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Digital natives v digital immigrants: the research

Research shows mixed opinions about age affecting digital behaviour.

Just because you have grown up in the digital world doesn't mean you behave differently to people who are new to it, according to Kantar Media's TGI Clickstream study.

The research cited the example of paying to download a mobile app - with just under 30% of  traditionally-defined digital natives and almost the same proportion of 35-44 year olds being prepared to buy an app.

When it comes to buying music or videos online, 35-64 year olds with 'high Social DNA' were reported to be 52% more likely than the average internet user purchase, compared with just 8% of digital natives.

In contrast, EpiServer research has revealed that while people of all demographics in the UK shop on mobile devices, there is a strong correlation with age.

According to the study, the big mobile spenders are people in their 20s and 30s, known as millennials.  With short attention spans, these digital natives can filter out marketing messages and content of poor quality, while being good at researching online.

Although the research doesn't focus on contrasting digital immigrants' mobile shopping behaviour with other groups, it does reinforce the message that an authentic voice and relevant content are important in communicating with customers regardless of demographic.

Tags: Internet marketing, Mobile technology

Published 13th October, 2014

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