At MaMaMedia, we named this new generation of kids the Clickerati. We gave them this name -- not to be cute -- but because we see a fundamental shift taking place in these digital kids that requires an entirely new way of thinking.
In order to build businesses that serve these kids, we need to understand them. Here, then, is a broad-brush portrait of the Clickerati.
- Though they can think in a linear way, they are primarily non-linear thinkers (which is a good thing when you live in a hyperlinked world)
- They see multi-tasking is a way of life. Enter the bedrooms of the Clickerati: the radio is on, they are surfing the Web, and there's a Tamagotchi by the keyboard. If they have to download something, that's enough time to play a level on the Nintendo. Not a moment is wasted
- They are technologically fluent from a very young age
- They are learning all the time
- They are accustomed to controlling their media experiences.
- They are always looking for 'hard fun': when they solve a problem, they are looking for the next complexity, the next challenge, as they do in video games
- They don't need instructions or a step-by-step curriculum: figuring out the rules is part of the game
- They are not intimidated by technological change: new technology is an opportunity, not a threat. A tool is a tool is a tool
- They seek change, and love to learn new things
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