The Generations

The Matures (also called the Greatest or Silent Generation)
Click here to read about Mature Generation shoppers.

As the mature generation ages, shoppers in this category are estimated to be as high as one in four online shoppers. Research also suggests that silver surfers are more susceptible to online advertising than the general population. Matures often endure prodding from their children and grandchildren to venture onto the Web and find it a convenient way to shop.

The Boomers (also called the Baby Boomers)
Click here to read about Boomer shoppers.

Today’s Boomers are in control! They run our local, state and national governments and dominate the workforce. In the marketplace, Boomers: Are interested in products and services that will allow them to regain control of their time. They believe that technology brings with it as many problems as solutions. They want products and services that have been customized for them as an individual. They believe rules should be obeyed unless they are contrary to what they want, of course. They want products and services that portray success to their peers.

Generation X (also called the 13th Generation)
Click here to read about Generation X shoppers.

In the online marketplace, Xers can spot a phony a mile away. They rely on referrals more than any other generation. They insist on more than one option and embrace technology as a method of control.

Generation Y (also called the Millennials)
Click here to read about Generation Y shoppers.

In the marketplace, the Millennials want to be like their peers but also unique. They don't want to be hurried and are loyal consumers drawn to altruistic companies. They are more diverse, individualistic, pierced, skateboard-oriented and in-your-face – and these things have proven to be a major obstacle for marketers. They seem deaf to traditional advertising techniques and are more likely to respond to word-of-mouth whether it is slang, in person on their mobile phones or by IMing.

Generation Z (also called Generation Next and iGeneration)
Click here to read about Generation Z shoppers.

Immune to technology since birth, we shall see where this generation leads us...