Research from Kantar Media TGI shows age is no predictor of
digital behaviour and that factors such as economic clout and
cultural characteristics are far better predictors.
15-24 year olds, as the first generation exposed to digital
technology from an early age, are often assumed to be the true
pioneers of digital adoption, behaviour and much of the spend.
However, analysis from Kantar Media's TGI Clickstream disproves
that these 15-24 year olds are the true digital natives.
In fact adults in Britain aged between 15 and 24 years old are
no more likely than other age groups to participate in a variety of
key digital behaviours. For example, while just under 30% of these
traditionally-defined digital natives have paid to download an app,
this is almost identical to the proportion of 35-44 year olds who
have done likewise. These older adults are also significantly more
likely than digital natives to have bought a range of products or
The TGI Clickstream analysis found that the best predictor of
pioneering digital behaviour is not age but the consumer's
fundamental amount and mix of economic and cultural capital
(cultural capital defined as general knowledge acquired through
education and cultural practices) that consumers possess.
Source : Kantar Media