With young consumers starting families and older consumers heading for retirement, it’s common knowledge that lifestyles differ depending on our age. And in today’s world of changing technology, the stereotypical gaps between the ages can seem even larger. But which stereotypes are really the truth and which are just perception? Are we really so different or do “we” have in fact a great deal in common?
Nielsen’s Global Generational Lifestyles Survey breaks some myths and reaffirms others in the Africa/Middle East (AME) region. For the purposes of this study, respondents are segmented into five life-stage classifications:
Generation Z (ages 15 – 20)
Millennials (21 – 34)
Generation X (35 – 49)
Baby Boomers (50 – 64)
Silent Generation (65+)
Let’s solve the mystery and discover what the differences are—or better said, if there are differences—among the generations in AME.
Social Media Tops For Getting the News
Surprisingly, more than half of AME respondents (51%) turn first to social media to get the news, including digital natives Generation Z and Millennials (each 55%). But social media is second only to TV as the top news source for Generation X and respondents 65 and older (44% and 34%, respectively).
Home Sweet Home – But Where?
Big city/urban lifestyles hold strong appeal for AME respondents (33% and 28%, respectively). Young adults in particular prefer the metropolitan setting; however, aspiration for this lifestyle decreases over time and age. The older the AME consumers are, the more they want to live without the hectic and stress of a big city life—those over 65 especially prefer the rural countryside.
Catch a glimpse into the future
As we age, our focus shifts from wealth to health. Making money and working in a fulfilling career are top priorities among younger AME respondents, while staying fit and healthy and spending time with family are most important among older AME respondents.
So it seems the truth and myths overlap. The world is changing and so are we. For marketers, these insights can reaffirm your marketing messaging or open up new avenues for you to reach them—such as through social media.
Authored by Silke Trost, Executive Director Marketing & Communications, Nielsen MENAP
