Generation X and Y. Gregg Bennett, Michael Sagas, and Windy Dees. Abstract. The purpose of this study was to assess the media preferences and consumption ...
Sport MarHeting Quarterly, 2006,15,40-49, © 2006 West Virginia University
Media Preferences of Action Sports Consumers: Differences Between Generation X and Y Gregg Bennett, Michael Sagas, and Windy Dees
Abstract The purpose of this study was to assess the media preferences and consumption behaviors of attendees at an action sports event, with a specific focus on comparing members of Generation Y (Gen-Y) to Generation X (Gen-X). Research participants were event attendees at the Gravity Games (N = 2108). A series of chi square analyses indicated some differences between the generations. In general, Gen-Y participants, when compared to Gen-X, watch more television, were more likely to (a) watch action sports (i.e.. Gravity Games & X Games) on television, (b) play video games more often, and were less likely to watch traditional sports like the NFL and NBA on television. Clearly, Gen-Y action sports consumers use and prefer media differently than their Gen-X counterparts. Marketing implications and future research directions are discussed.
Media Preferences of Action Sports Consumers: Differences Between Generation XandY The youth market has been an elusive and hard to reach segment for marketers, advertisers, public relations firms, and corporations for quite some time. In
Gregg Bennett, EdD, is an assistant professor of sport management and director of the Sport Marketing Lab at Texas A&M University. His research focuses on event marketing and the action sports industry. Michael Sagas, EdD, is an assistant professor of sport management at Texas A&M University and coordinates the sport management program. His research focuses primarily on differential treatment among under-represented groups in NCAA coaching and administration, and the impact this treatment has on work and career-related outcomes. Windy Dees is a doctoral candidate at Texas A&M University. Her research focuses on the effectiveness of sport sponsorship.
"Certainly, marketers have sought to connect with each youth market throughout history. However, the current youth market, Generation Y (Gen-Y), is arguably more coveted by marketers and advertisers than any previous youth market, due mainly to its large size ..." fact, marketers have attempted to connect with the youth market as early as the 1920s (Giles, 1922; Hollander & Germain, 1992; Wolburg & Pokrywczynski, 2001). This segment of the public is important to the aforementioned groups for many reasons. However, the main reason may be that the creation of awareness among young people has the potential to produce a lifetime consumer of products and services. Gertainly, marketers have sought to connect with each youth market throughout history. However, the current youth market. Generation Y (Gen-Y), is arguably more coveted by marketers and advertisers than any previous youth market, due mainly to its large size (Bennett, Henson, & Zhang, 2003; Bennett, Dees, & Tsuji, 2004; Bennett & Lachowetz, 2004). Gen-Y is three times the size of its Generation X predecessor (Gheng, 1999)', with the largest number of children still a decade removed from adolescence (Lim & Turco, 1999). The generation consists of individuals born in the late 1970s through the 1990s, and the segment makes up almost a quarter of the United States population (Gardyn & Fetto, 2000). Estimates vary on the actual size of Gen-Y, but the segment likely includes over 78 million members (Halliday, 2002; Hochman, 1999; Hollingsworth, 2000; Lim & Turco, 1999; Stapinski, 1999). Members of this generation have also been called Echo Boomers (Neuborne & Kerwin, 1999; Rosenthal, 1998; Stapinski, 1999; Wellner, 1999), Nexters (Hatfield, 2002), Net-Generation (Hatfield, 2002), Digital Generation (Bradish, Lathrop, & Sedgwick, 2001), and the Millennials (Hatfield, 2002; Neuborne & Kerwin, 1999).
