Jaime BiencintoSenior Qualitative Researcher
A new generation is focusing the market attention as they are the customers of a future increasingly near. It’s the time of Millennials! The challenge is to know who they are, how they behave, what they like…
#They love the digital world
Say that the Millennials are digital is already a sort of topic. We know perfectly well that is a generation that has a wide range of electronic devices, which enjoys access to the increasingly rapid and ubiquitous network, using many different apps, enjoying shopping online with their devices... There are hundreds of documents that speak of this. But it is hard to find any that talks about the contradictions that generates the intense relationship of Millenials with the digital world.
#...but their suffer their gaps
Millenials are less digital than we imagine, on the one hand, because the keep suffering some barriers already faced by previous generations: the feeling of insecurity in the digital experience and shortcomings related to usability in the online world, which are transformed into unsatisfactory user experiences.
#... overexposes them
One the other hand, Millenials suffer from more actual “evils”, linked to the increased roles of digital technology in modern societies: the feeling of tiredness derived from a digital world that demands to be present in more and more places (Twitter, Facebook, LinkedIn, Whastapp…) and also have an active presence (generate new content, share or evaluate those created by others…) exposing them to undesired looks, which is causing, for example, that they turn to instant messaging.
#... and saturates them
And finally, Millennials have the feeling of product saturation of a digital world continuously boilling in which every minute over 20 new songs are added to Spotify, about 80 hours of video are uploaded on Youtube, over 600 websites are created, more than 300,000 tweets are sent, 3,000,000 posts created in Facebook, more than 600,000 images shared on Snapchat, about 22,000,000 whastapps are sent...
In Mormedi we are using different methodologies and research techniques to gain a deeper understanding of both rationality and emotionality of Millennials because they are the generation of the present. Would you like to join us?