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Tag Archive: Technology

Advertising to Millennials Online: What You Can’t Afford to Do

Written on September 16, 2010 by Josip Petrusa

With the sophistication of technology and media outlets, our want for control, demand, diversity and simply, our ability to do what we like when we like has clearly increased exponentially. It’s amongst the many reasons that have made the internet and online world such an alluring destination. It has become a growingly powerful untraditional location for all traditional media. An environment that the Millennials can most certainly resonate with.

The internet has undoubtedly provided something that can’t be compared to anything else available. It’s use can resemble the same sentiment. And once you consider the fact that 93% of those aged 12-29 go online, you begin to unfold the abundant potential the online world has to offer. A potential no advertiser or marketer can afford to avoid or not understand.

As the years have gone by, I don’t think there’s a doubt in anyone’s mind that advertising would have increased online. Not only is it poised to grow immensely within the coming years, between social media, online video, live streaming, sharing, tweeting and connecting, the ability to reach anybody has become absolutely priceless. But it’s hardly as straightforward and unproblematic as it appears to be.

Online advertising has taken on the very mediocre role that we’ve always understood traditional advertising to be. It really hasn’t changed from what we’ve seen on TV or in print. And other than a few success stories, there really isn’t that much glamour in what we currently see. Not only is this a lacklustre attempt to advertise, it’s the reason why online advertising dollars don’t nearly bring the dollar ratio traditional outlets do.

The reality is traditional advertising can’t function in the same manner online. With numbers increasing dramatically in the online video space for Millennials, there is a clear indication that their toleration and threshold levels are cause for concern for advertisers. Of those aged 18-24, 6 minutes of advertising seems to be the appropriate threshold level for an hour of online TV video. Interestingly, this is 50% more than all audiences currently view in online advertising per one hour of online TV video.

For all you wide-eyed opportunists, although these numbers seem inviting, they should be taken conservatively. Ad sensitivity varies drastically within this group. On one hand, 20% of 18-24 year-olds believe 10 minutes of online advertising is still “minimal” however on the other hand over 80% believe 10 minutes is “long enough”.

Though those numbers represent the online TV viewing demographic, something the Millennials highly represent, the thought process can be applied to ad sensitivity across all online mediums. The reality is Millennials have varying toleration and diverse threshold levels when it comes to online advertising.

Equally, there are few who are reinventing advertising with everything that is available. You have to advertise through social media in the spirit of social media not in the spirit of advertising. And the same can be said for many other areas.

Interruptive and intrusive are closed immediately. If I’ve gone to your website, I came there for the content not for the advertising. And if I have to choice but to view it, I’ll do something else in the meantime. Online ads are so easily circumvented. You have to understand that the Millennial are never simply doing one thing at a time. So why do you continue to advertise to us as if we do one thing at a time?

The reality is that although there is room for online ad growth, which will continue to grow, the Millennials don’t easily mix with it. There are so many online alternatives and so much happening at the same moment that Millennials can simply disregard everything you throw at them. This is not TV. We don’t have to wait to see what happens after the commercial. This isn’t a magazine where we have to flip through the pages to get to the story we want to read.

Is blanket advertising easier? Of course it is. Unfortunately understanding the online world isn’t as simple to dissect and comprehend. Traditional advertising revolves around the premise that most of us do and act in a particular manner, something of which is not the case in the online world. There are so many more factors involved than merely staring at the screen, since we’re probably staring at our smart phone screen just as often.

Simply ask any Millennial what they do online. After they tell you, you’ll see why it’s easier to simply advertise to “everyone”. Anything more specific will take extra effort. You’re all already spending more on online advertising than you really should be. And you all know those same advertising dollars don’t bring in the same returns from years past. So forget about traditional. Think Millennial. You won’t be able to afford to do it otherwise.

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Will The Millennials Out-Run Technology?

Written on August 31, 2010 by Josip Petrusa

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For all the negative acclaim Millennials receive, I may be pretentiously adding another “negative” characteristic to the list. To think that the Millennials are dictating technology as opposed to technology dictating our lives is absurd and crazy. Isn’t it? Well not really, at least from a Millennial’s point-of-view. Nor are these projected “negatives” really that negative from our point-of-view either.

The Cause

Over the last few days, I experienced a series of revelations. Well, actually two revelations. The first, was the result of a friend’s birthday. And the second, was the result of my broken BlackBerry and my ability to semi-use it. The combination of the two inspired the words below.

To follow the order of things, let’s begin with the birthday. Like many celebrations, we hit the city. And after reaching our destination and after we all got acquainted with each other, I slowly began to observe and realise that what seemed to be so obviously apparent, wasn’t really that obvious at all.

In a location full of seemingly single individuals, with the alcohol flowing, the music pumping, the sense of promiscuity raising, the pheromones stimulating, the primal urges growing and yet, to see an extraordinary amount of people on their [smart] phones wasn’t just shocking, it was absolutely amazing to see.

