Brands can facilitate deeper social networking engagement

This article argues the "internet generation" of 16-19-year-olds is not as different from previous generations in their leisure behaviour as people think.

Brands can facilitate deeper social networking engagement

Carol Stickler

In 1989 Tim Berners-Lee invented the internet and the internet generation was born, and 16–19 year olds undoubtedly access the internet more frequently and for markedly longer than those who grew up in a traditional media world.

However, look a little closer and you will see that their leisure time behaviour actually looks very similar to that of previous generations. Listening to music, watching TV and hanging out with friends are perennial favourites; spending time online comes only ninth on the list (1).

The social networking phenomenon has been fuelled by...

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