Understanding Digital Natives

Frédéric Filloux:

They see life as a game. They enjoy nothing more than outsmarting the system. They don’t trust politicians, medias, nor brands. They see corporations as inefficient and plagued by an outmoded hierarchy. Even if they harbor little hope of doing better than their parents, they don’t see themselves as unhappy. They belong to a group — several, actually — they trust and rely upon.

“They”, are the Digital Natives.

The French polling institute BVA published an enlightening survey of this generation: between 18-24 years of age, born with a mouse and a keyboard, and now permanently tied to their smartphone. All of it shaping their vision of an unstable world. The study is titled GENE-TIC for Generation and Technology of Information and Communication. Between November 2009 and February 2010, BVA studied hundred young people in order to understand their digital habits. Various techniques where used: spyware in PCs , subjective glasses to “see what they see”, and hours of video recording. (The 500 pages survey is for sale but abstracts, in French, are here ; BVA is considering a similar study for the US market). Here are the key findings: