Kincl, Tomáš, ŠTRACH, Pavel
Journal of Global Scholars of Marketing Science, Vol. 31, Iss. 1, ISSN 2163-9159, p. 30-48
Publication year: 2021

The paper strives to answer the question of whether Digital Natives and Digital Immigrants share similar concerns with other generations across national cultures. A traditional cross-cultural approach is scrutinized to unravel the extent to which technology has influenced and co-created the digital culture, which may emerge as a distinct sub-culture.

This analysis is based on Mindreader Mindshare survey from more than 57,000 respondents from in 44 different countries. The cross-tabulation analysis was performed to investigate the differences in the respondents’ strongest concerns. The analysis revealed differences between the Global Learning and Observation to Benefit the Environment (GLOBE) program’s cultural clusters, as well as between both generations of Digital Natives and Digital Immigrants. Both generations of Digital Natives and Digital Immigrants appear to share relatively homogeneous concerns, and therefore sharing the same digital culture regardless of the GLOBE cultural cluster to which they belong.