Content and advertising are merging more and more. Thus, new forms of advertising pop up, such as Native Advertising and Influencer Marketing. Furthermore, companies are facing a content challenge, having to spread relevant content over the right channels almost at a daily basis. However, what content is relevant and what are the best channels to market towards the emerging target group of digital natives? jim & jim conducted a study with more than 1’500 young people in Switzerland and found Digital Natives are not all the same. There are fine distinctions which every marketer should know to effectively address them.