Growing Up Digital: The Rise of the Net Generation

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Don Tapscott, author of The Digital Economy, turns his attention to the way young people--surrounded by high-tech toys and tools from birth--will likely affect the future. In Growing Up Digital: The Rise of the Net Generation, Tapscott parlays some 300 interviews into predictions on how today's 2- to 22-year-olds might reshape society. His observations about this enormously influential population, which will total 88 million in North America alone by the year 2000, range from the kind of employees they may eventually be to how they could be reached by marketers.

Book Description

The bestselling book announcing the arrival of the Net Generation--those kids who are growing up digital--now in paperback. Heraled by Library Journal as one of the Best Business Books of 1997, Growing Up Digital tells how the N-Generation is learning to communicate, work, shop and play in profoundly new ways--and what implications this has for the world and business.

Growing Up Digital offers an overview of the N-Generation, the generation of children who in the year 2000 will be between the ages of two and twenty-two. This group is a "tsunami" that will force changes in communications, retailing, branding, advertising, education, etc. Tapscott commends that the N-Generation are becoming so technologically proficient that they will "lap" their parents and leave them behind.

The book also demonstrates the common characteristics of the N-Generation:
acceptance of diversity, because the Net doesn't distinguish between racial or gender identities, curiosity about exploring and discovering new worlds over the Internet and assertiveness and self-reliance, which result when these kids realize they know more about technology than the adults around them.

Download Description

Tapscott, who coined the term "Net Generation," profiles this new group and tells how its use of digital technology is reshaping the way society and individuals interact. 15 illustrations. 256 pp. $75,000 marketing. 100,000 print. (Business)