1 / 11

[Content] in the [Emerging] World of Digital Natives

[Content] in the [Emerging] World of Digital Natives. Matthew Hong Vice President and General Manager - Open Web Markets ASIDIC Fall Meeting September 11, 2006. Background: About Thomson Gale.

thor-anderson
Download Presentation

[Content] in the [Emerging] World of Digital Natives

An Image/Link below is provided (as is) to download presentation Download Policy: Content on the Website is provided to you AS IS for your information and personal use and may not be sold / licensed / shared on other websites without getting consent from its author. Content is provided to you AS IS for your information and personal use only. Download presentation by click this link. While downloading, if for some reason you are not able to download a presentation, the publisher may have deleted the file from their server. During download, if you can't get a presentation, the file might be deleted by the publisher.

E N D

Presentation Transcript

  1. [Content] in the [Emerging] World of Digital Natives Matthew Hong Vice President and General Manager - Open Web Markets ASIDIC Fall Meeting September 11, 2006

  2. Background: About Thomson Gale A leading provider of reference solutions, electronic research and educational publishing for libraries, schools and businesses.

  3. Business-to-Business-to-End User Business Model Distinguishing Characteristics: • Human Sales Force • Enterprise Customer • Customer ≠ End User Traditional utilization of this business model has caused some companies to have less than ideal knowledge of the behavior of end users of their products and services.

  4. Open Web Business Model Distinguishing Characteristics: • Internet Sales Channel • Direct to End User; No Enterprise Intermediary • Customer = End User Movement to the Web and a more consumer business model necessitates a new/renewed focus on end user behavior.

  5. End User Segmentation: Digital Immigrants v. Digital Natives • Digital Immigrant: Individuals who were not born into the digital world, but have emigrated to it. Secondary speakers of the digital language of computers, video games and the Internet. • Digital Native: Individuals who were born into the digital world. Native speakers of the digital language of computers, video games and the Internet. • Generation Y, Millennials, MyPod Generation: Generation of individuals born from 1978/1982 to 2000. Current age range is 6 – 24/28, and current population in the U.S. is approximately 76 million. The world of Digital Natives is no longer emerging or non-core. It is both here and now and a significantly sized customer segment. Sources: Marc Prensky, Digital Natives, Digital Immigrants; Howe and Strauss, Generations: The History of America’s Future, 1584 to 2069

  6. Differences in User Behavior The recent digital revolution has helped to create new and distinct behavior among certain end user demographs. Source: Marc Prensky, Digital Natives, Digital Immigrants

  7. Traditional Value Chain for Information Offerings Workflow Solutions Content Tools The components of the traditional value chain still apply; however the makeup of each of the components is shifting.

  8. Content and Digital Natives • Content Creators • 57% of online teens create content for the internet • MySpace • YouTube • Flickr • 62% of content viewed by online users under the age of 21 is generated by someone they know Shift in content from authoritative to user-generated. Source: Pew Internet and American Life Project

  9. Tools and Digital Natives • Personalization and Expression • My Yahoo! • RSS • Avatars • Storing • Purchase history and Search history (default) • Furl and Google Notebook • Tagging • Yahoo! MyWeb, Flickr and del.icio.us • Collaboration and Sharing • Wikis • Instant Messaging • Virtual study groups Shift in tools from search and directory functionality to personalization & expression, storage, tagging and collaboration & sharing.

  10. Workflow and Digital Natives • Internet as Primary Resource • 71% of students reported using the Internet as the major source for their most recent school project • Internet as Workflow Solution • Google, Wikipedia and Facebook are used heavily; traditional educational offerings are often ignored and excluded from the workflow: • 73% of college students reported using the Internet for research more than the library • About 85% of students in supported colleges have a profile on Facebook (60% log in daily, 85% log in at least once a week) • Less than 20% of students reported using the installed Blackboard LMS Traditional information offerings are failing to integrate themselves effectively into the current Internet-based workflow. Sources: Pew Internet and American Life Project, School Library Journal, TechCrunch, Dallas-Fort Worth Star-Telegram (June 26, 2006)

  11. Where does that leave us? Summary and preliminary conclusions: • Move to Web creates need for better understanding of end user behavior • World of Digital Natives is already here and a new core market • Digital revolution has created new and distinct end user behavior • Components of traditional value chain still apply; the makeup of each component is changing • Growing disconnect between traditional information solutions and user behavior of Digital Natives: • Authoritative v. User-generated Content • Web 2.0 Tools • Internet as the Workflow • Offer options or market segmented offerings based on different end user demographics and behavior • Continue to focus on, develop and utilize core competencies and differentiators

More Related