Can you name the six generations of consumers?

World War II/Swing generations
Members of the WWII Generation were born in 1932 or before and are
aged 82 or older in 2014. Members of the Swing Generation were born
from 1933 to 1945 and are aged 69-81 in 2014.

Baby Boomers
The generation born between 1946 and 1964. In 2014, Baby Boomers are
between the ages of 50 and 68.

Generation X
The generation born between 1965 and 1976. In 2014, Gen Xers are
between the ages of 38 and 49.

Born between 1977 and 1994, Millennials are aged 20 to 37 in 2014.

Born between 1995 and 2007, members of iGen are aged 7-19 in 2014.

Emerging generation
The newest generation began in 2008 as the annual number of births
declined sharply with the recession. In 2014 members of this as-yet unnamed
generation are younger than 7.

Is smart phone penetration fueling the next generation gap?

For thousands of years there has existed a gap between young and old. This much is a constant – but, is it possible smart phones are “pouring kerosene on the fire?” I was surprised to learn that according to a November 2013 study by comScore smart phone penetration shows a wider than expected gap between millennials and people over 55. Given the growing importance of mobile devices in the marketing mix, if the trend continues to widen it is likely that as people age they will fall farther behind in the attempt to stay culturally current. One data point is just a snap shot, but as those aged 18-34 increase their use of smart phones (ultimately approaching 100%), it will be interesting to see if the percentage difference will continue or perhaps even accelerate. At some point 100% of all phones will be “smart,” so you could argue the gap will ultimately narrow to parity, but the real issue is not whether people have smart phones but how as a result of usage their buying behavior and communications patterns change. smart phone penetration