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LESSON 5 
digital natives
Introduction 
2 
This lesson is devoted do explain 
who digital natives are and their 
attitudes. 
WHO ARE THEY? 
DATA AND BEHAVIOURAL 
SOME SOURCES 
FUTURE HYPOTESIS 
1 
2 
3 
4
digital natives 
- who are they? - 
3
A definition 
A young, aged 15-24, with five years or more experience using the Internet 
A digital native is a person who was born during or after the general introduction of digital 
technologies and through interacting with digital technology from an early age, has a greater 
understanding of its concepts. 
Alternatively, this term can describe people born during or after the 2000s, as the Digital Age began 
at that time; but in most cases, the term focuses on people who grew up with the technology that 
became prevalent in the latter part of the 20th century and continues to evolve today. 
4 
http://en.wikipedia.org/wiki/Digital_native
Origins 
The term digital native was coined by Marc Prensky 
in his work "Digital Natives, Digital Immigrants" 
published in 2001. 
“They have always had the Internet, laptops, cell phones with text 
messaging, AIM, Facebook™ or MySpace™, PlayStations™, 
digital cameras, DVD players, blogs, and any other number of 
digital technologies that allow them to instantly capture or 
communicate with their world. They use these tools as 
extensions of their bodies and minds, fluidly incorporating them 
into their daily routines”. 
5 
(Prensky, 2005)
A ready to change generation 
These young people, like all Natives, adapt quickly to changes in their 
environment and look for new ways to incorporate the latest technology into 
their fast-paced lives. 
6
digital natives 
- data and behavioural - 
7
Digital age segments 
14-29 YEARS 30-49 YEARS 50+ YEARS 
8 
AGE 
ATTITUDE 
TOWARDS 
DIGITAL 
SHARE 
OF DIGITAL 
SAVVIES 
DIGITAL NATIVES DIGITAL IMMIGRANTS DIGITAL FOREIGNERS 
Born digital, socialized in 
a digital-only world and 
“native speakers” of 
digital 
40% of Digital Savvies 
Have experienced both 
analog and digital worlds 
and have learned digital, 
but often are fluent 
Born analog and do not see 
much value in digital 
technology or see it as a fad; 
often fearful of adopting new 
technologies 
45% of Digital Savvies 15% of Digital Savvies 
Accenture, Digital Savvies http://www.accenture.com/Microsites/literature-library/cmt-2013/Documents/Digital-Savvies-POV.pdf
Distribution among Countries 
The estimated proportion of a country’s total population that are digital natives 
varies from a low of 0.13 per cent to a high of 16 per cent, with a global value of 5.2 per cent. 
9 
0.1 - 3.0 
3.1 - 6.0 
6.1 - 9.0 
9.1 - 14.0 
International Telecommunication Union, 2012
Percentage 
10 
Developed 
(145 million) 
Digital Natives (five years or more using the internet) 
Non Digital Natives (less than five years using the internet) 
International Telecommunication Union, 2012 
Developing 
(503 million) 
World 
(648 million) 
86 
14 
47 
% 
53 
% 
56 
% 
44 
% 
Internet users 
53% 47% 44% 56% 
14% 
86%
New ways of communicating 
11 
“We are Apple 
and we do Facebook.” 
To this generation, Facebook is an indispensable socializing link to family, 
friends and groups, and Apple embodies technological progress, innovation 
and creativity. 
Johnson Controls study, 2011
New ways of relating with others 
12 
100% 
of the 15-25 have a mobile phone 
89% 
have a smartphone
New ways of seeing things 
13 
Things disappeared (and are 
disappearing) right before their eyes, 
as the dematerialization of society 
escalates. 
Think about... 
music 
film 
books 
games 
cards
digital natives 
- some sources to discover - 
14
Born digital 
Born Digital is an initiative of the Digital Natives project, 
an interdisciplinary collaboration of the Berkman Center 
for Internet & Society at Harvard University and the 
Research Center for Information Law at the University of St. 
Gallen. The aim of the Digital Natives project is to understand and 
support young people as they grow up in a digital age consumers 
and professionals. 
