Chapter 01
Who is Gen One?
Digital Natives and Digital Immigrants
01
Past research has established the clear divide between digital natives and digital immigrants. Teo (2013) established four dimensions of digital nativity:
Growing up with technology:
Digital natives grew up with the internet, mobile phones, and computers. This dimension looks at exposure to digital technologies from a young age and integration into daily life.
Comfort with multitasking:
Digital natives perform multiple tasks simultaneously using new operating systems. They are accustomed to using screens and can engage in activities like reading emails and listening to music simultaneously.
Reliant on graphics for communication:
This dimension emphasises the use of visuals and graphics by digital natives in their communication. They rely on visual elements, such as emojis and abbreviations, to express themselves more comfortably compared to previous generations.
Thrive on instant gratifications and rewards:
This dimension reflects the eagerness of digital natives to acquire knowledge and their preference for immediate rewards. They have a limited attention span and seek instant gratification in their interactions with digital technologies.
Source: Teo, Timothy. “‘Digital Nativity’: A Definitional Framework.” World Journal on Educational Technology, vol. 5, no. 3, 2013a, pp. 389-394.
Definitions
Digital Immigrants
Digital Natives
Source: Çoklar, Ahmet Naci, and Ali Tatli. “Examining the Digital Nativity Levels of Digital Generations: From Generation X to Generation Z.” Shanlax International Journal of Education, vol. 9, no. 4, 2021, pp. 433–44.
Our Research Hypotheses and Approach
02
Our objectives
Our hypotheses
Research Sample
Our approach
The Digital Native Continuum
03
Our research has confirmed that as boundaries increasingly blur across our physical and digital worlds, generational differences have emerged – relationship to technology, digital habits, trust and the appeal of engagement techniques like gamification and personalisation correlate strongly with age.
While being born before or after 1997 was a useful tool for segmentation, it’s not the only factor in digital nativity. Looking at global social and economic policy, Van Dijk (2020) breaks down the digital divide into five perspectives: technological, economic, educational, social and persuasive. Governments and businesses can play a role in closing the divide through investment and policy.
Source: Van Dijk, Jan A.G.M. The Digital Divide. John Wiley & Sons, 2020.
R/GA’s research confirms that other factors beyond age play a role in digital nativity: including geography, family background, education and other socioeconomic characteristics. Younger Australians from more vulnerable backgrounds have not had the same access and opportunity for early-age immersion in the digital world, so they think and behave similarly to digital immigrants, and vice-versa for older Australians. This makes the opportunity to bring a Digital Native-first approach to all Australians an exciting opportunity to close the digital divide for governments and businesses.
Digital nativity is not just a result of age: other factors play a role in digital nativity, including geography, family background, education and other socioeconomic characteristics. It’s better understood as a set of behaviours and perceptions that is more prevalent among younger Australians and less so among older Australians.
Life Events and Digital Natives
04
While we sought to understand what makes digital natives tick in their day-to-day interactions with digital experiences, looking at critical life stages helps us unpack their behaviour when they’re most in need of support - and test which improvements to the experience would be most impactful.
Recent research and analysis have identified that reframing service delivery and support around life stages improves accessibility and efficiency.
For the public sector, Deloitte and Capgemini have proposed frameworks for bundling government services together to make them more navigable by citizens, and the NSW Government has modelled their Life Events hub after a similar model developed by the NZ Government.
For our research, we adapted the life stages framework to deep-dive into how digital natives’ behaviour changes in proximity to important life events.
Research respondents across life stages
1.
Started high school
2.
Changed high schools
3.
Left school
4.
Started further education
5.
Completed apprenticeship
6.
Became a parent
7.
Bought a home to live in
8.
Bought investment property
9.
Moved home
10.
Got married
11.
Got divorced or separated
12.
Entered the workforce
13.
Started a business
14.
Became unemployed
15.
Retired
From Digital Natives to Gen One
05
In the decades since the term “digital native” was coined, there has been extensive examination of the implications for topics as diverse as government service delivery, user experience, omnichannel retailing, digital finance, health and wellbeing and advertising. What is common across the literature is that digital natives’ higher digital experience standards demand a re-evaluation of priorities for governments and businesses.
Our research has highlighted that this rethink is more urgent than ever, and that the highly distinct behaviours of those born into a world infused with technology are not getting due consideration.
Without a change in mindset, we risk permanently undermining a growing majority of Australians' access to impactful services and experiences.
It’s more accurate to think of digital natives not as the next generation but as the first generation of a new age of digital: Gen One. The Gen One report is a re-introduction to this new generation and a call to action for brands and government organisations to radically rethink the way they engage Australians through digital.
What it means for Gen One Design
06
Our research underscores the pressing need for a fundamental reevaluation of our approach to digital design and engagement. The unique behaviours of those who have been immersed in technology from birth—Gen One—are being overlooked, and this oversight is detrimental.
A transformative shift in perspective is now essential, transitioning from a reactive stance of digital adoption to a proactive, digital-first mentality. The antiquated practice of retrofitting existing applications into a digital format, long after their inception, is no longer a sustainable approach. This strategy, once employed to accommodate Digital Adopters who were less comfortable with technology, now acts as a barrier to progress, stifling innovation and exacerbating the divide in the digital experience.
Unless we embrace a digital-first design ethos, we risk irreversibly hindering the majority of Australians' ability to access and benefit from transformative services and experiences.
Implications for brands and government organisations
07
1.
Think relationships before services:
A targeted digital-first approach is the key to unlocking streamlined experiences and services that resonate with Gen One. This requires a shift from a one-size-fits-all service model to a relationship-driven approach that reflects individual needs, and delivers services that are as personalised as they are effective.
2.
Staying ahead means staying relevant:
Organisations that lead with digital innovation are the ones that thrive. It's about staying current, adapting to tech advancements, and ensuring experiences and services are as cutting-edge as the users they serve.
3.
Work on both sides of the digital divide:
Inclusivity is non-negotiable. Brands and government organisations must close the digital divide, ensuring that everyone, regardless of their digital prowess and advantages, has the same access to digital services and opportunities.
