This is the headline in Australia's Marketing mag - Baby boomers new digital natives, rival young for online engagement.
It was only a matter of time this daft term 'digital native' started to be applied to groups other than all 'young people'. Who ever came up with the term should be shot. I am sure it sold a lot of books for the originator but it is inaccurate now as it has ever been.
Nielsen's figures show that Australia's equivalent to the Baby Boomers are spending more time glued to their screens, tablets or whatever, than ever. Dick Stroud
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