• Desktop
• TV
• iPhone
• Blackberry
• iPAD
• Laptop
Millennial
Younger
Boomer
Boomer
Over 60% say, “Hands off my....!”
Millennials and YB share a love
of mobile, but Millennials are
abandoning traditional television.
General Behaviour
One-Way
Two-Way

Picture quality for
appointment TV
Sports, news, movies
Games, games, gamesMillennial
Younger
Boomer
Boomer
Why do you prefer your TV?
General Behaviour
Linear
Non-
Linear

Millennials are highly motivated to
interact and use technology for two-
way communication.
% Perform Each Activity on Daily Basis
Social
General Behaviour

“A storytelling world with
participation.”
Nick Bilton, Technology Writer/Reporter for The New York Times

“Make it easier to
determine how many
seats are left for a
performance, where
they are located, and
what they cost.”

“I would like to see more
stories on performers,
costume and set design
... I want to be part of the
experience after the
curtain goes down!”

MILLENNIAL YOUNGER
BOOMER
BOOMER
Technology is changing the world
too quickly. 19% 23% 25%
Technology interferes with my
personal or family life. 11% 8% 8%
I worry about the impact of
technology on my life. 10% 10% 9%
Technology sometimes intimidates
me. 9% 17% 21%
Millennials and Boomers share concerns
about the impact of technology.
General Behaviour

MIL
YB
OB
I feel comfortable submitting this info online...
Millennials share a sense of privacy with
their contemporaries.
General Behaviour

“1 in 5 households intend to cut their
landlines in the next 5 years.”
Source: IPG Emerging Media Lab

Base: Own a mobile phone, N=305
Mobile Behaviour

Mobile Behaviour
Around 83 percent of
millennials sleep with their cell
phones within reach.
Pew Research Center

Check their mobile within 10
minutes of rising
Check their mobile
during dinner
Check their mobile
before bed
28%
8%
6%
Millennial Younger Boomer Boomer
22% 9% 4%
Mobile Behaviour

Millennials are in a league of their own at home,
except when it comes to gaming.
% Engaged in Each Mobile Activity
Mobile Behaviour

68% 42% 28%
MILLENNIAL YOUNGER
BOOMER
BOOMER
% HAVE DOWNLOADED AN APP
Mobile Behaviour

“The most important word on
the internet is NOT search.
The most important word on the
internet is share.”
Hugh McLeod, GapingVoid

MILs and YBs equally aware of
GPS; MILs using it more.
Use Google or Other Maps on Mobile to Locate Stores
Sharing Behaviour

Camera usage is very
high across the board,
but imaging sharing
varies more widely.
Base: Use mobile camera, N=280
Sharing Behaviour

46%
85%
21%
61%
16%
53%
Post
Visit
Sharing Behaviour

WHO IS DRIVING THE TREND
AVERAGE %
PURCHASE MIL YB Boomer
books
45%
flight / travel-related
41%
event tickets
37%
CD’s / DVD’s / MP3’s
37%
computer / computer-related
32%
clothing / accessories / jewelry
29%
magazine subscription
20%
membership fees
18%
video games 13%
Purchasing Behaviour
Younger Boomers are more diversified in
their online purchasing.

Summary
The migration from one-way
to two-way, round-the-clock
media and communications
requires marketers and
content providers to meet
digital Canadians where they
live, on their terms, to be at
the ready and unafraid of
dialogue. Consumers are no
longer just waiting to hear
from you. They are reaching
out and instigating that
exchange.
One-way media and communication
choices are gradually giving way to the
integration of two-way digital media in
Canadian lives.
Boomers are not monolithic;
Millennials and Boomers are NOT simply
living in separate and distinct media
universes.
Younger ‘Shadow’ Boomers are
distinguishing themselves as a bridge
across a generational digital divide.

Are they really that different? The Digital Divide between Millennials & Boomers

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