40 Volume 15 • Number 1 • 2006 • Sport MarHeting Quarterly
Many marketers have become enamored with Gen-Y because the buying habits they establish now "will likely have a significant impact in the retail worlds in years to come" (Rummel, Howard, Swinton, & Seymour, 2000; Wolburg & Pokrywczynski, 2001, p. 34). Gen-Y is a high-spending group with discretionary income (Gheng, 1999), an estimated spending power of $60 billion (Leand & Walzer, 2001), and an incredible infiuence over the purchasing habits of their parents — also known as "pester power" (Hogg, Bruce, & Hill, 1998; Rummel et al., 2000; Stone, Stanton, Kirkham, & Pyne, 2001). It is easier to reach members of Gen-Y than any preceding generation as they have been exposed to a wider variety of media, marketing, and advertising (Gordiner, 2001; Wolburg & Pokrywczynski, 2001). However, persuading this generation is more complicated since they are constantly bombarded with marketing and advertising "clutter." In fact, Gen-Y is skeptical toward many forms of advertising and marketing, and they must believe a message or product to be "cool," sincere, or
action sports event. An additional purpose was to make comparisons between Gen-Y and Gen-X^. The following research questions guided this investigation: Rl: What are the television and videogame consumption patterns of action sports consumers? R2: What are the reported differences among action sports consumers, based on their generation, regarding media consumption?
Background Literature
Gen-Y Media Consumption It is easier to reach members of Gen-Y than any preceding generation as they have been exposed to a wider variety of media, marketing, and advertising (Gordiner, 2001; Wolburg & Pokrywczynski, 2001). Gen-Y has been heavily influenced by media, including videogames, magazines, movies, radio, and television. In fact, media consumes a large portion of this segments time, often between 33 and 38 hours per week (Larson, 2001; Moore & Lutz, 2000; Roberts, Foehr, Rideout, & Brodie, 1999). Most members of the seg"One out of every three children between the ages ment are media-sawy and were raised consuming of 8 and 17 uses some form of sport media on a multiple forms of media (Gordiner, 2001). Many in the daily basis (Lines, 2000). However, the consump- segment listen to music via the radio, have access to an tion patterns of the Gen-Y sports consumer is average of 62 television channels, frequent movie themarkedly different than any oj^ their predecessors." atres, and play a variety of computer and videogames (Morton, 2002). Sony's PlayStation 2 and Microsoft's non-manipulative before they are persuaded (Gordiner, X-Box are so popular with Gen-Y, one author described them as the PlayStation Generation 2001; Morton, 2002; Stone et al., 2001). Members of (Gordiner, 2001). Members of this generation also this consumer segment are more brand literate and access the Internet and use mobile phones, personal brand conscious than previous youth markets despite digital assistants (PDAs), and MP3 players (Gleland, being deluged with a variety of media communications 2001; Lim & Turco, 1999; Morton, 2002; Petrecca, messages (Stone et al., 2001). Therefore, empirical 1999, 2000). Over 60% of Gen-Ys under seven have a research on the media preferences and consumption computer in their homes (Beck, 1997; Lim & Turco, patterns of Gen-Y could provide important data to 1999), and electronic mail (e-mail) is as common to marketers regarding this difficult to persuade generamembers of Gen-Y as the telephone (Omelia, 1998). tion. Information on the media preferences of action sports consumers could have important implications Gen- Y and Action Sports for marketers, sport managers and administrators, One out of every three children between the ages of 8 sporting goods manufacturers, and other businesses and 17 uses some form of sport media on a daily basis interested in connecting with the youth market. (Lines, 2000). However, the consumption patterns of However, there is a paucity of original research on the Gen-Y sports consumer is markedly different than the media preferences and consumption patterns of any of their predecessors. For example, Gen-Y appears the Gen-Y consumer. To date, there are even fewer to value sport that is non-traditional or alternative, empirical investigations assessing the media preferprompting some to label action sports as "Gen Y sport" ences of those members of Gen-Y who are likewise (Bennett et al., 2002, 2003; Gordon, 2000; Petrecca, action sport consumers, one of the fastest growing and 2000). Traditional team sports like soccer, softbaU, most consumed sports in the youth market. Despite baseball, and basketball have decreased in popularity the need for precise information on sport consumers' among some members of Gen-Y (Gordiner, 2001), media preferences, studies that have practical applicawhile sports like mountain biking, skateboarding, and tions are few and far between. Therefore, the purpose in-line skating have realized exponential growth with of this study was to describe media preferences and the generation (Bennett et al., 2003; Wheaton, 2000). consumption patterns of attendees at a large-scale Volume 15 • Number 1 • 2006 • Sport MarHeting Quarterly 41
