Welcome!

Video Authors: Elizabeth White, Yakov Fain, Liz McMillan, Dan Ristic, Jnan Dash

Blog Feed Post

Young “Digital Natives” Devour Media, Both New and Old

Digital Native

The transformation in our media landscape is breathtaking no matter who you are, but it holds special import for the so-called “Digital Natives” —  consumers young enough to have no memory of a life without web browsing, cell phones, texting and high-definition video.

This digital generation, born during the last two decades, was the subject of this month’s panel discussion at the iMedia Video Summit organized by Jack Myers, author of Hooked Up: A New Generation’s Take on Sex, Politics, and Saving the World. Jack’s book provided the premise for the discussion, describing this generation as “the small band of impatient, empowered, multi-tasking, curious, confident, confused, sexually liberated, sometimes binge-drinking and often fragile kids who were the first to be born into the Internet Age.”

In preparing for the discussion, I spent some time digging into my own firm’s database of consumer brand conversations to understand how today’s 13- to 22-year-old consumers—all born since 1990—differ from the older core of the primetime viewing audience, ages 30 to 49. Here’s some of what I found and shared:

  • Media Mavens: The Digital Natives are highly engaged in conversation about media and entertainment—TV shows, movies, websites, etc. Whereas their older counterparts talk about media brands on average seven times per week, the Digital Natives do so 18 times per week, and those who watch TV on Hulu talk about media brands 24 times per week!

"Digital Natives" and Media

  • Brand-Oriented: Across all consumer categories, brands are a conversation currency. They talk about brands 120 times per week compared to 70 times per week for their older peers. This brand engagement helps to make them more influential in spreading recommendations, and makes them an attractive target for advertisers.
  • Engaged with Advertising: When the Digital Natives talk about brands they are much more likely to refer to something they’ve seen in the media—whether that message has been paid, earned or owned. Two-thirds of their conversations refer to media, compared to half of the time for older consumers.
  • All Media Are Social: Yes, digital media (25%) drives more conversation content for this generation than TV (19%) or magazines (8%), but for virtually every form of media – both new and old — the younger consumers out-perform their older peers in leveraging content for conversation. In fact they are nearly twice as likely as their older peers to refer to content from magazines, radio, and direct mail when talking about advertiser brands.
  • Face-to-Face: As one might expect, Digital Natives have twice the proportion of conversations online as the older group (14% vs. 7%). But the surprise is that face-to-face still dominates as their preferred mode of conversation, in three-quarters of conversation, similar to that of their older peers. Rather than stealing from face-to-face, digital tends to steal share away from an older technology: talking on the telephone.

When one takes all these results together, we see a “lean forward” generation, who views media as a participatory activity rather than as a passive one. The sharing of ideas and information has become instinctive for these consumers. Using digital media to seek out additional information in response to marketing is second nature. Technology is an enabler, but this is a generation that lives as comfortably in the real world as they do in the digital world.

In the 1960s, the communications guru Marshall McLuhan described media as “an extension of ourselves.” With their active use and sharing of media in all its forms, the Digital Natives are proving how right McLuhan really was.

(This content was originally published on KellerFay.com.)

Read the original blog entry...

More Stories By Shelly Palmer

Shelly Palmer is the host of Fox Television’s "Shelly Palmer Digital Living" television show about living and working in a digital world. He is Fox 5′s (WNYW-TV New York) Tech Expert and the host of United Stations Radio Network’s, MediaBytes, a daily syndicated radio report that features insightful commentary and a unique insiders take on the biggest stories in technology, media, and entertainment.

IoT & Smart Cities Stories
Dynatrace is an application performance management software company with products for the information technology departments and digital business owners of medium and large businesses. Building the Future of Monitoring with Artificial Intelligence. Today we can collect lots and lots of performance data. We build beautiful dashboards and even have fancy query languages to access and transform the data. Still performance data is a secret language only a couple of people understand. The more busine...
Nicolas Fierro is CEO of MIMIR Blockchain Solutions. He is a programmer, technologist, and operations dev who has worked with Ethereum and blockchain since 2014. His knowledge in blockchain dates to when he performed dev ops services to the Ethereum Foundation as one the privileged few developers to work with the original core team in Switzerland.
René Bostic is the Technical VP of the IBM Cloud Unit in North America. Enjoying her career with IBM during the modern millennial technological era, she is an expert in cloud computing, DevOps and emerging cloud technologies such as Blockchain. Her strengths and core competencies include a proven record of accomplishments in consensus building at all levels to assess, plan, and implement enterprise and cloud computing solutions. René is a member of the Society of Women Engineers (SWE) and a m...
Andrew Keys is Co-Founder of ConsenSys Enterprise. He comes to ConsenSys Enterprise with capital markets, technology and entrepreneurial experience. Previously, he worked for UBS investment bank in equities analysis. Later, he was responsible for the creation and distribution of life settlement products to hedge funds and investment banks. After, he co-founded a revenue cycle management company where he learned about Bitcoin and eventually Ethereal. Andrew's role at ConsenSys Enterprise is a mul...
Whenever a new technology hits the high points of hype, everyone starts talking about it like it will solve all their business problems. Blockchain is one of those technologies. According to Gartner's latest report on the hype cycle of emerging technologies, blockchain has just passed the peak of their hype cycle curve. If you read the news articles about it, one would think it has taken over the technology world. No disruptive technology is without its challenges and potential impediments t...
If a machine can invent, does this mean the end of the patent system as we know it? The patent system, both in the US and Europe, allows companies to protect their inventions and helps foster innovation. However, Artificial Intelligence (AI) could be set to disrupt the patent system as we know it. This talk will examine how AI may change the patent landscape in the years to come. Furthermore, ways in which companies can best protect their AI related inventions will be examined from both a US and...
In his general session at 19th Cloud Expo, Manish Dixit, VP of Product and Engineering at Dice, discussed how Dice leverages data insights and tools to help both tech professionals and recruiters better understand how skills relate to each other and which skills are in high demand using interactive visualizations and salary indicator tools to maximize earning potential. Manish Dixit is VP of Product and Engineering at Dice. As the leader of the Product, Engineering and Data Sciences team at D...
Bill Schmarzo, Tech Chair of "Big Data | Analytics" of upcoming CloudEXPO | DXWorldEXPO New York (November 12-13, 2018, New York City) today announced the outline and schedule of the track. "The track has been designed in experience/degree order," said Schmarzo. "So, that folks who attend the entire track can leave the conference with some of the skills necessary to get their work done when they get back to their offices. It actually ties back to some work that I'm doing at the University of San...
When talking IoT we often focus on the devices, the sensors, the hardware itself. The new smart appliances, the new smart or self-driving cars (which are amalgamations of many ‘things'). When we are looking at the world of IoT, we should take a step back, look at the big picture. What value are these devices providing. IoT is not about the devices, its about the data consumed and generated. The devices are tools, mechanisms, conduits. This paper discusses the considerations when dealing with the...
Bill Schmarzo, author of "Big Data: Understanding How Data Powers Big Business" and "Big Data MBA: Driving Business Strategies with Data Science," is responsible for setting the strategy and defining the Big Data service offerings and capabilities for EMC Global Services Big Data Practice. As the CTO for the Big Data Practice, he is responsible for working with organizations to help them identify where and how to start their big data journeys. He's written several white papers, is an avid blogge...