Whirlpool presents the volume 2 of the Digital School. Lesson 4 is dedicated to explain who digital natives are and how they behave, with insight for their role in companies and business environment.

1. LESSON 5
digital natives

2. Introduction
2
This lesson is devoted do explain
who digital natives are and their
attitudes.
WHO ARE THEY?
DATA AND BEHAVIOURAL
SOME SOURCES
FUTURE HYPOTESIS
1
2
3
4

3. digital natives
- who are they? -
3

4. A definition
A young, aged 15-24, with five years or more experience using the Internet
A digital native is a person who was born during or after the general introduction of digital
technologies and through interacting with digital technology from an early age, has a greater
understanding of its concepts.
Alternatively, this term can describe people born during or after the 2000s, as the Digital Age began
at that time; but in most cases, the term focuses on people who grew up with the technology that
became prevalent in the latter part of the 20th century and continues to evolve today.
4
http://en.wikipedia.org/wiki/Digital_native

5. Origins
The term digital native was coined by Marc Prensky
in his work "Digital Natives, Digital Immigrants"
published in 2001.
“They have always had the Internet, laptops, cell phones with text
messaging, AIM, Facebook™ or MySpace™, PlayStations™,
digital cameras, DVD players, blogs, and any other number of
digital technologies that allow them to instantly capture or
communicate with their world. They use these tools as
extensions of their bodies and minds, fluidly incorporating them
into their daily routines”.
5
(Prensky, 2005)

6. A ready to change generation
These young people, like all Natives, adapt quickly to changes in their
environment and look for new ways to incorporate the latest technology into
their fast-paced lives.
6

7. digital natives
- data and behavioural -
7

8. Digital age segments
14-29 YEARS 30-49 YEARS 50+ YEARS
8
AGE
ATTITUDE
TOWARDS
DIGITAL
SHARE
OF DIGITAL
SAVVIES
DIGITAL NATIVES DIGITAL IMMIGRANTS DIGITAL FOREIGNERS
Born digital, socialized in
a digital-only world and
“native speakers” of
digital
40% of Digital Savvies
Have experienced both
analog and digital worlds
and have learned digital,
but often are fluent
Born analog and do not see
much value in digital
technology or see it as a fad;
often fearful of adopting new
technologies
45% of Digital Savvies 15% of Digital Savvies
Accenture, Digital Savvies http://www.accenture.com/Microsites/literature-library/cmt-2013/Documents/Digital-Savvies-POV.pdf

9. Distribution among Countries
The estimated proportion of a country’s total population that are digital natives
varies from a low of 0.13 per cent to a high of 16 per cent, with a global value of 5.2 per cent.
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0.1 - 3.0
3.1 - 6.0
6.1 - 9.0
9.1 - 14.0
International Telecommunication Union, 2012

10. Percentage
10
Developed
(145 million)
Digital Natives (five years or more using the internet)
Non Digital Natives (less than five years using the internet)
International Telecommunication Union, 2012
Developing
(503 million)
World
(648 million)
86
14
47
%
53
%
56
%
44
%
Internet users
53% 47% 44% 56%
14%
86%

11. New ways of communicating
11
“We are Apple
and we do Facebook.”
To this generation, Facebook is an indispensable socializing link to family,
friends and groups, and Apple embodies technological progress, innovation
and creativity.
Johnson Controls study, 2011

12. New ways of relating with others
12
100%
of the 15-25 have a mobile phone
89%
have a smartphone

13. New ways of seeing things
13
Things disappeared (and are
disappearing) right before their eyes,
as the dematerialization of society
escalates.
Think about...
music
film
books
games
cards

14. digital natives
- some sources to discover -
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15. Born digital
Born Digital is an initiative of the Digital Natives project,
an interdisciplinary collaboration of the Berkman Center
for Internet & Society at Harvard University and the
Research Center for Information Law at the University of St.
Gallen. The aim of the Digital Natives project is to understand and
support young people as they grow up in a digital age consumers
and professionals.
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http://www.borndigitalbook.com/

16. Digital natives are native entrepreneurs
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A telegraph article about native
entrepreneurs: a collection of
25 internet success stories
regarding people aged 25 and under.
http://www.telegraph.co.uk/technology/internet/10667632/Digital-natives-
25-internet-success-stories-aged-25-and-under.html

17. YOUTH AND MEDIA
Youth and media deals with research, advocacy, and development initiatives around youth and
digital technology. By understanding young people‘s interactions with digital media such as the
Internet, cell phones, and video games, the project aims to gain detailed insights into youth practices
and digital fluencies, harness the associated opportunities, address challenges, and ultimately shape
the evolving regulatory and educational framework in a way that advances the public interest.
17
http://youthandmedia.org

18. digital natives
- future hypotesis -
18

19. Digital natives as tomorrow’s consumer
They are tomorrow’s most powerful media consumers and
professionals
Not only do they expect to have communication and consumption
tools available constantly during their free time, as consumers,
but they expect these tools to support them in work
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20. Digital natives and the workplace
As Digital Natives enter the workforce, they infuse companies with a new work culture conducive to a
generation more adept at incorporating technology into their personal and professional lives than
previous generations. Organizations have an opportunity to leverage this level of knowledge by
encouraging Digital Natives to share it with elder coworkers.
attitude future
knowledge sharing innovation
empathy collaboration
http://workdesign.co/2012/02/digital-natives-a-tech-savvy-generation-enters-the-workplace/
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culture
team working
If addressed correctly, this new generation can help increase productivity by helping colleagues
use technology more efficiently and effectively.

21. Digital natives and the workplace
Increased access to technology;
Cloud computing for faster, more efficient information
sharing with colleagues and peers;
Internal knowledge management to support
collaboration;
A more comfortable working environment, as the lines
between work and private life blur;
A more sustainable working environment.
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Areas for improvement
of technology
in the workplace
http://workdesign.co/2012/02/digital-natives-a-tech-savvy-generation-enters-the-workplace/

22. 22
THANK YOU
This is the conclusive lesson of this year’s digital
school.
For questions or suggestions please write to:
whirlpool_emea@whirlpool.com