Toronto-based Delvinia has unveiled the first in a new series of consumer insight packages that decipher the digital behaviours and attitudes of Canadians. Using its proprietary consumer data warehouse/business application/analytics tool, Insight Engine, Delvinia has dissected the digital lives of two heavily targeted groups – the Net Generation (ages 18 to 30) and the baby boomers (ages 45 to 65).
President and CEO of Delvinia Adam Froman says the insights reveal consumer motivation, all the more imperative considering the current economic woes. The next step, he says, is to mold these consumer insights into engaging digital experiences for users.
Even with the present digital revolution, it appears consumers still prefer purchasing in-store versus online, though online product research is common. The report findings suggest that boomers are more comfortable researching products in-person (except when considering electronic goods), while N-Geners prefer online research. However, both demos prefer making purchases in-person.
N-Geners and boomers tend to differ in their choice of tech purchases. It was discovered that boomers own more desktop computers, GPSs and portable DVD players, while N-Geners own more MP3 players, laptops, video gaming systems, and home DVD players. N-Geners are also more likely to be planning a future technology purchase.
The study revealed that despite the fact that males are stereotypically associated with video gaming, more female boomers own game consoles than their male equivalents, although more N-Geners than boomers own gaming consoles. Specifically, 65% of N-Geners own game consoles, while less than 40% of boomers own or plan to purchase one.
The Delvinia Insight Engine is updated on a quarterly basis throughout the year via its AskingCanadians online panel (a demo representative of Canada as a whole, based on StatsCan figures). The 2008 survey queried 1,296 boomers and 1,296 N-Geners (2,592 sample total) regarding purchase cycle preferences, banking behaviour and technology ownership.
