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Myth or fact? The skillful tech-savvy Digital Native

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Digital Natives are people who have grown up with technology from their early childhood. Their mother tongue is the digital language of computers, video games and the internet. User Intelligence conducted an online survey among Digital Natives to better understand this ever-more important target group.

In this presentation you find some key Digital Native characteristics we found that affect their behavior and perception in the digital online world. We close with the key insights on how to provide an outstanding user experience for Digital Natives.

Check our Digital Natives article http://www.userintelligence.com/ideas/blog/2014/01/myth-or-fact-skillful-tech-savvy-digital-native for more details on this topic.

Published in: Social Media, Business, Technology
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Myth or fact? The skillful tech-savvy Digital Native

  1. 1. Myth or fact? The skillful tech-savvy Digital Native Saskia Schippers schippers@userintelligence.com +31 6 2468 8740
  2. 2. 2 Digital Natives ?
  3. 3. 3 Immigrants versus Natives Source: report Axance Digital Immigrants Digital Natives
  4. 4. 4 •  User Intelligence has conducted an online survey •  Among 200 Digital Natives •  Aged 15 to 25 Research among Digital Natives
  5. 5. 5 Technology is intertwined in their life…
  6. 6. 6 100% Of the 15-25 yo have a mobile phone 89% Have a smartphone Generation ‘Mobile first’
  7. 7. 7 97% Has (access) to a computer 81% Owns a laptop 26% Shares a desktop 38% Owns a desktop Online generation
  8. 8. 8 Online generation 80% Say they can’t stand a single day without the internet 4,25 h Computer 2 h Surfing 3,5 h Mobile phone
  9. 9. 9 60% Misses their phone the whole day When they forget their mobile for a day… "I feel disconnected from the world” "I feel naked without my phone” "I hate it to be not reachable”
  10. 10. 10 Mobile means multifunctional… ”It’s my personal assistent” Calling Music Social networkingInternet Pictures Texting
  11. 11. 11 Why do they need a mobile for ? © Axance 2012 – www.axance.fr Keeping contact with their « tribe » SMS VOICE SOCIAL NETWORK PICTURES MMS Social networking (83%) Texting (SMS / WhatsApp) (91%) Calling (97%) Why do they need a mobile phone…
  12. 12. 12 A highly social generation…
  13. 13. 13 Social networking is everywhere 94% Is member of at least 1 social network 60% Is member of more than one social network 13% Is member of 4 or more networks
  14. 14. 14 Absolute TOP 3 for Digital Natives - Websites
  15. 15. 15 Absolute TOP 3 for Digital Natives - Apps
  16. 16. 16 92% Has a profile on Facebook 20% Connect before getting out of bed 28% Connect in bed before going to sleep And the winner is…
  17. 17. 17 An impatient generation…
  18. 18. 18 An ‘impatient’ generation “ Devices just have to work quickly” “products have to work for a long time’
  19. 19. 19 Intolerance of their digital products •  Digital natives have high standards, •  and ZERO tolerance. •  They blame the product, not their own skills Impatience makes them error prone
  20. 20. 20 Technology means fun
  21. 21. 21 The “entertainment” generation 60% Has a (shared) game console
  22. 22. 22 71% Listening to music 87% Taking pictures 55% Games 45% Watching video’s Phone is used for: Technology means fun
  23. 23. 23 61% Has a (shared) tablet 76% Surfing the internet 76% Social networking 65% Watching video’s 63% Gaming Tablet is used for: The “entertainment” generation
  24. 24. 24 Digital Natives are constantly multitasking
  25. 25. 25
  26. 26. 26 of the digital natives who watch television, does something else at the same time, for example: • Eating (66%) • Sending messages (sms, whatsapp, etc.) (63%) • Social networking (47%) • Browsing the internet (40%) • Emailing (31%)
  27. 27. 27 How to provide an outstanding UX for Digital Natives?
  28. 28. 28 When designing for the Digital Natives: •  Offer QUICK access to whatever they need •  Keep it SIMPLE to hold their attention •  Use VISUALS and as little text as possible •  Make your product SELF-EXPLANATORY and intuitive •  Give it a touch of FUN
  29. 29. 29 Any questions? Saskia Schippers schippers@userintelligence.com 06-24 68 87 40 www.userintelligence.com Follow us on Twitter or subscribe to our newsletter See SlideShare our public presentations
  30. 30. 30 Follow @UI_com on Twitter Visit our website See more of our presentations Interested. Want to see more?

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