team sports. The results of the study also indicated that males were more involved and familiar with action sports and they forecasted action sports would continue to prosper among members of Gen-Y. These authors reported that those Gen-Y members surveyed watched action sports more often than Gen-X did in their previous assessment (Bennett & Henson, 2003) and the sample was likewise more optimistic about the future of action sports (Bennett et al., 2003). Media broadcasts, endorsements, and sponsorships have also contributed to the increased popularity of action sports among the youth segment (Bennett et al., 2002, 2003; Bennett et al., 2004; Bennett & Lachowetz, 2004; Greenwald & Fernandez-Balboa, 1998). Broadcasting companies, like ESPN, NBG, and the Outdoor Life Network have increased action sports programming exponentially over the past few years. "Increased television programming, effective mar- ESPN currently broadcasts the X-Games, NBC has keting and advertising strategies, and the decrease aired both the Gravity Games and the Gorge Games, in Gen-Ys appetite for traditional sport may have and the Outdoor Life Network now broadcasts the facilitated the gravitation of the young consumer Gravity Games. NBC announced that it will broadcast to the action sports segment." the Mountain Dew Action Sports Tour beginning in
There is an indication in academic literature and mainstream serials^ that the action sports segment has grown more popular with Gen-Y. For example, a dramatic escalation in the number of children playing action sports videos, watching action sports events and championships on television, and participating in action sports has been demonstrated (Bennett et al., 2003; AAF/ESPN, 2001; Koranteng, 2001). In fact, teenaged members of Gen-Y have shown a 10% increase in the amount of action sports they have viewed on television from 1999 to 2001, placing the genre behind only the Olympics, NFL football, NBA basketball, and Major League baseball (AAF/ESPN, 2001). This finding suggests that action sports may be challenging the mainstream sports and may be preferred more by Gen-Y than college football and basketball.
The literature base describing Gen-Y and action sports is limited. Bennett and Henson (2003) conducted a study that analyzed the connection of Generation X (Gen-X) and action sports. These scholars assessed a group of college students who they defined as members of Gen-Y. However, an argument could be made that these respondents were actually members of GenX based upon current research and scholarship (Wolburg & Pokrywczynski, 2001)'. These authors found limited preferences among sampled members of Gen-X for action sports and action sports consumption. In fact, their findings suggested that the respondents did not view action sports as significantly as other sporting endeavors. Bennett and Henson (2003) suggested that this finding was likely due to the fact that the action sports genre was still seeking to carve out its niche with the youth market. The authors likewise indicated that demographic variables could have been a factor in the low interest levels of their sample. Bennett et al. (2003) replicated the Bennett and Henson (2003) analysis by assessing middle and high school students, a sample that they argued was more representative of Gen-Y. Comparisons were made between the two studies and the results suggested a greater preference for action sports and action sports consumption among members of Gen-Y (Bennett et al., 2003). They reported that members of Gen-Y preferred action sports over the traditional sports of basketbaU and baseball (Bennett et al., 2003). There was an indication that soccer and action sports were more popular among the younger generation than some
"Gen-Yaction sports consumers were more likely to consume greater amounts of television on a daily basis than their Gen-X counterparts." May of 2005 (Bennett & Lachowetz, 2004; Lefton, 2004). ESPN airs approximately 900 hours of action sports each year (Cleland, 2001), and it appears that the escalation in media coverage has facilitated an increase in the amount of interest among children in the United States. The action sports genre is consistently viewed on television across all regions of the United States indicating that the segment is not merely regionally popular among members of Gen-Y (AAF/ESPN, 2001). Increased television programming, effective marketing and advertising strategies, and the decrease in Gen-Y's appetite for traditional sport may have facilitated the gravitation of the young consumer to the action sports segment (Coakley, 2001).
