Unraveling Audience Insights Through Generational Theory ~The Birth of Neo-Digital Natives~

〈 Publication Date: September 1, 2010 〉

This time, we explain the 96 Generation.

The 96 Generation refers to those born around 1996, currently around 14 years old and in junior high school.
They are a generation that freely utilizes not only PCs and mobile phones, but also portable music players, portable game consoles, and home video game consoles. We have named this generation the "Neo-Digital Natives."

The term "digital native" originally emerged in the United States. It refers to "people who naturally master digital devices = digital natives," typically meaning those proficient with personal computers.

Applying this to Japan, which has developed its own unique mobile phone culture, those born after the '76 generation who primarily use PCs for the internet correspond to "digital natives." Then, those born after the '86 generation, primarily using mobile devices for the internet and freely manipulating video information (centered on those born after the '96 generation), become the "neo-digital natives."

Analysis based on a survey conducted by Dentsu Inc. reveals the following characteristics among Neo-Digital Natives:

(1) Protagonist Desire

They crave the feeling of being the protagonist of a story, even if only for a brief moment, whether in games, novels, or other contexts.

(2) On-Time Orientation

"On-time" refers to immediacy, breaking news, and dynamic content. They are voracious about "knowing quickly," and being informed "on-time" about situations or feelings strikes a chord.

(3) Video-Language-Currency

A portmanteau combining video, language, and currency. They masterfully utilize not just words and text, but even video as a communication tool.

(4) The "Don't Try Too Hard" Spot

This doesn't mean "not trying hard = not making an effort." They tend to dislike overly strenuous or pushy, smothering communication.

(5) Mobile-Centric

They utilize mobile devices like smartphones and portable game consoles for information gathering, entertainment, and communication.