SlideShare a Scribd company logo
Grown-Up Digital Natives
– The new generation of
customers
Maria Luchterhandt and Sebastian Schmidt
Grown-Up Digital Natives
– The new generation of customers
The neologism Digital Natives can be traced back to an essay by Marc Prensky in 2001. He coined the
term to describe people who were born after 1980 directly into the digital age. With their digital
media biography, this group of people takes permanently networked communication, collaboration
and coordination with others for granted.
The grown-up digital natives born between 1980 and 1985 are now entering a new phase in their
lives. In their early thirties, they are organizing their family life and their careers. It’s an interesting
time for brand article companies, especially when we define the grown-up digital natives as media-
savvy, well educated men and women living their lives in an urban environment.
So, in the following, it’s worth asking what attitudes and values these people find important – then
comes a graphic description of a media ”day in the life” of today’s early thirty-year-olds.


Values and attitudes of grown-up digital natives

In the world of grown-up digital natives, innumerable choices and constant change are a part of eve-
ryday life. It is highly probable that abundant choice has already characterized their search for the
partners with whom they will spend the period of their lives that we are considering, because 4 out of
10 singles make use today of online dating sites. The wide variety of possibilities offered by the online
rendezvous puts it third among the places where lovers meet – after the workplace and their circle of
friends, but ahead of the club, disco or on holiday. Online dating sites offer hundreds of potential
contacts, filtered according to what you are looking for, and thousands of photographic self-portraits.
The digital dating sites create the illusion that, with their help, finding a partner is uncomplicated and
professionally organized. In fact, there is an infinite number of new choices every single day.
This trend in selecting a partner makes you realize how important it is to grown-up digital natives
that they don’t have to go without anything: the person who becomes your partner is the one who
meets your requirements in the here-and-now. At any time, options for tomorrow are just a click away.
It’s clear to the grown-up digital natives that switching the options is inherent in their accepted con-
cept of life. The constant stream of media content (not necessarily with substance) in all aspects of
life reinforces the perception of an uncertain future as the “fragility of the present”. So satisfying the
demand for happiness here and now counts when choosing a partner and starting a family. “Putting
it bluntly: it’s about sex. It’s about love. It’s about children. It’s about providing, about maintaining
and expanding possessions. But, above all else, it’s about how he or she, with whom I’m together,
whom I marry, enriches, glorifies, reveals my self.”
After successfully selecting a partner, striving for happiness through individual satisfaction of needs
shapes the founding of a family, which, according to current surveys, is a major aim in the target
catalogue of people in their late twenties and early thirties. But family is defined less today as simply
a permanent relationship between adults and children. Also, living together in one specific place is
less important in defining the concept of “family”.
The reason is that young parents too are no longer accepting an either-or situation. They don’t want
to forego any aspect of life. So, for example, the magazine “Nido”, that appeals to parents with
children under six, a wide range of interests and an above-average income, promises the “whole
spectrum of topics from pop to politics, from fashion, travel and interior design to psychology and
sex. Everything from the perspective of modern, urban parents.”




                                                                        RedPaper: Grown-Up Digital Natives     2
It is precisely when a couple becomes a family that this both-and mentality puts the daily routine of
life under pressure – because everything is supposed to contribute trouble-free and effortlessly to
satisfying one’s own current needs.
Thus, within the family, each individual’s plans for the day have to be coordinated. The particular
activities are determined by his and her preferences in work, leisure, sport and entertainment. And in
the process the children are to be kept happy too. Outwardly, the children are used as a way of help-
ing to promote their projected image: “In our family everything’s cool; we know the latest updates
of our peer group; we’re the controllers of our lives.” This is the image that they feel obliged to ex-
hibit convincingly on the playground in Berlin-Mitte.
Grown-up digital natives perform a balancing act between cultivating their individuality and search-
ing for commitment. In this situation, the targeted use of digital communication has become the sine
qua non for maintaining this model of life.


A day in the life of a grown-up digital native

Nina, 32, and Stefan, 34, have one child: Leon is 3 and attends an all-day kindergarten. Both parents
have jobs. Nina works part-time (a three-quarters post) as a company representative and is able to do
some of her work from her home office – provided she doesn’t have to visit clients or go to the firm
to attend important meetings. Stefan is a consultant in a management consultancy and is often away
from home on projects. Two or three times a week, the couple hire a multi-lingual nanny via an
agency and she comes in the afternoon, and also in the evening if Nina has a business appointment
or if the couple need time for themselves. The grandparents live in another town and see their grand-
children mostly on public holidays or birthdays.
In their everyday life, the family use all manner of media, but most of all their smartphones and a
tablet PC. On their devices, they have a large number of apps that they rely on every day to com-
municate with each other and with their friends and families or to access information in general.
Their tablet PC has, for example, become a part of the daily breakfast routine: either Stefan has it
because he likes reading the newspaper app while drinking his coffee and then looking at the status
of his friends on Facebook, or Nina uses it first to access her Facebook page and then to check the
feed on Linked-in and Xing. Or they hand over the tablet PC to Leon (if he whines long enough) so
that he can play one of his favourite educational games1.
In the morning, all the family’s appointments are planned via the Orga-App2. If the fridge is empty,
items are added to the shopping list in the Orga-App, and all their devices are automatically updated.
If one of the parents is unable to keep an appointment, he or she needs only to change the entry in
the family diary, and the other one immediately receives a push message.
If Stefan’s job means he has to travel by plane, he checks in via the app of the particular airline and
receives his ticket as QR code3. There’s no need to print the ticket or queue at the check-in counter.
The same applies to buying tickets for public transport – both Nina and Stefan like using the app of
their local transport network4.
They mostly don’t use SMS any more but Whats-App5 instead – an online messenger service that
eliminates the cost of sending SMS, since communication is via the Internet.
Stefan and Nina work very hard and scarcely have time for each other. To keep their relationship on
track despite everything, they use a program6 as an aide-memoire that displays the development and
the state of their relationship, awards points for time spent together and offers tips on how to spend
this “couple time” – going to a restaurant for example. Practical help is also offered in the form of
vouchers for restaurants. However, Stefan always checks these offers on Google first, where he can
read an evaluation of any restaurant and the comments of other guests to help him decide whether
it is worth it or not.




