We've showed how Gen Y is going to change the web. In doing so, Gen Y is also changing the world. Despite all of this, the world of Generation Y eludes a lot of the previous generations. Generation Y is absorbed in a world made possible through technology. This is a key factor that is left out of the misconceptions made about Gen Y. Here's a glimpse into the world of Gen Y and how they're using technology.
Generation Y is arguably the most socially conscious generation in existence. They're well aware of how social changes affect them and use the internet as a tool to keep them aware of what's going on. Gen Yers are making their stances well known on Facebook. In 2006, the top 10 advocacy groups on Facebook were:
While Gen Y still participates in rallies, protests, and group meetings, for them it's a lot easier to start a movement with a Facebook group and let the masses join in. These groups are not being ignored either. Money is donated daily, boycotts are being arranged quicker, and news is spreading faster. Gen Y is taking technology and advocacy to another level.
Generation Y doesn't read books. Well, a lot of people aren't reading books these days. However, one should always factor in the following: technology is very important to Generation Y. They may not always read books because there are newer mediums of information to utilize. Looking at the old medium such as books from libraries, according to a study done by the Pew Internet & American Life Project:
"Gen Y are the leading users of libraries for help solving problems and in more general patronage.
Libraries drew visits by more than half of Americans (53%) in the past year for all kinds of purposes, not just the problems mentioned in this survey. And it was the young adults in tech-loving Generation Y (age 18-30) who led the pack. Compared to their elders, Gen Y members were the most likely to use libraries for problem-solving information and in general patronage for any purpose.
Furthermore, it is young adults who are the most likely to say they will use libraries in the future when they encounter problems: 40% of Gen Y said they would do that, compared with 20% of those above age 30 who say they would go to a library."
However, Gen Y is a technologically advanced generation. So, of course Gen Y won't read books or newspapers in the way that previous generations did. Gen Y goes online to get information. They read more blogs than any other generation. They receive the news from online sources and they may even venture into buying an eBook or two. Gen Y certainly won't write off traditional mediums of information. However, they've adopted and embraced the technological advancements that are taking place to better receive information.
Generation Y is full of lazy and self-indulgent kids. If only I had a dollar for every time I heard that statement. This is probably the most ridiculously perpetuated stereotype of Generation Y. Gen Y expects to be rewarded for doing the smallest amount of work. They're only in it for themselves. However, they can't be too bad if they're the most marketed to generation. While they're occasionally self-indulgent (who isn't?), Gen Yers do their part when it comes to helping others.
For example, when entering college, peers amongst Gen Y are more than willing to go out of their way to help the incoming class of students. On my college campus, groups are set up on Facebook and Myspace to help students get to and from Walmart. Web site addresses are exchanged for students to find out the campus ratings for their professors. Tutoring sessions are done online and offline by Juniors and Seniors, not the faculty, and these are activities that are seen across college campuses nationwide. They've advanced the real-life version of peer-2-peer systems using social networks and more.
This is only a glimpse into the world of Generation Y. While Generation Y is very technologically advanced, they're more likely to adopt technologies that help themselves and others whether it's for organizing boycotts, keeping up with the news, or helping peers. They don't just adopt these technologies just because they're out there. They adopt them because of what they can do with them. To conclude, ad agency executive Marian Salzman, states:
"Some of them are the greatest generation. They're more hardworking. They have these tools to get things done. They are enormously clever and resourceful. Some of the others are absolutely incorrigible."
Comments
Subscribe to comments for this post OR Subscribe to comments for all Read/WriteWeb posts
Intersting post. Can you comment on how to get the rights to use images like the one you chose (which looks like the guy from the mac commercial)? Using famous images like that could really be a boon to an up and coming site or blog.
Posted by: gen y question | June 7, 2008 3:30 PM
Well, it certainly shows how stupid young people are these days.
"Same sex marriage" isn't illegal!!!
Nobody has or ever will stop two gay people from going to a church, going through a ceremony, exchanging rings, and declaring themselves married.
