The Mequoda Digital Native Documentary Project

Learn how to adapt so you can accommodate digital natives when you attend the Mequoda Summit East 2011

In yesterday’s Mequoda Daily, I discussed the plight of digital immigrants, and how all media companies need to truly understand the activities of digital natives.

After all, it’s these individuals who buy our products and use technology to share what they’ve grown to love. These digital natives also hold the key to the future, as one day they will be leading organizations through executive positions.

Our Digital Native Roundtable at the Mequoda Summit East 2011 incorporates two things. First, there will be the Mequoda Digital Native Project, which is a video documentary created by Amanda MacArthur and Patrick Hughes – two members of the Mequoda Research Team. This documentary will consist of research compiled on the habits of digital natives during a three-month period.

Second, Andy McLaughlin, the President and CEO of Paperclip Communications and the current president of SIPA, will grace the Summit stage with his views on the most up-to-date research on digital natives and how this impacts publishing executives.

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The value of the Digital Native Roundtable

In addition to the premier of the Mequoda Digital Native Project documentary, you will have the chance to take part in a question-and-answer section with Amanda and Patrick – the creators of the program.

We will also be inviting some of the subjects of the documentary to join us for an open roundtable. Here, they will share how they view the world, how their media habits may be different than their older friends, family and colleagues. You will have the beneficial opportunity to interact, ask questions and receive candid answers in real-time from digital natives.

Furthermore, Andy McLaughlin is knowledgeable on the topic of digital natives. He’s going to share the most current research on the topic and give his thoughts on what media companies need to do in order to reshape products and marketing programs while learning to accommodate the ways digital natives experience media and the world.

The future of online publishing is unwritten, but with the tools and potential we have as publishers, the chance for a bright future is within our grasp.

If you haven’t registered for the Mequoda Summit East 2011, do so today. Early-bird rates are still available.


    Hi Jim:


    I just did some app cleaning and deleted about half of what I found for the same reason…

    I am much quicker to download an app than to bookmark a website these days, but that behavior is slowly changing for me just like it did with bookmarks 10 or so years ago.

    Hope all is good with you!


    Jim S.

    Hi Don, I’m a fan, and worked with you at the beginning of the Sunset project at Time Inc. Scripps Networks recently did a focus group with Digital Natives at this year’s Cable Show in Chicago. Several great learnings, including this one:

    Mobile apps: most participants had 20 to 35 apps on their mobile devices. “I have an app that tells me about new apps,” said Corey. What compels them to download a new app? Generally an immediate need, such as buying a plane ticket while on the run. And if an app sits on their phone unused for many months, it get’s deleted.

    Visit the Scripps blog, for the full story.


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