The Internet has been a key driver for Generation Y
Generation Y is the first generation that has fully grown up with the Internet. They have seen the Internet transition from its Web 1.0 format (top down information driven) to the current Web 2.0 format that is alive with blogs, forums, feeds, chat etc.
Generation Y is not a bystander in the world of Web 2.0 - it is a leading practitioner using the Web 2.0 tools to generate social communities, participatory cultures, self expression & individualism, collaboration and sharing. Generation Y is also adept at creating what is called "mash-ups" of different technologies (mobile technology, interactive TV etc) to create personalised media services for themselves. Typically Generation Y will spend up to 2-3 hours a day on the Internet. For Generation Y, the Internet is core avenue of social communication and cohesion.
Speeding up of technology is differentiating Generation Y
Technology is speeding up a rapid rate, and it is not showing signs of slowing down in the near future. This speeding up of technology is now causing a differentiation between the older members of Generation Y and the younger members of Generation Y who are even more tech savvy. The younger members of Generation Y (aged about 13 years) are interacting and multi-tasking to levels that are blowing away the older members of Generation Y (mid 20s).
The impact of technology use on the Generation Y brain
The use of technology that is continuously speeding up has created a phenomena call Continuous Partial Attention (CPA). Experts believe that the brains of Generation Y have been actually rewired by technology. This rewiring is enabling Generation Y to become exceptional at handling high levels of diversity and vast quantities of information as well as facilitating astounding levels of creativity. Generation Y are fast thinking and are able to work on multiple activities without losing concentration.
However, as well providing these benefits, on the downside this rewiring has also resulting in Generation Y:
- Needing constant stimulation and feedback to be happy
- Not being able to concentrate on single tasks for long periods of time
Generation Y are our technology leaders and teachers
Generation Y are the leading edge users and developers of technology. They want to use the newest technology tools out there and they will participate with developers to make the tools even better. Generation Y love to drive innovation and they know how to get the maximum value out of technology by driving technology to its limits.
Generation Y also have a huge contribution to make to rest of the population by teaching them to make better use of technology to create change and make life easier.
Generation Y are natural problems solvers
Generation Y have grown up with playing games (they are also known as the "gaming generation"). The playing of games has given Generation Y a lack of the normal societal fear of failure - they are used to "failing" whilst they learn to create winning strategies.
Generation Y expect to fail when solving problems and at the same time they are willing to keep on trying until they succeed. They are naturally able to develop complex strategies because they believe in the use of a combination of moves to solve problems through game playing. Generation Y also have a natural preference in developing a series of abilities & skills - they like to learn a variety of new skills and achieve a high level of competency in them because it is fun to do so. Generation Y are also highly resourceful information finders and problems.
High technological fluency vs social fluency
Generation Y are used to high levels of social interactions on-line and off-line with their fellow Generation Yers. They prefer to hang with each other and to work with each other...and they have developed their own culture & language that has mainly been facilitated by technology to communicate with each other. Generation Y love to work in teams and they are naturally collaborative workers.
However, they are not so socially fluent in interacting with and connecting with the rest of the population. Employers are finding that Generation Y lack both social fluency (eg being on the phone) and professional fluency (eg writing and speaking) when interacting with other non-Generation Yers at work.
Reference articles
Click on this link to access the links to the following articles: (6), (7), (11), (12), (25), (26), (31)
Generation Y articles in this research series (in date order)
- First Steps conference - research background
- Generation Y research strand
- Generalisations & Generation Y
- Generation Y articles used for research
- Gen Y1 - role of Generation Y parents
- Gen Y2 - role of technology
- Gen Y3 - other factors influencing Generation Y & the Generation Y divide
- Gen Y4 -Generation Y characteristics and values in life
- Gen Y5 - the marketing view of Generation Y
- Gen Y at work 1 - characteristics and values at work
- Gen Y at work 2 - Generation Y and intergenerational conflict
- Gen Y at work 3 - Generation Y - vision, good work, work ethics, work-life balance
- Gen Y at work 4 - how employing Generation Y will benefit business
- Gen Y at work 5 - how to manage Generation Y
- Gen Y at work 6 - Generation Y and career
- Gen Y at work 7 - recruiting Generation Y
Posted by: Hina Patel
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