Although we are all online, not all generations inhabit the internet in the same way. From the buzz of MSN to the daily streak of TikTok, the codes, platforms, and digital behaviors vary—and these differences are key for brands. Because while we are all connected, we do not all navigate the digital space equally.
In a country where over 75% of the population is online (Branch, 2024), understanding these generational differences isn’t just interesting—it’s strategic. At Red de Datos, we help brands read these nuances to design more relevant and effective communications.
👶 Generation Z (1996–2012): Digital Natives in Action
The internet is their native language. 96% of Colombian teenagers access the internet daily, with over 70% doing so exclusively via their mobile phones (Portafolio, 2024), spending between 6 and 8 hours connected each day (Dcdx, 2024). They prefer fast, visual, and authentic content on platforms like TikTok, YouTube, and Twitch. They follow brands with clear values, genuine tone, and messages that represent them.
“Relevant content for them is what feels authentic, gives them a voice, or represents who they are.”
— La República, 2024
For brands, connecting with Gen Z means more than just being on their favorite platforms—it’s about understanding their codes, speaking their language, and knowing what moves them.
🧑💻 Millennials (1981–1995): The Digital Bridge Audience
Millennials grew up with the rise of the internet and were the first to experience the digital transformation. In Colombia, this group represents a significant portion of the economically active population. Their digital behavior combines traditional media consumption with intensive use of social networks and streaming platforms.
They use the internet not only for entertainment but also to stay informed, work, shop, and make consumption decisions. They are frequent users of Instagram, Facebook, WhatsApp, and YouTube, and they value content quality, usefulness, and the trust a brand inspires (Diario La República, 2024). They expect brands to communicate with purpose without overlooking design and experience. Understanding this generation is key to building lasting and consistent relationships.
🧓 Generation X (1965–1980): Practical and Adaptive
Generation X witnessed the birth of the internet and adapted to its evolution. In Colombia, this group stands out for its functional use of technology, combining digital media with more traditional formats like television, radio, and print. They prefer clear, reliable, and useful content and often stay informed through news portals, newsletters, and closed groups on social networks like Facebook and WhatsApp.
According to the Observatorio de Cultura Digital de la CRC, they are active on transactional platforms and are increasingly familiar with tools like e-commerce, mobile payments, and virtual education, which simplify their lives and keep them updated (MinTIC, 2024). For brands, this generation represents a loyal audience with purchasing power that values clear information, omnichannel experiences, and trust.
📻 Baby Boomers (1946–1964): Connection as Autonomy
Although they didn’t grow up with the internet, Baby Boomers in Colombia have progressively adapted to the digital environment. This group uses the internet in a practical and selective way, prioritizing platforms that allow them to communicate, stay informed, and meet daily needs. According to DANE, over 60% of older adults have accessed the internet in the past year, especially for video calls, reading news, accessing banking services, and participating in social networks like Facebook and WhatsApp.
For this generation, trust and ease of use are key factors. They value clear communications without technical jargon and content that provides real value, particularly in areas like health, finance, and well-being. For them, digital connection represents “autonomy, companionship, and access to essential services” (MinTIC, 2024). Brands that want to reach this audience must offer intuitive experiences, close support, and purposeful messaging.
🎯 Why Is Understanding These Differences Important?
Understanding generational codes helps:
- Communicate more precisely.
- Choose the right channels.
- Adapt messages and services according to the audience.
🔍 How Can Red de Datos Help You?
Through digital ethnography, strategic segmentation, and behavioral analysis, we help you connect with what truly matters to each generation. The future is not uniform. Brands that interpret data with generational sensitivity will be the most relevant and enduring over time.
Do you want your brand to connect with every generation authentically?
Contact us here
