Читать книгу Secrets of Advertising to Gen Y Consumers - Aiden Livingston - Страница 18

Gen Y consumers view information gathering and analyzing as an essential part of the purchasing process. This is why sensationalized marketing techniques are so ineffective with this generation of consumers. We want to get all the available facts and decipher the information in order to make an informed decision. This is ultimately the result of growing up in an era when so much information is so readily available. We have always had the “information superhighway” at our fingertips, so this ingrained the habit, or rather craving for information in Gen Y.

By comparison, my mother hates having to do the research about a new purchase and is more than happy to shrug responsibility on to me. Many Baby Boomers would rather have the decision made for them; they find the limitless options inherent to modern day purchasing exhausting. They remember growing up in a world that wasn’t so complicated, where when they needed a product they went to the local store and bought the item that most closely met their needs. Market saturation wasn’t an issue in those days, and the long lists of features and personalization options were limited by manufacturers’ technologies.

Even to this day you can see the difference when it comes to purchasing a laptop. I will see my friends’ parents get hung up on every detail. Whether deciding what processor speed, amount of RAM, or most insignificantly the color of the laptop, Baby Boomers seem pained by having so many choices. Even the fundamental decision of Mac or PC leaves a lot of Baby Boomers scratching their heads, which to me seems ridiculous because I would go back to writing with pen and paper before I go back to a PC!