| 八零后不喜爱的消费 八零后和九零后，出生和生活在一个高度信息化的时代，他们的消费观和消费习惯，也因此而随之发生了很大的改变。很多前辈喜爱的消费物品和服务，在这一代人身上已经开始变得不再流行。而新的“玩意”，却慢慢的开始在这群特殊的人情中开始流行。 理解这一代人的消费习惯变化，不仅对于企业推出有针对性的产品和服务价值巨大，对于作为父母亲的，对于你们更深入地理解新的一代，也价值非凡。当然，对于你的投资对象选择，也是很重要的。不然的话，你依然抱着过去的老眼光来投资，来选择投资对象，来经营企业，最终你毫无收获，可能还不知道自己到底错在哪里了。 不同的时代有不同时代的特色，生活在不同时代的人们，适应时代潮流的变化而做出必要的调整，是再正常、再理智不过的事情。所以，仔细读读下面的这份报告，琢磨一下这种变化对于我们目前生活的影响，也是一件值得做的事情。 不要老是说新一代“不怎么地”， 很多时候，如果因为代沟而发生冲突，很可能呀，问题还是因为，那些倚老卖老的人，已经跟不上时代变迁的脚步了。需要改变的，很可能不是下一代的“不懂事”，而是老一代的“不明事理”。 理解万岁！看来，还是一个真理！ Eight Products the Facebook Generation Will Not Buy April 19, 2012 by Charles B. Stockdale Consumer tastes are changing at a greater rate than ever before. Not surprisingly, the purchasing habits of the youngest generation present the most dramatic shifts — a reflection of what they find important. 24/7 Wall St. has identified eight popular products that the “Facebook generation” is not buying. Generation Y, generally defined as those born between 1980 and 1999, have lost interest in many of the services and products their parents found important. For example, younger Americans are less interested in cars. In 1998, 64.4% of potential drivers 19-years old and younger had drivers licenses. By 2008, that rate had dropped to 46.3%, according to the Federal Highway Administration. What young adults care about has shifted. A recent study by Gartner research revealed that, if forced to choose, 46% of all 18-to-24-year-old drivers in the United States would choose access to the Internet over access to a car. However, many products that have declined in popularity among the youth are more a result of the changing tastes across all ages than a generational shift. Examples include lower sales in traditional cell phones, maps and CDs. In 2002, compact discs had a more than 95% market share of music sales. In 2010, they had less than half. Various reports suggest this decline is the result of all age groups moving away from CD sales toward digital sales. 24/7 Wall St. has identified eight of the country’s most popular products that are losing favor, either solely among young adults or at a significantly higher rate among that group. To demonstrate these products’ waning popularity, 24/7 reviewed data from a number of major research firms and government agencies. We looked at products in every major sector, including transportation, digital electronics, food, beverages and other miscellaneous consumer goods. 1. Email
In 2010, at the launch of Facebook’s then-new messaging service, Mark Zuckerberg predicted the decline of electronic mail, stating that “Email is too slow … email is too formal.” Time is proving Zuckerberg right. From December 2009 to December 2010, time spent using email by the 12- to 17-years-old age group dropped a tremendous 59%. In comparison, time spent using email by people 55 to 64-years-old has increased 22%, and it has increased 28% among those 65 years and older. 2. Beer
Light beer has become to the current generation of youth what regular beer was just a few decades ago. In 1990, more Budweiser was sold than the top three light beers combined. Twenty years later, Budweiser has taken a backseat to Bud Light, which sold as much as the top four regular beers combined. The country has taken a major generational shift in favor of light beers, which now account for four of the five most popular beers sold domestically. As reported by St. Louis Today, Budweiser believes four out of 10 people in their mid-20s have never tried regular beer. In 1988, that rate was just 1.5 out of ten. Beer Marketer’s Insights editor Eric Shepard said when asked about young drinkers turning to light beer, “The heaviest beer drinkers are young males and that’s where the market had been going over the last decade or so.” 3. Newspapers
While readership rates for print newspapers are falling across the board, the country’s younger generation has abandoned the medium the most. As of 2010, only 7% of 18- to 24-year-olds reported having read a print newspaper the day before, according to the Pew Research Center for the People & the Press. This is the first time that figure has reached single digits. This age group also has among the highest rates of people reportedly receiving news through social networking sites or Twitter. 4. Cars
As recently as 1998, 64.4% of potential drivers ages 19 and younger had drivers licenses, according to the Federal Highway Administration. As of 2008, that amount had dropped to 46.3%. Additionally, 46% of drivers aged 18 to 24 report that they would choose Internet access over owning a car, according to research firm Gartner. People are also waiting longer to get their licenses. According to the University of Michigan’s Transportation Research Institute, in 1983 one-third of all licensed drivers in U.S. were under 30. Today, only 22% of drivers are under 30. Companies such as General Motors (NYSE: GM) have reached out to more youth-oriented advertising companies, such as MTV Scratch, to address this widening gap in their sales. 5. Landline phones
Landline phones are losing popularity among Generation Y, who are becoming increasingly content with only having wireless phones. According to a report from the National Center for Health Statistics, 51.3% of Americans aged 25 to 29 lived in households with only wireless phones in the first six months of 2010. This is the first time the number of adults in wireless-only households has been greater than the number of adults in landline households for any age group. When looking at all ages combined, less than one-quarter of adults lived in households with only wireless phones. 6. Cigarettes
Smoking rates among young people have historically exceeded those of the general population. Now that group is dropping the habit quicker than anyone. According to the Centers for Disease Control and Prevention, the share of people 18 to 24 years of age who were current cigarette smokers decreased by 17.6% from 2005 to 2010 — the largest decrease among any age group. The share among 45- to 64-year-olds dropped only 3.6%. The amount of Americans 65 and older who smoke actually increased 10.5%. 7. Desktop computers
Millennials are the only generational group to be more likely to own a laptop computer than a desktop. According to data from Pew Research Center, 70% own a laptop, while 57% own a desktop. By contrast, 64% of those aged 57-65 own a desktop, while only 43% own a laptop. Ranjit Atwal, research director at Gartner, states in LAPTOP Magazine that those in Generation Y simply “are not buying PCs as their first, or necessarily main, device.” 8. Television
Adults aged 18 to 24 watch less traditional television than any other age group in the country, according to Nielsen’s most recent Cross Platform Report. That group, on average, watches just under 24 hours per week. The national average is approximately 32.5 hours. One of the leading reasons for this difference is Generation Y’s relationship with the Internet. According to a report published in April 2010 by electronics review/research company Retrevo, 23% of those under 25 watch “most” of their television online, compared to 8% for everyone. –Charles B. Stockdale and Michael B. Sauter |
