1. www.
Generation Gap
Digital opinions of those aged 10, 20, 30, 40, 50, 60 and 70
A 2010 publication, Generation Gap is an innovative study which uncovers the difference in opinion of
people with a ten year age gap. By understanding the generational differences, brands are better placed
to deliver a more focused message to key audiences.

2. 1
GenerationGap
A view of the
digital world
from the
perspective
of those born
at the turn of
each decade.
Generation Gap
Digital opinions of those aged 10, 20, 30, 40, 50, 60 and 70
Contents
Page
Introduction 2
Methodology 2
Generation 10 3
Generation 20 4
Generation 30 5
Generation 40 6
Generation 50 7
Generation 60 8
Generation 70 9
Conclusion 10
About the Author 11
Contact Details 11

3. 2
GenerationGap
Introduction
The aim of this research is to understand the different behaviour and opinions of the digital world
based on the generation a person was born in. It aims to understand how people in different age
bands interact with technology and digital platforms.
By understanding the what, how and why of digital consumer behaviour we are better positioned to
understand the best approach required to reach these different sets of digital consumers.
Methodology
The methodology combines the principles of an online research panel with social media discussions
achieved through the creation of a closed social community. This enables us to communicate
directly with customers and gain qualitative insights. We recruited 550 people to its network1
based
on 10 year age gaps i.e. people aged exactly 10 years, 20 years, and 30 years and so on up to 70 year
olds. Qualitative analysis of the conversations was undertaken to discover the true difference of
opinion between generations.
Research Community Interface Real Time Conversation Conversation Analysis
While the main focus of the online community was qualitative discussions it was also used to post
surveys and encourage other interactive activities. Topics covered and outlined in this report include;
The Internet Search Entertainment
Websites and Usability Online Shopping Advertising
Privacy & Jargon The Future
1
To conform with Market Research Society guidelines, insight from 10 year olds was obtained through traditional focus groups

4. 3
GenerationGap
Generation 10
Those , are more digitally sophisticated than brands may think. They fully embraceborn in 2000
technology, but short attention spans mean content must be tailored to their needs.
Video is critical, especially short
format, with a particular interest
in comedy and music genres.
Membership to social networks
can be a status symbol,
especially if it is an age
restricted network.
The only group not obsessed
with Google. Consider on site
search to be of equal
importance to search engines.
Extremely susceptible to prompt
initiated search from peers, ads
or content.
Interactive content such as
games, music and comedy are
key. TV brands are front of
mind as are all websites
mentioned/used in school. The
only age group to consider
games consoles an alternative to
the web.
Tend not to have usability
issues. The only age group that
liked flash rich websites.
Appeared to navigate through
content more than by traditional
menus.
Aware of what advertising is. If it
is interactive then it is a
completely acceptable media.
Famous personality or character
endorsements are highly
influential.
Privacy is a non issue, although
they are sensible online and
aware of dangers. Jargon is
‘cool’ and is often used to
ensure adults can’t understand a
conversation
Many consider themselves as
regular internet shoppers.
Reserve online and get parents
to collect in store is the most
common. But access to parents
credit card is not unusual
Already consider the world as a
seamless online/offline entity.
View the internet as a tool to
bring people together and as a
tool to learn life skills. Want lots
more content in video format.
A digitally savvy audience with unique browsing habits. Brands must
deliver short format high impact content to get their attention.
Search Entertainment
Shopping The FuturePrivacy & Jargon
The Internet
Websites & Usability Advertising

5. 4
GenerationGap
Generation 20
For those , the world has been a fast changing and constantly evolving environment.born in 1990
Growing up in economic stability has created a rose tinted view of the world.
Life without the internet and
technology is unimaginable.
Aware of their dependency on
it, but do not feel they are
addicted or it has a negative
impact on their social lives.
Search is about content and as
such integrated media search
(text, images and video etc.) is
well received when executed
properly. Search is the start of
the internet, but simplicity is
key!
Anything to do online is
entertaining. These are
‘entertainment consumers’ and
enjoy the variety and control
offered by technology. Keen
media meshers, they are
strongly against paying for
content.
Clear simple navigation is key for
this audience, although they are
willing to spend time learning to
use more complex but
worthwhile web applications
(e.g. Facebook).
View advertising as a necessary
evil and are willing to accept it
as long as it is unobtrusive.
Think targeted ads can be an
invasion of privacy and would
prefer not to see ads on their
mobile phone.
Jargon is an acceptable efficient
form of communication, but is
only suitable in specific
situations. Aware of privacy
concerns in social media, but are
happy to accept the risks.
Love shopping online and
offline, but online purchases are
more considered and price
sensitive. Big fans of discount
sites and exclusivity/label of
products is important.
Expect to see a more interactive
and interconnected digital
world. Expect more services to
be available online. Expect
more technologies at cheaper
prices.
Search Entertainment
Shopping The FuturePrivacy & Jargon
The Internet
Websites & Usability Advertising
A demanding audience with high expectations. Brands must keep pace
with their needs to remain relevant and desirable.

