Tech Matters: What's Your Tech Age?
As tech habits vary across generations, businesses should adapt marketing strategies to cater to different preferences in search tools, social media and AI use.
NEW YORK – How many times have you been in a conversation when someone says, "Just Google it." It's a safe bet that young adults were not part of it.
Google is no longer a verb – at least among Gen Zers, those born in the years 1997 to 2006, according to a new study from Bernstein Research. These younger adults prefer to "search" rather than "Google." Recent research has shown that this generation uses Google less than its older counterparts, which made me wonder about the differences between the generations when it comes to technology.
Indeed, there are big differences and some similarities. You'll find a few that may surprise you. But before we dive into generational comparisons, let's consider: Does your age determine your views and use of technology? The studies would say yes, but like with health tests you take at your annual check-up that give you a score based on your fitness (either lower or higher than your chronological age), your tech "score" may put you in a different generation than your birthdate would suggest. Let's take the generations one by one so you can decide what your "tech age" is today.
Gen Z (born 1997-2012)
Gen Z is the first generation to have lived their entire lives with online access, particularly from phones, so a mobile-first mindset defines Gen Z's tech experience. A study from Pew Research found that they spend an average of four hours a day on apps like TikTok and Instagram, preferring short, interactive content over long reads. Unlike older generations, Gen Z doesn't just consume content – they create it. Nearly 65% of Gen Zers have posted their own video content online, compared to 30% of millennials and fewer for older generations.
When it comes to generative artificial intelligence tools like ChatGPT, Gen Z is quick to adopt and experiment, often using AI for creative purposes like generating content for social media, solving problems for school or creating memes. However, despite their frequent use, they remain cautious and skeptical about its accuracy. Studies show that Gen Z tends to cross-check AI-generated information with other sources, aware of potential biases in the data.
Privacy is a top concern, with Gen Zers often using fake names or "finsta" accounts – Instagram accounts created under false names for more private or casual use – to guard their digital footprint. According to a McKinsey report, 71% of Gen Z actively manage their online privacy settings, a much higher percentage than older generations.
Millennials (born 1981-1996)
Millennials seamlessly balance computer and mobile use in their daily lives. Research by Global Web Index shows that millennials spend around 3.8 hours a day on mobile devices, with another 2.5 hours on their laptops or desktops for work and personal tasks. Social media plays a big role, especially platforms like Facebook and LinkedIn. Nearly 90% of millennials are on Facebook, and 60% actively engage with LinkedIn for professional purposes. They also use AI tools like ChatGPT for work and creative projects. But, like Gen Z, they're skeptical of the output. A Salesforce study found that 62% of millennials verify AI outputs for accuracy before fully trusting them, particularly for professional use.
Gen X (born 1965-1980)
Gen X often favors desktop computers, spending 3.2 hours a day on desktops for work tasks, according to a Statista survey. They're practical users of social media, primarily Facebook, and tend to consume content rather than create it. About 80% of Gen Xers are on Facebook, but far fewer are active on newer platforms like Instagram. Generative AI is seen as useful but not fully trusted, with many relying on traditional sources of information. Only 43% of Gen Xers use AI tools regularly, according to a report by PwC.
Baby boomers (born 1946-1964)
Boomers are less likely to adopt new technologies quickly. According to AARP, only 45% of boomers are comfortable using smartphones for tasks beyond calling and texting, and they primarily use desktop computers for online activities. They spend more time emailing, reading the news or shopping online rather than browsing social media or engaging with AI. Forrester found that just 25% of boomers regularly use AI tools like ChatGPT, and they are the most skeptical when it comes to trusting AI outputs.
No matter which generation you're born into, your relationship with technology reveals a lot about your personal "tech age." Whether you're creating TikTok videos or sticking to Facebook, your approach to digital tools may transcend your generation.
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