The proposition is that 'iGens', as consumers and as employees, will be particularly immersed in mobile culture. They will evidence attitudes, expectations and behaviour that reflect interactivity - but those interactions may be strongly associated with electronic communications.
A further dimension along which the Generations vary is the extent to which their lives are embedded in the real, or given over to the virtual. Each Generation has had greater and more intensive experience of things and events remote in space and time from themselves. Associated with this is a progressively increasing expectation of multiple identities, inventiveness and fantasy.