Internet technology finding its way into the mainstream

Young people are wired and ready to go, reports international technology consultants Forrester Research. But this doesn't just mean they are increasingly using the internet as a matter of routine. Forrester says they are also internalising a set of attitudes that will ultimately reshape economies.

Extensive studies across age groups reveals that older people tend to consciously append new technology to pre-established routines and behaviours, whilst younger people unconsciously integrate it throughout their lives.

"This is a watershed for the internet," says senior analyst James McQuivey. "When a generation of users internalises a technology, its dissemination becomes self-sustaining and pervasive."

"Just as previous generations internalised cars and television, integrating them into every aspect of their adult lives, today's 16 to 22-year-olds will become the first Net-powered generation," he added.

With this internalisation of new technology comes a new set of beliefs and expectations. Forrester summarises these as a set of rules:

1. Information is everywhere -- deep and accurate information should be available anywhere at any time

2. Personal information has value - when users give something away, they expect to get something back

3. Choice is a right -- suppliers must offer a range of combinations and configurations to buyers

4. Building trust doesn't require face-to-face interaction -- spontaneous trust is possible for a generation raised on e-mail and instant messaging.

"Over time, these rules will become the norm," says McQuivey. "Their impact on the economy will be felt as more and more buyers come to expect ubiquitous information, more choice and lower prices. Companies that fail to meet these expectations will be left behind."

You have been warned.

Elliott Chase