                                                                     RedPaper: Grown-Up Digital Natives   3
They use their smart phones all the time for their other activities too: as a navigation device7 (if they
don’t have the latest version of the program, an update can quickly be downloaded while on the
move), for sport8 (to check the intensity of their training, for example when jogging), when stuck in
a traffic jam (to read Facebook or to chat) or to check in9 at Starbucks and claim a voucher for coffee
– again as instantly redeemable QR code.
Both Stefan and Nina think it is very important to be up-to-date, to see what their friends are doing
and where they are at any given time. Status reports and pictures are annotated continuously. Invita-
tions to dinner are also sent online – via, for example, the event invitation function on Facebook,
which is quicker and simpler than phoning round several different people. In this way, everybody can
see straightaway who has time and who hasn’t.
Nevertheless, Stefan and Nina still use the telephone, but instead of the traditional phone it’s Skype.
By using Skype, you can see each other live and Leon can show his grandma and granddad his latest
pictures live.


Conclusion and outlook

This article has shown graphically how sociological changes and technological innovations are inter-
dependent. For brand article companies, understanding the technologies of digital natives does not
go far enough. What is required is the spirit of enquiry to penetrate the world in which those people
live who take it for granted that they have a right to make use of the possibilities the world offers.
“The link is more important than the thing,” stated Cova and Cova as early as 2001. This vision of
social togetherness will become even more important in the next generation of communication tech-
nology: the Internet of things and therefore the peer-to-peer communication between end devices that
make possible innovative processes of communication, coordination and communication; semantic
technologies that, via intelligent search engines, cluster web content and web services as you need
them; or instruments of opinion mining that automatically extract opinions and attitudes towards
situations or people. What is technically possible has to be turned into something with brand con-
formity, appropriate for the target group and with practical application. There are still no reliable
benchmarks to gauge the success of commercial communication in people’s transmedia daily lives as
illustrated above. But, if brand manufacturers face up to this new reality now, we’ll see comparable
success stories that will quantify to what extent advertising campaigns and brand communication
reach the hearts and heads of the grown-up digital natives.




                                                                      RedPaper: Grown-Up Digital Natives    4
Sources and links to further information:

1	
     e.g. Lernerfolg Grundschule:
     http://itunes.apple.com/de/app/lernerfolg-grundschule/id408866513?mt=8&ign-mpt=uo%3D4
2	
     e.g. Cozi:
     http://www.cozi.com/iphoneapp.htm
3	
     e.g. at Lufthansa:
     http://itunes.apple.com/de/app/lufthansa/id299219152?mt=8
     oder Air Berlin:
     http://itunes.apple.com/de/app/airberlin-your-airline/id409129262?mt=8
4	
     e.g. at BVG:
     http://www.bvg.de/index.php/de/940553/name/Handyticket.html
5	
     Whatsapp:
     http://www.whatsapp.com/
6	
     e.g. Kahnoodle:
     http://kahnoodle.com/
7	
     e.g. TomTom:
     http://itunes.apple.com/de/app/tomtom-d-a-ch/id326068192?mt=8
8	
     Nike App:
     http://nikerunning.nike.com/nikeos/p/nikeplus/de_DE/products/gps_app
9	
     either over Facebook or other geo-located services, such as Foursquare:
     https://de.foursquare.com/
Bauman, Zygmunt; Jakubzik, Frank: Leben in der Flüchtigen Moderne, Suhrkamp Verlag 2007
Beck, Ulrich; Beck-Gernsheim, Elisabeth: Fernliebe: Lebensformen im globalen Zeitalter:
Das globale Beziehungschaos, Suhrkamp Verlag 2011
Bender, Justus: Studenten heute. Woran kann ich noch glauben. Zeit Campus 7.9.2009
Cova, Bernard; Cova, Véronique: The tribalisation of society and ist impact on the conduct
of marketing. http://visionarymarketing.com/_repository/wanadoo/cova-tribe-2001.pdf
Maier, Anja: Debatte Macchiato-Mütter. Projektkinder der Edeleltern, TAZ, 27.8.2010
Moreno, Juan: Es soll nicht weh tun. Warum junge Eltern anders sind als deren Eltern,
Spiegel Spezial 1/2009
Prensky, Marc: Digital Natives, Digital Immigrants. On the Horizon,
MCB University Press, Vol. 9 No. 5, Oktober 2001
Speicher, Stephan: Prenzlauer-Berg-Mütter. Schlank, hübsch, verhasst,
Süddeutsche Zeitung, 24.06.2011
Mattauch, Christine: Boten der Liebe. Absatzwirtschaft, August 2011




                                                                      RedPaper: Grown-Up Digital Natives   5
Responsible for content:
                             Maria Luchterhandt und Sebastian Schmidt

                             Maria Luchterhandt is Account Manager at Agentur Publicis in Berlin.
                             She is currently focusing on the planning and implementation of adver-
                             tising communication for the target group “connected families”. She
                             previously gained several years experience as an adviser at Scholz &
                             Friends in Berlin and Dentsu in Düsseldorf. She graduated in Business
                             Studies at the University of Potsdam.




