Quoted by Dina Mehta at Digital Summit 2006 - Integrating Online into the Traditional Media Mix panel.

Where enthrall = To hold spellbound; captivate; to hold your full attention

I would consider myself enthralled by the Web, but then I'm a bit odd that way :-) Normal people use a variety of media - tv, iPods, Xbox, mobile phones, IM, email, etc. Especially Generation Y, those born between 1977 and 1994, who are known to multi-task on all these things and more.

Dina also covered a session called Why search is Hot, Impact of the Echo Generation (Gen Y is also known as Echo Generation). She noted:

"The American teenager is online too, but they are also simultaneously listening to music, reading, chatting on the phone, watching TV - so implications on how to market to those who multi-task. Also, this generation

Two-three broad trends --- looking for affinitiy groups, collective mindset, mass customizaton and expression. They are also highly networked - it is reflected in why people use networking groups, communities, blogs. They are also interconnected, and therefore influenced by what happens within these communities."

So even though there may be a lack of focus in Gen Y, little to enthrall them, there are a lot of digital, social and creative things that interest them - and opportunities for Internet media to serve that need.