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Published in:
2020 | OriginalPaper | Chapter
Zielgruppenspezifische Bedeutung einzelner Marketingansätze
Authors : Christoph Kochhan, Anne Elsässer, Michael Hachenberg
Published in: Marketing- und Kommunikationstrends
Publisher: Springer Fachmedien Wiesbaden
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Die Begriffe „Digital Immigrants“ und „Digital Natives“ wurden bereits im Jahr 2001 durch Prensky in seinem Beitrag „Digital Natives, Digital Immigrants“ geprägt (vgl. Frieling 2010: 31). Hier traf Prensky folgende Aussage bezüglich der Differenzierung der beiden Zielgruppen: „As Digital Immigrants learn […] to adapt to their environment, they always retain, to some degree, their ‘accent’, that is, their foot in the past. The ‘digital immigrant accent’ can be seen in such things as turning to the Internet for information second rather than first, or in reading the manual for a program rather than assuming that the program itself will teach us to use it.