Method Setting & Participants The 2002 version of the Gravity Games took place from July 25 through August 4, 2002, in Cleveland, Ohio. The event site was located in downtown Cleveland adjacent to the Rock and Roll Hall of Fame and Cleveland Browns stadium bordering Lake Erie. For the purpose of this analysis two generations were analyzed: Gen-X (n = 665) and Gen-Y (n = 1497). Persons age 21-41 at the time the data were collected were considered to be members of Gen-X, while per-
42 Volume 15 • Number 1 • 2006 • Sport MarHeting Quarterly
sons below age 21 were considered members of Gen-Y. The sample consisted mostly of persons who were male (68.8%) and indicated that they were Caucasian (82.6%). The mean age of all participants was 19.89 years (SD = 8.51). Instrumentation Participants completed a questionnaire asking them to provide demographic information (listed above) and to respond to items related to their media consumption behaviors. Television consumption behavior was measured with a single item, "on average, how much TV do you watch each day." Responses ranged from 1 (none) to 4 {more than 5 hours). Another question asked participants, "how frequently do you watch the following cable networks on TV," with the follov«ng networks listed: TNN, MTV, ESPN, Comedy Central, TNT, and Nickelodeon. Responses ranged from 1 (never) to 5 (daily). A third question asked participants to indicate which sport events they watched on television. Possible responses included: Gravity Games, X Games, Major League Baseball, Gorge Games, Olympics, boxing, NFL games, golf, NBA games, tennis, auto racing, WNBA games, NHL games. Major League Soccer, and Vans Triple Crown. A final set of questions asked participants if they played video games, with "yes" and "no" response categories provided. If the participants indi-
cated they did play video games, then they were asked to also indicate the type of games they most often played. Response options included: team sports, action sports, sci-fi, racing, role-playing, strategy, and other. The validity of the questionnaire was evaluated using a panel of experts and a field test. The face and content validity of the initial survey was evaluated first by a panel of 10 experts (three sport management faculty members, one social scientist specializing in scale construction, one education researcher, and five action sport industry managers—four employed by the Gravity Games) who were asked to judge each item's face and content validity. The experts were also asked to comment on the relevance, representativeness, and clarity of items and provide suggestions for improving the questionnaire. Data Collection & Analyses Data were randomly collected between 10:00 a.m. and 8:00 p.m., over five days in the summer of 2002. Data collectors were situated at four booths located at different venues on-site and at a tent located near the exit of the festival village. These positions were considered heavy traffic areas. Collectors were placed in these areas so that they could ask any individual that approached the information booth to provide feedback on the event.
Table I Frequency Distributions of Action Sports and Video Game Consumption Behaviors
Generation X Variable Watch the... Gravity Games Gorge Games Major League Baseball NFL games NBA games X Games Olympics Vans Triple Crown Auto racing Play video games If play, then... Play team games Play action games Play sci-fi games Play racing games Play role-playing games Play strategy games
N
%
Generation Y N %
Total N
%
64.3
1062
71.1
4.1
68 682 713 524
4.6
95
4.4
.23
1025 1119
683 582
47.6 52.0 34.5 77.8 53.2 31.7 27.0
6.94* 34.1 r
755 552 372
45.7 47.8 35.1 81.0 50.6 37.0 24.9
28.62* 14.04* 62.11* 10.99*
61.6
1263
85.3
1667
78.0
148.77*
42.8 64.1 20.0 48.8 26.5 35.2
552 964 244 570 430 490
43.9 76.6 19.4 45.3 34.2 39.0
725
43.6 73.5 19.6 46.2 32.3 38.0
425 27 343 406 219 467 392 131 210
51.9 61.4 33.1 70.7 59.3 19.8 31.8
1209
404 173 259 81 197 107 142
1487
743
1676 1147
1223 325 767 537 632
69.0
10.01*
.82
.13
24.40* .08
1.43 8.33* 1.78
Note: * p < .008 Volume 15 • Number 1 • 2006 • Sport MarHeting Quarteriy 43
Table 2 Frequency Distributions of Television Consumption Behaviors
Item
Generation X N %
Daily average of television watched 14 none 378 Less than 2 hours 226 2-5 hours 46 More than 5 hours
2.1 56.9 34.0 6.9
Generation Y N %
2.2 42.4 41.8 13.7
32 630 621 204
Total N
46 1008 847 250
2.1 46.9 39.4 11.6
= 45.94* Note: '^ p < .001 The research questions assessed the overall consumptions patterns of the actions sports consumers, and if there were differences in the consumption patterns of various media based on generation of the participants. The first research question was assessed through a frequency analyses, and second through a series of chi-square analyses (a priori alpha = .008 to control for experimental error).
