Abstract
This report aims to gain an insight into the attitudes and behaviour of the iPod Generation. It concentrates on younger people, but also takes into account the way in which this ‘generation’ includes older people who have fully embraced the iPod, MySpace, YouTube, and any number of formerly cutting edge technologies. The report covers most aspects of modern life - finances, the working environment, relationships with family and friends, and so on - and attempts to understand both how new technological developments are shaping the iPod Generation and, in turn, how the iPod Generation is driving further innovation.
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