There have never been more opportunities to understand who your customers are in order to anticipate and meet their needs. A solid understanding of your customers and their behaviour can help you tailor your digital customer experience to make sure it’s enjoyable, accessible and inclusive. And it can help you to reach new customers who previously couldn’t access your products and services online due to barriers like language.
Meet the Millenials Aged around 18-35 (born between 1980 – 1995), 13 million millienials in the UK – this is a well educated, tech-savvy, diverse and socially liberal generation and a very important target market. Often described as the “always connected” generation, they are especially important to companies with online and/or digital products.
[Source: https://www.statista.com/statistics/281174/uk-population-by-age/].
Meet Michael
Born:1984
Education: MEng (Warwick) He worked hard and played hard, captaining the Football team alongside his studies. Career: Engineer – working in the motor industry – a collaborative environment. He dreams of making environmentally- friendly cars mainstream.
Leisure: Michael keeps work and pleasure separate. He plays football for the club joined as a boy in the 90s, and coaches the Under 8s team. Like many tech-savvy millennials, he relaxes by watching you tube videos and listening to podcasts, using the accessibility shortcuts to quickly browse to his favourite content.
Personal: Michael and his girlfriend rent a house in the town in which he grew up.
He is dyslexic. This led him to embrace technology: spellchecking or changing onscreen text and background colours effortlessly, whenever he books cinema tickets or holidays on his smartphone or banks online. His lateral thinking skills help him, as an engineer.
Personality traits: Hardworking, creative, risk averse
Meet Anna
Born 1994
Education: Anna’s family moved to the UK soon after Poland joined the EU. She quickly made friends, studied hard and left school with A Levels and fluency in English and Polish. BA (Hons) Swansea University.
Career: Trainee Manager, national restaurant chain. Having waitressed to fund her studies, she now works in the sector fulltime and aspires to manage her own restaurant. Her ability to switch effortlessly between languages quickly puts others at ease. She is set to thrive post BREXIT.
Leisure: Anna’s passion is travel. With friends in the UK, Poland and beyond, her Instagram feed is full of beautiful landscapes. She learns phrases in the local language before travelling, shunning the phrase book and well-thumbed Rough guide in favour of her iphone to translate phrases, find and book hotels. Personal: Megan flat-shares with friends. They watch box sets, streaming them rather than filling limited storage space with DVDs.
Personality Traits – team player, creative, hard working
5 things you need to know about your millennial customers
- Virtually all adults aged 16 to 34 years were recent internet users 99% [Source:https://www.ons.gov.uk/businessindustryandtrade/itandinternetindustry/bulletins/internetusers/2018]
- Millennials watch an average of two hours 39 minutes of non-broadcast content a day, including 59 minutes of YouTube, on PCs, phones and tablets (OFCOM Report, pp65).
- By 2025, 75 per cent of the workforce will be Millennials [Source: https://thepsychologist.bps.org.uk/volume-30/november-2017/changing-workplace]
- One third of professional Millennials have a disability
[Source: https://www.inc.com/sylvia-ann-hewlett/millennials-with-disabilities-a-large-invisible-talent-cohort-with-innovative-potential.html]
- Ten percent (10%) of the population have Dyslexia; 4% severely so. Dyslexia is identified as a disability as defined in the Equality Act 2010.
Millennials use digital channels constantly and with confidence. They need your website content to work for them as and when they need it. Recite Me, the web experience your customers want.
