This document discusses how users in their 20s have come of age in a time of digital saturation and see themselves as experienced and savvy digital users. It identifies five characteristics of these "new users": 1) They openly admit to being addicted to digital technologies; 2) They understand that their personal data is a currency; 3) They reject anything without clear functional value; 4) They see themselves as owning their own digital brands; 5) They are looking for ways to filter out excessive digital content. The "new normal" for users in this age group is that they expect magic or special features to be added later rather than being present from the start of using a digital product or service.