Presentation on theme: "[Content] in the [Emerging] World of Digital Natives Matthew Hong Vice President and General Manager - Open Web Markets ASIDIC Fall Meeting September 11,"— Presentation transcript:
[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. Sources: Marc Prensky, Digital Natives, Digital Immigrants; Howe and Strauss, Generations: The History of America’s Future, 1584 to 2069 The world of Digital Natives is no longer emerging or non-core. It is both here and now and a significantly sized customer segment.
6 Differences in User Behavior Digital ImmigrantsDigital Natives Prefer to access information in a linear manner from limited sources Prefer random-access, linked information from multiple sources Prefer singular information processing and tasking Prefer parallel information processing and multitasking Prefer processing text before images/graphics, audio and video Prefer processing images/graphics, audio and video before text Prefer to work independentlyPrefer to interact and network simultaneously with many others Source: Marc Prensky, Digital Natives, Digital Immigrants The recent digital revolution has helped to create new and distinct behavior among certain end user demographs.
7 Traditional Value Chain for Information Offerings Content Workflow Solutions 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 Source: Pew Internet and American Life Project Content Creators 57% of online teens create content for the internet oMySpace oYouTube oFlickr 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.
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 Sources: Pew Internet and American Life Project, School Library Journal, TechCrunch, Dallas-Fort Worth Star-Telegram (June 26, 2006) 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: o73% of college students reported using the Internet for research more than the library oAbout 85% of students in supported colleges have a profile on Facebook (60% log in daily, 85% log in at least once a week) oLess 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.
11 Where does that leave us? Summary and preliminary conclusions: 1.Move to Web creates need for better understanding of end user behavior 2.World of Digital Natives is already here and a new core market 3.Digital revolution has created new and distinct end user behavior 4.Components of traditional value chain still apply; the makeup of each component is changing 5.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 6.Offer options or market segmented offerings based on different end user demographics and behavior 7.Continue to focus on, develop and utilize core competencies and differentiators