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<h1 class="titlelink">Why Gen Y Is Going to Change the Web</h1>


<div class="grey">Written by Sarah Perez / May 15, 2008 11:30 AM / 105 Comments
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<p><img alt="" src="/uploads/allimg/080719/1955200.png" />Gen Y is taking over.
The generation of young adults that's composed of the children of Boomers,
Generation Jones, and even some Gen X'ers, is the biggest generation since the
Baby Boomers and three times the size of Gen X. As the Boomers fade into
retirement and Gen Y takes root in the workplace, we're going to see some big
changes ahead, not just at work, but on the web as a whole.</p>
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<p>There's some contention over where exactly Gen Y starts and stops - some say
those born 1983-1997, others think 1982-1997. In this week's Entertainment Weekly,
Gen Y is defined as &quot;current 13 to 31 year-olds&quot; and BusinessWeek says
they can be as young as five. Regardless, we know who they are - they're the young
kids of today, the most digitally active generation yet, having been born plugged
in.</p>
<h2>How They're Different</h2>
<p><u><strong>They're Plugged In</strong></u>: The term &quot;digital native&quot;
applies to most Gen Y'ers. Those in Gen Y grew up around computers, the Internet,
mobile phones, video games, and mp3 players. They are web savvy multitaskers, able
watch TV, surf the web, listen to music, and talk or text on their phones, often
performing several of these things at the same time. </p>
<p><u><strong>TV Isn't King</strong></u>: Although you'll find some Gen Y'ers
obsessing over the latest episode of &quot;The Hills,&quot; and other shows, they
aren't watching TV as much as other generations do. Instead, Gen Y'ers spend more
time surfing the net and using other devices, like iPods and Xboxes, even when it
cuts into TV viewing. For them, TV is often just &quot;background noise.&quot;</p>
<p><img alt="" align="right" src="/uploads/allimg/080719/1955201.jpg"
/><u><strong>They Don't Care About Your Ad, They Care What Their Friends
Think</strong></u>: Because they are immersed in media, both online and off, Gen
Y'ers are marketed to left and right. But when it comes to making decisions, Gen Y
tends to rely on their network of friends and their recommendations, not
traditional ads. <em>&quot;Ads that push a slogan, an image, and a feeling, the
younger consumer is not going to go for,'</em>' says James R. Palczynski, retail
analyst for Ladenburg Thalmann &amp; Co. Instead, they respond to &quot;humor,
irony, and the unvarnished truth.&quot; They're also somewhat distrusting of ads,
which is why grassroots efforts can also work. However, don't get too comfortable,
Gen Y doesn't have brand loyalty - they're quick to move the next big thing.</p>
<p><img alt="" align="right" src="/uploads/allimg/080719/1955202.jpg"
/><u><strong>Work Isn't Their Whole World</strong></u>: Sure, they're going to go
to work, but it had better be fun. For Gen Y, work isn't their identity. It's just
a place. Gen Y sees no reason why a company can't be more accommodating, offering
benefits like the ability to work from anywhere, flex-time, a culture that
supports team communication, and a &quot;fun&quot; work environment. They're also
not going to blindly follow orders just because you're the boss. Sometimes dubbed
&quot;Generation Why?&quot; they need to &quot;buy in&quot; as to <em>why</em>
something is being done. Old school bosses may find their questioning
insubordinate behavior, but they would be best to just change their management
techniques and adapt. Gen Y hasn't known much unemployment and they're not going
to put up with being treated poorly just for sake of a paycheck. (Bosses, your
survival guide is here).</p>
<p><u><strong>They're Socially Conscious</strong></u>: Gen Y cares about the
world. They pay attention to politics, the economy, social causes, and
environmental issues. They think they're a force to be reckoned with in elections
and follow the candidates online on social networks. They read the news, but not
in newspaper format, which is is going to hurt that industry even more as time
goes by.</p>
<h2>Gen Y &amp; Technology</h2>
<p>Since Gen Y grew up on the web, they're going to be the driving force behind
the way the web of the future is shaped. What Gen Y wants from the web will
<em>be</em> the web.</p>
<p><u><strong>Internet TV</strong></u>: Although watching TV online is something
that few Boomers do, Gen Y is perfectly comfortable with this. They time-shift
content all the time, not only on the web but via portable devices and mp3
players, too. When it comes to TV on the web, a recent study showed Gen Y leading
the way when it comes to internet TV viewing:</p>
<ul>
<li>Generation Y (33%) and Generation X (27%) led early Baby Boomers (19%) in
use of official TV program web sites. </li>
<li>Gen Y (62%) users are much more likely to have watched a full episode on
the program site than Gen X (41%) or younger Boomers (32%). </li>
</ul>
<p><img alt="" align="right" src="/uploads/allimg/080719/1955203.jpg"
/><u><strong>Socializing Rules...But They Want to Control It</strong></u>: Gen Y
thinks a truly &quot;private&quot; life is a crock. 54% have used MySpace,
Facebook, or some other social network. Most of Gen Y had to learn the hard way
about the perils of posting everything online. As they've aged, they realized
blogging their every thought and posting those embarrassing pictures might have
