Understanding digital natives Professor David Nicholas CIBER UCL Centre for Publishing University College London http://www.ucl.ac.uk/infostudies/research/ciber/ Background Choice, digital transition, unbelievable access, Google & disintermediation transformed information landscape
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Professor David Nicholas
UCL Centre for Publishing
University College London
They flick and skitter. Victoria!
Have been conditioned by emailing, text messaging, Tweeting and PowerPoint
Context: 15 minutes a long time online
Don’t view an article online for more than 5 or so minutes
If long, either read abstract or squirrel away for a day when it will not be read (digital osmosis)
Editors and length of articles!
Go online to avoid reading.B. Viewing has replaced reading
4 months after SD content was opened to Google, a third of traffic to physics journals arrived that way. Effect particularly notable since physics richly endowed with information systems and services;
Historians biggest users of Google, together with young people! ;
Love gateway sites
Advanced search used rarely, and hardly at all by highly-rated research institutions.
Fast bag pick-up
Fast information for a fast food generationC. They like it simple and fast
Also what you think is brand is not what other people think, especially what young people think. Wallmart!D. Brand and authority is much more complicated
Huge success story so far but no room for complacency