Custom Publishing | Custom Media | Imagination Publishing

That’s what we call my mother. She’ll be 84 next month. She watches the Olympics online. She’s on Facebook (great way to spy on her grandchildren). She was on Twitter but that proved a bit much. Her Google toolbar is her best friend. When I tell people this, the reaction is “Wow!” or “Good for her.” And I’m always surprised that they’re surprised.

            We continue to assume that technology use is a generational thing, that younger people—customers, association members—are more comfortable with technology, will demand more access via technology and that older people will be content with traditional media delivery. Wrong, wrong and wrong.

            First, define “young” and “old.” By young, do you mean teenagers, Millennials, or just anyone younger than you? By old, do you mean middle aged, retired, my mother? In an age where children’s winter coats come with built-in iPod pockets, technology use starts practically at the cradle and doesn’t end until you head for the big log-off in the sky.

            Second, if I want to watch the Olympics online or hang out with my friends on Facebook, what difference does my age make? Technology has become so easy to use that we all know what to do if the device freezes, what that little house icon means, how to tell legitimate messages from spam. We all choose our devices and the capabilities we’re comfortable with just as a few years ago we learned to use a remote control.

            Motorola’s new 2009 Media Engagement Barometer finally proves that “age no longer dictates a consumer’s willingness or ability to use media technology or services.” The answers to various questions about technology use and preferences are only a few percentage points off for each generation.

• Do you recognize the role technology plays in helping manage your life?
  • Millennials 75%
  • Gen Xers 74%
  • Baby Boomers 66%
• Do you want to be constantly connected?
  • Millennials 80%
  • Gen Xers 78%
  • Baby Boomers 78%
• Is being connected a necessity in your life?
  • Millennials 79%
  • Gen Xers 64%
  • Baby Boomers 65%

 The study also shows that 66% of Americans expect to be able to access the same content anytime and anywhere. More and more of us are looking for ways to simplify our lives and cut through media clutter. We want to make our content choices personal.

What does that mean for associations?

• Stop assuming that this generation of members is happy with traditional media.
• Stop assuming that technology will automatically attract the next generation of members.
• Stop thinking that you can turn the lights off at 6 and get back to serving your members tomorrow morning. This is a 24/7 world and Twitter never sleeps.
• Stop thinking that you can put this decision off since most of your members are middle aged. Those members are just as likely to be using technology. And think of the potential members you’re missing.
• Finally, stop thinking this is optional. I do a lot of work at home on my Blackberry. We all do. If you’re not there, you’re not anywhere.