• by Seana Mulcahy , July 16, 2007

So you know about the term "Net Generation," right? For those of you who might not, it is anyone between the ages of 16 and 29. This group has grown up with Internet technology being a part of everyday life. If you are trying to target this group demographically, tread lightly and have a solid strategy.

The Net Generation, sometimes called Net Gen or N Gen, has grown up with computers, video games, the Internet, instant messaging, online music and the like. Gosh I remember being a kid and my father buying a car with a cassette player in it. At the time most people had 8-track.

There are about 88 million N Gens in the U.S., along with strong numbers in Europe and the Pacific Rim. They think in a way we never did. Their use of technology has provided them a newer, more powerful way to communicate. I've been watching this magical social transformation.

First and foremost, one of my favorite books is "Growing Up Digital" by Don Tapscott. I have never spoken with him but would like to some day. There is also a site -- http://www.growingupdigital.com -- that keeps timely information related to the topic. In the book Tapscott states, "We have gone from a generation gap to a generation lap." Therefore kids are technologically advanced as compared to their parents. They "lap" by them.

He outlines the top ten themes of this generation in detail. I'll give you the quick top line:

Strong Independence. N Gens have unprecedented access to information.

Emotional and Intellectual Openness. When N Gens go online they expose themselves.

Inclusion. They have a move toward global orientation.

Free Expression and Strong Views. Probably the strongest theme. It is key to the Internet's appeal and usefulness.

Innovation. N Gens eat, sleep and breathe innovation, and seek new and better ways to solve problems.

Preoccupation with Maturity. They are more mature than we expect.

Investigations. The focus isn't how something works; it's how to work it.

Immediacy. They want instant gratification online.

Sensitivity to Corporate Interest. Enough said -- they are sensitive to online messaging.

Authentication and Trust. They must always authenticate themselves and do so with a lot of personalization.

So with all this in mind as a foundation, it is not surprising that many studies on this group have been done. A recent study from New Paradigm found that 77% of the net generation could live without television but could not live without Internet access.

The new "Internet and Multimedia 2007" report, by Edison Media and Arbitron found similar results. N Gens call the Internet the "coolest" media. About 39% of the group prefer the Internet over TV. However, 35% prefer TV and think it is essential.

I anticipate more groups doing studies on N Gens. This is one of the most powerful demographics of all time. This should be a heads-up for marketers and advertisers alike. If you want to see what N Gens are doing, interested in, the music they like, etc. pop by some pages on a social network. Have you targeted this group? If so, share some tips on the Spin blog.