Motorola survey reveals shift in media consumption habits across generations

Posted by Dennis Sellers Dec 5, 2009 at 6:00am

The 2009 Media Engagement Barometer commissioned by Motorola’s Home & Networks Mobility business has revealed a shift in consumer influence that hasn’t been widely recognized yet:

Age no longer dictates a consumer’s willingness or ability to use media technology or services. In fact, all generations—Millennials (75%), Gen Xers (74%) and Boomers (66%)—recognize the role entertainment technologies play in helping them keep their lives in order, which helps explain why Millennials (80%t), Gen Xers (78%) and Boomers (78%) are equally likely to desire to be constantly connected. With all generations now immersed in entertainment technologies, Motorola says we must look beyond age to predict influences.

Connectivity is more of a lifestyle issue. Being accessible at all times is seen as a necessity across generations (Millennials, 79 %; Gen Xers, 64%t; Boomers, 65%).

There’s a two-way dialogue between consumers of all ages as they engage with technology products and share their experiences. The majority of Americans report influencing the decisions of their children (75%), friends (74%), colleagues (67%) and parents (58%).

Parents, grandparents and children alike are actively engaged in the tech sphere of influence. Gen X and Boomer parents reveal that they are influencing their children’s tech habits (Gen Xers, 87% and Boomers, 79%) even more than their Gen X (62 %) and Millennial (76%) children influence their habits.

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