Sending email is a very common activity among Swedish consumers nowadays. Email advertising has become a big part of the email usage - both permission-based and unwanted. The purpose of this study was to identify Swedish consumers’ total attitude towards permission- based email advertising, based on the three components cognition, affection and behavior. After identifying the attitude, correlation between the components was examined. The result was used to try Prensky’s generation theory regarding digital natives and digital immigrants, to investigate if it can be useful in the subject email advertising. A quantitative method was used, by publishing a survey on Facebook, which got totally 187 useful responses. The result showed an overall negative attitude and a high correlation between cognition and affection. A medium high correlation between cognition and behavior, and affection and behavior was found. The results partly showed a difference between digital natives and digital immigrants attitude towards email advertising. In the survey a division of four age groups, instead of two, was made. Results from the four groups showed a mix of positive and negative responses, which indicates that Prensky’s generation theory is too general, and cannot be used within email advertising.

The rise of the digital technology, social networking or interactivity have an extensive impact on what is happening in virtual world. Users of Internet are more and more often introduced to the new available on-line tools. Some of them have adapted those new trends with no problems and they have been taking an advantage of them with an ease, whereas others have had problems with converting themselves into the new digital era. Alternatively, others are not fascinated by what Internet offers or they simply cannot afford it due to many circumstances. However, with no doubts, we can say that the Internet and the digital revolution brought about many issues to discuss or to have a research about. To some extent, new trends, especially the expansion of the Internet, are affecting all traditional media and this, in my opinion, might result in the new phenomena like potential division of society into Digital Natives and Digital Immigrants proposed by Prensky (2001a).The project focused on investigating motives for choosing sport websites by both groups with special consideration of interactivity factor. The motives have been checked via in-depth interviews using the sample of ten interviewees both private and professional users of Polish sport informative websites. I wanted to check whether my results either duplicate what Prensky described in his articles or they confirm contradictive opinion given by VanSlyke.Additionally, I have compared those most popular motives with sample of five most often visited Polish sport informative websites, according to Alexa rank (2012). The level of interactivity on those websites was assessed by an appearance of examples of new new media like blogs, podcasts, number of posts on Facebook fan pages, created account on Twitter or channel on YouTube (Levinson, 2010). Also possibility of commenting was taken into consideration. Having checked those variables via cyber ethnography method (secondary method) I was able to identify which of the sampled websites could be considered as most interactive one.Despite persisting limitations, the method has brought reliable and valid data, according to which I have given my conclusions by answering research questions stated at the beginning of this project.

Practitioners have proposed that Digital Natives prefer graphics while Digital Immigrants prefer text. While Instructional Design has been extensively studied and researched, the impact of the graphical emphasis in instructional designs as it relates to digital propensity has not been widely explored. Specifically, this study examined the performance of students when presented with text-only and graphic-only instructional formats. The purpose of this study was to test the relationship between Digital Propensity Index scores of individuals and their performance when interpreting online instruction. A sample of students from the population of a large metropolitan university received the Digital Propensity Index questionnaire, which is a measure of an individual's time spent interacting with digital media. Each student was randomly assigned varying formats of a computer-based instructional unit via a public survey. The instructional unit consisted of the DPI questionnaire and six tasks related to the Central Florida commuter rail system. Participants were asked to answer the DPI questionnaire on a website by clicking on a link in an emailed invitation. Following the DPI questionnaire, participants were randomly assigned to one of two groups. Group One saw three instructional tasks shown in text and shuffled in random order. Each task was displayed on its own webpage. By submitting an answer to the task, the group progressed through the website to the next task. Group Two saw graphic tasks first, again, shuffled in random order. After the first three tasks, the groups swapped instructional formats to view the opposing group's initial questions. Participants were timed on how many seconds they spent reviewing each task. Each task had an assessment question to evaluate the learning outcomes of the instructional unit. Finally, the DPI score of the participant was matched with the time spent viewing each presentation format. The findings indicate that DPI score had a statistically significant prediction of time spent navigating each type of instruction. Though the link between DPI score and time spent navigating instruction was statistically significant, the actual measurable time difference between navigating text and graphic formats was only a fraction of a second for each increment in DPI score. Limitations and potential future research related to the study are discussed as well.

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