| Abstract: | The article investigates the relations between the technological innovation and the usage done, in particular but not exclusively,
by the young generation in Italy: the basis for the analysis will be the results of the 2008 edition of the Permanent Observatory
on Digital Content. Moreover it presents an overview on how the use of technologies affects the consumption of cultural and
entertainment content. It highlights that there is a strong relationship among the level of consumption of these kind of goods
and the way technologies are used and, more in particular, shows how the more advanced use of the technologies is depending,
more than from the frequency or regularity, from the level of awareness in their use, deriving in general by a strong knowledge
and skill, and, especially by the consumption done by the users of the cultural and entertainment goods. The research shows
two different clusters of innovative users of technologies: Technofan and Eclectic with very different habits.
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