No wonder Apple appeals to the ‘Millennials’ generation
Posted by Dennis Sellers 
May 1, 2007 at 6:06am
It’s no wonder that Apple is doing so well. In marked contrast to other generations, young Americans ages 18 to 29 are driven by the influence of good design on major life decisions.
That’s according to a survey of more than 2,000 Americans completed by consumer polling firm Kelton Research and commissioned by Autodesk. The survey responses also confirm that design has more than passing importance in U.S. consumers’ lives.
The “Design for Living” survey found that compared to others, the 18 to 29 age group—the so-called millennial generation—places greater importance on design in workplace satisfaction, in purchasing products and in making significant decisions such as choosing which city to live in and where to work. For example:
° Millennials are happier (74 percent), more motivated (64 percent) and more efficient (31 percent) in a well-designed workplace.
° They are willing to pay more for an appealing product design, whether it’s a car (67 percent), furniture (60 percent) or a video game system (31 percent).
° They give serious thought to public spaces (66 percent), beauty and architecture (42 percent) when considering relocation to a new city.
° Nine in 10 Millennials also care more than any other age group about sustainable design of new buildings for well-being and resource efficiency.
The survey doesn’t specifically mention Apple products, but it would logically seem that Apple would be high on the list of desirable brands of the Millennials. The survey results also show that design has a considerable influence in many Americans’ daily choices. Almost seven in ten respondents said that the last time they saw a product in a store that they “just had to have,” it was because of its design. Makes you wonder how many of those “gotta have” items were seen in Apple retail stores. In addition:
° A majority of those surveyed (55 percent) believe that good design can actually improve a product’s functionality while also making it look better.
° Three-quarters of those surveyed—and more, among 30- to 39-year-olds—said they have enjoyed a movie simply because of its visual effects, despite other flaws.
° An overwhelming 82 percent of survey participants would let the prospect of working in a beautifully designed building influence their decision to accept a job.
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Dennis Sellers
Dennis has been a newspaper editor/reporter (seven years) and teacher (seven years). He has over 4,000 magazine, newspaper and online articles to his credit. He has also covered the Mac and tech industries for over a decade for such online publications as MacCentral, MacMinute and now MacsimumNews.
