Kate Worlock, Outsell
, published an interesting Insight yesterday:
Millennials vs. Silver
Surfers: Not So Different After All
(subscription required).

analysis, based in a new report from University College London’s CIBER project (Information Behaviours of the Researcher of the Future,
commissioned by the British Library and JISC
), focuses on the searching
behaviors of the Google Generation (those born after 1993).

the report focuses on them as future researchers and the impact their habits
will have on libraries, I found this interesting from another angle.

Google Generation appears to be without context.

take a look at three of the themes Kate highlighted:

· “Speed
of searching means that little time is spent in evaluating information;

· Young
people demonstrate a poor understanding of their information needs and have
unsophisticated mental maps of the internet; they therefore find it difficult
to develop effective search strategies…;

· The
Google generation finds it difficult to assess the relevance of sources.”

the million (billion) dollar questions:

· What
can publishers do to help these searchers (consumers?) find a rudder?

· How
will our content become relevant to an audience that considers Google and
Yahoo! the brand?

· How
can we build relationships with this generation directly?