Full marks to Carat (UK media planning agency) for their promotion of the Generation Jones idea. They have gained got lots of coverage in the marketing and general media and produced a terrific web site.
Do have a look at the Web site and you will find fascinating stuff like 39-49 year olds spend 1 hour 53 minutes on-line/week and those aged 50-64 spend 1 hour 66 minutes, yes it does say 66 minutes. Cripes! You will also find graphs showing the difference in the age groups’ attitude to technology, relationships, work-life balance etc etc.
Two things you should consider.
Point 1. So what. I will say it again, so what. How can you use this information to determine marketing decisions?
Point 2. Whenever you choose arbitrary age groupings, especially two that cover 10 and 14 years respectively, you beg the question of where does the real change occur. So, what we don’t know is that if you were to extend the age range from 39-59 you might find you get exactly the same results and that all of the attitudinal change takes place between 60-64 years. Who knows? Who cares?
Remember, conclusions derived from arbitrary age groupings are not worth the paper they are written on or the disk space they occupy. That’s it, not another word about Generation Jones. Well just two more - read this. Dick Stroud: www.20plus30.com
No comments:
Post a Comment