Myth or fact? The skillful tech-savvy Digital Native

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Future generations will never know… about this unique relationship

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Digital Natives ?

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Immigrants versus Natives

Source: report Axance

Digital Immigrants Digital Natives

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A few facts about their everyday life…

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100% Of the 15-25 yo have a mobile

phone

89% Have a

smartphone

Generation ‘Mobile first’

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Why do they need a mobile? 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%)

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Mobile means multifunctional…

Calling

Texting

Internet

Pictures

Music

Social networking

”It’s my personal assistent”

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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”

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Absolute TOP 3 for Digital Natives - websites

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Absolute TOP 3 for Digital Natives - Apps

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Social networking 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

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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…

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Are Digital Natives really different from Digital Immigrants?

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97% Has (access)

to a computer

81% Owns a laptop

26% Shares a desktop

38% Owns a desktop

Online generation

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Online generation

80% Say they can’t stand a single

day without the internet

“Internet is a really important part of my live”

4,25 h Computer

“Internet = essential”

2 h Surfing

3,5 h Mobile phone

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Technology is intertwined in their lives

•  Have grown up with mature technology •  Having internet access 24/7 is the norm •  Heavily depend on their personal assistant (phone & internet)

Their User Experience is different, not their behaviour.

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Assignment Quantitative User Research among boys 14- 18 years old, who just started to shave.

Objective Gain insight in the User Experience.

Challenge Difficult to reach target group

Case study

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Connect to their world Solution: Approach boys by mobile phones.

-  Questionnaires on smartphones

-  Photos uploaded by using WhatsApp.

Result: Extremely high response rate of 97%

Case study

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Are Digital Natives more tech savvy than

Digital Immigrants?

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Multitask by

obligation

School/work 6,5 h

Watch TV 1,5 h

Internet 2 h

Eating 1,5 h

Listen to music 1,5 h

Mobile Phone 1,5 h

Sports 1 h/day

Gaming 0,5 h

Social networking 1,5 h

A day of 27 hours

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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%)

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The ‘impatient’ generation

“ Devices just have to work

quickly”

“products have to work for a

long time’

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Case study: usage of digital learning modules

Client: Educational Publisher

Assignment: Qualitative User Research among 16-20 year old students

Objective: Gain insight in the User Experience of digital learning modules

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Learnings: •  Digital natives have high standards, •  and ZERO tolerance. •  They blame the product, not their

own skills

Be quick & keep it simple

Implications: •  Offer quick access to what they need. •  Keep it simple to hold their attention. •  Make sure everything is self-explanatory and works intuitively.

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What else do we have to do if we want to deliver a good UX for that

new generation of users?

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The “entertainment” generation

60% Has a (shared) game console

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44% Has access to

a (shared) tablet

17% Owns a tablet

The “entertainment” generation

76% Surfing the

internet

76% Social

networking

65% Watching

video’s 63% Gaming

Tablet is used for:

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Music is everywhere: -  radio, MP3 player, internet, YouTube…

For digital natives, music is free

Not really concerned with antipiracy laws. -  Only 1% always pays for music.

About music

71% Listens to music on

their phones 50% Has an

MP3 player

83% Uses computer to

listen to music

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71 % Listening to

music

55%Games

45% Watching

video’s

Digital Natives use their phone

for:

Technology means fun

84% Taking

pictures

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Give it a touch of fun…

29% Thinks T-mobile

fits best with them.

9% KPN 14 %

Hi

23% Vodaphone

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So remember:

•  Connect with their world •  Be quick & simple •  Give it a touch of fun

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