And this has hardly been the first instance I’ve seen of this. Slowly as the days go by, you realise how many people use their phones while being amongst those they’re connected to, while having coffee, a beer or simply hanging out. Whether it is a matter of needing attention, giving attention, haste, instant ability, time management, multi-tasking, the idea of “now” and many other inclinations, the Millennials and technology are building a self-perpetuating cycle.

The beautiful thing here is how gracefully my second revelation ties into the story. In the same period over the last few days, I’ve lost the ability to use the track ball on my BlackBerry. And until the situation betters itself and though I still have limited abilities to contact people, I’ve felt lost. The passing days seem like a blur. No email access. No Facebook and Twitter access, etc. Again, I was absolutely amazed and perplexed that even though I have a fully functioning laptop I’m [always] on, losing the functionality of my BB was interesting to say the least.

Though my words seem more dramatic then I intend them to be and though different people will build different perceptions from my words, it can’t be denied that the Millennials are living a significantly different and technologically based life compared to those older than them.

The Effect

Can you really blame them though? Growing up, we’ve been immersed into rapidly expanding technologies. Where once product lifecycles existed for years in previous generations, the world of today hardly has them exist for a year. It took three decades to reinvent the television set. And since, televisions have been reinvented almost yearly.

The same can be said for many technological areas. From the leaps mobile devices have taken in the last few years to the advances of the web with social media and networking sites, the last 5 years have been nothing short of stellar innovation. But where does that leave us now? Where does that leave the Millennials? Where does that leave technology?

As our ambitions towards technology continue you to grow, our demands and wants for technology grow as well. It’s no wonder that many Millennials face problems with internet literacy. Everywhere we look, we’re told to head to the web. At some point in time, our mental capabilities have understood the words on the web might not be the truth, accurate or real. But why lead us to these lies then? If enough people read something and if enough people accepted it, isn’t it true, accurate and real? Or is it just great SEO at work.

The internet has also groomed the Millennials into a constant need for now, immediate and instantaneous thinking. Last week I read – and I can’t find the article itself – that 74% of consumers believe they should be responded to within 24 hours via social media for their questions, comments or concerms. Not only do Millennials expect an immediate response, this same mentality has been extended to many aspects of life.

It’s no wonder why when people are in social settings they’re concerned about checking their phones. They had that thought now. They want to have that conversation now. They want to see that now. How different everything was only 5 years ago when people didn’t want to pay for messaging and didn’t have access to online abilities. We all waited to meet up with each other. We all waited to get home to see what happened online. Waiting no longer exists. If it was up to us, we would’ve done it yesterday if we could. Even “now” is starting to feel slow.

And this is where it gets interesting. Millennials and all of us in fact have come to a point where expecting “now” is the bare minimum. All communication has to be as quick as a text. All information has to be available at a moments notice. Does this create problems? Of course it does. Not only does it change the way we mentally process everything, it creates a constant need for everything. Amongst many other issues.

From a consumerism standpoint, it begins to create gaps amongst the people. With adoption cycles beginning to pattern more like waves than a nice curve, we now begin to see divides due to affordability, technological necessity and want, and capability. These gaps create problems simply because you can’t reach everyone anymore. This will be the very reason why brands and companies will spend more on marketing and advertising than ever before. And the very reason, they’ll have to severely rethink their strategies. With all that, everyone still wants the same abilities that we’ve all been promised by technology.

The Outcome

The technological innovation during the time of the Millennials has not only defined them but it is something the Millennials helped define. It’s the good old “chicken and egg” dilemma. Regardless of your choice in the dilemma, I believe we’re approaching a time where technology itself will reach a plateau, again. Although technology itself has been experiencing tremendous innovation and advancement, frankly, it has delivered to Millennials what they’ve expected years ago. The things we want always seem to come years later. There’s things I’ve thought of that are hardly imaginable in the coming years – but maybe that’s just me.

Our ability to think of new ideas and pull them to the centre will slow, simply as a result that we have used many of these outlier thoughts in hopes of bettering our situations quickly in recent times. The wants of Millennials can hardly be met by technology. The outcome of this will see the continuing boom in social media and smart phones. Until there finally is a bust in the next decade. We can’t all be expected to “like” the 1000s of brands that exist and buy a new smart phone every year. Just as similarly, you can’t all be expected to reach us through every means available. That would be impossible. We all use technology differently. And we all experience levels of technology differently.

Our ambitions have created a series of technological promises that are both right and wrong at times, while at the same time we’re still encouraged to use them. Equally, these promises have taken Millennial wants to new heights. With all this going on, what did you expect from us? To be delayed, unresponsive, unwanting and simply sit back? Of course we were going to us it. And of course it was going to effect the Millennials. We can’t imagine a life without any of it. Imagine being without your phone for the night or a few days? Was there ever such a time?

