understanding a generation of digital natives

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Understanding a generation of digital natives

“I've come up with a set of rules that describe our reactions to technologies:

1. Anything that is in the world when you’re born is normal and ordinary and is just a natural part of the way the world works.

2. Anything that's invented between when you’re fifteen and thirty-five is new and exciting and revolutionary and you can probably get a career in it.

3. Anything invented after you're thirty-five is against the natural order of things.”

Douglas Adams, The Salmon of Doubt

1 MOBILETech is an extension of behaviour, not separate to it.

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Google Glass is a state of mind... Generation i lives in a naturally immersive world.

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They want apps that allow for endless content browsing while they’re watching, listening, doing other things.

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40% of US Facebook users aged 18-29 expect to spend less time on it in 2013 Pew Research Center

In 140 characters or less...

Think less about the online expression of your ‘brand’ and more about the multi-dimensional

possibilities of your product.

2 MAKERSCreators who want to interpret the world in their own way.

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“There was something I wanted. There was a tool that I wanted to use that didn’t exist. And I found myself increasingly frustrated with the direction that the technology was going, which was less and less creative. It was more and more about these restrictive tools, where you put your photos in this directory, you put your articles over here. And I wanted something where I could be free, where I could do anything.” Bloomberg

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We are witnessing a new generation of coders. The £16 Raspberry Pi has already sold 1million. Almost 1/3 of 18-34 year olds in the US have coded.

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The Makey Makey is an invention kit that allows you to turn everyday objects into touchpads. Target smashed by over 2,000%.

In 140 characters or less...

Think beyond social media to creative media.

3 ENTREPRENEURSRather than wait for the world to come to them, young people are increasingly making it happen for themselves.

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It’s never been easier, or more exciting to make your own ideas happen, or to become involved other people’s.

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Crowdfunded projects are big news... in some cases outperforming expectations.

(Source, CtrlAltDelete - Mitch Joel)

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Smart companies don’t just serve, they facilitate and create opportunity.

In 140 characters or less...

Create platforms that empower young people to make things happen for themselves.

4 ADVICE SEEKERSWith an increasingly connected life, young people now turn to technology for emotional guidance.

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It’s more than just function and entertainment, it’s a friend and confidant.

In 140 characters or less...

More functional products require more emotional offerings.

5 NOSTALGICSIn a digital world, things that speak of the past - that are real, physical, tangible - hold increasing value.

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Turning the digital format into a desirable physical object.

These stunning film canister creations all have the look of really old photographs despite being brand new...

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In 140 characters or less...

Use tech to enrich the real world experience, not replace it.

6 FLASHERSThe moment is everything. Bite size, quick, disposable...

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Content sharing is a means to an end; many connections, as frequently as possible.

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Short form content enables people to connect with a fun, creative offering.

In 140 characters or less...

Be in the moment with something that can be personalised and easily shared.

7 ENDORSERSPeople will celebrate and propagate good quality; a little for free, goes a long way.

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Make something great, give it away and your users will do the talking for you.

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Make something simple, make it brilliant, make it fun, make it free. Make it a part of a bigger plan...

Be altruistic wherever you can, your young customers will reward you for it.

In 140 characters or less...

TECHNOLOGY ENCOURAGES AN

OPEN PLATFORM FOR THOUGHT,

EXPERIMENTATION AND DEMOCRACY

BUT THE IMPORTANCE AND POWER OF GREAT CRAFT REMAINS

WHEN HUMANS AND TECHNOLOGY WORK TOGETHER, WE CAN

MAKE THE MOST BEAUTIFUL THINGS...