When you hear the word "
Facebook" what comes to your mind? My guess is that you will associate some or all of the following: social network, friends, Mark Zuckerberg, wall, post and like. You might be surprised to know that the way you think about Facebook may not be the same as someone older or younger than you. I have been interested in generational differences for quite some time now ever since I wrote about Baby Boomers (born between 1946 and 1964), Generation X (1965-1979) and the Net Generation (1980-1989) in my two most recent books
Me, MySpace, and I: Parenting the Net Generation and
Rewired: Understanding the iGeneration and the Way They Learn. Since then I have done several research projects showing that not only do these three generations of adults differ in their values but that there are likely two more "mini" generations following them-the iGeneration born in the 1990s and what I am calling Generation C (creative, communicative, collaborative, connected) born in the new millennium—that are even more unique in the way they see the world.
In every research study that I have done in the past ten years I have asked about how many hours per day adults—or their children, preteens and teens—use seven different technologies including: going online, being on a computer but not online, watching television, sending/receiving e-mail, listening to music, playing video games, and instant messaging or chatting. In addition, I have asked people to estimate their monthly telephone calls and text messages and answer questions about their Facebook use.
Recently, I wondered if different generations had different "perspectives" about Facebook so I took a look at how these 10 activities grouped together. From two studies I had data from 3,702 adults and children and the 10 items were subjected to a factor analysis, a statistical tool that discovers items that are answered similarly, which showed that the items formed into three cohesive groups as seen below with items listed in order of how well they defined the factor:
The first factor clearly includes computer-based activities (plus listening to music) while the second factor is what I would call "living room activities." However, the third factor intrigued me. What did texting, phone calls and Facebook have in common and why did Facebook end up as belonging to two factors? Facebook, which is a combination of many activities, can be seen as part of normal computer activities as well as a communication method, but I was still a bit perplexed so I decided to see if different generations showed different patterns. Although the results below must be seen as suggestive since parents answered for their children, they are fodder for conversation.
While all generations have factors relating to living room activities, Facebook is viewed differently. While Baby Boomers see Facebook as one of four major computer activities, Generation X and the iGeneration see it as just another communication tool. And while the Net Generation young adults see it as a computer activity that factor now includes more computer activities than seen for older generations. And when you look at Generation C you see an upcoming group of children and preteens who see the world as composed of living room activities and everything else. To a Gen C child technology is all the same. It is not about communication or being online, it just is technology. Just as we don't walk outside and immediately think about the air, kids don't think about technology. To them it is not a tool. It simply IS.
Of course this is all suggestive but it does bring food for thought. What does it mean that different generations see social networking as a different activity? Does it affect how we use Facebook? Does it affect how we interact with our Facebook world? What it tells me is that we are seeing a world where all technologies merge together and serve a unified function as part of our entire world. This is precisely why kids gravitate to iPads so easily and why preteens want smartphones. Technology is technology. What do you think?
POSTSCRIPT: My new book, iDisorder: Understanding Our Obsession With Technology and Overcoming its Hold on Us comes out in March 2012. This is the culmination of what I see as a trilogy of books about the impact of technology with the first on parenting, the second on education and the third on how technology is making us ALL crazy and what we can do to take better care of ourselves. This is a positive book that both accepts how technology has changed our lives and how we can continue to enjoy its benefits while keeping ourselves sane. I hope you enjoy the new book! I sure enjoyed writing it!