                             Sebastian Schmidt is the Managing Director of Agentur Publicis in
                             Berlin. Previously, Mr Schmidt worked at the Institute of Electronic Busi-
                             ness e.V. (IEB), an institute of the University of the Arts (UdK) in Berlin,
                             where he concentrated on the Innovation Centre for Digital Communi-
                             cation. The main focus of his work was social media marketing, Enter-
                             prise 2.0 and customer self-care.




Publisher RedPaper:


Spielwarenmesse eG
Münchener Str. 330
90471 Nürnberg, Germany


Tel. +49 (0) 911/9 98 13-0
Fax +49 (0) 911/86 96 60




                                                                     RedPaper: Grown-Up Digital Natives     6

More Related Content

Similar to 201111 digital natives en

What Do You Need To Know For Marketing To Digital, Mobile And Social Teens?
What Do You Need To Know For Marketing To Digital, Mobile And Social Teens?What Do You Need To Know For Marketing To Digital, Mobile And Social Teens?
What Do You Need To Know For Marketing To Digital, Mobile And Social Teens?
Dr. William J. Ward
 
Trend Mill 2013
Trend Mill 2013Trend Mill 2013
Trend Mill 2013
DDB Russia
 
NEXT Generation Study (engl)
NEXT Generation Study (engl)NEXT Generation Study (engl)
NEXT Generation Study (engl)
sinnerschrader
 
2 page flyer for social media middle school coffee talk
2 page flyer for social media middle school coffee talk2 page flyer for social media middle school coffee talk
2 page flyer for social media middle school coffee talk
treddeck
 
Cheil Levant Trends Report 2015
Cheil Levant Trends Report 2015Cheil Levant Trends Report 2015
Cheil Levant Trends Report 2015
Cheil_Worldwide_UAE
 
Consumer-Activated Innovation Smartees Seminar
Consumer-Activated Innovation Smartees Seminar Consumer-Activated Innovation Smartees Seminar
Consumer-Activated Innovation Smartees Seminar
InSites on Stage
 
Digital flipbook - Online Dating
Digital flipbook - Online Dating Digital flipbook - Online Dating
Digital flipbook - Online Dating
laurensuds
 
Yang Yang Planning Book
Yang Yang Planning BookYang Yang Planning Book
Yang Yang Planning Book
Kevin Mann
 
Crash Course in Facebook
Crash Course in FacebookCrash Course in Facebook
Crash Course in Facebook
TwoCents Group
 
Serviced Final Proposal
Serviced Final ProposalServiced Final Proposal
Serviced Final Proposal
Christopher Cunniff
 
FOSI Annual Conference Keynote - Sonia Livingstone
FOSI Annual Conference Keynote  - Sonia LivingstoneFOSI Annual Conference Keynote  - Sonia Livingstone
FOSI Annual Conference Keynote - Sonia Livingstone
Alicia Blum-Ross
 
Social media dangers
Social media dangersSocial media dangers
Social media dangers
Saman Sara
 
2013 cannes lions_mobile summary
2013 cannes lions_mobile summary2013 cannes lions_mobile summary
2013 cannes lions_mobile summary
Sungyu Kwon
 
Technology and Parenting
Technology and ParentingTechnology and Parenting
Technology and Parenting
Tania Mulry
 
Tipsheet1 avg0-2 researchresultsandreflections
Tipsheet1 avg0-2 researchresultsandreflectionsTipsheet1 avg0-2 researchresultsandreflections
Tipsheet1 avg0-2 researchresultsandreflections
AVG Technologies
 
Creating effective ammunition in the battle for attention
Creating effective ammunition in the battle for attentionCreating effective ammunition in the battle for attention
Creating effective ammunition in the battle for attention
icoEx
 
How meetup apps are a new way to plan group socializing
How meetup apps are a new way to plan group socializingHow meetup apps are a new way to plan group socializing
How meetup apps are a new way to plan group socializing
Leaf - Group Plans Made
 
A CSR Approach to Control - Addiction of Youth towards Gadgets
A CSR Approach to Control - Addiction of Youth towards GadgetsA CSR Approach to Control - Addiction of Youth towards Gadgets
A CSR Approach to Control - Addiction of Youth towards Gadgets
paperpublications3
 
Cyber safe manual_2
Cyber safe manual_2Cyber safe manual_2
Cyber safe manual_2
EDITHA HONRADEZ
 
We Are Social Curiosity Stop #15
We Are Social Curiosity Stop #15We Are Social Curiosity Stop #15
We Are Social Curiosity Stop #15
We Are Social
 

Similar to 201111 digital natives en (20)

What Do You Need To Know For Marketing To Digital, Mobile And Social Teens?
What Do You Need To Know For Marketing To Digital, Mobile And Social Teens?What Do You Need To Know For Marketing To Digital, Mobile And Social Teens?
What Do You Need To Know For Marketing To Digital, Mobile And Social Teens?
 
