The New World Map 2011


A visual representation of the online space was not something that we had attempted before and, given our subsequent research, something that no other organisation had either. Generation are not an agency to shirk such a challenge though, so in 2011 we set about visualising this ‘New World’.

The La Nina stream demonstrates that girls tend towards more grown up sites at younger age – keen to spend their time interacting with social networks such as Stardoll before graduating to mobile properties such as Pinterest and Instagram. Boys stick with casual gaming platforms such as Miniclip well into their teens, mirroring Generation’s ‘Girls Getting Older Younger, Faster’ mantra applied across all of our media planning.