Posted by: Barry | June 7, 2008 6:26 PM
Also I would like you guys to address the fact that the internet, and "social networking" specifically, is actually making people dumber, less intellectually curious, less informed, less educated, and generally increasingly STUPID.
There's a whole book on the topic.
The Dumbest Generation: How the Digital Age Stupefies Young Americans and Jeopardizes Our Future (Or, Don't Trust Anyone Under 30)
Posted by: Barry | June 7, 2008 6:28 PM
Gen Y is fabulous!
Posted by: 113.com | June 7, 2008 6:32 PM
Gen Y is the first generation of a major change that could put an end to the modern era.
Of course elder gen are resistant to what this generation bring :
1) no more individualism but free linked people
2) cultural goods must be free since everybody produce them
3) Happiness is not accumulation but excitment.
It will raise a great and passionate debate.
Thanks for your post.
Posted by: stetoscope | June 8, 2008 4:20 AM
Barry: Same sex marriage IS illegal in the US insofar as the government will not recognise it, nor will it grant you the rights associated with being married. A marriage is not just two people saying words to each other; it is a legally binding contract in the eyes of the law and so has to be recognised by the state. Please don't be so obtuse.
http://en.wikipedia.org/wiki/Same-sex_marriage_legislation_in_the_United_States_by_state has a map showing in which states same-sex marriages and unions are legal.
I cannot profess to have read the book you cite, so please enlighten me: what evidence does is put forward to support the claim that the 'digital age stupefies young Americans'?
Posted by: henry | June 8, 2008 4:33 AM
@Barry sounds like a personal problem.
Posted by: d | June 8, 2008 7:31 AM
"They may not always read books because *they're* are newer mediums of information to utilize."
Typo...should be "there" -- great article.
Posted by: GenX | June 8, 2008 7:48 AM
@GenX - Whoops. Thank you.
Posted by: Corvida | June 8, 2008 8:20 AM
Nice post Corvida.
Great way to follow up on our initial conversation around Gen Y in the workplace.
Posted by: Dave Ambrose | June 8, 2008 8:31 AM
Some of your premises are sound, but be careful to not fall into the same trap of those trying to peg other generations like Gen X.
First off, joining a Facebook group is not social change. Social activism maybe (or barely) but certainly not change. It's very encouraging, but you need to show how that translates to actual progress or cultural flow. Obama's momentum might be a good example as advocacy translated to votes.
But considering that the top example in that category was lowering the drinking age (and I can't seem to remember seeing any rallies or serious examples of that as change) it's probably not the best example.
Other notes:
- I think we need to define "libraries" in the example where it appears. The Pew study counted online libraries. I think that's still very, very relevant, but let's not pretend Gen Y are getting in cars and going down to the local book depository.
- I'm glad you mentioned the "lazy, self-indulgent" critique as it is unfair and colored by the perspectives of those who don't understand the digital mediums. Trust me, Gen X has had to live through constant catcalls that we're all slacker cynics for years.
- Finally, I think we have yet to see if Gen Y is "very technologically advanced" - I would save such merits for those who actually innovate and develop technologies, not just use them. Gen Y's culture is still a product of the nearby generational cultures Gen X and the as-yet-unnamed generation in school now. They certainly swim and help choose and elevate the best of today's technologies. I'm excited to see what happens as they age and develop more of our technological infrastructures, bringing their expectations and savvy to the masses...
Posted by: db | June 8, 2008 8:32 AM
hypehypehype
Posted by: Mister.de | June 8, 2008 8:32 AM
Oh and by the way, Justin Long is 30 - he's Gen X.
:)
Posted by: db | June 8, 2008 8:49 AM
Gen-Y: last generation's dream of a new world decked out in web tech, which was also invented and built by the last generation. How does somebody who is a user rather than a creator going to change the world? Sorry to say, mashups and repurposed technology are just that retreads of somebody else's work.
