Research Identifies New Generation Of Consumers
The majority of 18 to 34 year olds value free time above commercial commodities such as cars and jewellery, according to new research from British Telecom.
The study, commissioned by BT’s 118 500 directory enquiry service, claims that a new social grouping, labelled the ‘now’ generation has less than an hour of free time each day. As a result of this the group places immense value on getting exactly what they want, when they want it.
The so-called ‘now’ generation is also deemed to be particularly stressed out and more than two in three of the group find that work puts them under pressure. New technology such as mobile phones and emails allow them to be interrupted anywhere, eroding their precious free time even further.
Almost 90% of those surveyed revealed that stress at work leads them to be more impatient in all aspects of their lives, and 60% of respondents even claimed to find waiting at the bar for a drink stressful.
Commenting on the findings, psychologist Dr Aric Sigman said: “Time has become such a valuable commodity for these people that they react fiercely against anything that robs them of it and it’s no wonder with recent research showing that the British work the longest hours in Europe.”
He continued: “The now generation sees technology as an enemy of time with mobile phones, lap tops and email allowing them to be interrupted anywhere. The constant use of technology fragments what little free time they have, adding to their sense of urgency and overload.”
Recent research from Vegas revealed advertisers may be missing the mark by targeting their campaigns at ABC1 consumers, given that young men and women from lower social groupings have higher disposable incomes and fewer overheads (see Research Reveals The Pulling Power Of Geezers).
BT: 0207 469 2337 www.bt.com
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