Trend Mill 2013
Trend Mill 2013Trend Mill 2013
Trend Mill 2013
 
NEXT Generation Study (engl)
NEXT Generation Study (engl)NEXT Generation Study (engl)
NEXT Generation Study (engl)
 
2 page flyer for social media middle school coffee talk
2 page flyer for social media middle school coffee talk2 page flyer for social media middle school coffee talk
2 page flyer for social media middle school coffee talk
 
Cheil Levant Trends Report 2015
Cheil Levant Trends Report 2015Cheil Levant Trends Report 2015
Cheil Levant Trends Report 2015
 
Consumer-Activated Innovation Smartees Seminar
Consumer-Activated Innovation Smartees Seminar Consumer-Activated Innovation Smartees Seminar
Consumer-Activated Innovation Smartees Seminar
 
Digital flipbook - Online Dating
Digital flipbook - Online Dating Digital flipbook - Online Dating
Digital flipbook - Online Dating
 
Yang Yang Planning Book
Yang Yang Planning BookYang Yang Planning Book
Yang Yang Planning Book
 
Crash Course in Facebook
Crash Course in FacebookCrash Course in Facebook
Crash Course in Facebook
 
Serviced Final Proposal
Serviced Final ProposalServiced Final Proposal
Serviced Final Proposal
 
FOSI Annual Conference Keynote - Sonia Livingstone
FOSI Annual Conference Keynote  - Sonia LivingstoneFOSI Annual Conference Keynote  - Sonia Livingstone
FOSI Annual Conference Keynote - Sonia Livingstone
 
Social media dangers
Social media dangersSocial media dangers
Social media dangers
 
2013 cannes lions_mobile summary
2013 cannes lions_mobile summary2013 cannes lions_mobile summary
2013 cannes lions_mobile summary
 
Technology and Parenting
Technology and ParentingTechnology and Parenting
Technology and Parenting
 
Tipsheet1 avg0-2 researchresultsandreflections
Tipsheet1 avg0-2 researchresultsandreflectionsTipsheet1 avg0-2 researchresultsandreflections
Tipsheet1 avg0-2 researchresultsandreflections
 
Creating effective ammunition in the battle for attention
Creating effective ammunition in the battle for attentionCreating effective ammunition in the battle for attention
Creating effective ammunition in the battle for attention
 
How meetup apps are a new way to plan group socializing
How meetup apps are a new way to plan group socializingHow meetup apps are a new way to plan group socializing
How meetup apps are a new way to plan group socializing
 
A CSR Approach to Control - Addiction of Youth towards Gadgets
A CSR Approach to Control - Addiction of Youth towards GadgetsA CSR Approach to Control - Addiction of Youth towards Gadgets
A CSR Approach to Control - Addiction of Youth towards Gadgets
 
Cyber safe manual_2
Cyber safe manual_2Cyber safe manual_2
Cyber safe manual_2
 
We Are Social Curiosity Stop #15
We Are Social Curiosity Stop #15We Are Social Curiosity Stop #15
We Are Social Curiosity Stop #15
 

Recently uploaded

Understanding User Needs and Satisfying Them
Understanding User Needs and Satisfying ThemUnderstanding User Needs and Satisfying Them
Understanding User Needs and Satisfying Them
Aggregage
 
Easily Verify Compliance and Security with Binance KYC
Easily Verify Compliance and Security with Binance KYCEasily Verify Compliance and Security with Binance KYC
Easily Verify Compliance and Security with Binance KYC
Any kyc Account
 
-- June 2024 is National Volunteer Month --
-- June 2024 is National Volunteer Month ---- June 2024 is National Volunteer Month --
-- June 2024 is National Volunteer Month --
NZSG
 
Income Tax exemption for Start up : Section 80 IAC
Income Tax  exemption for Start up : Section 80 IACIncome Tax  exemption for Start up : Section 80 IAC
Income Tax exemption for Start up : Section 80 IAC
CA Dr. Prithvi Ranjan Parhi
 
Anny Serafina Love - Letter of Recommendation by Kellen Harkins, MS.
Anny Serafina Love - Letter of Recommendation by Kellen Harkins, MS.Anny Serafina Love - Letter of Recommendation by Kellen Harkins, MS.
Anny Serafina Love - Letter of Recommendation by Kellen Harkins, MS.
AnnySerafinaLove
 
Zodiac Signs and Food Preferences_ What Your Sign Says About Your Taste
Zodiac Signs and Food Preferences_ What Your Sign Says About Your TasteZodiac Signs and Food Preferences_ What Your Sign Says About Your Taste
Zodiac Signs and Food Preferences_ What Your Sign Says About Your Taste
my Pandit
 
Company Valuation webinar series - Tuesday, 4 June 2024
Company Valuation webinar series - Tuesday, 4 June 2024Company Valuation webinar series - Tuesday, 4 June 2024
Company Valuation webinar series - Tuesday, 4 June 2024
FelixPerez547899
 
