Understanding The Under 25 Digital Native

Understanding the world of an under 25 digital native

Under 25’s
12/2/2009
2
Same services...
Over 25’s

11/30/2009
3
But different digital behaviour
Over 25’s
Under 25’s
Consume digital media in the same way they consume all media - Passively
Don’t just consume digital media – but create it, share it and interact with it

Under 25’s - DO
11/30/2009
4
Over 25’s - CONSUME
Text
Mobile internet
Bluetooth
GPS
Upload video content / UGC
Watch catch up TV or music videos
Create mash ups
Enjoy play-lists
Share music
Listen to music
Maintain family connections
Building the brand of ‘me’
Network

11/30/2009
5
Defining the under 25 digital native
Over 25’s treat their digital experiences as ‘Nice to haves’
Under 25’s treat their digital experiences as ‘Expect to haves’

Under 25’s:Generation Google
Expect the level and quality of experience they have online in the offline world also

11/30/2009
7
Shifting expectations across the online and offline worlds
I EXPECT TO BE ABLE TO PARTICPATE
I EXPECT TO BE THE BOSS

11/30/2009
8
I want to participate in everything...
Passive
Participatory
Generation TV
Generation Google

11/30/2009
9
Participation = social
7 out of the top 20 most visited websites are social.

11/30/2009
10
Everything is social – converting the water cooler moment to real time

Everything is social – even branded communications

11/30/2009
12
I expect to be the boss

11/30/2009
13
I tell you what I want...
.. And I want it now!

11/30/2009
14
From Napster to Spotify: I want to listen to music when and how I want to

11/30/2009
15
Being the boss =
PERSONALISATION
IMMEDIACY

Personalisation: Allow consumers to decide what they want

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17
And if we can’t get what we want... We’ll just do it ourselves

11/30/2009
18
Immediacy - Customer service in a web 2.0 world
Keep us updated
And answer all of my questions

Who’s getting it right?
Promote a product that’s been on sale many times before
Utilise viral elements of social media
Encourage user interaction
Because if you don’t... I’m likely to do this

11/30/2009
20
Understanding the 25 years old digital native:
They view the world through a digital lens.
If I can do it online – I expect to do it EVERYWHERE

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Understanding The Under 25 Digital Native

by Mindshare on Dec 02, 2009

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