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So how will you engage the new media consumer?I love the puzzles that my kids present. There\u2019s so much from the way they learn and interact that \u2013 well if I\u2019m honest yes can make me feel quite human \u2013 but which also inspires me every day.Don\u2019t worry, this isn\u2019t one of those \u201cmy-kids-are-my-Oscars-speech\u201d articles. It\u2019s about the simple fact that in the same way I preferred guitars and rock music to Gardeners Question Time and Vivaldi, my children\u2019s generation has their own way of kicking back and consuming. Each successive generation disrupts the norm.Obviously as a father I want to wrap my head around this to ensure I always keep the maximum lines of communication open with my young ones. I\u2019m naturally interested to see what stimulates them and what makes them happy. But it also matters because how they communicate and interact is quite literally how our future customers will communicate and interact. And what really blows me away is how discerning they are as consumers.If you want to get to know your future customer, look at your kidsYou may have come across Minecraft. It\u2019s quite amazing. Players build blocks and create amazing structures (though at first there\u2019s an element of battling nocturnal baddies) in virtual worlds. They can play solo or cooperate online. They\u2019ll even watch YouTube videos or live casting of other people playing it. Well over 20 million people have bought the PC\/Mac version of the game, but you can also get it for Xbox 360, Xbox One, Playstation 3, Playstation 4, Steam, iOS, Android, Windows Phone and Amazon Kindle Fire. My son loves it \u2013 and he\u2019ll think nothing of playing with people in different countries, communicating via voicechat and merrily staying up all night.Engaging the new media consumerAside from wishing that we\u2019d thought of it first and wondering how to invest, what can we learn? For me, the most powerful thing is that it shows the platform is suddenly irrelevant. The Minecraft generation \u2013 and their peers \u2013 are increasingly device agnostic. When I grew up you were either a Commodore C64 chap or a ZX Spectrum kind of guy (and now enjoying a revival), then an Atari or an Amiga head. Big brands thrive on this kind of rivalry.Now though, the loyalty \u2013 and the snob value \u2013 is applied more to the product than to the hardware. For players (or customers) it\u2019s simply a question of choosing the best tools for the job, ensuring that their game (or solution) will work on as many platforms as possible. This kind of flexibility isn\u2019t just expected, it\u2019s assumed. So for us, the challenge is to do our best to make sure we meet that demand and have the confidence to keep things open.The next generation will always challenge its predecessor.But rather than beat them down, it\u2019s the job of the incumbents to let that happen, to use wisdom and experience to give them the tools and expertise to make their own place in the world and take things forward for all of us."},{"@context":"https:\/\/schema.org\/","@type":"BreadcrumbList","itemListElement":[{"@type":"ListItem","position":1,"name":"2015","item":"https:\/\/www.the-future-of-commerce.com\/2015\/#breadcrumbitem"},{"@type":"ListItem","position":2,"name":"08","item":"https:\/\/www.the-future-of-commerce.com\/2015\/\/08\/#breadcrumbitem"},{"@type":"ListItem","position":3,"name":"28","item":"https:\/\/www.the-future-of-commerce.com\/2015\/\/08\/\/28\/#breadcrumbitem"},{"@type":"ListItem","position":4,"name":"Fit for engagement: Meet the smart new media consumer","item":"https:\/\/www.the-future-of-commerce.com\/2015\/08\/28\/meet-the-smart-new-media-consumer\/#breadcrumbitem"}]}]