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By 2025 the first generation digital natives - those reared on all pervasive technologies will be
the most connected retail consumers yet. Combining high digital literacy with immediate
access to all their favourite and most valued retailers, digital natives will be some of the most
powerful consumers the world has ever known.
Recent figures (from Verdict Research) calculate that the age group 15-24 years contributed
10.8% of the global consumer spend in 2010. Of the $14 trillion spent on global retail,
approximately $1.5 trillion came from this group, and combined with the age group 0-14 years,
digital natives contributed almost 20% of the global retail spend.
So what does this mean for retailers? What should retailers be doing to meet the expectations
of digital natives now and in the future when this generation really hit their buying potential?