Digital Natives – a homogeneous target group?
Digital Natives refers to younger generations who were mostly born into and grew up in the digital world. Since they have been exposed to digital media from an early age, Digital Natives are generally skilled at handling the latest digital technologies.
But Digital Natives are not a homogeneous group, their buying behavior is as individual as their surfing behavior. For example, “Florian” loves people with style and thinks good-looking, modernly styled people are cool. On the other hand, “Robert” has no interest in fashion trends and is more into soccer and PC games. In this case, a campaign by, for example, Outfittery would work for one, while the other would likely not respond.
Digital Immigrants
The opposite of Digital Natives are Digital Immigrants. Digital Immigrants are people from the generation that grew up without the influence of digital media. In contrast to Digital Natives, they learned to use laptops, smartphones, and tablets as adults. However, Digital Natives and Digital Immigrants can have similar buying behaviors and be interested in the same things. It can now be assumed that people across generations use cross-media media. Therefore, the different target groups cannot necessarily be considered in isolation from each other. However, it is assumed that Digital Natives behave differently from Digital Immigrants in learning and work environments. For example, it is no longer uncommon for a 40-year-old boss to be known as a dedicated blogger.
Your contact person for Digital Natives
We help you find your Digital Natives. Whether you want to address them offline or online, nationally or internationally, the possibilities for engaging with Digital Natives are incredibly diverse. To discuss the cross-media opportunities available to you, it is best to speak with Tanja Hensler (hensler@trebbau.com, Tel.: 0221/37646 – 330).