“Generation Virtual” changes culture

Irritating these “Generation X, Y and Z” labels may be, here are a couple of choice quotes from some Gartner Research which claims Generation Virtual will change culture, society and business:

For Generation V, the virtual environment provides many aspects of a level playing field, where age, gender, class and income of individuals are less important and less rewarded than competence, motivation and effort

and

“Companies will need to shift from collecting personal data about individual customers toward collecting more-complete and more-relevant data around online customer behavior and influence on others,” Mr. Sarner said. “Companies will need new processes, new skills and a restructuring of how data is collected and used as they shift from demographic to psychographic insight. If companies follow a truly persona-centric approach, they can use the highly relevant information the persona leaves. Although the real person may never be known, far more intimate information of the persona’s actions, personality, lifestyle habits and attitudes can be collected and exploited for business goals.”

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~ by aleks on November 14, 2007.

2 Responses to ““Generation Virtual” changes culture”

  1. Indeed for a consumer who has been brought up with the Internet and a mobile phone in their hand life must seem very different. Both of the above are interesting points and link together nicely.

    As the Internet breaks down the importance of traditional demographic in a virtual environment there are bound to be more than one personality that marketers will need to target. I anticipate this as people are beginning to define themselves more on their virtual personality as opposed to their offline one. Both are distinct, but with overlaps to their real life. The combination of the two, I suspect, will differ from person to person and add to the complexity of targeting consumers. More data will be collected but what this represents is also becoming more complex. If this is not managed correctly, wild assumptions will be made and expensive research will be wasted or lead to poor results.

    An understanding of how people use Virtual Worlds in terms of projecting their “self”, I would suggest to be one of the first things that is investigated in the target Virtual world. Indeed this is the first piece of consumer research that should be undertaken before ‘targeting’ users of virtual worlds. I discuss this more on my website http://www.alistairwilliams.com. Any comments on the presented ideas is more than welcome and is for the final part of my MA in this area.

  2. I think we have only seen the tip of the iceberg on virtual worlds. It’s going to be interesting to see how virtula worlds will develop in the near future.

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