Inter-Generational Comparison of Social Media Use: Investigating the Online Behavior of Different Generational Cohorts

Abstract

Today we cannot imagine our everyday life without the Internet. Some of us do not even remember the times, when we actually had to get outside to buy new clothes or book a vacation. Now, all these tasks can be managed, with the help of the Internet, comfortably from our homes. One of the most booming Internet offerings are the so-called social media. In our study we investigate the divergences in social media usage between different generations. The out-comes of our investigation might be a valuable guide for businesses focusing on online marketing, social shopping, or e-commerce in general, and desiring to reach the right target groups. Once the businesses identified services mostly used by their target customers, they can focus on building a relationship with them through the social network, committing them to the brand and, hence, influencing their decision-making.