Press Release Source: HP Canada

Generational Divide: Age Matters When It Comes to Small Business Owners’ Attitudes Toward Office Technology

Friday October 3, 7:00 am ET

<< New research from HP Canada uncovers generational differences among small business owners when it comes to how they learn about, purchase and use office technology >>

MISSISSAUGA, ON, Oct. 3 /CNW/ – Forget the instruction manual. Generation Y entrepreneurs prefer to take a “do it yourself” attitude when learning how to use new technology. This is just one of the generational differences among small business owners uncovered in new research released today by HP Canada.

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When it comes to learning how to use technology, 46 per cent of entrepreneurs under the age of 30 (Gen Y) are most likely to “just try to figure it out themselves.” On the other hand, small business owners aged 62 years and over (Veterans) prefer to read a manual or talk to friends or family; only 26 per cent of this group say they learn how to use new technology on their own.

“HP’s survey unveils some interesting differences – and similarities – among small business owners based on age,” said Dr. Linda Duxbury, professor, Carleton University School of Business, Ottawa. “From how they learn about technology to what technologies are considered critical, each generation is motivated by different factors in terms of how they view technology. Vendors selling to this market must be cognizant of these differences in order to be successful in meeting the needs of these customers.”

The results of the survey, which was conducted by Ipsos Reid for HP Canada, did unveil some similarities between generations. According to the survey, 63 per cent of small business owners say they are very “confident” that they are using the right type of computer (desktop, laptop, workstation, etc.) for their business. When it comes to purchasing new technology, 94 per cent said speed is an important feature when it comes to making technology purchasing decisions, ahead of a product’s security features (88 per cent) and energy efficiency (75 per cent).

“HP is committed to providing small business customers with the technology, services and online resources that help them be as successful and capable as any competitor, big or small,” said Jean-Paul Desmarais, senior marketing manager, Business Printing, HP Canada. “We commissioned this research as a way to gain insight into whether age matters when it comes to our customers’ attitudes toward how they learn about, purchase and use technology in their businesses. The results show that there are some distinct differences in attitude based on age.”

The following are the top five generational differences uncovered by the survey. For the survey, generations are defined as the following: Gen Y (under age 30); Gen X (aged 30 to 42); Baby Boomers (aged 42 to 61); and Veterans (age 62 or older).

   1. Perception of “critical technology” for their business

   ———————————————————

   The results indicate that the importance of fixed computers and

printer/copiers increases according to the age of the respondent, while the

importance of laptops and handheld devices decreases with that age. Baby

Boomers and Veterans are more likely to insist that it is a priority to spend

their technology budget on desktops or PCs and printers or copiers, rather

than wireless technology.

   According to the survey, Boomers prefer traditional devices such as fixed

computers as opposed to laptop computers. Boomers (84 per cent) say that fixed

computers are critical to their business compared to just 65 per cent of Gen Y

respondents. Instead, Gen Y entrepreneurs (55 per cent) say laptops are

critical to their business, while only 46 per cent of those aged 43 and older

agree with this position.

   2. How small business owners use the Internet

   ———————————————

   When it comes to deciding which technologies to purchase, Gen X does their

homework before buying. The survey indicates that 41 per cent of Gen X conduct

research online and read online reviews. Similarly, 39 per cent of Gen X say

they use the Internet to find online marketing tools that help them develop

their own marketing collateral. Only 25 per cent of Veterans use the Internet

to find online marketing resources to help them develop their own marketing

collateral.

    3. Spending priorities when it comes to technology

    ————————————————–

   When it comes to their technology budget, the priority given to mobility

decreases with the age of the respondent. For instance, 32 per cent of Gen Y

say that mobile technology is a priority in terms of how they spend their

technology budget. In comparison, 18 per cent of Gen X, 10 per cent of Boomers

and only 8 per cent of Veterans give priority to mobile technology.

   4. What features are important when deciding to purchase new technology

   ———————————————————————–

   Gen Y (75 per cent) are more likely than Gen X (72 per cent) or Boomers

(68 per cent) to say that the technology’s footprint (size) is an important

consideration when buying technology products. Interestingly, brand is more

important to Veterans (64 per cent) than it is to Boomers (60 per cent), Gen X

(57 per cent) or Gen Y (55 per cent).

   5. How they learn to use new technology

   —————————————

   When it comes to learning how to use technology, older small business

owners are much more likely to read the manual, with 34 per cent of Veterans

admitting that they prefer to learn in this way. Only 19 per cent of Gen Y

read the manual.

“This survey brought some interesting insights into the influence age has on a small business owner’s attitudes and perceptions towards technology,” said Michael McAvoy, Director, Small and Mid-Sized Business, HP Canada. “HP is a global organization that believes simplifying technology is key when tailoring products, solutions and services to the SMB space. Our goal is to continue to provide a seamless, simple and comprehensive package to small businesses including reliable technologies, superior customer support and a global ecosystem of partners.”

About Ipsos Reid

Ipsos Reid is Canada’s market intelligence leader and the country’s leading provider of public opinion research. With operations in eight cities, Ipsos Reid employs more than 300 research professionals and support staff in Canada. The company has the biggest network of telephone call centers in Canada, as well as the largest prerecruited household and online panels. Ipsos Reid’s Canadian marketing research and public affairs practices are staffed with seasoned research consultants with extensive industry-specific backgrounds, offering the premier suite of research vehicles in Canada – including the Ipsos Trend Report, the leading source of public opinion in the country – all of which provide clients with actionable and relevant information. Ipsos Reid is an Ipsos company, a leading global survey-based market research group. To learn more, visit www.ipsos.ca.

About HP

HP, the world’s largest technology company, provides printing and personal computing products and IT services, software and solutions that simplify the technology experience for consumers and businesses. HP completed its acquisition of EDS on Aug. 26, 2008. More information about HP (NYSE: HPQ – News) is available at http://www.hp.com/.

   (1) Survey methodology: These are the findings of an Ipsos Reid poll

   conducted on behalf of HP from Sept. 3 to Sept. 10, 2008. This online

   survey of 1,000 Canadian small business owners and operators was

   conducted via the Ipsos I-Say Online Panel, Ipsos Reid’s national online

   panel. The results are based on a sample where quota sampling and

   weighting are employed to balance demographics and ensure that the

   sample’s composition reflects that of the actual Canadian population

   according to census data. Quota samples with weighting from the Ipsos

   online panel provide results that are intended to approximate a

   probability sample. An unweighted probability sample of this size, with a

   100 per cent response rate, would have an estimated margin of error of

   +/- 3.1 per centage points, 19 times out of 20.

   (C) 2008 Hewlett-Packard Development Company, L.P. The information

   contained herein is subject to change without notice. HP shall not be

   liable for technical or editorial errors or omissions contained herein.

For further information

    Editorial contacts: Caroline Hester, HP Canada, (905) 206-4301, Caroline.hester@hp.com

    Michelle Mullins, Hill & Knowlton for HP, (416) 413-4656, michelle.mullins@hillandknowlton.ca

    Hewlett-Packard Company, 5150 Spectrum Way, Mississauga, ON, L4W 5G1, www.hp.ca

Source: HP Canada