Every electronic marketer understands exactly what a ‘digital native’ is, and has likely spent a substantial quantity of time and mental energy thinking about how to engage with them.
The expression refers to the creation of first adopters, those aged under 35. These folks are a lot subsequently their older peers, and therefore have grown up with the world wide web as well as smartphones.
Research has purported that digital natives have different priorities then generations and need treatment from manufacturers.
However, is the digital native the marketing equivalent of the abominable snowman, something people assert is out there but that number (if any) have actually seen?
A analysis published in the Teaching and Educator Educationjournal claims that the electronic native is a fantasy.
Just as useless as the rest
One of the qualities of an electronic native is the idea that they have the ability to ‘cognitively process multiple sources of data’ . The investigators, however, find this multitasking is reality ‘task shifting’.
The fallacy of natives is these folks are better able to learn computer skills because of their lifelong proximity to technologies.
A 2015 study from the ECDL foundation found that, although digital skills are essential to the majority of jobs now, the skills of young workers are fairly low. The research pointed towards data showing that 42 percent of those surveyed young people were unaware of statistics that showed that 45 percent of respondents owned just rudimentary digital skills, and the security risks presented by radio networks.
CEO of ECDL Foundation, Damien O’Sullivan, stated:
“The new digital divide is a divide between those who have abilities for their lifestyle, and people who have skills for the office. That is going to be the differentiator between those who have access to jobs in the future, and those who might struggle.”
