Influential digital subcultures


Youth: acquiring the mind share 

Around 1.8 billion of the world’s population consists of people between the ages of 10 and 24. They are trying to balance their social life, education, and career. Young people have a massive role in influencing the world, with their rebellious and anti-establishment behaviour, making them the early adopters of society. Secondly, they’re the trendsetting ‘now’ generation that demands instant everything, making them very agile to trends, which can be tricky for marketers to follow. Finally, they’re known game-changers. So often associated with selfish behaviour and irresponsibility, the youth respond more quickly to changes in the world and are faster to adapt. 

Women: growing the market share

The female market is just as crucial for marketers. It’s not only enormous, but the segment profile is very distinctive. In general, there are three leading roles that women play: 

  • Information collectors – a woman’s decision-making process goes through a long information-collection process that resembles a spiral. Women often find themselves going back a step to collect new information, spending hours in stores reviewing quality and comparing prices. 
  • Holistic shoppers – with more touchpoints on their customer journey, women consider more factors, such as functional and emotional benefits, helping them determine the actual value of products and services. 

  • Household managers – according to research in the US from 2008, women are the ones making financial decisions in 41% of households, whereas men are more dominant in only 26% of them. 

The influence of women at home and work is steadily growing, as these three roles are the key to win market share in the digital economy. 

Netizens: expanding the heart share 

Michael Hauben, who created the term in the early 90s, defines Netizens as people, not limited by geographical boundaries, who actively develop the internet for the world’s benefit. 

Among the 3.5 billion internet users, just a fraction can be considered netizens. Internet users can be segmented into six subcategories: inactives, spectators, joiners, collectors, critics, and creators, though only the collectors, critics, and creators can be considered Netizens.  

A beneficial quality they have is that they are usually very aggressive in expressing their opinion, which in some cases might even lead to cyberbullying, sometimes turning them into brand evangelists. When they are passionate about and committed to a brand, they can safeguard their favourite brand. 

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