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Cellular Generation Changing Cultures
Released on: Sunday, August 5, 2007 8:00 AM
Cellular Generation Changing Culture Customs
Cell phones and PC’s have gone from expensive luxuries for businesses to become the preferred business communications tools of the Cellular Generation (C.G.). C.G.’s have similar age profile to Generation Y and grew up with this technology in their home. Just as we look at generational differences to help us understand work ethics and motivations, we can see and track generational business trends. While one group tends to have a more utilitarian view of cellular, others view phone text messaging, instant messaging (IM), phone photos, and cell phones as a ‘fashion statement’ and a lifestyle requirement, similar to oxygen.Trending and generational differences provide businesses with a communications and strategy tool for providing products, services, and incentives relevant to life stage and life style. While the youngest consumers grew up with the technology, those just a few years older did not, resulting in some pronounced differences in attitudes and behaviors towards cell phone usage.
Additional generational wireless consumer groupings include: Transitioners and Adult Adopters. ComScore defines Transitioners as those whose cell phone usage infiltrated everyday life during teen and early adult years (24-34 year olds); and Adult Adopters – those not exposed to cell phones until adulthood (35+). Wireless consumer segment labels relate to the established generational groupings of Generation Y-ers, Gen X-ers, and Baby Boomers.
Instant Messaging
A Pew Internet and American Life survey revealed age-based instant messenger use. Fifty-three million Americans, approximately four in ten online users, use IM. The largest portion of those who IM for about an hour were predictably the Gen Y group.
IM is more than a way to chat; Instant Messengers often use special features to personalize their ability to communicate and stay connected. As many as 45% will use “away messages” about what they are doing, a quote, or other message, and 34% have created profiles that others can see while they are online, while 42% post inspirational or funny quotes, 33% additional contact information, 18% link to interesting or funny websites, 12% link to personal phones, and 9% post important personal news.
Phone Fashion
Personalization is embraced by this younger, technologically-savvy generation. As a key social tool, like the IM profile, cell phones must be individualized. CGs are decorating, customizing, and accessorizing their cell phones. They like to text message websites, and send photos to friends. They also want to participate in contests like American Idol, and order products from their phones. They want a built-in instant messenger on their phone. Businesses are clamoring to connect to their customer. The sale of commercial ringtones exceeded $2.5 billion.
Only 10% of Adult Adopters consider “trendiness” when selecting a phone, while at least 25% of the Transitioners and Cellular Generation-ers (CGs) said it was of high-importance. Also, 41% of CGs strongly agree with “I like my cell phone to be personalized” with color schemes, ring tones, and the like. This is more than double the Adult Adopters’ numbers.
Wirelss Culture
The Cellular Generation (C.G.) might be disconnecting for other wired traditions like polling. The cell-only Americans were found to be younger, less affluent, less likely to be married or own their own home, and more liberal on many political questions. The land-line only users are typically age 65 and older; 41% compared with 16% of the general public.
As this new mobile culture evolves, it has the potential for eventually impacting one of America’s popular customs - National Polling. According to a study conducted by Associated Press, Pew, and AOL, the national polling impact has been minor.
Opportunities abound. The open question is - how will business adapt?
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