Digital Natives are Different

In an intensive, three-month study of the media and social habits of 100 consumers between the ages of 18 and 24, French marketing firm BVA found that “Digital Natives,” don’t trust authority, doesn’t want anyone telling them what to think and don’t like to pay full retail prices.

Digital Natives don’t trust politicians, social institutions, the media or corporations. Rather, they rely largely on themselves and their peers to decide what to think, what to do and what to buy.

Is it any wonder social media and social networking have gotten traction?

Digital Natives view life as a game of outsmarting authority to beat a system they disdain. Whether catching up on the news or shopping for a car, Digital Natives enjoy the challenge of acquiring and manipulating information as much as the outcome to which it leads.

“The Digital Native enjoys using all tools available in his arsenal to outsmart the merchant system and to find the best deal,” research director Edouard Le Marechal says. “He doesn’t trust the brand. Like in a game, the brand is the enemy to defeat.”

Those are challenging ideas for most sellers of products and services, advertising, marketing and media, and would suggest marketing and media will be different in the future, more socially constructed, at the very least.

http://newsosaur.blogspot.com/2010/10/digital-natives-more-different-than-you.html