Other survey findings included:
- When asked to choose whether they want to be smarter or better looking, 69% of the world's N-Geners choose being smarter
- When evaluating a potential employer, 88% of N-Geners in China say a company's prestige is important. This figure drops to 83% in India, 72% in Russia, and 51% in the US.
- 56% of the world's online youth would prefer to make the world a better place than to improve their local community.
- 73% of the N-Gen globally say that if a company makes untrue promises in its advertising, they will tell their friends not to buy its products.
- 52% say that teens and young adults are portrayed too negatively in today's media.
Commenting on why so many N-Geners choose the Internet over TV, Tapscott said that television is unidirectional and passive, and doesn't allow meaningful participation by the viewer. In contrast, the Internet enables users to find and share information and take action.
"Look at Live Earth concerts this past weekend," said Tapscott. "More than 10,000 'Friends of Live Earth' events were pulled together in 130 countries. People around the world could go online for background materials, event guidelines, suggestions for running a green event, advice on how to receive a concert satellite feed, and updates when additional materials such as short films became available. Television can't do these sorts of things.
"Rich multi-media sites such as LiveEarth.org and Al Gore's AllianceForClimateProtection.org show how the Net Generation can employ digital tools to make a difference. While high-profile media events like the Live Earth concerts help raise awareness, the global warming battle will be won in the trenches of the Internet."
