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Software Marketing Glossary
by Al Harberg, the press release guy from DP Directory

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software marketing to different demographic generations

from chapter 1 of the book The Age Curve - How to Profit from the Coming Demographic Storm by Kenneth W. Gronbach, the November, 2009 Educational Software Cooperative Software Marketing Book Club selection.


Demographics, politics, and software marketing

software marketing and the demography of generations Demographics provides a better explanation of commonly-observed social phenomena than does, say, politicians taking credit for what goes on in society.

  • Recently, US politicians have been taking credit for reducing crime by being tough.
  • Truth is, most crimes are committed by men who are 15 to 30 years old. And that population is 11 percent smaller than it was 20 years ago.

Demography matters when marketing software

Every 20 years, the US spawns a new generation. "Each generation is bound together by similar wants, needs, motives, and events."

And they buy stuff. Like software.

Software marketing is about generation numbers, not generation personalities

While Gronbach believes that generations have personalities, he attributes these behavior patterns to their numbers.

For example, people in Generation X, born between 1965 and 1984, have been characterized as lazy. Gronbach says that they're not lazy. There are simply fewer of them - nine million fewer than the Baby Boomers that came before them.

For every ten jobs the Boomers left open, there were only nine Xers to fill them. As a result, unattractive jobs aren't being filled. And it gives the impression that Xers don't want to work.

In reality, Xers can pick and choose jobs, and the unattractive jobs go unfilled.

Gronbach defines five generations in the US as -

  • GI Generation (born 1905 - 1924) 56.6 million births
  • Silent Generation (1925 - 1944) 52.5 million
  • Baby Boomers (1945 - 1964) 78.2 million
  • Generation X (1965 - 1984) 69.5 million
  • Generation Y (1985 - 2010-or-so) 100 million

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