As innovation is continually exhausted, as greater amounts of outlier ideas are dragged to the centre, as wants for “now” even grow further, maybe it shouldn’t have been a question of whether if the Millennials will out-run technology. Maybe it should’ve been a matter of technology keeping up the Millennials.

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A Day in the Life of a Millennial

Written on July 27, 2010 by Josip Petrusa

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We all woke up today just as if it was any other day. Each with our own priorities and responsibilities to deal with. Each with our own schedules and to-do lists. Today is like any other day. Except, today’s events aren’t what they use to be. It’s not simply about waking up and going to work anymore. And it’s not about the usual relaxing, recreation and traditional understandings of what people previously did after work until they went to bed that night.

A Millennial’s Day Begins with Ring

What we do everyday isn’t what it use to be. And how we go about it is just as different. To say Millennials do things differently has turned into a cliché. But the reality is, we do do-things differently. From the moment we wake up to how we go about our day, Millennials are introducing unprecedented trends into everyday life. And though the true implications are still unforeseen, they have created a fascinating day for each Millennial.

The day of a Millennial is always started by the abrupt ringing of our mobile phones – or the drastically growing number of smart phones. They have become our morning alarms. They have also taught us that it’s ok to message or even call anyone whenever you want, regardless if they’re sleeping or not. And lets not to forget the growing number of online notifications we all receive. With our phones on the nightstand and even in the bed with us, there is no doubt in my mind that a clear majority of Millennials are significantly effected by these characteristics within the first 30 minutes of each day.

But it doesn’t stop there. We take our mobile/smart phones everywhere with us – since we would be utterly lost without them. Mobile communications and technology has become the most personalized extension of our self’s. Even more personal than the brands we wear. Cancelling our voice, text and data plans would be the absolute last thing we would ever do. Even at our last resort, we would continue without paying our monthly bills until we could figure something out.

The Millennial Workplace

For each of us, we’re living life through our own connectivity. Every thing we do is now becoming more an aspect of life. That’s not to say that nothing was part of life before. But when we go to work, we bring the most personalized aspects of life with us to work. Whether it’s through texting, BBM, email or social networking, we are communicating to our friends. And all you bosses and company owners shouldn’t get scared, we don’t talk about work or give away the company secrets. We’re just continuing our relationships at any given moment.

And I can imagine the executives, supervisors, directors and anyone else in a “boss” position screaming unproductivity at the screen. The shocking reality is we actually are equally or even, more productive. This is due to the fact that our world’s are no longer separated. By allowing us to continue our relationships on an ongoing basis, we don’t have to wait until the end of the work-day to figure things out. Unless an individual is constantly texting and not finishing work, casual connectivity while completely assignments is harmless – you probably wouldn’t even know that it was going on.

Work is no longer the “9 to 5” agenda. And it’s not something we must do but something we do for a means to other ends. It’s our career and our passion. It’s not about working somewhere for 40 years until you retire. It’s about being good at what you do. For these reasons, work has gone beyond the “go to work and go home” idea. For Millennials, work is an all day thing. We’re always thinking about it. We’re always doing something we didn’t finish.

The Lines Are Blurring…

The lines that once distinguished work and life are gone. This can be applied to students in the same regard with school. The fact is Millennials bring their life with them where ever we they go. Going to the gym, work, school, shopping and everything else we do has all become intertwined. We know about parties the minute the host had the thought. Meeting up with friends after work is already discussed by lunchtime. Plans are finalized through a few messages. All while keeping up to pace with work.

And although social networking has fuelled the idea of intertwining worlds, the explosion of mobile communications and technologies has taken it one-step further. Simply, you can control website content on corporate computers. But you can’t control who we talk and text to on our personal devices.

The way we see each day is less defined by the traditional understandings of our parents. Though our responsibilities remain the same, in the sense that we have to do them, the way we go about it has changed. Our day’s are about keeping up with our relationships and pursuing our passions. Don’t be fooled, we are serious about work. We just like to do it differently. And just as our day started off, it ends on the same note. One last email. One last text. One last Facebook check in. Charge our phones and reset the alarm. Until we do it all over again tomorrow.

As Life Moves Beyond Web 2.0…

Written on June 30, 2010 by Josip Petrusa

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Over the last few nights, I started thinking about what the world would look like in 10, 20 and 50 years. And I must say, I came up with some pretty interesting ideas. You can only imagine what’s possible when you look at how the world has changed dramatically in just the last 5 years. Facebook has a population that is only 3^rd to that of China and India. BlackBerry went from corporate to cool. And to go along with this social media and smart phone craze, everyone has experienced the effects of the economic meltdown, continuing environmental concerns and a slew of other issues. The latter half of this decade has been anything short of intriguing.

