Subscribe in a reader
Are Generation Y Women really 'Accidental Mashers'?
about Photo - Image I have just read a fascinating article about how generation Y women are using their social networking skills to gain advantage in todays workplace. The utilise technology-friendly attitudes towards work, as well as the skills developed in the social networking world to improve their working lives. Serena Software, responsible for this survey, tag them as 'Accidental Mashers'!!
Just for the record, they define a Masher as a person who is able to use technology to be more productive in their personal life and at work.
Serena believe that the social networking skills learned online by the generation Y'ers, will actually be as important to their success in the work environment as their school/college classroom learning experiences. The study identified five unique segments - they call them Mashers - among technology early adopters. These five segments are:
- The Alpha Masher - The tech elite, drenched in technology, Alpha Mashers see it as having significant positive impact on their lives and ability to communicate. At work they are delegators, developing solutions to hand off (think: senior director, consulting firm). The most likely to agree that technology has a positive impact on the world (94 percent) and to be working full-time (91 percent). Predominantly males 35-44.
- The Accidental Masher - Not as comfortable with technology as Alphas, Accidental Mashers still have a deep understanding of how technology can improve their lives. With a less direct approach at work, they consider technology a tool to solve problems, but not the key to everything (think: software project manager, healthcare). Similar to Balanced Mashers, but more focused on work and enthusiastic toward technology. Predominantly females 25-54.
- The Practical Masher - Using all the technology that most Mashers are excited about, they are less enthusiastic about the devices. They typically report to the Alphas and Accidentals at work, but are focused on implementation (think: Web designer, high-end retail). The most hesitant to agree that technology has a positive impact on the world (only 50 percent) or their lives (20 percent). Predominantly males 25-44.
- The Balanced Masher - Although similar to Accidental Mashers, they do not place technology or work at the center of their lives. Approaching their job as a means to fund other things they enjoy, Balanced Mashers lead more relaxed lives than other types, and are hesitant to adopt emerging technology until they see how it relates to their personal lives (think: IT project manager, financial services). The most likely to be students (9 percent) and the least likely to be workaholics (9 percent). Predominantly females 25-44.
- The Masher Lite - The most resistant to adopting new technologies before they are mainstream, they are less likely to take risks, actively solve problems or create efficiency. At work, they may adopt a new process once it is proven effective in another department (think: IT manager, department of Transportation). The most risk averse segment in relationship to technology (only 1 percent are the first to try new technology), their work life (only 7 percent take frequent workplace risks) and at home (only 4 percent take frequent risks in their personal lives). Predominantly males 35-54.
So another generation group definition to add to the mix! I guess all the time companies are will to pay for these surveys, then more such definitions will be generated. Not sure what value they really add, but they are amusing, watching their take on the different generatons in the IT focused workplace. (As you will see in the actual results, they were very specific in the race demographics, which I found irritating, so I ammended mine accordingly - can there be that much difference anyway?)
Comments