Digital Transformation Frameworks: Driving Digital Excellence
Digital Transformation Frameworks: Driving Digital ExcellenceDigital Transformation Frameworks: Driving Digital Excellence
Digital Transformation Frameworks: Driving Digital Excellence
Operational Excellence Consulting
 
Best practices for project execution and delivery
Best practices for project execution and deliveryBest practices for project execution and delivery
Best practices for project execution and delivery
CLIVE MINCHIN
 
Part 2 Deep Dive: Navigating the 2024 Slowdown
Part 2 Deep Dive: Navigating the 2024 SlowdownPart 2 Deep Dive: Navigating the 2024 Slowdown
Part 2 Deep Dive: Navigating the 2024 Slowdown
jeffkluth1
 
Digital Marketing with a Focus on Sustainability
Digital Marketing with a Focus on SustainabilityDigital Marketing with a Focus on Sustainability
Digital Marketing with a Focus on Sustainability
sssourabhsharma
 
The Genesis of BriansClub.cm Famous Dark WEb Platform
The Genesis of BriansClub.cm Famous Dark WEb PlatformThe Genesis of BriansClub.cm Famous Dark WEb Platform
The Genesis of BriansClub.cm Famous Dark WEb Platform
SabaaSudozai
 
Event Report - SAP Sapphire 2024 Orlando - lots of innovation and old challenges
Event Report - SAP Sapphire 2024 Orlando - lots of innovation and old challengesEvent Report - SAP Sapphire 2024 Orlando - lots of innovation and old challenges
Event Report - SAP Sapphire 2024 Orlando - lots of innovation and old challenges
Holger Mueller
 
Hamster Kombat' Telegram Game Surpasses 100 Million Players—Token Release Sch...
Hamster Kombat' Telegram Game Surpasses 100 Million Players—Token Release Sch...Hamster Kombat' Telegram Game Surpasses 100 Million Players—Token Release Sch...
Hamster Kombat' Telegram Game Surpasses 100 Million Players—Token Release Sch...
SOFTTECHHUB
 
Lundin Gold Corporate Presentation - June 2024
Lundin Gold Corporate Presentation - June 2024Lundin Gold Corporate Presentation - June 2024
Lundin Gold Corporate Presentation - June 2024
Adnet Communications
 
Mastering B2B Payments Webinar from BlueSnap
Mastering B2B Payments Webinar from BlueSnapMastering B2B Payments Webinar from BlueSnap
Mastering B2B Payments Webinar from BlueSnap
Norma Mushkat Gaffin
 
Call 8867766396 Satta Matka Dpboss Matka Guessing Satta batta Matka 420 Satta...
Call 8867766396 Satta Matka Dpboss Matka Guessing Satta batta Matka 420 Satta...Call 8867766396 Satta Matka Dpboss Matka Guessing Satta batta Matka 420 Satta...
Call 8867766396 Satta Matka Dpboss Matka Guessing Satta batta Matka 420 Satta...
bosssp10
 
The APCO Geopolitical Radar - Q3 2024 The Global Operating Environment for Bu...
The APCO Geopolitical Radar - Q3 2024 The Global Operating Environment for Bu...The APCO Geopolitical Radar - Q3 2024 The Global Operating Environment for Bu...
The APCO Geopolitical Radar - Q3 2024 The Global Operating Environment for Bu...
APCO
 
How to Implement a Strategy: Transform Your Strategy with BSC Designer's Comp...
How to Implement a Strategy: Transform Your Strategy with BSC Designer's Comp...How to Implement a Strategy: Transform Your Strategy with BSC Designer's Comp...
How to Implement a Strategy: Transform Your Strategy with BSC Designer's Comp...
Aleksey Savkin
 
HOW TO START UP A COMPANY A STEP-BY-STEP GUIDE.pdf
HOW TO START UP A COMPANY A STEP-BY-STEP GUIDE.pdfHOW TO START UP A COMPANY A STEP-BY-STEP GUIDE.pdf
HOW TO START UP A COMPANY A STEP-BY-STEP GUIDE.pdf
46adnanshahzad
 

Recently uploaded (20)

Understanding User Needs and Satisfying Them
Understanding User Needs and Satisfying ThemUnderstanding User Needs and Satisfying Them
Understanding User Needs and Satisfying Them
 
Easily Verify Compliance and Security with Binance KYC
Easily Verify Compliance and Security with Binance KYCEasily Verify Compliance and Security with Binance KYC
Easily Verify Compliance and Security with Binance KYC
 
-- June 2024 is National Volunteer Month --
-- June 2024 is National Volunteer Month ---- June 2024 is National Volunteer Month --
-- June 2024 is National Volunteer Month --
 
Income Tax exemption for Start up : Section 80 IAC
Income Tax  exemption for Start up : Section 80 IACIncome Tax  exemption for Start up : Section 80 IAC
Income Tax exemption for Start up : Section 80 IAC
 
Anny Serafina Love - Letter of Recommendation by Kellen Harkins, MS.
Anny Serafina Love - Letter of Recommendation by Kellen Harkins, MS.Anny Serafina Love - Letter of Recommendation by Kellen Harkins, MS.
Anny Serafina Love - Letter of Recommendation by Kellen Harkins, MS.
 
