Generational theory: how boomers, X's, millennials, zoomers and alphas interact with the digital world

What is generational theory

Generational theory is a concept that emerged in the late twentieth century as a result of research into historical cycles in the United States led by American scientists William Strauss and Neil Gove. They concluded that every 15-20 years a new generation of people with unique values and behaviours is formed.

As a result, different age groups have been identified, the best known of which are boomers, Generation X, millennials, zoomers and alphas. Each of them has its own preferences, outlook and other characteristics, which are described in detail in the book «Generation» by the authors-researchers. We were interested in exploring the behavioural differences between the generations with regard to the use of technology and the Internet in particular, as well as the factors that influenced this.

Boomers (1945-1963): the Internet as a tool, not entertainment

This generation was born after World War II, when the economy was recovering and there was a surge in the birth rate — the baby boom. Hence the name «boomers».

The baby boomers were still in the days of analogue telephones and televisions with antennas. This may explain the fact that in personal communication they prefer phone calls (including technical support via telephone communication) and live meetings.

Because of their conservative views, boomers are slow to embrace new things in life. Therefore, they are cautious and sceptical about new technologies such as artificial intelligence (AI), blockchain, cryptocurrency, meta-universe, AR/VR.

This generation highly values privacy and is predominantly wary of online technologies, fearing digital surveillance. Due to their low level of trust in digital finance, they trust cash and physical bank card payments the most, and then online banking.

If we analyse the favourite content formats of those born in 1945-1963, they are traditional media: television, radio, printed publications (boomers highly appreciate logically structured, long texts with moderate visualisation). Of the electronic versions of traditional media, they favour websites of well-known media (CNN, BBC).

Despite the fact that many of the boomer generation are suspicious of new technologies, digital communications are also present in their lives. In particular, the more advanced part uses messengers (Viber, Facebook) to communicate, watches content on YouTube (documentaries, cookery recipes, educational videos on medicine or gardening).

In general, boomers appreciate reliability and simple interfaces. They also often learn from their grandchildren how «it works there»: for example, when they want to understand online banking to pay utility bills themselves, etc.

Generation X (1965-1980): balancing offline and online

This generation has grown up in a period of political instability, economic change and, at the same time, active technological development. In general, the Xs are cautiously optimistic about innovative solutions: if necessary, they implement them in their work, but they also evaluate the effectiveness of each.

Representatives of generation X value flexibility, so they increasingly choose remote work, where they use Zoom, Google Meet, corporate chats and various CRM-systems. The Xs get their news mainly from social networks, scrolling through Facebook and Telegram. In their free time, they usually watch content with deep meaning on Netflix or YouTube to relieve their stress.

Generation X is often more cautious about privacy than younger generations (Y and Z). «Xs» remember the world before the Internet, so they value their privacy more. Although they use social networks, they are less enthusiastic about sharing personal information there. Many Generation X members restrict access to their profiles, filter posts and carefully adjust app permissions. Those born between 1965 and 1980 are also sceptical of free online services, suspecting that they are paying for them with their own data.

Generation X also wants transparency about how companies and government agencies process their data. It is important for Generation Xs to know who is using the information they provide about themselves, when and why. In addition, they support digital ethics, but do not always have the deep technical knowledge to protect themselves in the online environment. They often rely on antivirus, VPNs, and two-factor authentication.

Generation X is often inclined to look for primary sources, to verify information. They have witnessed the emergence of mass media and seen how coverage of certain events changes, so they are more critical of the transparency of media and information platforms

«Iks» are cautious in the online environment, but in general they adapt well to digital services. Internet purchases are made on popular websites and marketplaces, OLX classifieds service (if we analyse the representatives of Ukrainian Generation X). They are users of bank cards, online banking, and partially — mobile applications.

For technical support, generation X applies mainly through e-mail, chat or phone. At the same time, they appreciate quick feedback.

It can be concluded that «Xs» like functionality and control, and favour practical services without unnecessary «tricks». Technology for them is definitely a tool of efficiency.

Generation Y / Millennials (1981-1996): the generation of apps and fast solutions

Millennials grew up in an era of rapid technological development along with the emergence of the Internet. Therefore, they actively use the «benefits of the digital world» in their daily lives. Millennials are more open to change and adapt faster than previous generations due to the availability of information. They actively use new technologies — in particular, they are experimenting with blockchain, AI, and Web 3.0.

«Igreks» are the main force that shapes social networks and online services. This generation loves content that can be consumed quickly. This explains the popularity of Instagram among millennials, where they not only follow brands, opinion leaders, and trends, but also get «hooked» on stories and riles (short videos).

