May 30, 2007

Gen X Males Crave More Enjoyment

Age And Gender Affect Enjoyment With 14 Different Industries

This is the third document in the "The Enjoyability Factor" series.

by Bruce D. Temkin

with Olga Melnikova, Steven Geller

Executive Summary (This is a document excerpt)

Forrester asked more than 5,000 consumers about their enjoyment in working with 14 different types of firms. We looked at their responses across genders for five generations of consumers. Some of our findings: Female Seniors give high enjoyability ratings to most of the sectors while male Seniors give high ratings to financial services and insurance firms. We also found that Gen X males and Younger Boomer females were more willing than some other segments to move to a more enjoyable provider. Given this profile, Gen X males may be most at-risk for auto insurers, cable TV providers, credit card providers, discount stores, and pharmacies.

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