“The study expressly sought to understand how these generational groups interacted with authenticity and safety and security on the internet.”

A recent national study in the U.S. commissioned by WP Engine and conducted by the The Center for Generational Kinetics investigated the mindset, preferences, and expectations of Gen Z, Millennials, Gen X, and Baby Boomers in reference to their current and future digital experiences.

As part of the study entitled. “The Future of Digital Experiences” they found comparing the groups Gen Z (born 1996-present) is markedly more defined at their human experience when compared to Baby Boomers (born 1946-1955). The digital-as-human experience is investigated within the study, deducing Baby Boomers see a distinction between their lives and the internet, while Gen Zers see the internet as an integral part of their identities.

The study expressly sought to understand how these generational groups interacted with authenticity and safety and security on the internet. Authenticity proved to be more important Gen Z, with 50 percent when purchasing a product the prefer to have reviews from real customers they are they considering buying and prefer those writing the reviews aren’t incentivized for their thoughts. Boomers were less interested in authenticity but rather their focus is on secure payments and less so with an authentic factor.

The multitudes of generations might find converse views to the internet, but security and safety is a common ground. Three of the top five things all the participants in the study wanted from the web is better malware blocking, protecting from fraud or ID theft, and better authenticity when referring to the site’s trustworthiness. Gen Zers crave to have a more personalized interaction with the web, which leaves an opportunity to investigate with ways in which authenticity and security can feature a human connection.