1. Understanding the world of an under 25 digital native

2. Under 25’s 12/2/2009 2 Same services... Over 25’s

3. 11/30/2009 3 But different digital behaviour Over 25’s Under 25’s Consume digital media in the same way they consume all media - Passively Don’t just consume digital media – but create it, share it and interact with it

4. Under 25’s - DO 11/30/2009 4 Over 25’s - CONSUME Text Mobile internet Bluetooth GPS Upload video content / UGC Watch catch up TV or music videos Create mash ups Enjoy play-lists Share music Listen to music Maintain family connections Building the brand of ‘me’ Network

5. 11/30/2009 5 Defining the under 25 digital native Over 25’s treat their digital experiences as ‘Nice to haves’ Under 25’s treat their digital experiences as ‘Expect to haves’

6. Under 25’s:Generation Google Expect the level and quality of experience they have online in the offline world also

7. 11/30/2009 7 Shifting expectations across the online and offline worlds I EXPECT TO BE ABLE TO PARTICPATE I EXPECT TO BE THE BOSS

8. 11/30/2009 8 I want to participate in everything... Passive Participatory Generation TV Generation Google

9. 11/30/2009 9 Participation = social 7 out of the top 20 most visited websites are social.

10. 11/30/2009 10 Everything is social – converting the water cooler moment to real time

11. Everything is social – even branded communications

12. 11/30/2009 12 I expect to be the boss

13. 11/30/2009 13 I tell you what I want... .. And I want it now!

14. 11/30/2009 14 From Napster to Spotify: I want to listen to music when and how I want to

15. 11/30/2009 15 Being the boss = PERSONALISATION IMMEDIACY

16. Personalisation: Allow consumers to decide what they want

17. 11/30/2009 17 And if we can’t get what we want... We’ll just do it ourselves

18. 11/30/2009 18 Immediacy - Customer service in a web 2.0 world Keep us updated And answer all of my questions

19. Who’s getting it right? Promote a product that’s been on sale many times before Utilise viral elements of social media Encourage user interaction Because if you don’t... I’m likely to do this

20. 11/30/2009 20 Understanding the 25 years old digital native: They view the world through a digital lens. If I can do it online – I expect to do it EVERYWHERE