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Marketing to Generation Y: The Experience Culture

posted by Bea Fields at Fast Company

Generation Y. You’ve heard that they don’t watch TV, and you’ve probably been told that they don’t read that much. Your research tells you that you can’t target them through MTV anymore, and you certainly can’t tell Gen Y what is cool. So how do you reach these 71 million “Millennials” that spend over 200 billion dollars annually and will soon replace the baby boomer generation as the largest percentage of the workforce? The answer is simple—you STOP marketing to them. Let me explain.

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Posted by Craig on June 30th, 2008 | 3 Comments »
Posted under: Demographics

Television’s generation & gender gaps

Source: David Dale, Sun Herald blogs

If men and women could only unite, Australia might get some stimulating television in the second half of this year. But they can’t, so we’re stuck with the programming preferred by viewers aged over 55 — the time of life when, apparently, the sexes are most similar.

Last week this column pointed out that the seniors are the biggest consumers of TV, while the groovers watch the least (37 per cent of prime time viewing is by people over 55, up from 32 per cent in 2003; 28 per cent is by people 16-39, down from 30 per cent in 2003).

So the network that wins the year will be the one with the geriatric appeal. Off the back of a truck has fallen some fascinating research about the age of viewers for each station’s most popular shows this year. The median age of Australians is 37, which is to say that half the population is older than 37 and half is younger. But the median age of viewers for most top programs is well above the national figure. Half the people who regularly watch Today Tonight, for example, are over 54. What you’re about to read suggests that TV is, to put it politely, a mature medium.

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