15 
http://www.borndigitalbook.com/
Digital natives are native entrepreneurs 
16 
A telegraph article about native 
entrepreneurs: a collection of 
25 internet success stories 
regarding people aged 25 and under. 
http://www.telegraph.co.uk/technology/internet/10667632/Digital-natives- 
25-internet-success-stories-aged-25-and-under.html
YOUTH AND MEDIA 
Youth and media deals with research, advocacy, and development initiatives around youth and 
digital technology. By understanding young people‘s interactions with digital media such as the 
Internet, cell phones, and video games, the project aims to gain detailed insights into youth practices 
and digital fluencies, harness the associated opportunities, address challenges, and ultimately shape 
the evolving regulatory and educational framework in a way that advances the public interest. 
17 
http://youthandmedia.org
digital natives 
- future hypotesis - 
18
Digital natives as tomorrow’s consumer 
They are tomorrow’s most powerful media consumers and 
professionals 
Not only do they expect to have communication and consumption 
tools available constantly during their free time, as consumers, 
but they expect these tools to support them in work 
19
Digital natives and the workplace 
As Digital Natives enter the workforce, they infuse companies with a new work culture conducive to a 
generation more adept at incorporating technology into their personal and professional lives than 
previous generations. Organizations have an opportunity to leverage this level of knowledge by 
encouraging Digital Natives to share it with elder coworkers. 
attitude future 
knowledge sharing innovation 
empathy collaboration 
http://workdesign.co/2012/02/digital-natives-a-tech-savvy-generation-enters-the-workplace/ 
20 
culture 
team working 
If addressed correctly, this new generation can help increase productivity by helping colleagues 
use technology more efficiently and effectively.
Digital natives and the workplace 
Increased access to technology; 
Cloud computing for faster, more efficient information 
sharing with colleagues and peers; 
Internal knowledge management to support 
collaboration; 
A more comfortable working environment, as the lines 
between work and private life blur; 
A more sustainable working environment. 
21 
Areas for improvement 
of technology 
in the workplace 
http://workdesign.co/2012/02/digital-natives-a-tech-savvy-generation-enters-the-workplace/
22 
THANK YOU 
This is the conclusive lesson of this year’s digital 
school. 
For questions or suggestions please write to: 
whirlpool_emea@whirlpool.com

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Digital Natives

  • 2. Introduction 2 This lesson is devoted do explain who digital natives are and their attitudes. WHO ARE THEY? DATA AND BEHAVIOURAL SOME SOURCES FUTURE HYPOTESIS 1 2 3 4
  • 3. digital natives - who are they? - 3
  • 4. A definition A young, aged 15-24, with five years or more experience using the Internet A digital native is a person who was born during or after the general introduction of digital technologies and through interacting with digital technology from an early age, has a greater understanding of its concepts. Alternatively, this term can describe people born during or after the 2000s, as the Digital Age began at that time; but in most cases, the term focuses on people who grew up with the technology that became prevalent in the latter part of the 20th century and continues to evolve today. 4 http://en.wikipedia.org/wiki/Digital_native
  • 5. Origins The term digital native was coined by Marc Prensky in his work "Digital Natives, Digital Immigrants" published in 2001. “They have always had the Internet, laptops, cell phones with text messaging, AIM, Facebook™ or MySpace™, PlayStations™, digital cameras, DVD players, blogs, and any other number of digital technologies that allow them to instantly capture or communicate with their world. They use these tools as extensions of their bodies and minds, fluidly incorporating them into their daily routines”. 5 (Prensky, 2005)
  • 6. A ready to change generation These young people, like all Natives, adapt quickly to changes in their environment and look for new ways to incorporate the latest technology into their fast-paced lives. 6
  • 7. digital natives - data and behavioural - 7
