An organic part of their lives.

According to surveys, kids don’t think about technology – they just use it – as they would a telephone or anything else:

While young people embrace the Web with real or virtual friends and their cell phone is never far away, relatively few like technology and those that do tend to be in Brazil, India and China, according to a survey.

Only a handful think of technology as a concept, and just 16 percent use terms like "social networking," said two combined surveys covering 8- to 24-year-olds published on Tuesday by Microsoft and Viacom units MTV Networks and Nickelodeon.

"Young people don’t see "tech" as a separate entity – it’s an organic part of their lives," said Andrew Davidson, vice president of MTV’s VBS International Insight unit.

I’m an adult. I use Facebook, but I would never call it social networking either. But nobody surveyed me.

My kids grew up on the internet, so they use technologies like instant messaging just as I would have used a phone twenty years ago, but that just makes sense. As it becomes a part of their lives they don’t name it; they just use it.

We’ve gone from VHS tapes, to DVDs, to shows on TiVo, to video stored on a network server. Yet I have always just asked the kids if they want to watch a movie. The underlying technology is inconsequential. The same goes for music. Regardless of the storage mechanism we still listen to songs, rather than CDs, or iPods, or

Analysts and marketersfeel the need to name things. As do Microsoft and Viacom, the survey sponsors. The average person just uses the technology to do what they want to do.

Nobody buys digital audio storage and playback devices. They buy iPods – 1000 songs in their pocket.


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