Zodiac Signs and Food Preferences_ What Your Sign Says About Your Taste
Zodiac Signs and Food Preferences_ What Your Sign Says About Your TasteZodiac Signs and Food Preferences_ What Your Sign Says About Your Taste
Zodiac Signs and Food Preferences_ What Your Sign Says About Your Taste
 
Company Valuation webinar series - Tuesday, 4 June 2024
Company Valuation webinar series - Tuesday, 4 June 2024Company Valuation webinar series - Tuesday, 4 June 2024
Company Valuation webinar series - Tuesday, 4 June 2024
 
Digital Transformation Frameworks: Driving Digital Excellence
Digital Transformation Frameworks: Driving Digital ExcellenceDigital Transformation Frameworks: Driving Digital Excellence
Digital Transformation Frameworks: Driving Digital Excellence
 
Best practices for project execution and delivery
Best practices for project execution and deliveryBest practices for project execution and delivery
Best practices for project execution and delivery
 
Part 2 Deep Dive: Navigating the 2024 Slowdown
Part 2 Deep Dive: Navigating the 2024 SlowdownPart 2 Deep Dive: Navigating the 2024 Slowdown
Part 2 Deep Dive: Navigating the 2024 Slowdown
 
Digital Marketing with a Focus on Sustainability
Digital Marketing with a Focus on SustainabilityDigital Marketing with a Focus on Sustainability
Digital Marketing with a Focus on Sustainability
 
The Genesis of BriansClub.cm Famous Dark WEb Platform
The Genesis of BriansClub.cm Famous Dark WEb PlatformThe Genesis of BriansClub.cm Famous Dark WEb Platform
The Genesis of BriansClub.cm Famous Dark WEb Platform
 
Event Report - SAP Sapphire 2024 Orlando - lots of innovation and old challenges
Event Report - SAP Sapphire 2024 Orlando - lots of innovation and old challengesEvent Report - SAP Sapphire 2024 Orlando - lots of innovation and old challenges
Event Report - SAP Sapphire 2024 Orlando - lots of innovation and old challenges
 
Hamster Kombat' Telegram Game Surpasses 100 Million Players—Token Release Sch...
Hamster Kombat' Telegram Game Surpasses 100 Million Players—Token Release Sch...Hamster Kombat' Telegram Game Surpasses 100 Million Players—Token Release Sch...
Hamster Kombat' Telegram Game Surpasses 100 Million Players—Token Release Sch...
 
Lundin Gold Corporate Presentation - June 2024
Lundin Gold Corporate Presentation - June 2024Lundin Gold Corporate Presentation - June 2024
Lundin Gold Corporate Presentation - June 2024
 
Mastering B2B Payments Webinar from BlueSnap
Mastering B2B Payments Webinar from BlueSnapMastering B2B Payments Webinar from BlueSnap
Mastering B2B Payments Webinar from BlueSnap
 
Call 8867766396 Satta Matka Dpboss Matka Guessing Satta batta Matka 420 Satta...
Call 8867766396 Satta Matka Dpboss Matka Guessing Satta batta Matka 420 Satta...Call 8867766396 Satta Matka Dpboss Matka Guessing Satta batta Matka 420 Satta...
Call 8867766396 Satta Matka Dpboss Matka Guessing Satta batta Matka 420 Satta...
 
The APCO Geopolitical Radar - Q3 2024 The Global Operating Environment for Bu...
The APCO Geopolitical Radar - Q3 2024 The Global Operating Environment for Bu...The APCO Geopolitical Radar - Q3 2024 The Global Operating Environment for Bu...
The APCO Geopolitical Radar - Q3 2024 The Global Operating Environment for Bu...
 
How to Implement a Strategy: Transform Your Strategy with BSC Designer's Comp...
How to Implement a Strategy: Transform Your Strategy with BSC Designer's Comp...How to Implement a Strategy: Transform Your Strategy with BSC Designer's Comp...
How to Implement a Strategy: Transform Your Strategy with BSC Designer's Comp...
 
HOW TO START UP A COMPANY A STEP-BY-STEP GUIDE.pdf
HOW TO START UP A COMPANY A STEP-BY-STEP GUIDE.pdfHOW TO START UP A COMPANY A STEP-BY-STEP GUIDE.pdf
HOW TO START UP A COMPANY A STEP-BY-STEP GUIDE.pdf
 

