Digital natives and digital immigrants: getting to know each other

Abstract

Purpose -This paper aims to review characteristics associated with digital natives and digital immigrants and explores selected research studies related to information and communication technology. Some of the challenges facing the twenty-first century in training and developing our future workforce are explored, along with the differences between generations that contribute to their personal learning and instructional styles.Design/methodology/approach -A review of the literature is combined with the authors' experience and the reporting of a survey on generational differences regarding perceived usefulness of technology in training programs.Findings -A new digital language is evolving and is increasingly prevalent with technical savvy individuals as a normal means of communication, creating a communication lull between generations affecting both the digital natives and digital immigrants. This communication barrier extends beyond the casual day-to-day endeavors but reaches into learning environments. The survey indicated that the younger the respondent, the more favorable that person is to wanting technology in the learning environment.Practical implications -In order for effective learning to occur both instructors and students must be able to match both instructional strategies and learning styles consistently. In addition, those who are responsible for aligning educational and learning strategies should meet the training and development programs being deployed. There is a need to examine possible rationale correlating with native and immigrant lifestyles that support their cognitive process. These processes relate to how natives and immigrants receive information and how it stimulates the brain to connect the inputs with previously learned data -how an individual's brain becomes ''wired'' to manipulate stored data to be used during problem-solving and critical thinking activities in both life events and training sessions.Originality/value -The paper explores whether individuals of the younger generation have more of a learning advantage or disadvantage compared to learners from an older generation. Exposure to new technologies strengthens the user's acceptance and knowledge of the digital product and may begin to acquaint them with other and future similar technological gadgets.

Black Generation Y Students’ Attitudes towards Web Advertising Value

“…There is some confusion in the literature regarding the precise start and end dates of Generation Y (Markert, 2004). Some have defined this cohort as individuals born between 1980 and 1994 (Kumar & Lim, 2008), others as individuals born between 1977and 1994or between 1982and 2000(Schiffman et al, 2010 and still others as between 1980(Hurst & Good, 2009 (Nicholas et al, 2011) and global media (Durvasula & Lysonski, 2008), which has led to them being more informed, more connected and more technologically literate than any previous generation (Autry & Berge, 2011).…”

“…This digital environment is a fundamental departure from the world that their parents experienced growing up (Autry & Berge, 2011). While they do not necessarily purchase online, Generation Y members do utilise the Web in their purchase decision-making process (Spero & Stone, 2004;Foscht, Schloffer, Maloles & Chia, 2009), making it an important advertising channel for those marketers targeting this cohort.…”

The Narratives about Contentment in Two Generations of Digital Natives

“…Therefore, their brains have a different level of neuroplasticity (Prensky, 2001a). Digital immigrants process information in a different way, which is associated with a different way of stimulating the brain and creating other neural pathways (Autry, Berge, 2011). On this basis, it can be assumed that the digital immigrant's system of concepts is probably formed in a different way.…”

Influence of Social Image and Brand Trust on Mobile Phone Brand Equity amongst African Generation Y Students

“…Global media, an ever increasing number of advertising platforms and reality television shows depicting the lives of the uber-wealthy has also seen them exposed during their formative years to a greater number of brands as well as the social esteem afforded by those brands. In combination, these factors have resulted in a generation of technologically astute individuals who are more informed and connected than any previous generation (Autry & Berge, 2011).…”