This document discusses how users in their 20s have come of age in a time of digital saturation and see themselves as experienced and savvy digital users. It identifies five characteristics of these "new users": 1) They openly admit to being addicted to digital technologies; 2) They understand that their personal data is a currency; 3) They reject anything without clear functional value; 4) They see themselves as owning their own digital brands; 5) They are looking for ways to filter out excessive digital content. The "new normal" for users in this age group is that they expect magic or special features to be added later rather than being present from the start of using a digital product or service.

1. NILS WOLLNY
MANAGING DIRECTOR STRATEGY

2. THIS IS THE
NEW NORMAL

3. !
STEVE BALLMER,
FORMER MICROSOFT CEO, 2007
"THERE'S NO CHANCE THAT THE
iPHONE IS GOING TO GET ANY
SIGNIFICANT MARKET SHARE.
NO CHANCE."

4. NEW NORMALTHIS IS THE

5. &
RHEINGOLD

6. 1984 1994
USERS IN THEIR 20S

7. 1994 2004

8. INSIGHTS5

9. !
USERS IN THEIR 20S ACT LIKE
VETERANS OF THE DIGITAL AGE
#1

10. !
AGE !
20-29
!
13-19
!
6-12
!
ERA OF DIGITAL SATURATION
!
HIGHT OF DIGITAL FINDINGS
!
START OF DIGITAL EXPERIENCE

11. USERS OPENLY ADMIT TO
HAVING A DIGITAL ADDICTION
#2

12. USERS KNOW THAT THEIR
PERSONAL DATA IS A CURRENCY
#3

13. !
USERS REJECT ANYTHING THAT
DOESN’T OFFER FUNCTIONAL VALUE
#4

14. !
USERS SEE THEMSELVES AS
THE OWNERS OF DIGITAL BRANDS
#5

15. DIGITALLY SATURATED
LOOKING FOR FILTERS
TRADING DATA FOR BENEFITS
FOCUSED ON FUNCTIONAL VALUE
OWNING YOUR BRAND
THE "NEW USER" IS:

16. NEW NORMALTHIS IS THE

17. MAGIC ISN’T BUILT IN RIGHT FROM
THE START IN THE ERA OF
"NEW NORMAL"

18. NILS_WOLLNY