Digital Natives are individuals born primarily from 1970 onwards, growing up in a world undergoing a profound digital transformation. Their identity is based on a specific mindset and behaviors, rather than simply being defined by age. They grew up alongside the rise of personal computing and witnessed the advent of the internet in the 1990s. Their familiarity with these technologies goes beyond mere knowledge; they possess a mastery that allows them to fully utilize them.

Their daily lives are increasingly characterized by virtualization, centered around desktop and mobile computing devices. For them, working, entertaining themselves, and interacting via information technology is second nature, almost second nature. Often criticized for their sedentary lifestyle, they favor remote communication over face-to-face interactions. In the United States, companies began directly targeting this generation as early as the late 1990s.