Don Tapscott (author of Wikinomics and Growing Up Digital) has spent millions of pounds studying the Net Generation, digital natives under the age of 25, and as Don observes: “they’re different”. They are less motivated by money and more motivated by interest and having fun. They are very prosocial and social media is second nature to them.
The incidence levels of Uploaders for this demographic was very high which indicates that in the not too distance future, the amount of Uploaders will be dramatically higher than 8%. If Uploaders are relying more and more on information from other people and the ‘wisdom of crowds’ to inform their decisions about brands, products and services, then we could be seeing a fundamental change in consumption habits within years.
The rise of the Net Generation means that understanding how to talk with Uploaders maybe interesting today, but essential for tomorrow.