Trends Report

Digital Natives: A Demographic Overview

North American Technographics®

January 11th, 2012
With contributors:
Amelia Martland , Ryan Morrill , Samantha Jaddou

Summary

Digital natives have grown up in the age of technology and cannot imagine a life without computers, cell phones, and social networking. Although digital natives may not have large amounts of disposable income, they are a very interesting target group: They are passionate about the products they like and are increasingly researching, buying, and reviewing those products online (not to mention the spending power they have through their parents). While the behavior of digital natives doesn't differ by gender for time spent online or consuming TV or radio, there is a big difference between boys and girls when it comes to the types of activities they engage in online and the products they are interested in.

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