Facebook also has a large audience among Generation Y: they use this social network to share news and interact with friends and acquaintances. The main source of video content for millennials is YouTube. And on this platform they not only watch other people's content, but also actively create and share their own videos (vlogs, product reviews, entertainment content).

Compared to Generation X and baby boomers, Generation Y is more open to transparency and privacy in the digital environment, but is still wary of personal data leaks. To reduce the amount of personalised advertising or protect personal information, «gamers» often use privacy settings on social networks and apps.

Representatives of Generation Y are the most active users of online banking, delivery services, online bookings (tickets, accommodation, etc.) — everything where you can get results in a few clicks. Among financial instruments, they favour Google/Apple Pay, PayPal, cryptocurrencies (as investments), Monobank and Revolut applications.

When there is a need to ask for technical support, «gamers» choose such methods as online chats, bot-sports, messengers, FAQs. The speed of issue resolution is more important to them than human contact.

In general, millennials are the generation that seeks maximum benefit with minimum effort. And reliable Internet is a must-have for them.

Generation Z / Zoomers (1997-2012): those born with Wi-Fi

This generation has grown up in a period of rapid technological change, globalisation and social transformation. Therefore, zoomers perceive technology as part of their identity and actively support its integration into everyday life.

In an environment of information overload, zoomers learn new things quickly, and choose quick messages to share what they have learnt with others. «Zetas» no longer imagine life without gadgets, especially smartphones, and favour online communication. They gladly communicate on social networks (Instagram, Telegram, Discord, Snapchat) using emoji, memes, and stories. And they look for the information they need on various online platforms.

Members of the Zoomer generation «scan» information in 8-10 seconds. Therefore, they are attracted to concise content formats such as those offered by TikTok, Instagram Reels, YouTube Shorts, as well as interactive content (content that encourages them to answer questions, leave comments, participate in voting or perform other actions). Zoomers also like to be creative — making videos, streaming, blogging. And they willingly use AI services in their studies and work.

Although Generation Z often neglects online privacy in exchange for convenience, they are actively interested in privacy policies. And they also expect absolute transparency regarding the collection of personal data, including social media algorithms.

As zoomers are focused on speed and convenience, they are actively using digital wallets, mobile banking, P2P transfers, crypto, NFT, SmartID-based financial services. All these tools allow convenient financial transactions without physical presence in a bank.

Generation Z values not only quick resolution of issues, but also its time. Therefore, it also expects convenience from interaction with technical support services. With this in mind, automated tech support (e.g., AI-assisted support) that doesn't require spending time on calls or filling out forms on the website is top of the list for Zoomers.

In general, we can conclude that Generation Z lives for visual, interactive content. And Internet speed is critical for them.

Alpha (2013 - today): digital from childhood

This is the youngest generation that doesn't read yet, but already knows how to «browse» online pages on a smartphone. This is because the alphas were born into a world where innovations like AI and IoT are an integral part of life, so they accept everything new as the norm.

Today's teenagers learn quickly and can easily switch between tasks. They prefer voice commands instead of manual text input. Alpha's perceive information better visually, so short videos (15-60 seconds) are their favourite content format. Plus, visual content allows for interaction through comments and likes, which is important for this generation.

Not surprisingly, TikTok, a social network that is designed to create and watch quick videos with an emphasis on creativity and visual content, is insanely popular among «alphas». Instagram Reels with quick clips, dances and trends is also gaining popularity among members of the alpha generation.

But the main platform for content consumption by «alphas» is YouTube. Here, they watch not only entertaining but also educational videos, challenge videos, and video game reviews. And the special YouTube Kids app is popular not only with the alpha generation, but also with their parents: the parental control setting allows them to control what their child watches and set time limits.

The alpha generation loves video games and actively enjoys gamified platforms (Minecraft, Roblox, Fortnite) on both mobile devices and consoles. These games are not only entertainment, but also a way to interact and socialise. AR/VR games are also gaining popularity among «alphas», which give children the opportunity to immerse themselves in digital worlds.

Mobile apps and artificial intelligence are helping alphas. In particular, they rely on AI to realise a form of tech support such as «help finds you on its own».

Alpha is the first fully digital generation. Its members do not yet have full access to financial instruments, but are growing up absorbing knowledge about digital wallets and in-game currencies. They are still forming their attitude to privacy and transparency in the Internet space. What is certain is that the alpha generation loves interactivity and is very demanding of content quality and internet speed.

So, the generational theory makes it clear that each age group learns technology and uses the Internet differently. But all types of generations have one thing in common — the need for a fast and stable connection, as well as affordable connectivity. Maxnet's professional team is ready to take care of all this.

We wonder what peculiarities of interaction of different generations with digital technologies you have noticed? Share your own observations in the comments.