As one of the "middle generation" - a fifty something woman - I think the difference nowadays is that the technology works without being nursed along by those with more knowledge and this is now being realised by the general public of all ages. I was at a 70th birthday yesterday and the wife's present to hubby was a tablet. Her 92 year old father (long retired from building site management) is also happily browsing, shopping and emailing, something he's only learned in the last ten years.

The computer is simply a tool to achieve a goal (whether shopping of information or...) as women in IT have always known, you don't have to be a geek who understands its intimate workings to use it, just as you don't have to understand engine management systems to drive a car. Now that tool works efficiently and easily and cheaply, everyone can use it and the "silver surfers" who have the time, disposable income and desire to keep in touch with friends and family are an important market that should be targetted.

Nearly all my friends over 50 use Facebook, especially to keep in touch with their children, yet it is still so targetted at the school/college generation I find it annoying. Isn't it time social media grew up?