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Case Study

Digital fluency is a spectrum – where do you fit in?

Digital fluency impacts the consumption of media and engagement with brands. We partnered with Hulu to revise the outdated digital native/digital immigrant dichotomy and reveal seven distinct identity types: Averse, Minimalist, Enlightened, Confident, Connected, Maximizers and Creators. 

Areas of Focus

● How can we refine the concepts of digital native and digital immigrant to better reflect the actions and attitudes of today’s audience?
● Outlining a spectrum on which we can conceptualize digital fluency.
● How does digital fluency impact consumption of media and engagement with brands?

Methodology

● An initial qualitative phase to understand people’s digital behaviors, preferences, and attitudes towards technology, media and brands.
● An interactive activity in Lumiere where using video as a proxy, we asked viewers to show us how a series of video and images related to their digital identity.
● Scalable, quantitate insights on digital fluency types, behaviors and preferences exploring how brands can activate across the spectrum of digital fluency in the next-gen economy.

Outcomes

● Revealed a modernized understanding of digital fluency as a spectrum with seven distinct identity types: Averse, Minimalist, Enlightened, Confident, Connected, Maximizers and Creators.
● Younger generations are equally likely to fall at either end of the spectrum.
● Each identity type engages in distinct behaviors and practices as they relate to digital brands.
● Streaming on Hulu is a key gateway to greater digital engagement.