Gen y customers

The Challenges of Gen Y -

Our Customers

• Optimism?• Confidence and self esteem?• Entertainment overload• Networkers?• Sceptical• Achievement?• Impatient• Morality• Naivety• Ambitious?• Job consumers?• Techno-savvy• Global citizens?

The digital divide

• Half of social tenants never used the internet

• Half of those not online are also classed as disabled

Problems of digital exclusion

• Offline households miss out on £560 savings annually

• 90% of new jobs require ICT skills

• Estimated that 60-70% of education and work related opportunities were advertised online only last year

But……• Over 70% of those in in lowest income decile own a

mobile phone

• Amongst age range 16-39 – mobile phone ownership – even in lowest decile – ranges from 96% to multiple device.

Gen Y attitudes to Homes

• Social stigma about living at home with parents has gone

• Sharing space (and costs) more acceptable – rise in short term for multi-family units

• But………Longer term –pent up desire for single family accommodation and home ownership

Want smaller – but really efficient – boxes that cost less

Gen Y attitudes to Homes

• Not just broadband ready but decent broadband

• Aware of environment/value conscious

• Distrustful of large private estates

Gen Y attitudes to Household

• Women as heads of household – far more security and design conscious

• Multi-Ethnic – much greater desire for proximity to family, cultural and sports facilities

• As above – also living permanently with older relatives for many groups

• Conversely the “Greying” of the UK – means a surge in demand for a new style of assisted living and sheltered accommodation

Gen Y attitudes to Service

• Will not wait – 2.5 minutes being litmus test for service (online)

• See’s self serve as default way of accessing service

Gen Y attitudes to Service

• Wants everything for less and more price comparison conscious

• Different attitude to problem solving – done through networks

Gen Y attitudes to Service

• Gen Y is more “Do it for Me” than “Do It Yourself”

• Much more confident in complaining – using trending, blogs and organising online campaigns against poor service

• “Secondary” Advocacy increasingly driven by other peoples experience than their own