hurt their jobs prospects at times, so now some of them are interested in more
privacy on their social networks. They're happy to continue over-sharing with
friends, but also learning how to protect their updates and set their profiles to
private. They're also wary of old folks, like their boss, trying to
&quot;friend&quot; them in their social space, especially if they're tragically
un-hip wannabes. </p>
<p><img alt="" align="left" src="/uploads/allimg/080719/1955204.jpg" />But that's
not to say their over-sharing is going to stop - Gen Y is getting into
lifestreaming too, streaming live video via services like Yahoo! Live. In their
own world, they're celebrities. Says Jason Barg, a 2004 graduate of Penn State
University and founder of an online real estate company, notoriety is more about
standing out from the crowd. <em>&quot;A primary goal of people my age is not
necessarily to become famous but to become distinctive,&quot; </em>he says.</p>
<p><u><strong>Marketing Has To Change</strong></u>: Because Gen Y is media savvy
and conscious of being marketed to, brands that succeed in the future will be
those that open a dialog with their customers, admit their mistakes, and
essentially become more transparent <em>(save one notable exception,
apparently)</em>. Companies' web sites that want to attract GenY'ers will become
more like today's Web 2.0 sites. Social networking will be just a feature. Blogs
will be standard ways for companies to reach their customers. Customer service
won't just be a phone call away, it will be available via non-traditional means,
too. Today, savvy companies might be using Twitter, but that could change at any
time if Gen Y moves on. Companies will have to keep up with Gen Y and not get too
comfortable using any one format. (Oh, and you can stop calling everything
&quot;viral&quot; - that's lame.)</p>
<p><u><strong>Work Tools Need to Mirror Web Tools</strong></u>: Gen Y will drive
adoption of &quot;Enterprise 2.0&quot; products and services. Gen Y in the
workplace will not just want, but expect their company to provide them with tools
that mirror those they use in their personal lives. If socializing on Facebook
helps them get a sale, then they're not going to understand why they can't use it
at work. For more buckled down companies, if workers aren't provided with the
tools they want, they're going to be savvy enough to go around I.T.'s back and get
their own.</p>
<p>Companies wondering how Gen Y wants to use these tools at work should take a
look at this - Sacha Chua's Gen Y Guide to Web 2.0 at Work (made for IBM):</p>
<p>&nbsp;</p>
<div id="__ss_396865" style="WIDTH: 425px; TEXT-ALIGN: left"><embed
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<p>&nbsp;</p>
<p><u><strong>Web Sites Will Need to Cater to Shorter Attention
Spans</strong></u>: No more long boring text! Thanks to constant media input, Gen
Y has shorter attention spans and their &quot;grasshopper minds&quot; leap quickly
from topic to topic. (They also didn't read this whole article...too long!)</p>
<p><img alt="" align="right" src="/uploads/allimg/080719/1955208.gif"
/><u><strong>Mobile Web? Yes Please!</strong></u>: Gen Y will be happy to adopt
the mobile web - they are practically glued to their phones. Currently, Gen Y is
using the mobile web to socialize, not search. Steve Ives, Taptu CEO, in a company
whitepaper, <em>Making search social: Unleashing search for the mobile
generation</em>, concludes that &quot;...Generation Y, who sees the mobile as a
social device first and an information device second, is not using today's mobile
search as much as expected. But Generation Y is using mobile phones to access
social networks.&quot;</p>
<h2>Conclusion</h2>
<p>Ignoring the voices of Gen Y is something you should do at your own peril,
especially if you're a business looking to hire, a company selling a product, or
an advertising firm trying to reach them.</p>
<p>Some good resources I've found recently for following Gen Y trends comes in the
form of blogs <em>(you know we love RSS here at RWW!)</em>. If you're interested
in this topic, you might want to subscribe, too. See below the list for additional
subscription options.</p>
<ul>
<li>Ypulse (RSS) </li>
<li>My Gen Y Life (RSS) </li>
<li>Twenty Set (RSS) </li>
<li>Our American Shelf Life (RSS) </li>
<li>Millennial Leaders (RSS) </li>
<li>Lisa's Generation Relations Blog (RSS) </li>
<li>Modite (RSS) </li>
<li>Life Before Noon (RSS) </li>
<li>Generation Y Voodoo (RSS) </li>
<li>Personal Branding Blog (RSS) </li>
<li>Newly Corporate (RSS) </li>
<li>The Marketing Student (RSS) </li>
<li>Young and Frugal (RSS) </li>
<li>Employee Evolution (RSS) </li>
<li>PR Interactive (RSS) </li>
</ul>
You can also subscribe to just the &quot;greatest hits&quot; from all of the above
blogs by adding the following OPML file to your feed reader: GenYGreatest Hits
(Most popular items filtered using AideRSS.) If you'd like to subscribe to a daily
email digest of just the most popular posts from all of the above blogs (RSS) you
can enter your email address in the box below. <center>
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<p>This article is just meant to highlight some of the ways Gen Y will impact the
future of the web. What other ways can you think of? </p>
<em><small><font size="2">Image credits: Who's going to Hire a Gen Y? </font><font
size="2">Picture</font><font size="2">: Anthony Weate; Hates Ads: </font><font
size="2">debaird</font></small></em> </div>
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