Posted by: FoxLIbre | June 8, 2008 11:17 AM
technology merely enables what people have been doing forever, thinking, communicating, but you would have to think information is equivalent to wisdom to think that the tech was making a change in being human
does it give peace of mind? can i expand consciousness? we all like to think we are special, but we are not, and in some ways, socially mediated experience is simply inferior to non mediated direct experience, though nobody in the industry wants to talk about that
and it has nothing to do with age, simply with confidence and awareness. last time i checked those commodities only loosely coordinated with age. and the tech-time is mosre a function of free time, dont you think? means change, message the same
Posted by: gregory | June 8, 2008 11:18 AM
great post - we did a cool write up on millennial marketing and wine about a year ago. we got the same type of response in a few people bitter about gen Y having some type of greater significance which is understandable. It's a new way of communicating, that's all.
Posted by: gm | June 8, 2008 12:56 PM
Technology also lowers the bar for social interaction.
but in some instances perhaps lowering the bar is not a good thing?
I'm interested to see how gen-Y handles the 'digital divide' and tries to interact with people that are less connected?
Posted by: Aaron | June 8, 2008 2:44 PM
Interesting that the MOST popular advocacy group on Facebook was a purely self interested one: Lowering the drinking age. Makes the rest of the list look a little silly.
Posted by: xtfer | June 8, 2008 5:45 PM
Living with two Gen Y teens, and having worked with middle school students for several years, there's no doubt many of these youth are extremely well-versed in the latest technology. But that's not necessarily a bad thing -- these kids know more about our world than many of us born in earlier generations. They have been exposed to and understand issues we didn't know existed until we were well into our adult years. Sure, some of these young people are selfish, self-centered and only concerned about their own well-being. But wasn't that what people said about the baby boomers?
The biggest difference I see between the Gen Y generation and those before them, is the exposure technology has given them to topics, issues and concerns that at one time would have been considered way beyond their years and understanding. How they will deal with it all remains to be seen.
Posted by: Cindy Kappler | June 8, 2008 6:31 PM
As a Gen Yer, I think technology is a tool for change, but doesn't create it. So, I agree with some of the other commenters that social change isn't joining a Facebook group.
Also, where's the research that we don't read books? I'm confused because the study you point to seems to say that Gen Y does read. Everyone I know reads books. A lot. Don't get me wrong. I read a lot online, but I love my books too.
Anyway, thanks for the post! :)
Posted by: Rebecca | June 8, 2008 8:23 PM
@Cindy Great point. The visionaries of 'our' time, Toffler, Orwell, McCluhan had a lot to say about the coming of 'Fast Media' and more. It started with video from the Vietnam war and went to 'Hot Media' with CNN and USA Today. The effect on the Internet in general on society is a book that has yet to be written. We can only hope that overall it's a good thing.
Posted by: Charlie Anman | June 8, 2008 8:38 PM
another reason why this post is backwards ... technology only expresses what already is as an ability of consciousness .... just because we can do it better or faster or more efficiently doesn't bestow the source a new higher level ... that is simply self-importance speaking
Posted by: gregory | June 8, 2008 9:39 PM
hey corvida,
thanks for posting. good stuff. can you share any additional sourcing? especially around Gen Y communication and Gen Y's use of technology?
thanks,
Christian Anderson
Posted by: christian anderson | June 8, 2008 11:55 PM
here's one for you christian, from newsweek, called the dumbest generation .... considering the source though, tread cautiously
http://www.newsweek.com/id/138536/page/1
Posted by: gregory | June 9, 2008 8:50 AM
It would be interesting to see these numbers updated. Two-year old data on a, well, three-year old web app, is quite difficult to gauge.
I belong to one group (Abortion is Murder) which, although, it's probably not the whole "Pro-Life" advocacy mentioned in the OP, currently has just shy of 60,000 members. That's three times the number shown here and, of course, there are other pro-life groups on F/B.
As Facebook has grown (and gotten away from its college roots by opening up), it will rightly represent less Gen-Y and more of the populace as a whole - at least the web-savvy populace, of which Gen-Y is only a portion.
Still, updated numbers, if anyone knows where to get such info, would be of interest.
I'll admit, however, that I'm hardly one to believe that numbers alone represent change, or potential change. Numbers plus the individual stamina, passion, and resolve of each of those members is what makes the difference in the long run.
