This document discusses the differences in digital behaviors between those under 25 ("digital natives") and those over 25. It notes that while both groups consume digital media, those under 25 not only consume but actively create, share, and interact with digital content using technologies like mobile internet, Bluetooth, GPS, and by uploading videos. In contrast, those over 25 mostly consume digital media passively. Additionally, those under 25 expect high quality digital experiences both online and offline, prioritize participation and personalization, and want immediacy in customer service. They are more likely to take matters into their own hands if brands do not meet these expectations.

1. Understanding the world of an under 25 digital native

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

3. 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

4. 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

5. 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’

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

7. 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

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

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

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

11. Everything is social – even branded communications

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

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

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

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

16. Personalisation: Allow consumers to decide what they want

17. 11/30/2009 17 And if we can’t get what we want... We’ll just do it ourselves

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

19. 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

20. 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