‘On the Go’ VS ‘On the Spot’: The Segmentation of Digital Natives

To understand behavior in the era of mobile digital natives, one must also observe and comprehend the holistic nature of complementary usage across devices. This research study represents a fresh perspective, as it not only examines the digital native in terms of product and technical considerations but is also more aligned towards assessing the differences in usage contexts for various types of mobile device users. A contextual understanding of the behavior of digital natives would provide a better frame of reference.This study found that the two important variables that should be considered as segmentation variables are (1) time availability and (2) the type of online activity in which an individual was participating. Availability of time (On The Go vs On The Spot) influenced the preference towards more practical devices. Different type of activity such as shopping or social networking also dictates different type of devices.