'Generation On'

That's what eMarketer.com is calling today's teenagers, for whom the distinction between online and offline is fading rapidly. Or at least it's becoming less of a conscious thing, the way we unthinkingly turn on lights as evening approaches. In its study (which costs around $700, so I'm linking to the press material), eMarketer is comparing 2008 to now, showing that 87.3% of teens will be online then, compared to 73.4% now. Some parents will find it comforting that the percentage of 3-to-11-year-olds online is not growing quite as fast - from 39.4% now to 43.7% in 2008.