The Digital Divide is the new rock ‘n’ roll. That’s right. Just as rock ‘n’ roll drove a wedge between young people and their parents 50 years ago, the Digital Divide is forging a new generation gap, according to the report, “Retailing 2015: New Frontiers,” by PricewaterhouseCoopers and TNS Retail Forward.
“Growing up in a world where there are very few physical or psychological barriers to trying new ways to do things,” write the authors of the report, “the Digital Generation will epitomize the new mind-set of the decade: Everything is interconnected, anything goes, everything is available and nothing is private.”
What does this mean to retailers? Well, according to the report, members of the Digital Generation will be savvy, skilled shoppers who place a high level of importance on individualism, self-fulfillment and personal involvement in the creation process.
Both retailers and suppliers will need to respond, the report says, by providing members of the Digital Generation with the tools they need to create or re-create to suit themselves.
Unlike the big-spending baby boomers, members of the Digital Generation will have less buying power, and they will be more fragmented into niche markets. And, say the authors of “Retailing 2015,” they will demand more personalization and be harder to reach with conventional media, marketing and formats.
Change is in the air. Be ready.