New Paradigm Stat Attack
Posted by anastasia on 07-12-2007I'm back in Boston (my old stomping ground) where I presented the white paper I co-wrote for New Paradigm, Don Tapscott's think tank. New Paradigm is here teaching their clients about the Net Generation with a series of presentations interpreting a bunch of qualitative and quantitative research they just completed as well as hands-on working group sessions. I'm going to share a bunch of interesting stats from their latest study, which surveyed close to 6,000 Net Geners (16-29) from around the world. The U.S. sample was just over a thousand respondents.
They want the internet
- In the U.S., 77 percent of Net Geners said they could live without TV. Only 23 percent said they could live without the Internet.
It's not all about money
- While 34 percent of U.S. Net Geners said they would like to "make lots of money," 66 percent said they want to "pursue your passions."
The N Gen will job hop, some
- 72 percent of U.S. Net Geners said they would work for one or two companies, while 28 percent said they would work for a variety of companies.
They want to be smarter
- 69 percent said they would rather be smarter than better looking.
They are content creators
- 64 percent of U.S. Net Geners regularly add or change things online…this percentage shot up to 95 percent of Indian Net Geners and 94 percent of Chinese.
They demand integrity
- 70 percent of females and 80 percent of males (across all countries surveyed) said "If a company makes untrue promises in their advertising, I'll tell my friends not to buy their products."
They want to help make your products better
- 60 percent want a two-way relationship with the brands they select, helping with product and service development and improvement
That's just a quick sampling of their research. You can find out more here.
July 12th, 2007 at 9:18 pm
Thanks for the great stats! It's great to see some hard and fast research on this generation. The point on us being content creators is pretty insightful. For those of us in this generation who are on the older end of the spectrum, I think we not only want to be content creators, we want to be a part of the conversation - to be involved in the processes of what is defining us as a generation. That's one reason why I blog, anyway. Thanks again for the great post!