Digital natives at events: five key ideas

# tags: Events

Born into a world largely immersed in technology, digital natives have distinctive behaviors, even in the context of events.

And for organisers, understanding these aspects is essential to creating engagement with this audience. The five key ideas that summarize, in my opinion, the way digital natives behave and interact at events are as follows:

1. Digital experience and connectivity

First of all, we must bear in mind that the experience begins before the event takes place. Increasingly, natives expect events to provide a differentiating experience integrated with technology, using platforms and apps as a way of improving immersion in the event. Connectivity is already seen as a necessity for this audience as they want to actively participate in events, have a voice and share information in real time, interacting with other participants. This means that hybrid experiences, which combine face-to-face and virtual events, are now more attractive to this informed and demanding generation.

2. Interactivity and involvement

Unlike previous generations, who were naturally more passive at events (not least because this new world didn’t exist), digital natives expect to be able to interact actively. They are increasingly receptive to joining discussion panels, live voting and sharing content in real time. And it’s no wonder that social networks continue to gain users. Adept at two-way communication, this audience also favors gamification through challenges and rewards, which is a smart and effective way of encouraging interaction and active involvement in events. Because it’s really not enough to check in and check out anymore!

3. Personalising the experience

For digital natives, personalising the experience is a priority. They want the content of the event to be tailored to their individual interests and preferences. Technology can offer tools that allow participants to choose their sessions, talks or activities based on their interests, facilitating a more relevant, valuable and time-saving experience. The use of streaming and recorded content is also highly appreciated by digital natives because it allows them to view the content of the event wherever and whenever they want, thus benefiting their schedules and prioritising work life balance.

4. Mobility and access

As a result of the current state of society, we are now witnessing a reversal of the rural exodus and digital natives are tending to leave the large urban centers and move to the outskirts, not only for economic reasons, but also to escape the crazy pace of the city, thus being able to devote time to other tasks that add personal value to them. And in this respect, digital natives are highly mobile and access content anywhere, using devices such as smartphones, tablets and laptops. In this logic, events should be designed to be accessible on multiple devices and in various formats, from online registration to valuable post-event networking. This optimization allows participants to enjoy the event without being limited to the physical environment or a computer.

5. Importance of the network (digital community) and (social) networks

Social networks are no longer just social networks and are now an extension of human identity and a global means of connecting with other people. The use of this “old” but powerful tool at events tends to be valued as it is increasingly essential to share experiences and increase the network, in an age when only what is communicated exists. Events that encourage this type of dynamic, where the creation of their own content gains viewers, tend to have greater visibility and a significant impact on the construction of the experience. Around this dynamic, the creation of an online community, an event forum, where it is possible to exchange ideas and experiences, tips and discussions, is a crucial point for increasing engagement.

Conclusion

In short, with technological evolution, digital natives represent a new generation of event attendees, whose expectations are shaped by connectivity, personalization of the experience and interactivity. Organizing events that meet these needs not only guarantees greater engagement, but also provides an enriching experience for attendees. Adopting technologies that enable mobility, flexibility, real-time communication and the building of digital communities will be key to the success of events in the future, but a balance must be struck to satisfy everyone’s needs.