  • 8. Digital age segments 14-29 YEARS 30-49 YEARS 50+ YEARS 8 AGE ATTITUDE TOWARDS DIGITAL SHARE OF DIGITAL SAVVIES DIGITAL NATIVES DIGITAL IMMIGRANTS DIGITAL FOREIGNERS Born digital, socialized in a digital-only world and “native speakers” of digital 40% of Digital Savvies Have experienced both analog and digital worlds and have learned digital, but often are fluent Born analog and do not see much value in digital technology or see it as a fad; often fearful of adopting new technologies 45% of Digital Savvies 15% of Digital Savvies Accenture, Digital Savvies http://www.accenture.com/Microsites/literature-library/cmt-2013/Documents/Digital-Savvies-POV.pdf
  • 9. Distribution among Countries The estimated proportion of a country’s total population that are digital natives varies from a low of 0.13 per cent to a high of 16 per cent, with a global value of 5.2 per cent. 9 0.1 - 3.0 3.1 - 6.0 6.1 - 9.0 9.1 - 14.0 International Telecommunication Union, 2012
  • 10. Percentage 10 Developed (145 million) Digital Natives (five years or more using the internet) Non Digital Natives (less than five years using the internet) International Telecommunication Union, 2012 Developing (503 million) World (648 million) 86 14 47 % 53 % 56 % 44 % Internet users 53% 47% 44% 56% 14% 86%
  • 11. New ways of communicating 11 “We are Apple and we do Facebook.” To this generation, Facebook is an indispensable socializing link to family, friends and groups, and Apple embodies technological progress, innovation and creativity. Johnson Controls study, 2011
  • 12. New ways of relating with others 12 100% of the 15-25 have a mobile phone 89% have a smartphone
  • 13. New ways of seeing things 13 Things disappeared (and are disappearing) right before their eyes, as the dematerialization of society escalates. Think about... music film books games cards
  • 14. digital natives - some sources to discover - 14
  • 15. Born digital Born Digital is an initiative of the Digital Natives project, an interdisciplinary collaboration of the Berkman Center for Internet & Society at Harvard University and the Research Center for Information Law at the University of St. Gallen. The aim of the Digital Natives project is to understand and support young people as they grow up in a digital age consumers and professionals. 15 http://www.borndigitalbook.com/
  • 16. Digital natives are native entrepreneurs 16 A telegraph article about native entrepreneurs: a collection of 25 internet success stories regarding people aged 25 and under. http://www.telegraph.co.uk/technology/internet/10667632/Digital-natives- 25-internet-success-stories-aged-25-and-under.html
  • 17. YOUTH AND MEDIA Youth and media deals with research, advocacy, and development initiatives around youth and digital technology. By understanding young people‘s interactions with digital media such as the Internet, cell phones, and video games, the project aims to gain detailed insights into youth practices and digital fluencies, harness the associated opportunities, address challenges, and ultimately shape the evolving regulatory and educational framework in a way that advances the public interest. 17 http://youthandmedia.org
  • 18. digital natives - future hypotesis - 18
  • 19. Digital natives as tomorrow’s consumer They are tomorrow’s most powerful media consumers and professionals Not only do they expect to have communication and consumption tools available constantly during their free time, as consumers, but they expect these tools to support them in work 19
  • 20. Digital natives and the workplace As Digital Natives enter the workforce, they infuse companies with a new work culture conducive to a generation more adept at incorporating technology into their personal and professional lives than previous generations. Organizations have an opportunity to leverage this level of knowledge by encouraging Digital Natives to share it with elder coworkers. attitude future knowledge sharing innovation empathy collaboration http://workdesign.co/2012/02/digital-natives-a-tech-savvy-generation-enters-the-workplace/ 20 culture team working If addressed correctly, this new generation can help increase productivity by helping colleagues use technology more efficiently and effectively.
  • 21. Digital natives and the workplace Increased access to technology; Cloud computing for faster, more efficient information sharing with colleagues and peers; Internal knowledge management to support collaboration; A more comfortable working environment, as the lines between work and private life blur; A more sustainable working environment. 21 Areas for improvement of technology in the workplace http://workdesign.co/2012/02/digital-natives-a-tech-savvy-generation-enters-the-workplace/
  • 22. 22 THANK YOU This is the conclusive lesson of this year’s digital school. For questions or suggestions please write to: whirlpool_emea@whirlpool.com