This IDC Market Note defines a new generational term that can be used by marketers as they refer to the population of people in organizational roles that work with and/or have a dependency on data in their daily activities.

"The market has struggled to come up with one term or definition that encompasses the ever-growing number of organizational roles that work with and rely on data daily," said Stewart Bond, research director, Data Integration and Intelligence Software research at IDC. "Regardless of specific roles, there are common traits and behaviors that define a new generation of workers (and citizens) in today's data-rich world. IDC has defined people in these roles as 'Generation Data,' or 'Gen D' for short."



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