Myth or fact?

The skillful tech-savvy Digital Native

2
Future generations will never know
about this unique relationship
3
Digital Natives ?
4
Immigrants versus Natives
Source: report Axance
Digital Immigrants Digital Natives
5
A few facts about
their everyday life
6
100%
Of the 15-25 yo
have a mobile
phone
89%
Have a
smartphone
Generation Mobile rst
7
Why do they need a mobile?
Why do they need a mobile for ?
Axance 2012 www.axance.fr
Keeping contact with their tribe
SM
S
V
O
I
C
E

SOCIAL NETW
ORK
P
I
C
T
U
R
E
S

M
M
S
Social networking (83%)
Texting (SMS / WhatsApp) (91%)
Calling (97%
)
8
Mobile means multifunctional
C
a
llin
g

Te
xtin
g

Internet
Pictures
M
u
s
ic

Social networking
Its my personal
assistent
9
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
10
Absolute TOP 3 for Digital Natives - websites
11
Absolute TOP 3 for Digital Natives - Apps
12
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
13
92%
Has a prole on
Facebook
20%
Connect
before getting
out of bed
28%
Connect in
bed before
going to sleep
And the winner is
14
Are Digital Natives
really different from
Digital Immigrants?
15
97%
Has (access)
to a computer
81%
Owns a
laptop
26%
Shares a
desktop
38%
Owns a
desktop
Online generation
16
Online generation
80%
Say they cant
stand a single
day without the
internet
Internet is a really
important part of my live
4,25 h
Computer
Internet = essential
2 h
Surng
3,5 h
Mobile
phone
17
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.

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

Objective Gain insight in the User
Experience.

Challenge Difcult to reach target group




Case
study
19
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
20
Are Digital Natives
more than
Digital Immigrants?
21
M
u
ltita
s
k
b
y

o
b
lig
a
tio
n

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
22
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%)
23
The impatient generation
Devices just
have to work
quickly
products have
to work for a
long time
24
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





25
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.
26
What else do we have to do if we want
to deliver a good UX for that
new generation of users?
27
The entertainment generation
60%
Has a (shared)
game console
28
44%
Has access to
a (shared)
tablet
17%
Owns a
tablet
The entertainment generation
76%
Surng the
internet
76%
Social
networking
65%
Watching
videos 63%
Gaming
Tablet is
used
for:
29
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
30
71 %
Listening to
music
55%
Games
45%
Watching
videos

Digital
Natives use
their phone
for:
Technology means fun
84%
Taking
pictures
31
Give it a touch of fun
29%
Thinks T-mobile
ts best with
them.
9%
KPN
14 %
Hi
23%
Vodaphone
32
So remember:
Connect with their world
Be quick & simple
Give it a touch of fun
33
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