Digital Natives

Predicting consumer behaviour has always been one of the key challenges in the telecom and media sector. Detecting any early indicators of change will be crucial for telecom and media players to gain insight and ready themselves for whatever awaits them in the future.

The habits of the 15–24 year old age group, the technology-savvy generation, herald the changes in the way we will communicate and consume content in the future.
Capgemini’s TME Strategy Lab analyzed these so-called “digital natives” in order to identify emerging patterns of consumer behaviour. The attitudes of this generation are underlined by the need to control, socialize, create and make efficient use of their time. To take advantage, telecom and media players need to redefine their relationships with their customers, offering services that increase consumer involvement as well as create addictive experiences.