Results Frequency distributions for both Gen-X and Gen-Y participants, as well as the combined data, for video game and actions sports TV watching preferences are presented in Table 1. Table 2 depicts the frequency data for the average daily consumption of television by the participants, overall, and by each generation. The frequency distributions for specific television consumption patterns of the participants, both overall and by generation, are depicted in Table 3. The first research question was concerned with television and videogame consumption patterns. As seen in Table 1, the X Games were the most-watched sport on television among these consumers (77.8%), followed by the Gravity Games (69.0%), the Olympics (53.2%), and the NFL (52.0%) (see Table 1). On average, slightly more than half (51%) of these action sport consumers were moderate (2 to 5 hours daily-39.4%) or heavy (more than 5 hours-11.6%) viewers of television on a daily basis (see Table 2). Further, only 2.1% of the sample indicated not consuming any television on a daily basis. As is seen in Table 3, MTV (34.6%) and ESPN (34.5%) were the most watched networks on a daily basis. Comedy Gentral (27.1%), and Nickelodeon (22.2%) were also frequently watched by these consumers. A large majority of the sample indicated that they never watched Channel 1 (78.8%) on a daily basis. The second research question was concerned with differences by generation on each of the consumption
"... if marketers choose to utilize television to reach this segment, creating activations and advertising spots on MTV, ESPN, Comedy Central, and Nickelodeon may be the most effective since they report watching these networks." behaviors studied. Significant differences on the consumption patterns were noted on a number of the variables. As depicted in Table 1, Gen-X action sports consumers were more likely than Gen-Y action sports consumers to watch televised contests of Major League Baseball (51.9% and 45.7% respectively, "•^ (1, N = 2152) = 6.94, p < .008), the National Football League (61.4% and 47.8% respectively, "^ (i, N = 2153) = 34.11, p < .008), the Olympics (59.3% and 50.6% respectively, "2 (i, N = 2154) = 14.04, p < .008) and auto racing (31.8% and 24.9%, respectively, "•^ (1, N = 2152) = 62.11, p < .008). Conversely, Gen-Y consumers were more likely than Gen-X consumers to watch televised contests of the Gravity Games (71.1% and 64.3% respectively, -^ (1, N = 2154) = 10.01, p < .008), the X Games (81% and 70.7% respectively, -^ (1, N = 2153) = 34.11, p < .008), and the Vans Triple Crown events (37% and 19.8% respectively, -^ (1, N = 2152) = 14.04, p < .008). Differences between the two groups were also noted for video game consumption patterns. Gen-Y participants were more likely to indicate that they play video games, (85.3% and 61.6%, respectively," (1, N = 2137) = 148. 77, p < .008). Additionally, those that did play video games, answered questions related to which kinds of games they played, and differences between the two generations were noted. Gen-Y participants indicated a greater affinity toward action games than Gen-X (76.6% and 64.1%, respectively, "^ (1, N = 1663) = 24.40, p < .008). The Gen-Y participants were also more likely to play role-playing games than their Gen-X counterparts (34.2% and 26.5%, respectively, "^ (1, N = 1661) = 8.33, p
