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Employers, Don’t Let Gen C Pass You By

Author: Infomentum

Author: Rachel Edwards

Generation C is not a group defined by their age; they are defined by their attitudes, behaviour, shared interests and constantly connected digital lifestyle.

It’s easy to forget than whilst it’s essential to engage Gen C as the consumer, giving them a rich and fulfilling online experience, your employees are just as likely to represent Gen C. How are you catering for Generation C in the workplace?

So how do they behave at work?

Because of their desire to be collaborative and their community orientated outlook, Generation C appear to be good problem solvers. If they don’t know the answer to something, they are far more likely to approach an online forum or community for helps and answers. What’s more, they understand how to perform more complex searches on search engines and internal systems. This is an invaluable asset to any business, as Gen C respondents of the survey were far more likely to describe themselves as inventive, ‘continually coming up with new ideas and different ways of approaching problems’. Encouragingly for employers, the study also found a positive correlation between being a part of Generation C and being driven at work. Gen C appear to want to go the extra mile to help the organisation succeed.

But they’re not being fully accommodated for at workGive Generation C the right information and the right technologies

Despite their positive effect on businesses, it appears as though Generation C are not being catered for
in the workplace; over half of respondents said that their IT systems at work are only ever updated occasionally, and many complained of outdated and slow systems.

One of their biggest bug bears at work is wasting time looking for lost documents. On average, they spend up to an hour a day searching for these documents, and 20% even said they waste additional time having to recreate these documents when they couldn't be located.

Shockingly, this wasted time is costing British businesses up to a staggering £15 billion per year.

But it’s not just easy access to documents that Generation C wants; they also value the ability to work flexibly and using the technology of their choosing. This means not only do they need easy access to documents, they want to be able to access documents on the go and from the device of their choosing.

Generation C aren’t just your customers; they’re your employees too. What are you doing to engage them? Download the full report, ‘Generating Success with Generation C’, to read more on satisfying Gen C employees.

Communicating with Generation C Consumers

Author: Infomentum

Author: Rachel Edwards

Generation C is the connected generation – they are digital natives who are constantly communicating, computerised, community-orientated and always clicking.

As the connected generation, it’s not surprising that Generation C spend much of their time online; they shop (88%), bank (87%), visit forums (57%) and stream TV (68%) regularly.

Not only are Gen C carrying out all of these activities and more online, they’re using a multitude of devices. They want to access this online information whenever and wherever they want, whether that’s from a desk or anywhere out and about.

Gen C expect websites to be responsive to the device they are using, fast loading and they want to ability to carry out self-service tasks online.

But Gen C are frustrated online. Why?

According to our research, a staggering 98.5% of Generation C stated that they are dissatisfied by the features of websites. Their five worst rated features were:

  1. Slow loading pages (66.2%)Generation C are frustrated online
  2. Pop ups (57.8%)
  3. Advertisements (30%)
  4. Broken links (26.9%)
  5. Auto-playing videos (25.7%)

This has a big impact on Generation C, who see the internet as a completely immersive part of their lives. They are less patient online than their non-Gen C counterparts, having become so accustomed to super-fast broadband and 3G/4G connections. Poor websites will immediately put Gen C consumers off.

They’re social

Social media sites feature heavily in Gen C’s online connections. We found that 86% of Generation C are using social media sites to interact with family and friends, and their immediate circle aren’t the only ones influencing their behaviour. Due to their desire to collaborate, Generation C are also the most likely consumers to reach out to their peers across the world through forums and social sites such as Twitter, where they can communicate with other Gen C’ers outside of their immediate circle who they would not otherwise come across.

And it’s not just interacting with peers that draws Gen C to social media; they expect to be able to engage with companies online too. 75.5% of Generation C survey respondents listed ‘being able to contact a company easily through different channels’ as important to them. It’s obvious that Generation C value interactivity highly and appreciate a two-way dialogue with brands rather than being bombarded with sales messages.

With so many online interactions happening every day, can you afford for your website not to engage Generation C? Download the full report, ‘Generating Success with Generation C’, to read more about how Gen C behave online and how to appeal to them.

Who are Generation C?

Author: Infomentum

Author: Rachel Edwards

In our study conducted by Censuswide, 1002 desk-based office workers were quizzed on their attitudes to websites, technology and the workplace. Over half of the respondents to the survey were defined as Generation C. But just how are we defining them?

According the Brian Solis, a digital analyst, anthropologist and futurist:

This is the dawn of Generation C, where “C” represents a connected society based on iGeneration C; the Connected Generation nterests and behaviour. Gen C is not an age group, it’s a lifestyle. While social networks are the fabric of online relationships, it is how technology affects everyday activity. What’s most important for you to understand is that Gen C is different.

They put the “me” in social media. They’re always on. They rely on the shared experiences of strangers to guide their actions. And, they know that other Gen C’ers rely upon their shared experiences to find resolution.”

Generation C are not defined by their age, unlike Generation X, Y, Millenials and Baby Boomers. Instead, we describe Generation C as a ‘psychographic group’, who are defined by their behaviour, values, attitudes and digital lifestyle.

Gen C are always connected, computerised and clicking. They are social media savvy, with 86% using social networking sites to interact with friends, family and peers.

Not surprisingly, Gen C will own an abundance devices including tablets, laptops, smartphones and smart TVs. But it’s not just the fact that Gen C own these devices – they’ll quickly become bored of them too, with almost 80% admitting they’ll buy a new gadget even if there is nothing wrong with the old model. This desire to stay on top of the latest digital trends defines Generation C.

And with all of these devices, the connected generation are of course constantly online. The survey showed that the majority of Gen C stream TV online, use cloud storage solutions, use instant messenger and also shop, bank and visit forums to collaborative with their peers.

What does all of this mean for businesses? How can you engage Generation C as your customer and your employee? Stay tuned to our blog in the coming weeks, or download the full report ‘Generating Success with Generation C’ here.

Are You Ready for Generation C?

Author: Infomentum

Engaging Generation CAuthor: Rachel Edwards

This week sees the launch of an exciting piece of research we carried out into a new generation of people: Generation C.

These people are your customers, your employees and maybe even yourself.

Generation C is the connected generation; they are digital natives who are completely au fait with the latest gadgets and technologies. They are always computerised, always online communicating, clicking and connecting with their community of peers. They are one of the largest demographics and they’re expanding all the time.

In the research, carried out by Censuswide, we surveyed over 1000 desk-based office workers because we wanted to understand the impact this emerging demographic is having on business. We wanted to understand their attitudes towards the technology which constantly surrounds them, how they behave online and as consumers and employees and how they perform in the workplace. We wanted to know how they judge potential employers and most importantly, how employers can get the most out of them.

54% of the survey respondents were identified as Gen C. The remaining respondents admitted that being online and connected doesn't dictate their lives (40%) and 6% saying that they only see technology as a means to an end.

In the full report, we address the key behaviours of Gen C as consumers and as employees. Based on the research, the report also includes a business guide for how to get the best from Generation C whether as your employees or your consumers.

Intrigued? Do you think you could be Generation C? Are Gen C your employees or your consumers? Download and read the full report ‘Generating Success with Generation C’.

You can share the Generation C infographic and video, or comment on the report on Twitter by using the hashtag #GenC.

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