Where the world is heading seems to be just as intriguing. When taking a glimpse into the future, you begin to hear things like “uncertainty”, “unpredictable”, “unforeseeable” and so on. We’re not mind-readers. And I’m certainly no psychic. I can’t help but think the writing is on the wall. And yet, we just continue to walk by it. There will be a few things that are seemingly obvious. Some a little hidden. And a couple that are the products of my interesting, curious and/or great doing. Get ready…

From Bricks and Mortar to Screens and Mainframes

The success of many businesses has been built on a “locations” framework. From the amount of people traffic to covering a territory, location and multiple locations equalled more business. But as cities become less spacious, buildings costing more to operate and everything still being based on the profit you make, it can’t be a doubt in anyone’s mind that business is slowly moving away from the “bricks and mortar” locations and towards screens and mainframes.

Although many business will still have to rely on physical locations, be prepared for those that have online substitutes to slowly move to those online norms. Anything that is based on information, numbers, audio and video streaming will move right into your living room. And I know that you know this is already happening and it might seem obvious to some, but it’s important to understand. As more can be done with less, businesses will naturally move in this direction.

Multi-Platform Integration

My question to you is will it be the same experience – it wouldn’t take me long to go somewhere else online and find an easier and better experience – and what are the implications of this to the marketplace and workforce? Jobs are increasingly capable of being done at home, as they move into the technological field. Examples like online education and banking are nothing new. Neither is the online growth of traditional media. They’ve been around for a while. With credit cards and PayPal, you could in theory never have to leave your house to get anything. And you can’t forget emerging trends like hulu and Netflix. And the powerhouse trend of online gaming, which is quiet for the billions that it’s worth. The world is moving away from products, as the core business, and towards services.

The resulting effect of this paradigm shift is that we’ll see a strong trend in new and emerging products that have the same functionality. Many of the things we use – the smart phones, pads, Xbox, TVs and laptops to the apps, social media, the web and Xbox Live – not only overlap in functionality but also in purpose and use. And though absolutely everything can’t yet be achieved through one product or service, there is a significant push to create platforms that integrate all our aspects of communication, entertainment and leisure along with encompassing many other characteristics that constitute “everyday life” for us. So get ready cool stuff like doing things across all screens and moving it from one physical screen to the next. Rather than “flipping channels”, we’ll be flipping across platforms to see “what’s on”.

Reality… Virtually…

The effect of the virtual world on our beliefs of reality is a uniquely controversial conversation. It’s another tale in the on-going story of the ways-of-old versus those of the new. One with generational discrepancies. One that has made everyone the “geeks” of ten years ago. And I’m not talking about the virtual realities in the Matrix or any other Hollywood portrayal, although these aspects do exist in another pretence. What I’m pointing out is the undeniable fact that reality is becoming both the online and offline world. Life is being lived in both the real and virtual world. This is where the conversation gets interesting.

There’s an increasingly growing debate between those that are growing up online and those that grew up offline. It’s the Baby Boomers and Gen-X versus Gen-Y. Although Gen-Z is too young to be part of the conversation, the debate between the others is imperative to understanding how they will grow up. The Social Media Revolution is one of the greatest paradigm shifts to occur within modern society. And Gen-Y is right in the middle of it. The debate itself is not in regards to the momentum and power behind social media, rather it is concerned with what consequences this revolution is having on people and how those people are being affected by it.

I can’t say that there won’t be implications associated with the greater integration of life online to that of the real world. However, problems shouldn’t be assumed on the basis of older issues. The “supposed” attention deficit problem that grew up with the TV generation has now moved to the social media generation. The way Gen-Y thinks and functions is different from previous generations considering they had nothing like this. This is the time of virtual friends. And I’ve heard the “that’s so sad” and “pathetic” comments on the topic. Sadly for those commentators, the world is changing whether they like it or not. Tweeting, blogging, sharing, updating, having multiple browser windows open, BBMing, taking a phone call and watching TV all at once shouldn’t underestimate the fact or suggest that I don’t read, walk my dog, go to the gym, work, volunteer and do the 100 other things I do. Reality has always changed to suit the times. Now, it’s just incorporating the virtual world. Gen-Y along with myself aren’t bored. And we don’t have a problem. We just like to do a lot.

Social Media: The New Social Movement

Written on June 28, 2010 by Josip Petrusa

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After a very interesting weekend, the streets of Toronto are finally quiet. As the G20 Summit has wrapped up, many Canadians and Torontonians find themselves with a plethora of discussion pieces for the week. Whether it be the G20 Summit agenda and billion-dollar security bill. Or the events that transpired in the streets of Toronto in the clashes between protestors and riot-geared police officers. Regardless of your support or indifference, no one can deny the growing impact social media is having on situations such as this.