6. 5
GenerationGap
Generation 30
, this generation saw the economic challenges of the 80‘s but emerged as adults in theBorn in 1980
prosperous late 90’s. They are currently time poor due to professional/family commitments.
A great tool to access
information, communicate with
others and manage your life. But
it creates pressure to be ‘always
on’ in both professional and
personal life.
Still mainly using text search due
to a lack of awareness of
multimedia search. Google is
king but directories, word of
mouth , social media and
content links all have their
place.
With a broad view of
entertainment, it is a personal
choice what you enjoy. Love the
time shifted capabilities of
digital media. Hold no value in
traditional TV schedules, and
love the idea of mobile content.
Comfortable with most websites
and subscribe to the motto ‘just
don’t confuse me’. Mainly
complain about usability of
travel and transport type
websites.
Advertising is accepted as a
funding method. Opt in
advertising is good, but they are
concerned about the level of
snooping used by the online
advertising industry.
Although aware of privacy issues
they rely on their common
sense to make judgments. Feel
brands are ‘safe’ online. Happy
to give relevant details when
necessary.
Heavy users of online shopping
but understand it cannot replace
the social aspect of the high
street. Thrifty online shoppers
with price, variety and speed
their main concerns.
A very practical view of the
future and expect things to
remain similar but with faster
more efficient technology.
Expect to see more access
points to the internet (including
mobile) and a better variety of
content.
Search Entertainment
Shopping The FuturePrivacy & Jargon
The Internet
Websites & Usability Advertising
Aware of the benefits and drawbacks of technology. Brands must
understand their time pressures and facilitate easy interaction.

7. 6
GenerationGap
Generation 40
This generation was , and grew up in the Thatcher era, the rise of globalisation and theborn in 1970
introduction of the digital workplace. They hold mixed opinions of the digital world.
View the internet as a practical
tool and like to use it for
product research and personal
communication. They resent the
control it has on some people,
particularly children.
Search is critical to enable use of
the internet, however they feel
the results are not as accurate
as they should be. Are more
interested in relevant results
then multimedia search.
There is interest in using the
internet for streaming music and
using services such as the
iPlayer. However, dedicated
technology, such as TV’s, are
preferred for consumption.
Digital entertainment remains
too expensive.
Sites with structure and good
information architecture work
for this audience. On site search
is also popular. Navigation must
be simple and interfaces must
be clutter free to improve
usability.
While they understand that
advertising makes content free,
they feel there is too much
advertising in general and would
like to see less. Very concerned
about advertisers snooping, and
how they use that information.
Obsessed about privacy and
very wary of giving out details
online. Very likely to use false
details and many have
dedicated internet shopping
credit cards with low credit
limits to prevent fraud.
Big fans of online banking and
stick with trusted eCommerce
websites. High street shops with
online shops offer the
convenience and security
desired by this age group. Very
wary of email offers.
Online security is the key
concern for the future. Would
also like to see simpler
technology and more technical
help. Expect to see more
multimedia and mobile content.
Search Entertainment
Shopping The FuturePrivacy & Jargon
The Internet
Websites & Usability Advertising
Wary of technology, especially security and privacy. Brands must
understand personal space & communicate with relevant messages.

8. 7
GenerationGap
Generation 50
, this generation are a more relaxed and technically open minded group. They areBorn in 1960
excited about using technology, but feel no pressure to do so.
Excited about the internet and
feel they can choose to use it or
not. Love discovering new things
but view it as another world.
Children about to leave home
are often their teachers
(especially for communication
technology).
Navigate a lot from price
comparison sites and on the
advice of peers. But they
recognize the importance of
Google. Dislike any interface
changes to Google.
Have a strict view of what
entertainment is and the
internet is not included. Little
interest in online video but are
interested in online radio.
Communication and chat is not
considered entertainment.
Felt poor websites cause
credibility issues for companies.
Expect browsing to be a
challenge, but feel companies
could help more. Most are
against Facebook with BBC
online as their favourite site.
Uneasy about email and mobile
ads as they feel they are too
intrusive. Happy with an ad
funded model for the web as
they would not pay a
subscription for web content.
Tend to stay away from sites
they are not familiar with, and
are cautious with personal
details. Prefer to deal with big
brands. Do not like or
understand jargon, and are not
willing to learn.
More likely to use the internet
for product research than
shopping as they like to see a
product first. User reviews are
extremely useful and they often
submit their own.
Remain uncomfortable with the
pace of change and have
reached saturation point with
technology and feel there is no
need for improvements. Would
prefer technology to help with
the ironing than new internet
technology!!!
Search Entertainment
Shopping The FuturePrivacy & Jargon
The Internet
Websites & Usability Advertising
Although they find technology challenging, they are ‘willing to soldier on’.
Brands must embrace simple usability features to engage this audience.

