The Net Generation

Abstract

ABSTRACT Anecdotal evidence suggests that the cohort labeled the Net Generation is significantly different to previous generational groups, particularly in terms of their values, beliefs and buying behavior. This study examines the lifestyles, media habits and attitudes of a sample of teenagers and young adults. Four segments within the Net Generation cohort are identified. Differences between these groups with respect to their attitudes towards advertising and their use of traditional and interactive media are then discussed. Implications are drawn, limitations noted and directions for future research offered.