Born Digital

Born Digital

Born Digital is a term originally coined by blogger Josh Spear and Aaron Dignan (Spear's business partner in Manhattan-based agency Undercurrent [http://www.undercurrent.com] ). Members of this group are defined as people that were born and raised with near constant access to computers, mobile technology, and the Internet.

Origins

The term first appeared in a series of presentations given by Josh Spear in 2007. First, at Google's Zeitgeist [http://www.youtube.com/watch?v=l-riD8N0Dt4] Europe Conference in May 2007. A different version of this presentation was delivered again in December 2007 at the United Kingdom at the Internet Advertising Bureau Engage 2007 Conference [http://www.iabuk.net/en/1/borndigitalgeneration071207.mxs] .

The Book

The term also appears as the title of the forthcoming August 2008 book Born Digital: Understanding the First Generation of Digital Natives, written by John Palfrey and Urs Gasser.

Recent Mentions

*Jeff Zucker, President and CEO of NBC Universal recently used the term on an episode of Charlie Rose [http://www.charlierose.com/guests/jeff-zucker] .
*Donna Fenn, writer for Inc. magazine titled an article "Born Digital" [http://blog.inc.com/the-entrepreneurial-generation/2008/05/generation_ys_indifference_to.html?partner=rss]
*Frank Cooper, VP of Marketing at Pepsi uses the term in a New York Times article about marketing to a new generation. [http://www.nytimes.com/2008/03/14/business/media/14adco.html?_r=1&oref=slogin
]


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