They want everything, everywhere and immediately. They surf on two screens simultaneously. They don't mind paying through the nose for the latest smart phone but turn up their nose at paying for a film or a song when you can get that for free online.
Aged 13 to 20, they get all the latest trends from social media and find the morals of their elders out-of-date.
Their fashions are those found worldwide over the web: they watch American blockbusters like "Hunger Games" or "Divergent", listen to Korean K-pop and, when they dance, they "twerk".
When they speak, their vocabulary is peppered with acronyms, incomprehensible to those not in the know. "Swag" is the new "cool".
And their new idols are Internet stars, like PewDiePie, who has the world's most subscribed YouTube channel.