The international journal of human-computer studies published a study in 2010 on how to make webpages appealing to Generation Y, the demographics encompassing ages 18-31 in the United States.
http://users.wpi.edu/~djamasbi/2008-Djamasbi%20et%20al-AMCIS.pdf
The conclusion was that pages that have main large image, images of celebrities, little text and a search feature are especially appealing to Generation Y, who grew up with technology and are internet savvy.
The study however does not address potential differences in website appeal to different generation of internet users. As recent data have shown, website use by other age groups have increased dramaticaly in the last few years, and the average age of internet users and social network users have both increased as the older population jump online. Half all all new internet users in the United States will be aged 45 and older according to a recent estimate.
U.S Internet Users by 2014
TOTAL: 250.7 million (77.8%), up from 221.0 million in 2010 (71.2%)
- 3-11: 24.9 million (64.1%) / 18.6 million (49.8%)
- 12-17: 24.5 million (96.6%) / 23.8 million (94.6%)
- 18-24: 29.0 million (93.0%), 27.9 million (91.0%)
- 25-34: 39.6 million (90.0%), 36.5 million (87.4%)
- 35-44: 36.7 million (89.0%), 34.5 million (83.5%)
- 45-54: 37.9 million (87.0%), 35.1 million (78.6%)
- 55.64: 31.7 million (79.8%), 26.0 million (71.7%)
- 65+: 26.4 million (54.0%), 18.6 million (43.2%)
It is important for academia and marketing professionals to understand this trend and determine if there is a real difference in website visual appeal preferences between Generation Y and Generation X/Baby Boomers. The questions that should be addressed is whether the same website visual appeal applies to Generation X/Baby Boomers and if there is a convergence in appeal when it comes to website design. Although Generation X and Baby Boomers may be more used to traditional marketing media format that are largely text based - example magazines, newspaper and direct mail marketing, it is possible that that they will not judge the website appeal based on what appealed to them in the past. The study seems to imply that more text and a more static and list based website might appeal more to the non Generation Y demographics. A future study should be conducted to find out if a real difference exist among Generation Y, Generation X and Baby Boomers especially since going online have become a way of life even for the older generations.
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