Millenials, Digital Native and Mobile Native


Photo credit: Optician Training

I often hear about these terms, mostly in demographic discussion around marketing segments. So I’m writing down some notes gathered around to clarity the (fragmented) boundaries of each group.

Millennials: born from 1980-1995, nowadays 21 to 36 years old. They prefer access (Zipcar, Airbnb) over ownership, have childhood experiences with technology and they saw a rapid increase in personal Internet usage.

Digital Natives/Generation Z: born from 1996-2008, nowadays 8 to 20 years old. They raised in a digital, media-saturated world, have attention spans of 8 seconds, spend 10+ hours of time online daily, majority on their smartphones. They prefer multi-tasking and like being on 5+ screens at once.

Mobile Natives: born from 2009-Present, nowadays up to 9 years old. 7% of babies under the age of one have used a smartphone. Nearly ⅓ of babies under the age of 2 can navigate mobile phone without help. By age 4 over 35% of toddlers use a smartphone for an hour a day.

Nice to know that, even if one age-generation separates my and my son, it seems there is a 4 consumer-generations gap between each other. Oh yes, I’m a Generation Y, not even a Millenials ;)

The Marshmallow Challenge: icebreaker and lessons teacher

The Marshmallow ChallengeI’ve found an interesting game that can be used both as icebreaker and for teaching a fundamental lesson about the importance of prototyping before fully committing a project (sounds lean? Oh yes, it is!). It’s called the Marshmallow Challenge and can be run by groups of 4, there is no age constrain and requires less than 20 minutes.

Each group has 20 spaghetti, 1 meter of tape, 1 piece of string and 1 Marshmallow. The challenge is to build with them, within 18 minutes range, a self-sustaining structure with the Marshmallow on top of it. The winner is the group that achieve the maximum height between the Marshmallow and the table.

Seems fun, and I think it is, and there are some important lessons that emerge from the game: more info in this TED 2006 talk and in a more recent one. But for me, both bring to the same conclusion: prototyping and a good team move ideas to success ;)

I’ll start adopting this icebreaker in my community meetings, and see what will happen. Sounds cool ;)

New year (not yet), new life (not really), new theme (oh yes)!

A couple of changes happened to this blog: the main language and the theme.

Language: I feel the (fake) need to write to a more international audience, and I need to practice more with English, so the choice is easy ;)

Blog theme: after the first “Rainbowbreeze” theme I’ve created when I moved to WordPress more that 5 year ago, I finally switched to a new theme: DW_Minion by Designwall. Responsive, polish, linear and with still some yellow. Considering my very limited graphic ability, I think this is a good compromise.

Some small changes I applied to the default theme (Appearence -> Customize -> Custom Code -> Header Code):

#secondary {
 display: none;
.primary-inner {
 margin-right: 0;
#post-format {
 display: none;
@media (min-width: 768px) {
 .site-nav .widget {
 padding-top: 20px;
 margin-top: 20px;
.lt-ie9 #page {
 padding: 40px 40px 0;
 margin-left: 40px;
@media (min-width: 1200px) {
 #page {
 padding: 40px 40px 0;
.aktt_credit {

Basically, I totally hidden the secondary (right) column of the theme, some small changes to margins and paddings while on a desktop screen and other minor stuff.

Suggestion on improvements? Let me know!

Alcuni video sulle “persone sincronizzate”

Mi ero stupito guardando la precisione di tutte le persone che avevano preso parte alla cerimonia di apertura delle olimpiadi di Pechino del 2008, ma evidentemente non conoscevo che gli orientali non sono nuovi a questo genere di sport: “le persone sincronizzate”



Tanto bello quanto inquietante!

Green hand washing @ TEDx

E’ sempre possibile preservare un pezzettino di ambiente ogni giorno grazie a piccolissime azioni:


“Why twelve? It’s the biggest number with one sillabe” – Geniale!

Joe Gebbia @ tnw2012 keynote

Bella presentazione di Joe Gebbia, il co-founder di AirBnb, che spiega alla platea la storia della sua startup: sono partiti da un bisogno concreto, hanno provato a soddisfare quel bisogno, hanno ascoltato i feedback dei primi utenti per rifinire il prodotto e ora hanno creato uno strumento che ha fatto emergere nuove forme di creativita’.