Americans Embrace New Technology Wholeheartedly

Eighteen-to 26-year-old Gen Yers (Short form for Generation Y) are integrating technology into their daily lives at a faster rate than any other generation, according to Forrester Research, Inc.'s North American Consumer Technology Adoption Study 2006 Benchmark Survey of 66,707 US and Canadian households.

According to the study, Gen Yers spend 12.2 hours online every week -- 28 percent longer than 27- to 40-year-old Gen Xers and almost twice as long as 51- to 61-year-old Older Boomers. Gen Yers are also much more likely to engage in Social Computing activities while online.

For example, they are 50 percent more likely than Gen Xers to send instant messages, twice as likely to read blogs, and three times as likely to use social networking sites like MySpace.

Forty-one percent of North American households now have broadband Internet access at home -- up from 29 percent at the end of 2004.

Seventy-five percent of North American households have mobile phones, and almost half of them make the bulk of their long-distance phone calls on these mobile phones.

Forty-five percent of Gen Yers, 27 percent of Gen Xers, and 17 percent of 41- to 50-year-old Younger Boomers who have a mobile phone use it for data services, led by text messaging, ring tones, and games.

Cross-channel shopping continues to grow. Gen Yers, for example, are 73 percent more likely to research online and shop offline today than they were in 2004.

Ninety-one percent of online households use a search engine once a week or more. For online Gen Yers and Gen Xers, Google attracts 62 percent of searchers, and 25 percent limit their searches to only Google.

Seventy-eight percent of online Gen Yers and 61 percent of online Seniors aged 62 and up book or research travel online.