According to Wikipedia a digital native “is a person who was born during or after the general introduction of digital technology and through interacting with digital technology from an early age, has a greater understanding of its concepts”.

Why do I mislike the ‘digital native’? Well, it’s less about the individual consumers that may or may not be represented by this so called segment – the existence of which is open to debate – rather it’s what the term represents and the lack of critical analysis behind its use.

To begin with, I take umbrage with what the ‘digital native’ tag signifies – it reinforces the flawed notion that young people are somehow more capable, creative and the sole users of the latest technology, whilst the older generation still fumbles around with their TV remotes.

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