Real-Time News

From video to pictures, updates of the events taking place to personal opinions, YouTube, Flickr, Facebook and Twitter have not only become the platforms of information. They’re the libraries of knowledge. They’re the new “Breaking News”. News, knowledge, and information are no longer an aspect of the morning headlines, professionals or the 6 o’clock news. Not only has social media changed the game, it has given everyone the means to be heard and seen. A remarkable characteristic that is relatively new.

It’s remarkable because democratic values have existed for some time. However, only all aspects of the “truth” have been made available in recent times. But don’t be fooled. In no way should this suggest that absolutely everything is true or represents the truth. Though, it shouldn’t be suggested that everything is a misconception or misinformation. Rather it should be understood as uncovering the personal sentiments, events and information unfolding before our BlackBerry’s, cameras and “updates”. An aspect that wasn’t ever possible before.

We Are All Reporters, Broadcasters and Cameramen

And even though a sense of bias will always exist through the “eyes of the observer”, the value of a few “eyes” is significantly different from hundreds to thousands that exist now. You combine this aspect with advancements in mobile communication and mobile technologies, add a crowd of thousands full of smart phones, digital cameras, all with access to social media at a moments notice and you have yourself a mind-blowing event. Now imagine if we had these capabilities throughout time.

There is no doubt that social media will have an imperative role in social movements. Not simply social movements understood in the pretence of protests, marches, demonstrations and riots. But any social characteristic that is somehow effecting society. From early examples, such as Tiananmen Square, to Obama’s presidential campaign and the Iranian student protest of last year. Along with events as recent as the Toyota recall and the continuing outrage towards the BP Spill. Social media is becoming the grounds where movements will continually exist and take place.

The Future of Social Movements

What’s fascinating is social movements will only grow through social media. Not only will all sides of a matter be represented. But you’ll have the bystanders and commentators dragged into the mix (willingly and unwillingly). Everyone will have an opinion and everyone will have a side. Something that will be prompted by the social media savvy Millennials.

A demographic that is not only aging with social media but also, one that’s highly opinionated. They’re a generation where the vast majority of them live through social media. And will value friend’s opinion over anything else. What a powerful combination all this can be when you’re dealing with something small like a bad customer experience or something as big as the G20 events that engulfed the streets of Toronto.

The internet, technology, and social media have dramatically revolutionized how we see the world. With every second of video, every picture taken, the Facebook updates and tweets, everyone has somehow become part of a movement. Although these movements could be something small affecting a few people, they can undoubtedly have a powerful and expanding effect. Social media allows anyone to share their opinion and point-of-view, but it also unites people. Whether it be for better or worse, any type of social movement can now easily flourish through all the social streams. The deciding factor will be what friends and followers decide to believe. It will be a matter of what opinions Millennials choose to accept.

Will Gen-Y Be The Green Generation?

Written on June 24, 2010 by Josip Petrusa

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There’s Al Gore’s “An Inconvenient Truth”. Hurricane Katarina, Haiti earthquake and the 2004 Indian Ocean tsunami. “Gas-guzzling” and oil to biofuels. The change from global warming to climate change. Consumerism, waste, energy, over-consumption, deforestation and globalization. And the most recent and continuing BP spill. A true myriad of issues. Issues that all have one thing in common. And that’s the issue of the environment.

The environmental issue and movement isn’t really that new of an idea or trend. Every decade over the last century has seen its share of concerns and worries. Not to mention issues prior to that. But even with all the discussion around the environment, it has only culminated to a global issue and trend as of late. And like anything else, it won’t be solved overnight but is being planned to be solved over time. A time in which Gen-Y will be at the centre of the solution and leading the way.

Gen-Y and The Environment

But does this make the Gen-Y the Green Generation? As a Gen-Yer myself, I’m undecided on the issue. Not because I actually don’t want a better and greener environment. But rather, what does our sense and perception of “green” really mean? Does going “green” and being “greener” actually represent what it implies? Most importantly, does Gen-Y actually care enough to be green?

All indications suggest we do care. However, is this a result of having more ability to be green now as compared to 10 years ago? Right now there are more products and brands that are becoming green, going green and simply predicated, green. As this increases, “green” availability appears to be making things greener. Though, this wouldn’t suggest that we actually care to be greener. We might be ranting and raving over Twitter about the BP spill. But what are really doing about it?

Greener… By Accident

Being green is definitely not as easy as it sounds. There is still yet to be an automaker that has made an affordable hybrid or electric vehicle for Gen-Y. Further, as we are less concerned about driving and owing cars with our multi-tasking mentality, Gen-Y highly considers taking public transit along with other cheaper methods. Our move away from cars in order to “do more” is a great green by-product. Then again, would this change if automakers did introduce greener and cheaper cars for younger ages to buy.

