WIRELESS AND MOBILE NEWS

There's been a shift in consumer influence that hasn't been widely recognized yet: Age no longer dictates a consumer's willingness or ability to use media technology or services.

All generations - Millennials (75 percent), Gen Xers (74 percent) and Boomers (66 percent) - recognize the role entertainment technologies play in helping them keep their lives in order, which helps explain why Millennials (80 percent), Gen Xers (78 percent) and Boomers (78 percent) are equally likely to desire to be constantly connected.

he 2009 Media Engagement Barometer commissioned by Motorola's Home & Networks Mobility business revealed:

• Connectivity is more of a lifestyle issue. Being accessible at all times is seen as a necessity across generations (Millennials, 79 percent; Gen Xers, 64 percent; Boomers, 65 percent).
• There is a two-way dialogue between consumers of all ages as they engage with technology products and share their experiences. The majority of Americans report influencing the decisions of their children (75 percent), friends (74 percent), colleagues (67 percent) and parents (58 percent).

• Parents, grandparents and children alike are actively engaged in the tech sphere of influence. Gen X and Boomer parents reveal that they are influencing their children's tech habits (Gen Xers, 87 percent and Boomers, 79 percent) even more than their Gen X (62 percent) and Millennial (76 percent) children influence their habits.

"In understanding the shift in media consumption habits, Motorola is able to develop products and services that will enable our customers to accelerate the delivery of personal media experiences," said Dan Moloney, president of Motorola's Home & Networks Mobility business. "The barometer findings have demonstrated how networking technologies have had a really powerful impact in integrating the different facets of people's lives, and the "digital generation divide" that we perceived to dictate technology is now shifting toward a usage-based definition."

Connectivity Is a Necessity
The ability to connect wherever you are has become an essential component of daily life. In fact, seven in 10 Americans (70 percent) feel it's "important for me to always be accessible," and nearly eight in 10 (78 percent) feel they are constantly connected with family, friends and colleagues, regardless of physical location.

This level of access gives Americans the freedom to better prioritize and blend different aspects of their lives. Rather than feel stifled by their constant availability, Americans admit that being connected makes them feel relaxed and confident.

Demand for Content Anytime, Anywhere
In spite of their everyday use of technology, 70 percent of those surveyed are still excited by the ability to live a connected lifestyle and, regardless of where they are, have become reliant on the ability to access and share content, including video images, anytime, anywhere. Sixty-six percent of Americans expect to be able to access the same content no matter where they are. 

Universal Need for Customization
In addition, Americans need an effective way to cut through the clutter and learn about customizable solutions that meet their needs, as many are frustrated and overwhelmed by current levels of information. That's why Americans of all ages, not just Millennials, now recognize the value in making their content and experiences personal. The desire to customize individual experiences extends from media consumption to social networking to watching and interacting with their televisions.  

As of today, the majority of Americans (57 percent) across all generations have received a customized recommendation from a program based on their individual tastes, and roughly half of those have received a customized suggestion have acted on it (44 percent).

Sphere of Influence
Traditionally, Millennials have been touted as the "tech generation" and viewed as the primary influencers on their parents' technology purchases and behaviors. Motorola's 2008 study among Millennials revealed that 71 percent of Millennials have influence over parental decisions about cable, DSL or dish-satellite services (SOURCE: "Motorola Home and Networks Mobility Millennial White Paper," 2008).

However, as evidenced in the Media Engagement Barometer findings, parents are influencing their children's tech decisions as often as - if not more than - their children are influencing them. That's why it is time to reevaluate our understanding of the sphere of influence. Regardless of age, consumers are turning to cross-generation tech influencers who are defined by their media consumption habits.

The purpose of the study was to explore how different generations engage through technology products and services with family, friends and colleagues. Interviewers questioned a survey sample of 1,000 Americans ranging from 16-64 years old. However, as technological innovations continue to progress, people's lives can no longer be so easily segmented. Millennials, Gen Xers and Baby Boomers come together through technology, forming bonds based on usage habits rather than age group.