Growing up digital, Tapscott: Second Half

In the second half of the Growing up digital book, what really intrigued me was the portion on the next generation as consumers chapter. This chapter really talked about the way I feel on the market today. Technology has evolved tremendously and so has the consumers because of their availability to technology and their guidance around the usual  norm of companies selling their products. Brian Fetherstonhaugh as a CEO of his company in the business of customer relations was really amazed by what he set his daughter to do. She was appointed a task to write down in a dairy her day-to-day relation with technology. When her father Fetherstonhaugh read her diary he was amazed at what hers daughter generation was actually doing to keep up with technology. She was not watching the same amount of live TV her father expected of her and her generation. This rose awareness on the effectiveness of TV ads because it impacted the value of ads for her generation. If children like her never watched the ads for her type of generation products or services then the ads were basically worthless and a waste of money. Because people of Fetherstonhaug's generation were taught upon a certain types of marketing tools they are out of the loop on whats current for the new generations to come. What also intrigued him was the ability of her generation to bypass ads by either just watching movies through services like Netflix and other programs. Before on prior books I've read people have talked about the importance of commercials as for most it was either a break to talk amongst each other or just to get a break or some snacks. Nowadays people rather not have those commercials. People rather purchase services that will give you the option of using their services without the interruption of commercials than wasting a couple seconds of their time waiting for the commercials to disappear.

Personally through my generation I believe we have the same similarities as his daughter had. We have learned about websites that give you access to TV shows online without the hassle of commercials or having to wait the next week to see the latest episode of the show you are watching. Like technology is changing, so is the way people use it. Because technology wasn't as advance in the past as it is today people didn't have the access to skip commercials. It was a part of their culture to wait until the commercial was over. Now we have changed, we'd rather watch movies online or pay to have the commercial free app or serviced program. This has a real bad effect on people like Fetherstonhaugh that have to asses ways to get their product out their. Times are changing, so are the ways to promote their services and products.