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Digital Natives

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Whirlpool presents the volume 2 of the Digital School. Lesson 4 is dedicated to explain who digital natives are and how they behave, with insight for their role in companies and business environment.

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Digital Natives

  1. 1. LESSON 5 digital natives
  2. 2. Introduction 2 This lesson is devoted do explain who digital natives are and their attitudes. WHO ARE THEY? DATA AND BEHAVIOURAL SOME SOURCES FUTURE HYPOTESIS 1 2 3 4
  3. 3. digital natives - who are they? - 3
  4. 4. A definition A young, aged 15-24, with five years or more experience using the Internet A digital native is a person who was born during or after the general introduction of digital technologies and through interacting with digital technology from an early age, has a greater understanding of its concepts. Alternatively, this term can describe people born during or after the 2000s, as the Digital Age began at that time; but in most cases, the term focuses on people who grew up with the technology that became prevalent in the latter part of the 20th century and continues to evolve today. 4 http://en.wikipedia.org/wiki/Digital_native
  5. 5. Origins The term digital native was coined by Marc Prensky in his work "Digital Natives, Digital Immigrants" published in 2001. “They have always had the Internet, laptops, cell phones with text messaging, AIM, Facebook™ or MySpace™, PlayStations™, digital cameras, DVD players, blogs, and any other number of digital technologies that allow them to instantly capture or communicate with their world. They use these tools as extensions of their bodies and minds, fluidly incorporating them into their daily routines”. 5 (Prensky, 2005)
  6. 6. A ready to change generation These young people, like all Natives, adapt quickly to changes in their environment and look for new ways to incorporate the latest technology into their fast-paced lives. 6
  7. 7. digital natives - data and behavioural - 7
  8. 8. Digital age segments 14-29 YEARS 30-49 YEARS 50+ YEARS 8 AGE ATTITUDE TOWARDS DIGITAL SHARE OF DIGITAL SAVVIES DIGITAL NATIVES DIGITAL IMMIGRANTS DIGITAL FOREIGNERS Born digital, socialized in a digital-only world and “native speakers” of digital 40% of Digital Savvies Have experienced both analog and digital worlds and have learned digital, but often are fluent Born analog and do not see much value in digital technology or see it as a fad; often fearful of adopting new technologies 45% of Digital Savvies 15% of Digital Savvies Accenture, Digital Savvies http://www.accenture.com/Microsites/literature-library/cmt-2013/Documents/Digital-Savvies-POV.pdf
  9. 9. Distribution among Countries The estimated proportion of a country’s total population that are digital natives varies from a low of 0.13 per cent to a high of 16 per cent, with a global value of 5.2 per cent. 9 0.1 - 3.0 3.1 - 6.0 6.1 - 9.0 9.1 - 14.0 International Telecommunication Union, 2012
  10. 10. Percentage 10 Developed (145 million) Digital Natives (five years or more using the internet) Non Digital Natives (less than five years using the internet) International Telecommunication Union, 2012 Developing (503 million) World (648 million) 86 14 47 % 53 % 56 % 44 % Internet users 53% 47% 44% 56% 14% 86%
  11. 11. New ways of communicating 11 “We are Apple and we do Facebook.” To this generation, Facebook is an indispensable socializing link to family, friends and groups, and Apple embodies technological progress, innovation and creativity. Johnson Controls study, 2011
  12. 12. New ways of relating with others 12 100% of the 15-25 have a mobile phone 89% have a smartphone
  13. 13. New ways of seeing things 13 Things disappeared (and are disappearing) right before their eyes, as the dematerialization of society escalates. Think about... music film books games cards
  14. 14. digital natives - some sources to discover - 14
  15. 15. Born digital Born Digital is an initiative of the Digital Natives project, an interdisciplinary collaboration of the Berkman Center for Internet & Society at Harvard University and the Research Center for Information Law at the University of St. Gallen. The aim of the Digital Natives project is to understand and support young people as they grow up in a digital age consumers and professionals. 15 http://www.borndigitalbook.com/
  16. 16. Digital natives are native entrepreneurs 16 A telegraph article about native entrepreneurs: a collection of 25 internet success stories regarding people aged 25 and under. http://www.telegraph.co.uk/technology/internet/10667632/Digital-natives- 25-internet-success-stories-aged-25-and-under.html
  17. 17. YOUTH AND MEDIA Youth and media deals with research, advocacy, and development initiatives around youth and digital technology. By understanding young people‘s interactions with digital media such as the Internet, cell phones, and video games, the project aims to gain detailed insights into youth practices and digital fluencies, harness the associated opportunities, address challenges, and ultimately shape the evolving regulatory and educational framework in a way that advances the public interest. 17 http://youthandmedia.org
  18. 18. digital natives - future hypotesis - 18
  19. 19. Digital natives as tomorrow’s consumer They are tomorrow’s most powerful media consumers and professionals Not only do they expect to have communication and consumption tools available constantly during their free time, as consumers, but they expect these tools to support them in work 19
  20. 20. Digital natives and the workplace As Digital Natives enter the workforce, they infuse companies with a new work culture conducive to a generation more adept at incorporating technology into their personal and professional lives than previous generations. Organizations have an opportunity to leverage this level of knowledge by encouraging Digital Natives to share it with elder coworkers. attitude future knowledge sharing innovation empathy collaboration http://workdesign.co/2012/02/digital-natives-a-tech-savvy-generation-enters-the-workplace/ 20 culture team working If addressed correctly, this new generation can help increase productivity by helping colleagues use technology more efficiently and effectively.
  21. 21. Digital natives and the workplace Increased access to technology; Cloud computing for faster, more efficient information sharing with colleagues and peers; Internal knowledge management to support collaboration; A more comfortable working environment, as the lines between work and private life blur; A more sustainable working environment. 21 Areas for improvement of technology in the workplace http://workdesign.co/2012/02/digital-natives-a-tech-savvy-generation-enters-the-workplace/
  22. 22. 22 THANK YOU This is the conclusive lesson of this year’s digital school. For questions or suggestions please write to: whirlpool_emea@whirlpool.com

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