• CNET News.com, Wednesday, January 24, 2007 11:33 AM

Young consumers are more comfortable with digital media, they'd rather watch YouTube than television, they'd rather talk to friends on IM and social networks than on the phone, they carry their iPods and phones with them everywhere. They can't sit still for long.

The interesting difference between the youngest digital generation--those born after 1981--and, well, the rest of us, is they're more "Generation We" than "Generation Me." How so? This is a generation that's grown up being instantly in touch with one another and at earlier ages.

This means they have a more global outlook at a younger age. They're also growing up in a world where they discover who they are through the community, less influenced by the media; on the contrary, they control the media. To be sure, as this generation grows up, media will change; it won't go away. Community is the watchword for this transformation.

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