Marketing to Women: A Gadget for Each Generation
July 28, 2011 § 2 Comments
Just read an interesting study from media research firm Affinity that suggests that each generation has its favorite gadget. Their findings suggest that e-readers are for baby boomers, PC tablets for Gen Xers and smartphones for millennials.
Baby Boomer: Surveying more than 60,000 consumers, Affinity found that 12 percent of U. S. adults own an e-reader, with owners of the readers skewing female and baby boomer. The e-reader is mostly an at-home device.
Gen X: The Gen-Xers are 16% more likely to have a tablet and almost a fourth of them plan to purchase one. This compares with the current 8% of consumers that currently own a tablet. With tablets, men are more likely to be owner than women. Affluent Gen-Xers are 63% more likely to buy a table than their peers.
Millennials: Smartphones are the device of choice for millennials who are 28% more likely to own a smartphone than average. After all, these millennials do not have a land line and depend on their smartphone for almost everything.
But there is another category that this study overlooked: it’s the crazed Apple lover Mom of all generations that has an iPhone, a MacBook, and iPad – and wonders why anyone would ever want a Kindle. (Confession: I fall into that category) These are the folks that are hooked on entertainment, the cool factor, convenience and integration, and the beautiful design of Apple products. According to NPD, the number of moms who purchased iPhones grew 132 percent in the first quarter of 2011 over sales recorded during the same time last year.