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Generational differences in technology behaviour: Comparing Millennials and

Generation X

Article  in  Kybernetes · December 2019

DOI: 10.1108/K-09-2019-0598

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Cristina Calvo-Porral Rogelio Pesqueira-Sanchez

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Comparing
Generational differences in millennials
technology behaviour: comparing and
Generation X
millennials and Generation X
Cristina Calvo-Porral and Rogelio Pesqueira-Sanchez
Department of Business, University of A Coruña, A Coruña, Spain
Received 8 September 2019
Revised 20 October 2019
Accepted 23 November 2019
Abstract
Purpose – There are differences in the motivations underlying technology behaviour in each generational
group; and there may be variances in the way each generational group uses and gets engaged with
technology. In this context, this study aims to address the following questions: “Does generational cohort
influence technology behaviour?” and if so: “What are the main motivations underlying Millennials and
Generation X technology behaviour?”.
Design/methodology/approach – For this purpose, based on the uses and gratifications theory this
study examines technology behaviour through multi-group structural equation modelling, drawing on a
sample of 707 millennials and 276 Generation X individuals
Findings – Research findings indicate that millennials mostly use and get engaged with technologies for
entertainment and hedonic purposes; while Generation X individuals are mainly driven by utilitarian
purposes and information search. Further, research findings indicate the moderating role of generational
cohort in the use of technologies.
Originality/value – This study provides empirical evidence of the main differences and motivations
differences driving technology behaviour of millennials and Generation X individuals.
Keywords Behaviour, Technology, Generation X, Millennials
Paper type Research paper

1. Introduction
Technology usage has increased dramatically in the past decade, because of digitalisation and
the interconnected networks providing people with easier means of obtaining information,
entertainment, social activities and interaction. Today, media technology range from a plethora
of devices to channels and venues on those channels, such as the social networking sites,
allowing users to interact through them to communicate with other users (Sundar and
Limperos, 2013). Similarly, technology and the high connectivity of mobile devices such as
tablets, laptops or smartphones, enable users to enjoy numerous gratifications related to
technology such as social connection anytime and anywhere, immediate communication, ease-
of-use, information seeking, work management or entertainment (Leung and Zhang, 2016). So,
individuals get certain gratifications by using different technologies.
Similarly, different variables may be affecting the use and engagement with technology,
and one of these factors is age, and individuals could be divided according to their age into
generational cohorts. More precisely, generational cohorts are groups of individuals born
during the same time, resulting in great similarity in their beliefs, motivations, values and
behaviours, giving rise to a generational identity that may be influencing technology usage
patterns, engagement and behaviour (Mitchell, 2003). There are important variances in the Kybernetes
way each generational groups use technology (Magsamen-Conrad et al., 2015); thus, the © Emerald Publishing Limited
0368-492X
generational cohort could be affecting the individual use and engagement with technology. DOI 10.1108/K-09-2019-0598
K A well-known cohort-based categorisation is based on whether individuals belong to the
millennial generation, or from those of the older individuals, such as Generation X (Gurau,
2012). Authors agree that millennials have been shown to differ from other generations, as
they are “digital natives” and technology savvy; and the majority of research has focused on
the perception of technologies by millennials. However, there is a gap on research regarding
their motivations to use and engage with technologies compared to earlier cohorts. Further,
no comparative research has been conducted comparing millennials and Generation X
regarding the main motivations and drivers of their technology usage and engagement.
So, this study aims to compare the motivations underlying the use and engagement with
technology between millennials and Generation X individuals, to understand their
differences. Further, the present research aims to examine the moderating role of the
individual’s generational cohort in the use of technology. Despite the increased interest in
technology behaviour, most studies have focused on one specific generational cohort,
without comparing different cohorts. The present study aims to fill this research gap by
comparing two generations based on the motivations underlying their technology
behaviour. In this context, this research addresses the following research questions:

RQ1. What are the main motivations underlying millennials and Generation X
technology behaviour?
RQ2. Are the motivations underlying technology behaviour different for millennials
and Gen X individuals?
RQ3. Does the generational cohort influence technology behaviour?
Therefore, our main purpose is to examine whether generational differences might be
related to the technology use behaviour, focusing on millennials (Generation Y) and
Generation X. Likewise, the major contribution of the present study is the analysis of the
motivations influencing technology behaviour based upon users’ generational cohort and
focusing on millennials and Generation X from a uses and gratifications perspective.
Finally, moving this analysis into the cyber realm, the present study offers the potential to
gain a deeper insight into how humans from different generational cohorts relate with
technology and technology systems.

2. Literature review
2.1 Millennials and technology
The concept of millennial generation was first proposed by Tapscott (1997) and Prensky
(2001). Millennials – also known as Generation Y – are defined as individuals born between
approximately 1980 and 2000 (Gurau, 2012), characterised by their different values and
behaviour compared with previous generations (Eastman and Liu, 2012). More precisely, the
core role of technology in their lives is the main factor differentiating millennials and earlier
generations, influencing their expectations and perceptions (Pew Research Center, 2010).
Millennials are technologically literate and savvy, as they have grown up and have been
immersed in technology all their lives, being in constant contact with digital media,
technologies and the internet (Howe and Strauss, 2003). In addition, they are the first high-
tech generation and consequently, they could be named as “digital natives” (Prensky, 2001;
Palfrey and Gasser, 2013). Technology has influenced millennials’ behaviour, way of
thinking and learning process, being different from previous generations (Prensky, 2001); as
they perceive information and communication technologies in a more positive way
compared to older individuals (Howe and Strauss, 2003).

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