9. 8
GenerationGap
Generation 60
Those have embraced much change throughout their lives. Although initially hesitant toborn in 1950
engage with the internet, once they do they really enjoy it.
Engage slowly and it takes time
to discover the benefits but
they love the new world it
offers. Particularly interested in
areas such as product reviews
and genealogy.
In awe of how easy it is to find
information and compare it to a
library. The UK button on
Google is very important, even
for non-geographical sensitive
searches. Also very likely to
navigate from their inbox.
Using the internet is
entertainment. Research is a big
hobby for this generation.
Although they are mainly
terrestrial TV users they are
slowly engaging with online
video, music and forums.
Believe the internet was not
created for their age group, but
are not willing to accept that as
an option. Love the BBC website
and would like more companies
to make their sites as user
friendly.
Believe they ignore online ads,
but openly admit to engaging
with solicited emails. This is
partly because they trust emails
as they do background research
before handing over personal
details.
Would like to see the return of
formal written communication,
especially in emails. Actively
dislike jargon and phonetic
spelling. Tend to stick to
branded sites and look out for
security reassurances.
Although unlikely to shop
online, some do make small
purchases. Will stick to
companies they know and trust.
Some cite online shopping as a
solution to mobility issues.
Expect to see a faster internet
and feel it would be beneficial to
them. Would like to see more
security. They expect to use the
internet more as they get older.
Search Entertainment
Shopping
The Internet
Websites & Usability Advertising
An age group that focus on the detail! Brands must help this generation
discover new possibilities by building a one to one relationship.
The FuturePrivacy & Jargon

10. 9
GenerationGap
Generation 70
during World War II, these late adaptors of the internet remain positive about newBorn in 1940
technology and have adopted a’ never too late to learn’ attitude.
Understand there is a lot to
learn but view it as their latest
hobby. View the internet as a
good way to keep in contact
with the world. Like to learn as
a community and help each
other learn.
This generation have very mixed
ability when using search. Some
prefer to navigate using URLs
while others heavily rely on
bookmarks and links. Remain
open to learning, but would like
simple text search results.
Entertainment is something that
is generally found offline
although simple online games
are more commonly played than
expected, indeed many would
like to see more educational
games to keep their minds
active.
Tend to stick to the same sites
as they are concerned about
ease of use on new sites. Very
unlikely to register with a site
unless there is an obvious
benefit.
Try to ignore ads as much as
possible. Ads (particularly rich
media) are often distracting and
cause usability issues and
confusion.
Very sensible, but less worried
than other age groups about
privacy. Appreciate the benefits
of jargon and internet language,
but worry it may get out of
control. Genuine concern for
‘the beautiful language’.
Very little interest in shopping
online, and don’t understand
the benefits. Those who do
engage buy small products from
trusted brands. Geographical
isolation is a concern (and
benefit) for some.
Would like to see more choice
online. Would be particularly
interested in being able to do
simple chores online such as
form filling and voting.
Search Entertainment
Shopping The FuturePrivacy & Jargon
The Internet
Websites & Usability Advertising
A generation that view the internet as a challenging hobby. Brands must
encourage use by highlighting simple benefits and facilitating education.

11. 10
GenerationGap
Conclusion
The aim of this study is to understand the differences in opinion of people born at the start of each
decade, and to use this information to help brands target their customer base more effectively.
The study highlights stark differences in behaviour and emphasises that a broad message will rarely
resonate across all generations. By way of a summary, to resonate with particular age demographics
brands must;
 Make content short and easily digestible for 10 year olds
 Keep pace with the ever changing 20 year olds
 Understand the time constraints faced by 30 year olds
 Understand the ‘digital personal space’ of 40 year olds
 Focus on usability and simplicity for 50 year olds
 Focus on detail and a one to one email relationship for 60 year olds
 Facilitate learning for 70 year olds
To learn more about this study or to discuss how it can be applied to your
brand(s) or customers, please contact Enda Kelly
endakelly@gmail.com

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GenerationGap
About the Author
Enda Kelly has over nine years’ experience in the world of digital consultancy and insight, his main
focus is delivering commercial advantage through extensive understanding of the relationship
between people and digital technology.
Enda began his digital career developing image search algorithms based on artificial intelligence
methodologies. After two years he moved to a research agency specialising in technology consulting
where he developed technology strategies for clients including Dell, IBM, and BT.
Enda works at the consulting division of i-level (media agency) where he worked directly with heads
of marketing, sales, planning and IT to deliver insight and advise them on the strategic and
operational issues they face. Enda’s core responsibility was to help clients understand the effect of
human behaviour on digital business performance, particularly in areas such as customer experience,
social media and search. His clients included Samsung, ITV, Specsavers, Orange and the COI.
Enda holds a Bachelor’s degree in Computer Science, and a Masters degree in Digital Media.
Contact Details
Name Enda Kelly
Title Digital Business Consultant
Email endakelly@gmail.com