Age Matters — Myths and Truths About AME Generational Lifestyles

Age Matters — Myths and Truths About AME Generational Lifestyles

With young consumers starting families and older consumers heading for retirement, it’s common knowledge that lifestyles differ depending on our age. And in today’s world of changing technology, the stereotypical gaps between the ages can seem even larger. But which stereotypes are really the truth and which are just perception? Are we really so different or do “we” have in fact a great deal in common?

Nielsen’s Global Generational Lifestyles Survey breaks some myths and reaffirms others in the Africa/Middle East (AME) region. For the purposes of this study, respondents are segmented into five life-stage classifications:

  • Generation Z (ages 15 – 20)
  • Millennials (21 – 34)
  • Generation X (35 – 49)
  • Baby Boomers (50 – 64)
  • Silent Generation (65+)

Let’s solve the mystery and discover what the differences are—or better said, if there are differences—among the generations in AME.

Social Media Tops For Getting the News

Surprisingly, more than half of AME respondents (51%) turn first to social media to get the news, including digital natives Generation Z and Millennials (each 55%). But social media is second only to TV as the top news source for Generation X and respondents 65 and older (44% and 34%, respectively). 

Home Sweet Home – But Where?

Big city/urban lifestyles hold strong appeal for AME respondents (33% and 28%, respectively). Young adults in particular prefer the metropolitan setting; however, aspiration for this lifestyle decreases over time and age. The older the AME consumers are, the more they want to live without the hectic and stress of a big city life—those over 65 especially prefer the rural countryside.

Catch a glimpse into the future

As we age, our focus shifts from wealth to health. Making money and working in a fulfilling career are top priorities among younger AME respondents, while staying fit and healthy and spending time with family are most important among older AME respondents. 

So it seems the truth and myths overlap. The world is changing and so are we. For marketers, these insights can reaffirm your marketing messaging or open up new avenues for you to reach them—such as through social media. 

For more detail and insight, download Nielsen’s Generational Lifestyles Report.

About the Nielsen Global Survey

The Nielsen Global Survey of Generational Attitudes was conducted Feb. 23-March 13, 2015, and polled more than 30,000 online consumers in 60 countries throughout Asia-Pacific, Europe, Latin America, the Middle East/Africa and North America. The sample includes Internet users who agreed to participate in this survey and has quotas based on age and sex for each country. It is weighted to be representative of Internet consumers by country. Because the sample is based on those who agreed to participate, no estimates of theoretical sampling error can be calculated. However, a probability sample of equivalent size would have a margin of error of ±0.6% at the global level. This Nielsen survey is based only on the behavior of respondents with online access. Internet penetration rates vary by country. Nielsen uses a minimum reporting standard of 60% Internet penetration or an online population of 10 million for survey inclusion.