The “green” dilemma takes another twist when you look at our hyperconsuming lifestyle. There is no doubt that Gen-Y wants everything and they will buy it. The smart phones, the closets full of clothes and anything else for our “dream-life”. And I’m not trying to lay the guilt trip on anyone. All of Gen-Y, myself included, shares the Gen-Y mentality in one way or another. But as green as I am by doing simple things such as using cold water to wash my clothes and proper recycling, I can’t change before other products themselves, which I use everyday, have recyclable qualities. And products that are recyclable, often don’t have practical recycling methods. Unless you are very willingly to change your lifestyle dramatically, being green with what we have available to us doesn’t make all that much sense.

That’s not to say that we are doomed or headed to an environmental catastrophe (even though that might seem to be the case). Rather, we are becoming greener through a series of passive and fascinating manners. A course which in large part is due to technology. Though our use and reliance on technology and technological gadgets will incur its own“green issues” that we have yet to face, there is no doubt that a move away from magazines, books, newspapers, CDs and DVDs to online substitutes will have a more positive environmental effect. A technological attribute that will follow Gen-Y into the future.

Gen-Y: The Greener Generation

The complexity and complexion of environmental issues are by no means simple. That is not to suggest that there aren’t solutions. What’s interesting is that these solutions are the result of Gen-Y characteristics rather than implemented solutions from environmental agendas. As Gen-Y moves away from the romanticized ways of how life once was to a greater online and multi-tasking manner, Gen-Y appears to be the Green Generation. But when you consider aspects of Gen-Y’s pursuit of a “dream-life”, the opposite would be true. The reality of the situation is that the environmental issue is much bigger than this article, as other issues will arise over time. And we might not be the perfect saviours of the environment, but it can’t be denied that our unique characteristics will make Gen-Y a greener generation. “Greener” is definitely a start.

How Will Gen-Y Change the World: A Gen-Y Mini-Series (Part 4 of 5)

Written on June 4, 2010 by Josip Petrusa

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Smart phones, pads/tablets, apps, social media, social networking, laptops, wifi and 3G are all commonplace aspects of everyday life. And literally everyone is effected in one way or another by these characteristics of “personal” technology. I say “personal” simply due to the fact that we most often use these aspect for our personal self’s. Although everyone is part of this technological revolution, it’s one thing to be involved and it’s something completely different to be growing with it. Gen-Y and all Millennials are growing with this. As both technology and this generation grow along side one another, they will undoubtedly have overwhelming effects on each other.

“Personal” Technologies

As social beings, it is no wonder why these “personal” technologies are absolutely booming right now. We are networking, connecting and living off apps more now than ever before. And Gen-Y is thriving off this. While commuting, walking or waiting we’ll cross something off our “to-do” list with the press of a few buttons. We’re always doing something. Emailing, updating, sharing, BBMing, banking, shopping and the list goes on. There are few things you can’t do while on the go. And as our personal lives interact with the world, we’ve become fine with sharing information that we willingly put “out-there”. But we do have some issues with information taken from us and put out “out-there”.

That’s another reason why I call it “personal” technologies because we very willingly broadcast and share a lot of our personal information that would have never been known otherwise. How would someone have known what we “liked” before. The online privacy issue is only an infant dilemma that Facebook has begun to realise. Our issue is not about what we are sharing but what information is being taken from us and shared unwillingly. If there was such a thing as copyrights for each individual, these rights would have been broken. As serious of an issue this is, it won’t cause Gen-Y to “offline.” A Millennial brought Facebook to us while four Millennials are also bringing the opposite, the Anti-Facebook known as Diaspora, to us. It should be no surprise that Gen-Y is leading the social media and networking realms. (Here’s an interesting side-note: Obama’s online marketing campaign was headed by a co-founder of Facebook, who is also a Millennial. Obama absolutely dominated the Gen-Y vote in his presidential victory.)

Is It “Status Update” Worthy?

Gen-Y absolutely loves to share everything about themselves. But we don’t just share anything. We share on the basis of being responded to. We share to be “cool”, “funny” and anything else that would make us look good. But we also share on a “I can relate to that” basis. So don’t be surprised to see Gen-Y share a sense of failure. We’ve all done poorly on a test so in turn that failure turns out to be something we can all relate to and joke around about. Anything we share is on an “inclusion” basis and goes back to what I wrote in Part 3 about “groups” think. If something seems to fit these characteristics, it is definitely “status update” worthy for Gen-Y.

What’s interesting about this is we’re all looking for something to share. The great thing about sharing is we expose the world around us. We have the ability to create movements at the press of a “tweet”. There is great power to be harnessed on the online world. Whether it be informing everyone about the Iranian student protests, donating to victims of Haiti or demanding action for the BP oil spill, our technological generation can have a huge impact. But this impact can be both positive and negative.

