Each author is employed by YPulse, a New York research firm. Jillian Kramer is vice president of research, MaryLeigh Bliss is vice president of content, Xavier Vivar is vice president of operations, César Ochoa is data analyst and Daniel Coates is president.
Young consumers expect companies to innovate in order to come up with new ways to make their lives convenient and effortless. Since we last spoke about aligning the tolerance of Millennials against the time demands of the market research industry in February 2016, the trend toward convenience (and impatience) has grown exponentially – inspiring us to refresh our guidance for those seeking to survey Gen Z and Millennial consumers.
Since our last article, culture has advanced to a point that young consumers don’t just want time savings, they expect them. They are less likely to agree that “there is never enough time in the day” as a direct result of using convenient solutions that carve out extra time in their schedules, from food delivery to banking apps. However, we can see by how much more likely they are to become frustrated, and those that fail to meet their expectations will fall out of favor fast with young consumers.
We also see impatience on the rise: 74% of 13-35-year-olds agree with the statement “I get very frustrated by things that waste my time” 48% of 13-to-35-year-olds agree with the statement “I get very frustrated by things that are outdated,” 38% of 13-35-year-olds have cancelled plans because it took too long to get there and 37% of 13-to-35-year-olds agree with the statement, “With all of the technological advances today, I shouldn’t have to do mundane tasks.”
Males are more likely than females to believe that modern advances in technology means patience is no longer required. Many survey researchers struggle to meet quotas for male participation and the secret might well be in the fact that we’re asking more of young ma...