201111 digital natives en

  • 1. Grown-Up Digital Natives – The new generation of customers Maria Luchterhandt and Sebastian Schmidt
  • 2. Grown-Up Digital Natives – The new generation of customers The neologism Digital Natives can be traced back to an essay by Marc Prensky in 2001. He coined the term to describe people who were born after 1980 directly into the digital age. With their digital media biography, this group of people takes permanently networked communication, collaboration and coordination with others for granted. The grown-up digital natives born between 1980 and 1985 are now entering a new phase in their lives. In their early thirties, they are organizing their family life and their careers. It’s an interesting time for brand article companies, especially when we define the grown-up digital natives as media- savvy, well educated men and women living their lives in an urban environment. So, in the following, it’s worth asking what attitudes and values these people find important – then comes a graphic description of a media ”day in the life” of today’s early thirty-year-olds. Values and attitudes of grown-up digital natives In the world of grown-up digital natives, innumerable choices and constant change are a part of eve- ryday life. It is highly probable that abundant choice has already characterized their search for the partners with whom they will spend the period of their lives that we are considering, because 4 out of 10 singles make use today of online dating sites. The wide variety of possibilities offered by the online rendezvous puts it third among the places where lovers meet – after the workplace and their circle of friends, but ahead of the club, disco or on holiday. Online dating sites offer hundreds of potential contacts, filtered according to what you are looking for, and thousands of photographic self-portraits. The digital dating sites create the illusion that, with their help, finding a partner is uncomplicated and professionally organized. In fact, there is an infinite number of new choices every single day. This trend in selecting a partner makes you realize how important it is to grown-up digital natives that they don’t have to go without anything: the person who becomes your partner is the one who meets your requirements in the here-and-now. At any time, options for tomorrow are just a click away. It’s clear to the grown-up digital natives that switching the options is inherent in their accepted con- cept of life. The constant stream of media content (not necessarily with substance) in all aspects of life reinforces the perception of an uncertain future as the “fragility of the present”. So satisfying the demand for happiness here and now counts when choosing a partner and starting a family. “Putting it bluntly: it’s about sex. It’s about love. It’s about children. It’s about providing, about maintaining and expanding possessions. But, above all else, it’s about how he or she, with whom I’m together, whom I marry, enriches, glorifies, reveals my self.” After successfully selecting a partner, striving for happiness through individual satisfaction of needs shapes the founding of a family, which, according to current surveys, is a major aim in the target catalogue of people in their late twenties and early thirties. But family is defined less today as simply a permanent relationship between adults and children. Also, living together in one specific place is less important in defining the concept of “family”. The reason is that young parents too are no longer accepting an either-or situation. They don’t want to forego any aspect of life. So, for example, the magazine “Nido”, that appeals to parents with children under six, a wide range of interests and an above-average income, promises the “whole spectrum of topics from pop to politics, from fashion, travel and interior design to psychology and sex. Everything from the perspective of modern, urban parents.” RedPaper: Grown-Up Digital Natives 2
  • 3. It is precisely when a couple becomes a family that this both-and mentality puts the daily routine of life under pressure – because everything is supposed to contribute trouble-free and effortlessly to satisfying one’s own current needs. Thus, within the family, each individual’s plans for the day have to be coordinated. The particular activities are determined by his and her preferences in work, leisure, sport and entertainment. And in the process the children are to be kept happy too. Outwardly, the children are used as a way of help- ing to promote their projected image: “In our family everything’s cool; we know the latest updates of our peer group; we’re the controllers of our lives.” This is the image that they feel obliged to ex- hibit convincingly on the playground in Berlin-Mitte. Grown-up digital natives perform a balancing act between cultivating their individuality and search- ing for commitment. In this situation, the targeted use of digital communication has become the sine qua non for maintaining this model of life. A day in the life of a grown-up digital native Nina, 32, and Stefan, 34, have one child: Leon is 3 and attends an all-day kindergarten. Both parents have jobs. Nina works part-time (a three-quarters post) as a company representative and is able to do some of her work from her home office – provided she doesn’t have to visit clients or go to the firm to attend important meetings. Stefan is a consultant in a management consultancy and is often away from home on projects. Two or three times a week, the couple hire a multi-lingual nanny via an agency and she comes in the afternoon, and also in the evening if Nina has a business appointment or if the couple need time for themselves. The grandparents live in another town and see their grand- children mostly on public holidays or birthdays. In their everyday life, the family use all manner of media, but most of all their smartphones and a tablet PC. On their devices, they have a large number of apps that they rely on every day to com- municate with each other and with their friends and families or to access information in general. Their tablet PC has, for example, become a part of the daily breakfast routine: either Stefan has it because he likes reading the newspaper app while drinking his coffee and then looking at the status of his friends on Facebook, or Nina uses it first to access her Facebook page and then to check the feed on Linked-in and Xing. Or they hand over the tablet PC to Leon (if he whines long enough) so that he can play one of his favourite educational games1. In the morning, all the family’s appointments are planned via the Orga-App2. If the fridge is empty, items are added to the shopping list in the Orga-App, and all their devices are automatically updated. If one of the parents is unable to keep