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Digital Natives are people who have grown up with technology from their early childhood. Their mother tongue is the digital language of computers, video games and the internet. User Intelligence conducted an online survey among Digital Natives to better understand this ever-more important target group. In this presentation you find some key Digital Native characteristics we found that affect their behavior and perception in the digital online world. We close with the key insights on how to provide an outstanding user experience for Digital Natives. Check our Digital Natives article http://www.userintelligence.com/ideas/blog/2014/01/myth-or-fact-skillful-tech-savvy-digital-native for more details on this topic.
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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
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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• Visit our website
• See more of our presentations
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