According to Hulu, Age Is Not a Factor in Digital Fluency

Charlene Weisleramp160 What were the major takeaways of this newamp160studyJulie DeTragliaamp160 We found that digital fluency is not driven by ageamp160 It was the impact of technology that prompted behavior changeamp160 Digital connections are now normal for people media and brandsamp160 We also found that media is core to digital identity because social and streaming are gateways to digital consumptionWeisleramp160 What were the major surprisesDeTragliaamp160 The biggest surprise was that across all generations including Gen Zamp160just as many people identified themselves as Minimalists and Averse lower end of spectrum as they did Maximizers and Creators higher end of spectrumamp160 We also were surprised and happy to see that social media streaming video and online transactions are all tightly intertwined when it comes to changing habitsWeisleramp160 Do the consumer profiles of the younger generations differ along the spectrumamp160 For example do the Averse have a different demo profile to the MaximizersDeTragliaamp160 No they are demographically similar which is the point behind the studyamp160 Just because people are mapped to a generation doesn39t mean they have the same attitudes or perceptions of technologyamp160 It ranges more on the behavior than the ageWeisleramp160 What about the older generationsamp160 How do they fall on the digital fluency spectrumDeTragliaamp160 Specifically for Boomers 55 2 are Creators 7 are Maximizers 15 are Connected 34 are Confident 26 are Enlighted 12 are Minimalists and only 4 are Averseamp160 The biggest difference we saw is that Boomers have a much lower percentage of Creator Maximizer and Connected identified users and that they are higher in Confident and a lot higher in Enlightedamp160 They overindex in the middle of the spectrum which is surprising to mostWeisleramp160 Your hierarchy of digital needs looks to be patterned like Maslow39s Hierarchyamp160 Can you talk about each hierarchy stage and what it means in the digital journeyDeTragliaamp160 The hierarchy of digital needs that the user travels along starts with media which is the foundation to a digital identity and closely related to transactions and shoppingamp160 The trend towards connectivity started when Facebook and social media launched eventually impacting every product of service how we communicate eat date and transactamp160 Once you39re comfortable with media you slowly move along the journey you become comfortable with transacting through digitalamp160and eventually you begin using applications that make life easier and more convenient like those centered on eating dating travelingamp160 Advanced technology is the next level which pushes the consumer to use virtual reality and voiceactivated systems thatamp160eventually leadamp160to curating a personalized lifestyle and dependence on applications like HelloFresh and Aaptiv and StitchFix toamp160in turn make your life more convenientWeisleramp160 Is it possible to move someone who is more of a technophobe across the digital spectrumDeTragliaamp160 Great questionamp160 We continue to explore this more at Huluamp160 It is a large barrier for a consumer who is completely averse to moving along the spectrumamp160 The only wave of movement would be if they were to try something first and realize how much better it will make their lives before they jump inamp160 But we believe it is possible as some later adaptors of technology are functioning as more connected which means it is always a possibilityWeisleramp160 Are there certain consumer categories that attract more Maximizers and Creators aside from the obvious tech categoriesamp160 Any surprisesDeTragliaamp160 The directtoconsumer businesses are the ones booming right now which certainly attract Maximizers and Creators They feel more comfortable to use them and feel like it is a great addition to their livesamp160for the convenience factoramp160 From a Hulu standpoint we learned that our users are further along the spectrum so they are more likely to use directtoconsumer apps and social mediaamp160 There wasn39t anything too surprising here but we are continuing to exploreWeisleramp160 What ad messages can be used to reach people by their place in the spectrumamp160 Different messages for the Averse vs Maximizers for exampleDeTragliaamp160 Marketers and advertisers need to understand that it is more about where they reach these consumers vs the language usedamp160 For example it is about where the brands capture attentionamp160 We know Hulu and other streaming services do thatamp160 Consumers at the higher end of the spectrum prefer a different type of adamp160they want them to feature people make the consumer feel like they are a part of the ad give them a sense of brand personality and take the consumer along a storylineamp160 This came from followup work on creative best practices for our advertising partnersamp160 These were the aspects more immersive commercial experiencesamp160that consumers want and that video can offerWeisleramp160 What are the next steps in this research for HuluDeTragliaamp160 We are a directtoconsumer business in this space for a long time and we know that the people on our service are quotempoweredquot consumersamp160 They are important to us from both a marketing and advertising partnership perspective because they are valuable to reachamp160 We used this data when we designed our new brand campaign quotBetter Ruins Everythingquot amp160We will continue to explore these segments to align with our consumers39 needs and expectationsamp160 From an advertising partnership perspective continuing to understand how our consumers are different and what they are more receptive to helps guide our advertisers as to how best to reach and engage their targeted consumersClick the social buttons above or below to share this story with your friends and colleaguesThe opinions and points of view expressed in this content are exclusively the views of the author andor subjects and do not necessarily represent the views of MediaVillagecomMyersBizNet Inc management or associated writers

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According to Hulu, Age Is Not a Factor in Digital Fluency

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Charlene Weisler

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According to Hulu, Age Is Not a Factor in Digital Fluency

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