Demographic Segments in the US, 2000 (millions)
Baby Boomers (1946-1965) 83.0 mm
Generation X (1966-1982) 59.0 mm
Generation Y (1983-Present) 72.0 mm
Source: eMarketer/US Census Bureau 2002
While I know about the above three demographic segments, seeing them together like that makes me say, “What’s the next one?” Baby Boomers span 19 years. Gex X spans 15 years. Gen Y has no official “end date” and is running on 20 years. Seems to me like we are already into Gen Z. Granted, the average age of a Gen Z’er is between 0 and 6, they don’t quite have the purchasing power at this point that would interest any advertiser.
My point is that another shift is about to happen. Who will these people be? What will their media habits be? Will they know what a record is? A modem? Having to watch a TV program at a set time? No, they won’t. Will we be ready for them? At this point, no. When you have television executives saying that using Tivo is stealing, I wonder if we will ever get there.
Plan ahead. Old media is dying. New media isn’t here yet. This is exciting!
