“While technology has created more opportunities to reach consumers
through increased touchpoints, a lengthier purchase process and receptivity to
advertising, there are dramatic generational differences. We found that technology
empowers and inspires Gen X enthusiasts while Millennials find technology more
stressful and lethargic,” explained Manu Singh, Group Vice President,
Commercial Insights and Digital, Discovery
Communications.
I found this insight fascinating and followed up with more questions
for Singh:
Charlene Weisler:
Why do you think there is such a stark difference between Millennials and Gen X
in tech attitudes?
Manu Singh: Both groups feel more productive and empowered by
technology and have no desire to step away from their technological lives. Differences
stem from how pervasive technology has been in their everyday lives from the
start. Millennials are accustomed to technology being woven into all facets of
their interactions while Gen Xers have clear memories of a lower tech life.
Millennials are exposed to the pressures of staying on top of
technology and being judged by their peers. They are more likely to follow new
tech releases and get the latest devices but also report feeling more stressed
by technology. While the social benefits of technology are important to both
generations, it’s stronger for Millennials. Technology facilitates their main
modes of communication, creating an inherent social “burden” to stay relevant. Gen
Xers appreciate and respect the benefits of technology but tend to focus more
on how it can improve and simplify their daily lives.
Weisler: What
should an advertiser do to reach Gen X and Millennial enthusiasts? Is there different messaging by generation?
Singh: Both say they are consuming more video due to advances in
technology so there are more opportunities for advertisers to connect via
video. When it comes to viewing, TV remains the go-to device for both
generations with a multi-platform strategy.
When thinking about messaging for Millennial enthusiasts, it’s about
having access to the world, freedom of creative expression and career
benefits. For Gen X, messaging should
express empowerment and innovation – these are reasons they are driven to use
technology and it will feed into existing excitement about capabilities and
benefits. Both groups of tech enthusiasts are open to advertising, but place a
high value on relevance and personalization.
Weisler: What
should programmers and content providers do to reach both groups?
Singh: Technology is integrated into all areas of their day to day. It
is a lean-forward mindset. Networks like
Discovery successfully resonate with Tech Enthusiasts because of innovative
content that fuels their curiosity. DCI
tech enthusiasts are more likely to notice and be receptive to advertising than
non-Discovery enthusiasts. It is also important to make content available where
consumers are. Millennials are more
likely to view on mobile devices as well as layer streaming services on their
cable/satellite subscriptions.
Weisler: What is
the future peril and opportunity with each group with these attitudes towards
tech?
Singh: Recently there has been a movement towards simplicity (Tech Free
Tuesdays, adult coloring books, etc.) in response to perceived oversaturation
of technology. While a mass exodus from
all technology is unlikely, there should be a focus on the role of technology
in enhancing lives more than it detracts.
Focus on smart-tech product creation with the goal of life-improvement
(lower utility bills, reliable home security) as opposed to the mere creation
of more products. Technology has created new ways to learn about brands,
simplified purchasing and expanded product options. Tech enthusiasts are becoming smarter, more
efficient and global shoppers. Their curious nature means they are open to new
shopping experiences.
Weisler: What is
the future of linear TV with each group?
Singh: TV is not dead! Traditional TV set is still used most often for
viewing video content and over half of enthusiasts still have cable or
satellite service. There will continue
to be shifts as on-demand culture grows alongside streaming and social platform
offerings, but we see linear TV maintaining its base position for content
creation and distribution through linear, VOD, DVR and online streaming/app
means.
I just wanted to add that with Apple’s 10th Anniversary iPhone, a new
round of consoles hitting the market for the holidays, and a smart speaker
spending war brewing between Amazon, Google and Apple, the need to connect with
Tech Enthusiasts is stronger than ever. And, since eight out every 10 tech
enthusiasts watch Discovery Networks, so I have to say that makes our content a
must-buy!
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