an appointment, he or she needs only to change the entry in the family diary, and the other one immediately receives a push message. If Stefan’s job means he has to travel by plane, he checks in via the app of the particular airline and receives his ticket as QR code3. There’s no need to print the ticket or queue at the check-in counter. The same applies to buying tickets for public transport – both Nina and Stefan like using the app of their local transport network4. They mostly don’t use SMS any more but Whats-App5 instead – an online messenger service that eliminates the cost of sending SMS, since communication is via the Internet. Stefan and Nina work very hard and scarcely have time for each other. To keep their relationship on track despite everything, they use a program6 as an aide-memoire that displays the development and the state of their relationship, awards points for time spent together and offers tips on how to spend this “couple time” – going to a restaurant for example. Practical help is also offered in the form of vouchers for restaurants. However, Stefan always checks these offers on Google first, where he can read an evaluation of any restaurant and the comments of other guests to help him decide whether it is worth it or not. RedPaper: Grown-Up Digital Natives 3
  • 4. They use their smart phones all the time for their other activities too: as a navigation device7 (if they don’t have the latest version of the program, an update can quickly be downloaded while on the move), for sport8 (to check the intensity of their training, for example when jogging), when stuck in a traffic jam (to read Facebook or to chat) or to check in9 at Starbucks and claim a voucher for coffee – again as instantly redeemable QR code. Both Stefan and Nina think it is very important to be up-to-date, to see what their friends are doing and where they are at any given time. Status reports and pictures are annotated continuously. Invita- tions to dinner are also sent online – via, for example, the event invitation function on Facebook, which is quicker and simpler than phoning round several different people. In this way, everybody can see straightaway who has time and who hasn’t. Nevertheless, Stefan and Nina still use the telephone, but instead of the traditional phone it’s Skype. By using Skype, you can see each other live and Leon can show his grandma and granddad his latest pictures live. Conclusion and outlook This article has shown graphically how sociological changes and technological innovations are inter- dependent. For brand article companies, understanding the technologies of digital natives does not go far enough. What is required is the spirit of enquiry to penetrate the world in which those people live who take it for granted that they have a right to make use of the possibilities the world offers. “The link is more important than the thing,” stated Cova and Cova as early as 2001. This vision of social togetherness will become even more important in the next generation of communication tech- nology: the Internet of things and therefore the peer-to-peer communication between end devices that make possible innovative processes of communication, coordination and communication; semantic technologies that, via intelligent search engines, cluster web content and web services as you need them; or instruments of opinion mining that automatically extract opinions and attitudes towards situations or people. What is technically possible has to be turned into something with brand con- formity, appropriate for the target group and with practical application. There are still no reliable benchmarks to gauge the success of commercial communication in people’s transmedia daily lives as illustrated above. But, if brand manufacturers face up to this new reality now, we’ll see comparable success stories that will quantify to what extent advertising campaigns and brand communication reach the hearts and heads of the grown-up digital natives. RedPaper: Grown-Up Digital Natives 4
  • 5. Sources and links to further information: 1 e.g. Lernerfolg Grundschule: http://itunes.apple.com/de/app/lernerfolg-grundschule/id408866513?mt=8&ign-mpt=uo%3D4 2 e.g. Cozi: http://www.cozi.com/iphoneapp.htm 3 e.g. at Lufthansa: http://itunes.apple.com/de/app/lufthansa/id299219152?mt=8 oder Air Berlin: http://itunes.apple.com/de/app/airberlin-your-airline/id409129262?mt=8 4 e.g. at BVG: http://www.bvg.de/index.php/de/940553/name/Handyticket.html 5 Whatsapp: http://www.whatsapp.com/ 6 e.g. Kahnoodle: http://kahnoodle.com/ 7 e.g. TomTom: http://itunes.apple.com/de/app/tomtom-d-a-ch/id326068192?mt=8 8 Nike App: http://nikerunning.nike.com/nikeos/p/nikeplus/de_DE/products/gps_app 9 either over Facebook or other geo-located services, such as Foursquare: https://de.foursquare.com/ Bauman, Zygmunt; Jakubzik, Frank: Leben in der Flüchtigen Moderne, Suhrkamp Verlag 2007 Beck, Ulrich; Beck-Gernsheim, Elisabeth: Fernliebe: Lebensformen im globalen Zeitalter: Das globale Beziehungschaos, Suhrkamp Verlag 2011 Bender, Justus: Studenten heute. Woran kann ich noch glauben. Zeit Campus 7.9.2009 Cova, Bernard; Cova, Véronique: The tribalisation of society and ist impact on the conduct of marketing. http://visionarymarketing.com/_repository/wanadoo/cova-tribe-2001.pdf Maier, Anja: Debatte Macchiato-Mütter. Projektkinder der Edeleltern, TAZ, 27.8.2010 Moreno, Juan: Es soll nicht weh tun. Warum junge Eltern anders sind als deren Eltern, Spiegel Spezial 1/2009 Prensky, Marc: Digital Natives, Digital Immigrants. On the Horizon, MCB University Press, Vol. 9 No. 5, Oktober 2001 Speicher, Stephan: Prenzlauer-Berg-Mütter. Schlank, hübsch, verhasst, Süddeutsche Zeitung, 24.06.2011 Mattauch, Christine: Boten der Liebe. Absatzwirtschaft, August 2011 RedPaper: Grown-Up Digital Natives 5
  • 6. Responsible for content: Maria Luchterhandt und Sebastian Schmidt Maria Luchterhandt is Account Manager at Agentur Publicis in Berlin. She is currently focusing on the planning and implementation of adver- tising communication for the target group “connected families”. She previously gained several years experience as an adviser at Scholz & Friends in Berlin and Dentsu in Düsseldorf. She graduated in Business Studies at the University of Potsdam. Sebastian Schmidt is the Managing Director of Agentur Publicis in Berlin. Previously, Mr Schmidt worked at the Institute of Electronic Busi- ness e.V. (IEB), an institute of the University of the Arts (UdK) in Berlin, where he concentrated on the Innovation Centre for Digital Communi- cation. The main focus of his work was social media marketing, Enter- prise 2.0 and customer self-care. Publisher RedPaper: Spielwarenmesse eG Münchener Str. 330 90471 Nürnberg, Germany Tel. +49 (0) 911/9 98 13-0 Fax +49 (0) 911/86 96 60 RedPaper: Grown-Up Digital Natives 6