For instance, while "Reduce the Drinking Age to 18" held some considerable sway in 2006 when compared to other groups, it's probably less likely to have an effect in the real world than other items on the list. We can all imagine that the individual members, while many, are, on average, hardly the steadfast warriors that will set aside money and large chunks of time to get their idea passed into law. In fact, the very nature of their cause is temporal (on a personal level) and fraught with idol pursuits that will likely distract them from pursuing their victory to the fullest.
Posted by: Lawrence Salberg | June 10, 2008 9:33 PM
There are some reasons why Social Networks will disappear soon:
http://www.slideshare.net/ishmelev/code-web-20-461604/
Posted by: Ivan Shmelev | June 13, 2008 3:23 PM
유학와서 자주가는곳.
※ 대한민국 내로는 절대 판매하지 않습니다.
안녕하세요..
저희회사는 해외에 거주하시는 유학생이나 교민들께
온라인쇼핑몰중 가장 저렴한 가격으로 담배를 판매하는 회사입니다.
ambak.com 입니다..
특히,, 저희 당사는 외산담배뿐만 아니라
해외에서 직접구입하기 어려운 한국담배를 저렴하게 판매,배송중입니다.
저희 홈페이지에 방문하셔서 보다 합리적인 가격에 쇼핑하셔서
가격적인 면에서 부담을 덜어드리고 싶습니다.
============================================
DUNHILL LIGHTS (1carton)
MILD SEVEN LIGHTS (1carton)
CAMEL (1carton)
RAISON (1carton)
ESSE LIGHTS (1carton) ============================================
(모든판매상품은 운송비가 포함된 금액입니다.)
현재 다양한 상품을 준비중이오니 ambak.com 을 방문해 주세요..
감사합니다.
글을올려 죄송합니다.
필요치 않으시면 삭제부탁드립니다.. (3312)
Posted by: 소나무 | June 16, 2008 9:54 AM
Facebook is starting to lose its charm for a lot of gen Y people.
Posted by: Church of Dim Sum | June 18, 2008 2:02 PM
획기적인 기본료 월4,500원 최저요금제!!
치솟아만가는 물가, 힘든경제난속에서 휴대폰요금때문에 속썩으신 기억없으신가요?
거품투성이인 휴대폰요금제 불만많으셨죠?
저희 선불폰전문 암바(Amba.co.kr)로 오시면 휴대폰요금 걱정끝입니다.
어떻게 한달기본료가 5천원도 안돼나? 내가써왔던 휴대폰기본료는 2만원정도 하던데.. 혹시 사기이거나 통화품질이 떨어지지않을까..?
이런걱정은 하지마십시요.
LG텔레콤의 회선을 사용하는 서비스이기때문에 믿을 수 있습니다. 기존에 사용하시던 휴대폰 통화품질과 동일합니다.
기존에 사용하시던 타사 요금제는 고객입장에서 생각하지않은 회사위주의 요금제입니다.
매월 필요하지도않고 사용하지도않을 무선인터넷, 부가서비스, 컨텐츠 명목으로 고객님들의 주머니가 새나가고있습니다.
저희는 고객님들께 알뜰한 휴대폰사용을 제공해 드리고자 불필요한
무선인터넷 등을 없애고, 실질적인 서비스만을 제공함으로써 기본료의 거품을 확~ 빼버렸습니다.
획기적인 기본료 월4,500원 최저요금제!!
Amba.co.kr
▣ 이런분들께 추천합니다.
▣ 휴대폰 요금을 줄이고자 하는 모든사용자
▣ 신용불량자, 통신요금 연체자도 가입이 가능합니다.
▣ 외국인, 관광객, 바이어 등 단기간 사용자에게 적합합니다.
▣ 미성년자의 휴대폰요금이 걱정되는 부모님의 자녀에게 적합합니다.
▣ 업무상 수신위주로 이용하는 휴대폰 사용자에게 적합합니다.
고객을 위한 합리적인 요금제 암바
Amba.co.kr
글을올려 죄송합니다.
필요치 않으시면 삭제부탁드립니다.. 비번 (3312)
Posted by: 이상 | July 4, 2008 6:10 PM