Serving the E-Generation

Serving the E-Generation

          
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Serving the E-Generation

Consumer & Retail, Marketing & Sales
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  • In This Article
    • As the e-generation grows in size and importance, it demands rapid response, easy access, and a sense of control.
    • The challenge to marketers is to extend capabilities designed for online environments across all of their customer contact channels and into their overall business systems.
    • Companies that fail to develop rapid response skills and strong information bonds with their customers will experience increasing difficulty in doing business with the e-generation.
     

    A new population force is emerging in our society. It is the e-generation. Already shaping our on-line environments, its members are transferring their experiences in cyberspace to form their expectations for everyday life. Increasingly they demand rapid response, easy access, and a sense of control. Companies that seamlessly connect with the e-generation through both on-line and conventional channels will create tomorrow’s successful brands.

    It’s about Time

    The e-generation is defined not by demographics but by a common set of experiences. On-line usage spans all age groups and Web site content—from Disney to ESPN to AARP. The e-generation is not synonymous with Generation X.

    While on-line users are highly attractive by the standards of traditional demographics (surveys suggest that more than half are professional, more than twothirds have at least a college education, and almost half have household incomes in excess of $50,000), the most powerful behavioral dimension for understanding the e-generation is time sensitivity. Surveys consistently show that time savings, in terms of convenience and efficiency, is the leading reason consumers use on-line capabilities. Faster modems and services are cited as the primary means for stimulating greater on-line usage.

    Yes, some e-generation members linger in cyberspace. These surfers, typically the young and the elderly, have more available time. They tend to be entertainment-oriented, and they demand freshness and richness in their on-line content. While online efforts are often focused on these surfers, we think selling products and services to those with less time may be more profitable. The instant gratifiers are less concerned with entertainment than with accomplishing what they want to do quickly.

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