End-User Generational Analysis: The Gap Narrows
This report analyzes our latest research on information users’ habits, preferences, and spending based on age, and finds that age has become less useful as a predictor of behaviors and preferences over the last decade. Somewhat surprisingly, the conventional wisdom that younger users are better searchers while older workers are wiser regarding information quality is increasingly inaccurate. To some degree, technology adoption is evening out across the generations. What this means is that information managers and publishers may be able to worry less about catering to distinctly different sets of attributes based on age. Outsell has been surveying knowledge workers since 1998, and this report is based on responses from 5,660 respondents to our most recent knowledge worker survey, in December 2008. The report contains:
- Data comparing users in three age groups (millennials, generation X, and baby boomers) in areas including search success rates, time spent searching for information, and attitudes about free vs. for-a-fee information;
- Data on adoption of devices, new media, and social networking among the three generations;
- Data on information purchasing habits and attitudes among the three generations;
- Imperatives for information managers.
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Pub Date: December 8, 2009
Type: Briefing
Segments: IM
Keywords: Users
Pages: 23
Format: PDF 
Download PDF table of contents
Table of Contents
- Why This Topic?
- Methodology
- Overview
- Search Failures and Time Spent on Information Tasks
- Techniques for Gathering Information and Obstacles Encountered
- Priorities for Support from Information Management Functions
- Three Generations’ Device, New Media, and Social Networking Adoption
- Information Purchasing Habits and Attitudes
- Imperatives for Information Managers
- Related Research
- Figure 1. Percentage Unsuccessful Internet and Internal Searches
- Figure 2. Hours Spent Weekly on Information Tasks
- Figure 3. Percentage of Time Using “Pushed” vs. “Searched” Information
- Figure 4. Problems Getting Information Needed For Work
- Figure 5. Priorities for Support from Information Management
- Figure 6. Types of Handheld Devices Used
- Figure 7. Tasks Performed On Handheld Devices
- Figure 8. Work-Related Content on Handheld Devices
- Table 1. New Media Use and Planned Use
- Figure 9. Social Networking Services Used
- Figure 10. Purpose of Use for Various Social Networking Services
- Figure 11. Attitudes About Free vs. Fee-Based Information
- Figure 12. Percentage That Purchase Information Independently
- Figure 13. Annual Median Spending on Information by Those That Purchase Independently
- Figure 14. Distribution of Independently Purchased Information
Tables & Figures