Los “muppies” son bastante fáciles de identificar: jóvenes entre 25 y 35 años, inteligentes, altamente escolarizados, que cuidan su salud, detestan depender de los demás y, por sobre todas las cosas, no pasan ni un segundo lejos de su teléfono inteligente o tableta.
El término es obra de la escritora Michelle Miller, que lo describió en su libro “The Underwriting”. Es la contracción de “millenials” y “yuppies”. Según la autora, los “muppies” son aquellas personas que dedican por lo menos una hora de su día a actualizar la vida digital, colocando un post nuevo en el blog, subiendo fotos en Instagram, deseando feliz cumpleaños a los amigos de Facebook, revisando los contactos de LinkedIn, etc. También pasan como mínimo media hora comprando en línea y otros 60 minutos definiendo el menú del día o dónde pasarán las próximas vacaciones.
La empatía del término con los lectores de Miller fue tan grande que, en la actualidad, se usó para referirse a una forma de pensar y actuar que trasciende las fronteras. Es suficiente con dar un paseo y prestar atención cuando recorre las grandes ciudades del país. Los “muppies” están por todas partes.
Los ‘muppies’ están bien formados, han estudiado algún máster, hablan dos o tres idiomas y han crecido agarrados a la PlayStation y a los auriculares del ‘mp3’. Han nacido con la tecnología en su vida, son de los llamados ‘nativos digitales’ y lo aprovechan. Utilizan las tecnologías para todo: comunicarse, informarse, hacer vida social y subirse el autoestima gracias a sus seguidores en Instagram.
También son habituales de Twitter, donde exprimen su ingenio para compartir mensajes tan graciosos como críticos mientras ven el último capítulo –a poder ser en versión original– de alguna de las series de moda.
Los números expresan están tendencia. De acuerdo a un estudio realizado por PayPal y la consultora IDC este año se mostró que el 53% de los latinoamericanos usan sus dispositivos móviles para hacer compras en línea (29% tableta y 24% “smartphone”). De acuerdo a otro estudio del sitio de compras colectivas Groupon, el principal motivo son los precios atractivos, según el 76,6% de los 6 mil entrevistados en Brasil, Argentina, Chile, Colombia y México. En segundo lugar, con el 63,5%, figuran la practicidad y la convivencia. En tercer lugar (52,9%) la facilidad y, en cuarto lugar (44,7%), la posibilidad de encontrar todo tipo de producto.
¿Quiere otra razón que explica este fenómeno actual de los muppies? El hecho de tener un espíritu nómada y estar conectados todo el tiempo hace que prefieran usar dispositivos que les permitan tomar decisiones rápidas, en el momento y lugar que quieran. Son nativos digitales, crecen en línea y, por eso, también se sienten más a gusto con tecnologías de pago virtual.
Por último, y no menos importante, los “millenials” están absolutamente convencidos de que se puede cambiar el mundo con actitudes sustentables sin perder de vista el confort (sustantivo-deseo que marca su generación).
Desde productos orgánicos para el almuerzo hasta muebles y objetos de decoración hechos con material reciclable para su apartamento, todo pasa por la búsqueda en línea a través del teléfono inteligente.
Y ese estilo de vida solo es posible gracias a la tecnología móvil, que evita filas en las tiendas y el tránsito caótico de las grandes ciudades, además de darles más tiempo a los “muppies” para cuidarse a sí mismos, algo que, también disfrutan bastante.
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