"...what is the point? I wouldn't understand it even if I read it. It's the deal I'm interested in not the contact..."
Deals, contracts and T&Cs are the same for all customers but treated differently depending upon the age of the consumer. We looked at the two age extremes assessing how complex decisions were made.
Younger - Entice excite engage
Adept at scanning and selectively editing information. Appreciate a balanced objective view, identifying strengths and weaknesses; equipping them to be able to rationalise the decision and subsequently justify to parents and peers. Keen to commit. Discuss with friends rather than elders, want to hear of experiences through social networks.
Comparison sites used to validate decision.
Older - Clarity simplicity honesty
More willing to abrogate the decision and give brand authority disproportionate status. Preference for positive persuasion and fast simple communication. Less patient with detail and complexity. Want to be quickly convinced and committed with certainty to their decision. Debated with partner and opinion of close friends and family sought for technical issues.
Comparison sites used to explore options.
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