Grown Up Digital describes the net generation, a person between the ages of eleven and thirty years old, based on research from over eleven thousand randomly selected people around the world. The book's content is divided into three sections that describe the net generation, their impact on institutions and how it is transforming society.
Net Generation
The author describes how net generation behaves differently with technology, that "net geners" have become the technology experts and their needs to share, collaborate and communicate are driving trends such as social networks like Facebook or Web 2.0 generally.
Net geners watch less TV and are much more likely to use TV as muzak whilst simultaneously interacting with several open computer windows, talking or texting on the phone and doing homework. This generation will also participate more and are active initiators, collaborators, organisers, readers, writers and contributors such as with the popularity of YouTube. The norms for the net generation are:
- Freedom
- Customisation
- Scrutiny
- Integrity
- Collaboration
- Entertainmen
- Speed
- Innovation.
Transforming Institutions
The author notes that Net geners are starting to transform institutions, which need to adapt to their needs. One example is how learning institutions are starting to move from a broadcast approach towards a more interactive, discovery and collaborative approach to learning.
Similarly in the workforce, forward looking companies like Best Buy and Google are setting a new benchmark for a work environment. This influence also extends to buying habits and how the net geners are starting to be characterised as "prosumers", eager to contribute to the brand to better suit themselves.
Transforming Society
The author describes how the net geners are transforming society from their interaction with the family such as staying at home for longer and government. For example, the Obama political campaigns leveraged support through social networking. This novel approach proved to be massively popular and contributed to Obama overtaking Clinton for the Democratic presidential nomination. The net geners also actively contribute to making the world a better place with charity work
Grown Up Digital
The author has delved into the research to present a picture of how the net generation think and behave and how that is transforming institutions and society. In the process a defense is presented of net geners who have been described as "dumbest generation", "woefully ill-prepared for work", "coddled" and "narcissistic". This book will appeal to the reader who wants to understand the net geners and the general impact they are having. Those readers that wish to go beyond informed commentary of the net generation to projected business and technology trends will find that this is treated in only a very general way, consequently its value is more limited for that audience.
Grown Up Digital: How the Net Generation is Changing Your World by Don Tapscott. McGraw Hill 2009. ISBN: 978-0-07-150863-6
Roger Lever - Early career was in Treasury Banking and this led to my interest in financial investment, especially the stockmarket. Enjoy reading widely ...
