Several years ago, we added something very important to our our Techsurvey breakouts – generational crosstabs.
That enabled us to use the modern media generational terminology (Gen Xers, Boomers, Millennials) across all our data, helping stakeholders better understand how media and gadgetry are being used and adopted differently by these various groups. But just like how Arbitron (now Nielsen) age groupings can be deceiving and misleading, “generational generalizing” can be just as dangerous.
“Generational datatyping” amounts to making statements that encompass all members of a generation. So Boomers don’t like Twitter or Millennials don’t want to buy cars are examples of how easy (and often wrong) it is to stereotype based on generations.
I was reminded of this by a recent article in Ad Age – “The Perils of Generational Segmentation” by Michael Bartlemay. He talks about the wisdom of programming and marketing to “mindsets” rather than generations. And he makes a strong point.
We’re also seeing some of the “generation gaps” that were once more like chasms in our Techsurveys just a few years ago become narrower over time. Boomers, in particular, have caught up with their children and continue to become more comfortable with technology.
During a recent public radio qualitative project, we interviewed the entire gamut of listeners from Millennials to the Silent Generation (born in 1946 or earlier). Despite a 50-year age gap across these respondents, they all carried smartphones and had all downloaded apps. We talked to 70 year-olds enjoying podcasts, as well as 25 year-olds reading a physical newspaper every day.
And in Techsurvey12, we’re beginning to see indicators that the generational divide is shrinking, especially when it comes to digital gadgetry and activity. The slide below shows those who engaged in frequent sharing of content they run across in web surfing, social media, and email. And while women share more than men, the differences generationally are minor.
Frequent sharing is most definitely a mindset. It is a learned behavior that has been heavily reinforced by content creators who have made it seamless to share just about anything. Over time, other cultural forces, from time-shifting video and audio, social media activity, and smartphone usage are flattening out across the generations as well.
None of this is to say that those we call Millennials (and their younger siblings) aren’t often leading the pack, discovering new sites and platforms, and engaging in activity that boggles the minds of many Boomers.
But as personalization and customization have become the hot topic, it is still fascinating to observe how so many behaviors are becoming ubiquitous. As I sit in airport lounges waiting for a plane to board, you see every variety of humanity staring at their phones, from tweens to seniors, jocks to clergymen, retirees to corporate hotshots.
The Classic Rock experience is a reminder of this, too. Great music cuts across all boundaries – economic as well as generational. For the newly announced Desert Trip concert in Indio, CA (the Coachella grounds), an amazing three-day lineup that includes Paul McCartney, the Stones, Bob Dylan, Neil Young, the Who, and Roger Waters.
In The Guardian yesterday, writer Dave Schilling’s headline was all about that g-g-g-generation:
Desert Trip: the festival for the baby boomer with a bucket list
While there will be many veterans of the ’60s and ’70s on hand in Indio, there will most definitely be many Millennials in attendance as well, even though tickets won’t come cheap.
The amenities vary greatly, but passes for all three days go as high as $1,599. But for those who want a more down to earth, budget-conscious experience, $399 will buy you general admission for all three days. You can bet that Desert Trip won’t just be an AARP-fest.
The cross-generational appeal for this event could be epic, underscoring the notion that rock n’ roll is a state of mind and not just a genre of music.
So make generalizations about generations at your own risk.
And eagerly anticipate the Who to play “My Generation” at Desert Trip. It will be a moment.
Jacobs Media has consistently walked the walk in the digital space, providing insights and guidance through its well-read national Techsurveys.
In 2008, jacapps was launched - a mobile apps company that has designed and built more than 1,300 apps for both the Apple and Android platforms. In 2013, the DASH Conference was created - a mashup of radio and automotive, designed to foster better understanding of the "connected car" and its impact.
Along with providing the creative and intellectual direction for the company, Fred consults many of Jacobs Media's commercial and public radio clients, in addition to media brands looking to thrive in the rapidly changing tech environment.
Fred was inducted into the Radio Hall of Fame in 2018.
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Totally agree with the cross-generational appeal potential point, but I gotta say this stinks of one big corporate rock and roll money grab. We will get fooled again!
And members of many generations will fork over millions of dollars. This could be the most profitable concert weekend of 2016. Thanks, Bruce.
If mindsets are important, maybe we should start targeting music programming toward Democrats or Republicans or that voluminous middle-ground of disenfranchised Independent voters!
Your upcoming show featuring The Who reminds me of the parody I made for their appearance at Super Bowl 44.
Enjoy the concert and my parody: https://bit.ly/PinballGeezers
They’re laughing (or limping) all the way to the bank! Thanks, Dave. And no way am I talking politics with you.
Agreed, Fred. Although, you WOULD find this interesting: the soundtracks being played at each venue as we covered rallies for the candidates in our market. Lots of Classic Rock (Stones, CCR, “Funeral For a Friend/Love Lies Bleeding”!!!) at the Trump event. And a more varied and modern mix at the one for John Kasich, who has twin 16-year-old daughters and who properly referenced a Justin Bieber tune during his town hall comments.