You know there was a time when my parents didn’t have a clue about computers or the web, let alone Skype or IM. Their generation, those born before 1946 (aka the Builders), were used to stuff in the physical world; purposeful machines you could see working, that could be taken apart, fixed and put back together again. The thought of a mysterious black box sitting in the corner with alien, magical powers that allowed you to get in touch with anyone in the world at any time sent shivers up Builders’ spines. The idea of online shopping was attractive because it removed the hassle of driving or calling around to get the best deal. But there was always the nagging security concern - what if someone intercepted my credit card details? What if I pushed the wrong button while entering my details for payment and ordered the wrong thing or paid too much?
The following is a classic, though admittedly somewhat exaggerated example of my parent’s (actually my Dad’s) first effort to make an online purchase. I have no doubt it’s similar to those efforts of their neighbours and fellow Builders. I guess it’ll strike a chord with my fellow army of Gen Xers who’ve attempted with varying success to educate their ol’ folks of the ways of the web.
- So have you booked your holiday?
- Yes, Dad booked it last night.
- Did you manage to book it online, like we talked about?
- Yes, he booked it all himself online.
- Really, Dad? That’s brave; I thought he was still getting to grips with the computer.
- Well he sorted out the email; he sent you a message.
- Yes, 134 actually. Still it’s good he’s using it, we’ve all got to learn hey. Anyway, where you going on your hols?
- We’re flying to Milan.
- That’s fantastic, it’s a great city. Where are you staying?
- Well, the hotel is a little way outside Milan itself.
- Yes?
- It’s in Miami.
- Dad booked the hotel in Miami but the flights are for Milan?
- Yes, he’s a bit reckless with his mouse. We’re hiring a car so we’ll be able to drive there.
- From Milan?
- Oh no, not from Milan, we’ve got to pick the car up in Manchester.
- Mouse problems again?
- No, no, Dad dropped his bifocals on the keyboard. Still, it’ll be a nice long break. Dad spilt his cocoa on the keyboard and some of the number keys started to stick so he’s managed to book the hotel for 33 weeks…
- Oh no…
- For 222 people…
I am pleased to say that nowadays my Mum - and Dad – use the web successfully, to search for information, to buy various goods and services, to download files and software. They are also fully Skype literate. As I beam into their UK study all the way from Sydney, it is, amongst other things, a pleasure to see their faces filled wonder; the wonder of this technology and the magic it can perform.
Us marketers need to take note. Builders make up a not insignificant 17% of the Australian population (ABS) and therefore present a great business opportunity. Though still weary of the computer ‘thing’ in the study, Builders have embraced the web and are demanding more from us, the young upstarts that have upset their apple carts and brought them this pragmatic magic.
(Note: McCrindle Research have excellent papers on generational differences including internet usage trend variances.)
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