New Paradigm Global Survey shows the global power of connected youth
BOSTON, MA, July 11 /CNW/ - A comprehensive survey in 12 countries of
more than 7,600 young people between the ages of 16 - 29 shows that 77% of
today's online youth would sooner live without television than live without
the Internet. China has the most devoted young Internet users, with 87%
choosing the Internet compared to 13% favoring television. In the United
States the figures were 77% for the Internet and 23% for TV.
The survey was conducted by New Paradigm, the Toronto-based think-tank
headed by business strategist and best-selling author Don Tapscott. The survey
is part of a $4 million study of today's digital-savvy youth - dubbed the "Net
Generation" by Tapscott - who have grown up "bathed in bits."Other survey findings included:
- When asked to choose whether they want to be smarter or better
looking, 69% of the world's N-Geners choose being smarter
- When evaluating a potential employer, 88% of N-Geners in China say a
company's prestige is important. This figure drops to 83% in India,
72% in Russia, and 51% in the US.
- 56% of the world's online youth would prefer to make the world a
better place than to improve their local community.
- 73% of the N-Gen globally say that if a company makes untrue promises
in its advertising, they will tell their friends not to buy its
products.
- 52% say that teens and young adults are portrayed too negatively in
today's media.Commenting on why so many N-Geners choose the Internet over TV, Tapscott
said that television is unidirectional and passive, and doesn't allow
meaningful participation by the viewer. In contrast, the Internet enables
users to find and share information and take action.
"Look at Live Earth concerts this past weekend," said Tapscott. "More
than 10,000 'Friends of Live Earth' events were pulled together in 130
countries. People around the world could go online for background materials,
event guidelines, suggestions for running a green event, advice on how to
receive a concert satellite feed, and updates when additional materials such
as short films became available. Television can't do these sorts of things.
"Rich multi-media sites such as LiveEarth.org and Al Gore's
AllianceForClimateProtection.org show how the Net Generation can employ
digital tools to make a difference. While high-profile media events like the
Live Earth concerts help raise awareness, the global warming battle will be
won in the trenches of the Internet."
Further findings of the global survey were released today in Boston at a
conference about the Net Generation for New Paradigm's clients. Twenty of the
world's leading companies are sponsoring the N-Gen study, including Nokia,
MetLife, Fedex, Accenture, Cisco Systems, and MasterCard.
About New Paradigm
New Paradigm is a think tank headed by IT strategist, speaker, and
best-selling author Don Tapscott (Wikinomics, Growing Up Digital). Since 1993
New Paradigm has provided clients with insightful, thought-provoking analysis
of emerging technology trends and their impact on business, and serves as a
"strategic early warning system" for clients, helping them distinguish real
imperatives from all the hype and noise.
About the New Paradigm Global Net Generation Survey
This survey was conducted online between April 5 and May 3, 2007 among
7,692 respondents in 12 countries (U.S., Canada, U.K., Germany, France, Spain,
Mexico, Brazil, Russia, China, Japan, and India). Figures for age, sex,
race/ethnicity, and region were weighted where necessary to bring them in line
with their actual proportions in the population.
All sample surveys and polls, whether or not they use probability
sampling, are subject to multiple sources of error which are often not
possible to quantify or estimate. With a pure probability sample of 7,692
respondents one could say with 95% probability that overall results would have
a sampling error of +/- 1.1 percentage points. This online survey is not based
on a probability sample and therefore no theoretical sampling error may be
calculated.
For further information: Bill Gillies, (905) 829-4683,
www.NewParadigm.com