Technological Reliance – A Gen-Y Problem

There is no doubt that technology has positive and powerful impacts to better our lifestyles. However there is an issue that Gen-Y will have to address as we move forward and that is our reliance on technology. Technology itself does not make the world a better place, its what we choose to do with that technology that makes things better. Having the ability to SMS donations for Haiti relief was truly amazing. But have we so soon forgotten the devastation that occurred. Who is helping now? And what about an equally devastating earthquake that occurred in Chile not too long after. Why didn’t we SMS relief for them. These are only but two issues where we think somehow everything will take care of itself. And I fear our reliance, especially on technology, will be a serious problem with Gen-Y.

We already feel helpless when we are without our smart phones for a few days. How many phones numbers do you remember? But the upside is, I don’t have to waste money on something someone else shared on how “bad” it was. And asking for help is a “share” or “tweet” away. But what kind of help are we willing to give? Will Gen-Y help the world or just each other? Are we just “status updaters” or actual doers? Many of these questions will answer themselves as we go forward into the future simply due to the fact that this relationship, although vast and large, is fairly new. However, it is certain that Gen-Y will continue to rely on technology and its “personal” abilities as we continue to update every step of the way.

We’ve come to the magical point in the Gen-Y Mini-Series as only the final part remains. On Monday I hope you tune into Part 5 and what will be the answer to the question “How Will Gen-Y Change the World?” Stay tuned, for just one more time…

TV Is Here To Stay

Written on April 19, 2010 by Josip Petrusa

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The proliferation of the internet and all things virtual has questioned the existence of every form of traditional media. Everything seems to be online these days. Today’s newspaper, your favourite magazine and the episode you missed last night can easily be found and viewed at the time of your choosing. The internet brings a definite sense of flexibility to our busy schedules. But is this a simple alternative to our way of life or is it becoming the norm?

No one can deny that the internet is a powerful and useful tool. Everything we do somehow involves the internet. And as years go by, forecasts show that internet usage will still be on an upward trend. It’s definitely not a shocker or something you couldn’t have guessed yourself, but what is interesting is the internet take-over has hit a TV roadblock.

A recent report by Nielsen has shown that the simultaneous use of both the internet and TV has increased year over year by as much as 35%, along with 60% of the population using the internet at least once a month while watching TV.

With internet usage on the rise, a trend driven by such things as social media, wifi, laptops, smartphones and gadgets like the iPad, it’s fascinating to think that TV remains a strong segment. But why shouldn’t it be.

The introduction of flat-panel, plasma, LCD, LED, HD, time-sharing and DVR has made TV the most enjoyable to watch now than it has in decades. Not to mention the highly-developed gaming industry and the emerging 3D TV. And with the continuous advancement in technology, TV will be here to stay.

The industries that make the TV segment possible are worth billions and billions in themselves. This is not to say that the internet is not a lucrative industry but in basic terms, TV has clear advantages over the internet.

Comfort

The new-age of TV has made it extremely more comfortable and pleasurable to watch. With screen size built to suit your needs and wants, our culture of relaxation would favour a 60 inch plasma and a couch over sitting at a desktop or having a laptop on us all night. TV +1.

Access

TV has a clear association with the home. It won’t be anytime soon that we will be carrying around portable TV’s (in a sense beyond current probable TVs). And pulling cable lines behind us or attaching a dish to our car is out of the question. Accessibility is a characteristic that clearly leverages the web because you can quite literally access it everywhere. Internet +1.

Quality

Product quality for both sides has dramatically increased over the years but TV picture and sound quality is far superior to anything you can pull off the net. Plamsa, LCD, LED, HD and ridiculous contrast ratios give TV the greatest feeling of “real”, ever. TV +1.

Usability

As forms of media, TV and the internet are extremely easy to use. Since we’ve become accustomed to both, we can pretty much use them with our eyes closed. TV has also broadened its content to everything and in my mind, grabbing the remote, turning on the TV and pressing a maximum of a 3-number combination is easier to use than typing up a storm and getting through the glitches that come with computers along with accessing or searching for content on the web. TV +1.

There are other aspects that give TV the advantage. DVR and time-sharing allows us to stay on the TV and enjoy it as it was meant to be enjoyed. Further, there seems to be a great push by the gaming industry, especially the Xbox and PS3 brands, for us to access the internet through TV. It’s intriguing to see that if you can’t bring TV quality to the internet, why not bring the internet to TV.

When it comes to the idea of the internet replacing TV, in terms of media, TV can easily stand its ground. It produces the best quality, it’s easy to use and it’s something you can come home to after spending an either day on a computer at the office (considering many people don’t like to bring home anything that might resemble work). The internet will have to make great leaps to produce these same results. And in no way or form am I saying that the internet is not great, it has its advantages (and I’ll save that for another day). But TV won’t be replaced, it’ll be reinvented. Certainly, it’s here to stay.

23 Things You Must Know About Gen-Y

Written on April 13, 2010 by Josip Petrusa

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We’ve all heard of Baby Boomers and Gen-X. And we can all somehow describe one and the other. But when it comes to Gen-Y, there are few who can explain or even understand this generation, including those that make up Gen-Y. By the way, I’m Gen-Y.

