Many factors influence how we approach our daily lives, ranging from the income we earn to the values we hold dear. Our outlook on life is often shared with others who have similar traits—and age is no exception. But many of today’s consumers are bucking yesterday’s preconceived generational notions. In fact, many older people are embracing a more technology-driven world, and sizeable numbers of younger people are turning to more traditional values. Yet for all our differences, in many ways, it’s remarkable how similar we are no matter the age.
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?
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.
Global respondents may rely on a mix of traditional and digital sources to get up-to-date news, but the age skew on some sources is not what you may think. It’s probably no surprise that the majority of those over age 35 turn to TV to get the news, but the medium still holds sway for nearly half of Millennial (48%) and Generation Z (45%) respondents as well. Similarly, more Millennials prefer search engine sites than other generations, but they’re also among the top three news sources among respondents of all ages—even those 65+.