ReadWriteWeb

Consumers under 35 - that is, those in Generations X and Y, the latter also referred to as "millennials" - tend to prefer using mobile applications over Web browsers on smartphones, as compared with older mobile users, a new study shows. Data collected by market research and consulting firm Parks Associates, found that this young demographic is starting to ditch the Web browser in favor of apps, and are especially put off by mobile websites not designed for the small screen.

We all know that young folks use the social Web for personal purposes, from keeping tabs on family members to sharing party pics with friends. And yes, as we reported more than a year ago, they even use the social Web - gasp! - while at their places of employment. But they're also using more tech for work-related tasks, including interacting with customers and vendors and forming or strengthening new and existing partnerships.

According to a 5,595-person, 13-country survey from tech consultancy Accenture, since this generation has grown up with daily doses of technology in one form or another, "They don't see bright lines between work
and personal, virtual and physical, sanctioned and prohibited. It's not, 'Would you approve this, boss?' but, 'Whatever gets the job done.'"

A recent study by industry group the Participatory Marketing Network has unearthed some surprising data on Gen Y behavior. Apparently, the members of this young demographic (ages 18-24) would rather give up their social networking accounts before they would abandon their email. Given that this generation is typically viewed as "plugged in" digital natives who don't have any use for email, the study raises many questions. Have the previous reports about Generation Y's disdain for email simply been wrong? Or has Gen Y grown up a bit now and has learned the necessity of the medium?