They are young people between nine and twenty-five years old, born in the digital generation and are what we call digital natives. They do not know what the world is without mobile technology, the world where the word online has not yet taken its full meaning. The Internet, mobile, laptops, tablets, were born and grew surrounded by all these electronic junk.
The impact of technology on our lives has been enormous but so has been in the field of social habits. We live in a crucial era in which living generations forged by a radically different social fabric, sometimes a generational fracture but usually manage to accommodate older, and younger occurs.
There is something transcendental here and is that the new generations live the digital age in a very personal way, they feel very involved in each step they take, which leads to a process of more complex decision making, meditated to say such a shape and is that in its entirety, the Internet is nothing more than a large public forum where they are versed and confront opinions of all kinds, a virtual place in which data is shuffle.
All this information gives us the weapons to take the reins of our future, although you have to know how to move like a fish in the water, to avoid the pitfalls of misinformation. But the Internet has given them something enormous, and the possibility of forming their opinion about almost anything, and it is what I call the reappropriation of knowledge to forge an authority itself. And this is giving the young people the power to exert more influence than ever in the future of online services and products.
1. To be or not to be online, that is not the question
Online or offline, that distinction has lost meaning today as we are continuously connected. Life, as we live it today, is a connected life is the new paradigm of the digital generations, and Facebook is for the moment its maximum expression. If you are not connected to Facebook, it is as if you did not exist in the digital or so I thought at least. It is a mere assumption to which one easily arrives. However, the Facebook generation rejects 100% online communication.
It has always been saying that we are more socially digitally speaking but less and less in real life of flesh and blood. It is a falsehood. Younger still prefer face to face with the online chat. A vast majority prefer to stay with friends to spend it chatting on Facebook. To say that the media and marketers thought they would be more likely to connect with young people using digital media, crash error
The new generations also do not want 100% digital communication; the mobile does not replace face to face, only a third of young people prefer the use of digital media to communicate. In the case of products and services, we are witnessing right now a massive investment by companies in the digital media, perhaps can reach their target goal but do not hit the target, they fail the motivating factor.
2. Mobility and the Internet open the way to privacy
Mobile is for marketers something like the panacea when it comes to communicating with young people, and that is the best way to give them hunting and become part of their lives. Wherever they go, they always take the mobile, live glued to the screen sliding their fingers with dexterity but are we playing on safe ground? The neglect of marketers has been to confuse the Internet connection with all that entails the concept of mobility.
The fact of being connected to the Internet from the mobile or the tablet does not make us more accessible, contrary to the still more domestic use of the Internet sitting in front of the computer at home. The mobile is something much more personal and determines the type of relationship that young people have their mobile devices. It is an intimate relationship, WhatsApp, photos and social networks; Something far removed from the commercial messages that arrive at them.
In fact, the preferred mobile activity of young people is to update their status on social networks; play games are the second. It is vital to understand that relationship and to decipher these new habits of online mobility. They inject small chutes of information that do not last beyond five to ten minute. The apps are an excellent way to reach the young but have developed defense mechanisms to circumvent the commercial messages.
3. The digital natives no longer of innocent ones
There is always a tendency to think that digital natives are at a disadvantage when it comes to using the network when it comes to security and privacy issues. They were born in the digital era and are familiar with commercial trick whose purpose is to subtract personal data; They are usually more than their seniors. They know how to spot a dangerous situation and are aware of the value of their privacy.
More than a third of the digital natives say they close the application or web page when it asks for personal information, do not like to quickly release this type of information although 20% does so as a little currency to get something in return. Even so, most of them would give false data to get it. The complicates the task of marketers eager for personal data to build customer profiles.
Digital natives are not naive and control their private lives to some extent, neglected more on social networks and channels where communication takes on a more intimate character. But when presented with a business message, they are also more selective about what kind of information to share and in what terms they do. Do not surrender to the commercial messages; you have to create them to create the right incentive.
4. Unwanted commercial interference on social networks
Social networks make up the personal space of the digital generation, which remains so. For more than 80% intervention of trademarks in social networks continues rejected; Turns them into a minefield. It is not an unshakable rule; there are exceptions as long as the feedback serves to improve the product or service, there will be tolerance.
As long as the presence of trademarks in social networks helps for the exchange and comments of their goods and services, it will be accepted. The problem comes mainly from the current use of social networks by large commercial brands, based on the extraction and tracking of personal data not only from a person but also from their friends.
Add fans on their pages has become for companies in your target number one, but not give it a “like” a trademark consent to participate in market research or crawl my activity or extract personal data from research masquerading social branding campaigns. Only 15% of the digital natives are satisfied with the use of their comments by the brands we are still far from massive support.
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