Mexico. The process of technological adoption has been so accelerated and has intensified in recent years that it has managed to permeate massively in all age segments of the population. Although access to Information and Communication Technologies (ICT) has become widespread among different age segments, significant differences persist around the deepening use of these technological tools.
Technological progress and innovation in networks and information channels have resulted in applications that allow a more effective and faster interrelationship between people, which shorten times and distances. At the same time, the exchange of products and services from anywhere in the world has been enabled in an efficient and expeditious manner that facilitate the productive operation and daily work of all people regardless of their age and / or gender.
Generation "Z"
The younger Generation Z, composed of people under 21 years of age, have experienced all their lives in conditions of connectivity. These teenagers and young people are immersed entirely in the daily use of technology as part of their reality.
Users in the segment register the highest levels in the use of technology, such that practically all mobile users (98.0%) have a Smartphone, 87.0% use e-commerce platforms, mainly when hiring audio and video content platforms over the Internet, and 89.2% consider themselves video players or gamers.
However, having a lower purchasing power, Generation Z users show the lowest average expenditure on mobile services (ARPU), by disbursing $ 112.9 pesos per month, which they allocate almost entirely to mobile data use purposes.
Millennials
It is the segment of the population that is between 21 and 30 years old and includes users who register a profile of greater access and use of ICT, being the only group of digital natives with their own purchasing power, being the generation that invests the most in technology.
Millennials register the highest expenditure on the purchase of Smartphones ($ 4,702 pesos per team on average), by getting mid-range and high-end devices that have superior memory capacities and better performance for access to video games, audiovisual content and work tools.
This generation reaches the highest average expenditure on mobile services (ARPU) amounting to $ 155.5 pesos per month, due to its high data consumption. In addition, it stands out for being the most intensive population segment in the use of video on demand platforms by subscription on the internet (89.4% are SVOD users), circumstances that allow them to access a diversity of applications and content in an expeditious and ubiquitous manner.
Similarly, Internet users in this segment register a deep level in the use of Electronic Commerce platforms (85.8%), mainly to request transport and delivery of food.
Generation "X"
This generation includes people between 31 and 50 years old, who have shown themselves to adapt easily to technological changes, since 93.7% of mobile users have a Smartphone.
Being the segment with the greatest access to financial products, they register the highest level of contracting mobile services in the postpaid modality (22%), which translates into the second largest ARPU in the generational comparison ($139.1 pesos per month).
It highlights that this group is in the third place of adoption of eCommerce platforms (80.1%), having the means of payment and sufficient purchasing power to carry out online transactions, mainly acquire electronic items, make payments for services and banking operations. In addition, more than half of people (51.5%) are video game users, a significantly lower proportion with respect to younger age groups.
Baby Boomers
Although access to ICT in this generation (adults over 50 years of age) is the one with the highest growth, it still registers a lower level compared to the rest of the age groups, due to their consumption habits and budding digital skills.
Thus, the adoption of subscription internet video on demand (SVOD) services and e-commerce platforms within this age segment has intensified in recent years, including travel purchases, service payments and garment procurement.
Although this segmentation of access and use of ICT shows that technological progress has allowed the massification of technological tools between generations, such that the generational technological gap has been practically eliminated, differences in the intensity of use attributable to habits and preference of use, purchasing power, digital skills, among other differentiated factors between age groups, stand out.
Text written by Jacqueline Hernández of The Competitive Intelligence Unit, CIU.
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