Growing Up as Digital Natives - Mindshare · 14-17 years old The real digital natives who were born...

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Growing Up as Digital Natives

Transcript of Growing Up as Digital Natives - Mindshare · 14-17 years old The real digital natives who were born...

Page 1: Growing Up as Digital Natives - Mindshare · 14-17 years old The real digital natives who were born into the digital world 18-24 years old And the ones who have been growing up in

Growing Up as Digital Natives

Page 2: Growing Up as Digital Natives - Mindshare · 14-17 years old The real digital natives who were born into the digital world 18-24 years old And the ones who have been growing up in

Are you trying to reach “Digital Natives” who cannot remember a world without internet?

If your answer is “YES”, this thought piece will be an inspiring approach that sparkles your digital marketing strategy to get closer to these young-generation consumers who take “digital” as an inherent part of their lives.

How we did thisConsumer Dialogue Conversations with digital natives aged 9-24 years old to understand the impact of digital to a day in their life.

Digital Lifestyle ImmersionExplore their digital behavior.

Mindshare’s Proprietary Sources of Data:

1) 3D 2013: Our quantitative 3-dimentional view on Thai consumers, comprised of 2,300 people nationwide.

2) Mindreader 2013: Our global study amongst 42,000 internet users in 42 countries, comprised of 1,000 Thai internet users nationwide.

3) Consumer Vibes: Our bi-monthly online survey of 300 respondents on topical events and topics, inclusive of marketing activities & advertising recall.

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14-17 years oldThe real digital natives who were

born into the digital world

18-24 years oldAnd the ones who have been

growing up in the digital world

THE MAJORITYHalf of Thai internet users are Digital Natives.

TREMENDOUS GROWTHSignificant growth seen in Digital Natives over the past decade, with a drastic growth among the “Digitally Born”. 88% of teens aged 14-17 years old are now considered “Digitally Born”, while 65% of young adults aged 18-24 years old are “Evolving Digizen”.

QUICK RESPONSE TO CHANGEThey are highly receptive to the fast-moving digital technology, especially towards the rapid transformation of social network platforms.

THE KEY PLAYERSocial media, in various forms, appears to be a key player which takes up much of a day in the life of Digital Natives.

DIFFERENCEDifference in age & environment among “Digitally Born” and “Evolving Digizen” leads to different digital behaviors; thus, ways to speak with them need to be customized.

Digital Natives Scene

“Evolving Digizen”

Growing Up as Dig i ta l Nat ives

“Digitally Born”

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“The first time that I knew the internet…hmm…it was when I was in kindergarten school”

DIGITAL ONLY WHEN AVAILABLEThe moments the “Digitally Born” stay connected online are limited to their school-kid responsibilities and family, so their digital moments are coming across only when available.

WHY DIGITAL“Connecting”, “fun” and “free” are key to getting their lives surrounded by the digital world.

“WHAT MY FRIENDS HAVE IS WHAT I HAVE”We are talking about their “social” spaces and their spaces are dependent on their own groups of friends. Whether social network, gadget, application or game, it always involves the ability to connect with their friends.

THE WORLD OF MULTI SCREENSThe “Digitally Born” have many options to choose on what to watch or what not to watch given being born to more than just the TV screen. Whether online or off-line, only captivating content is king!

Digitally Born

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ALWAYS ONGiven these young adults are more grown up and have less limitation in accessing the internet compared to the “Digitally Born”, they are digitally connected all day long and that is because they are attached to it too!

THE MOBILE WORLDMobile gadgets, whether smartphones or tablets, are an integral part of their lives.

WHY DIGITAL“Exploring”, “socializing” and “entertaining” are key to living their days in the digital world.

SOCIAL MEDIA JUNKIESThey eat, they sleep, they breathe social media. No doubt!

THE INDIVIDUALISTIC ONLINERSThe “Evolving Digizen” tends to value their individuality; therefore, digital activities have to be adaptive to their own style and let them be themselves.

WINDOW OF PURCHASEThe “Evolving Digizen” is starting to shop online, even though high volume doesn’t exist yet. But it definitely falls into their window of purchase.

Evolving Digizen

“I can’t live my day without digital“

Growing Up as Dig i ta l Nat ives

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Speaking to Digital NativesCATER TO THEIR NEEDSApproaching these Digital Natives, it works out best when to know their needs and respond to them. Something “convenient” and “instant” would be the best. Complications that get in their way won’t call their attention!

BE EVERYWHEREWe are talking about “Always On” strategy. Search Engine Marketing (SEM) plays a significant role in having your brand presence available to these Digital Natives.

UTILIZE KEY PLAYERSBe where they already are. Instead of creating another platform, utilizing the key players existing in the market to connect with them works best. Don’t forget…complications won’t call their attention!

MOBILIZE TO MEET THEMIt is clear why we have to work on this. Mobile gadgets are an integral part of their lives.

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MAKE IT UNCONVENTIONALThis is all about “attention on” versus “attention off”. They have many options of media to consume. To get Digital Natives’ eyeballs, your content needs to be unconventional, making it “entertaining”, “exciting” and “explorable”.

DON’T IGNORE THE POWER OF WORD-OF-MOUTHDigital data is moving rapidly across their online community, particularly among the “Evolving Digizen”. They are actively searching for and listening to the others’ opinion online as it’s quick and convenient. And what their friends share online does count, whilst taking real users’ experience into consideration.

GAMIFY WITH FRIENDSThis would particularly work well with the “Digitally Born”. Something that is in an entertaining-games format where they can associate with their friends would attract the “Digitally Born”.

BE ADAPTIVEAs a closing remark, Digital Natives’ online behaviour can be changed at anytime, particularly when they are growing up in a very fast-moving digital environment. Therefore, we need to always be ADAPTIVE to the context of rapid change in Digital Natives’ behaviour and digital technology.

Growing Up as Dig i ta l Nat ives

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Mindshare is a marketing and media network with imagination and technology at our heart.

Our Core Belief

“Original Thinking is fundamental to everything we do”Which is why we foster a spirit of Original Thinking across every aspect of our business: how and where we work; how we trade;

what tools we design; how we generate insights; how we develop ideas. If it’s been done before, it is not good enough. If you’ve

seen it before, think again. Break the rules, pioneer, be the first.

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“Ask and Answer the BIG Questions” and this is done through integration of analytics and solutions

tools, consumer insights & communication planning.

For more information, please contactSuchada Supakan

Director of Business [email protected]

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