It would seem sometimes that our lives are gradually becoming more and more reliant on the internet, as we tend towards mobile phones capable of browsing the web and becoming your mobile portal to the internet. With the internet always connected and piped into our homes in the form of DSL and internet plans constantly allowing us to download more and more. We have certainly come a long way from having to dial into our ISP’s simply to browse the most basic web pages and download our latest emails.

But has this easy ability to just ‘jump’ online whenever we feel like it turned into an addiction? Well I don’t believe so, actually I think that the internet could be the 21st century electricity. In the same way electricity was something that only few could access, it’s benefits soon became apparent to the world and before you know it every home in the country has a constant supply. I think we are starting to see this now with the internet, people are starting to turn to applications like twitter and online news feeds for their news, using online video streaming services such as youtube and iTunes to get our entertainment fix, and even by using online programs like the ones offered by Google in the form of Google Docs for our word processing needs.

With GenY slowly becoming more influential it will be important for traditional media to recognize the importance of providing content able to be accessed at leisure by consumers, generally speaking GenY is impatient and wants to be entertained when it suits them, if they want to watch an episode of their favorite show, they don’t want to have to wait until a certain time slot on a certain day. It will therefore be necessary for companies to integrate their content into the internet.

With a lot of our services and computer needs being managed ‘in the cloud’ I certainly think we are moving into a time where access to the internet access is something that we are going to need rather than want.