So here are a few things I’ve picked up on. These are 23 things that you must know about Gen-Y. It might help you figure us out.

Individuals born between 1980 to about 2000 make up Generation Y, give or take a few years based on different opinions.
We rival the Baby Boomers in size.
Estimates suggest we are to become the largest generation in terms of spending power.
We are, arguably, the first global generation.
Gen-Y is completely and utterly connected to everyone thanks to the internet, social media and different forms of mobile communication like cell phones, smartphones and laptops.
I got my first cell phone in high school, approximately grade 12. The latter half of Gen-Y is getting smartphones as early as grade 8 and 9.
Gen-Y is also referred to as Generation Y, Millennials, Generation Me and anything else that would constitute the ideas of “self” and “now”.
By Leonard John Matthews
We believe we deserve everything, contrary to what our elders might think.
We believe we can do anything, contrary to what our elders might think.
At home, I have access to the web through at least 6 different ways.
We surf the net as much as we watch TV.
Radio?! What’s radio?!
We’re career mercenaries. 30-year careers with one organization will be few and far between. Career loyalty goes to the the highest bidder. We like to make the rules.
We don’t want to wait for anything. We want it now.
Generation Z is the generation after Gen-Y. What an interesting bunch they’re going to be.
Gen-Y is super opinionated (highly opinionated would be an understatement). A personal opinion goes further than advertising dollars do.
We will never fax a CV or apply for a job in person.
It’s about what you know, who you know and who knows you (I must admit, the last one I have to credit to a great friend of mine).
We grew up watching Seinfeld, Friends, Fresh Prince of Bel-Air, Married with Children, etc. We still watch Seinfeld, Friends, Fresh Prince of Bel-Air and Married with Children.
I can’t remember the last time I used MSN. Does anybody??
Gen-Y loves credit. We’ll care about our credit rating when we have to.
We want our own car, laptop, digital camera and so on. Doesn’t matter if there is already access to a car, laptop or digital camera and so on.
Gen-Y talks, texts, posts, shares, updates and does anything else that involves having a detailed and communicative relationship.

Although these 23 characteristics are a glance at a generation, they don’t conceptualize everything we are. Gen-Y is dynamic as any other generation but the times are accelerating through a variety of dimensions faster than we’ve ever seen in this technological revolution.

What does this mean for Gen-Y in the next 5, 10 and 20 years? Further, what will it say about Gen-Z?

Technology and the False Sense of Perfection

Written on March 31, 2010 by Josip Petrusa

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I think we’ve all assumed at one point or another that technology is making many aspects of life a lot better. When I say better I mean we assume that we are more capable of things now, we are more advanced, we are more productive and well better in an overall sense that we’re striving for perfection and getting closer to it. I’m not trying to deny that advances in technology have had positive effects on our ways of life. What I want to show is how these conveniences are inconvenient at times.

If you’ve ever had a debit card, credit card, digital cable, wireless internet, a wifi connection, a wireless phone plan (and I could go on) or anything similar there is a good chance you have faced more than a hand full of inconveniences. And what I find interesting is that after we’ve faced these situations we play them off as normal.

I’m sure that there have been more than a few of you who had to go to your bank to get a new debit or credit card because someone was trying to access your account through a fraudulent manner. Don’t get me wrong, its great that the bank notifies me but now I have to stop everything to go to the bank and take care of it. You might tell me to stop complaining but the fact of the matter is we use these cards so that we don’t have to constantly go to the bank. It makes you think why we ever stopped thinking that cash is king.

The same issues can be applied to advanced communications. Have you ever sent a text message and it wasn’t received, had a “call failed”, watched tv and had the digital cable (or satellite) box freeze up or used the wifi and suddenly it went down, talk about ruining your day, well just for a moment. It’s definitely silly but we’ve all felt helpless in these instances especially when we think about how far technology has come along. Imagine not being able to watch tv, email or use your smartphone for a few days, some of us would feel lost and out of touch. What’s even more frustrating is that we pay a lot more for these services than we ever did.

For us in the younger generation, it seems we are willing to pay just to stay up to pace with what’s going on. We accept the fact that if there is a problem that problem will get fixed and we move on. But compared to the ways of the old we are all paying a lot more for basic smartphone plans than home phone and internet plans combined. The same can be said for any number of the issues mentioned above. In an age of advancement, we clearly face advanced issues that we are literally “paying” for. Every year a given household will payout out thousands of dollars just for digital cable, wireless internet and smartphone plans combined (and I dare not include our debit and credit card costs).

As a human race, we’ve made considerable progress and even though technology has helped us in many ways, it is certainly not perfect. It has allowed us to adapt methods we use in life to better suit us. I just figured that if all of us are paying for services that are suppose to make something more convenient for us, shouldn’t we at least be guaranteed not to receive the inconveniences of it.