Next Gen Media Emerging

Next Generation Media
October 2009

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Property of Aegis Media. All rights reserved.

The Next
Generation is
already here
This is the ﬁrst of a series of presentations showing that the next generation is already here,
based on news items from July – September 2009

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The Next generation is…
-  technology transforming
media
- Content accessible anywhere
-  people in control

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Next
Generation
People

Next Generation
People


Next

Nearly a quarter of UK households use the Generation
People
internet to watch catch-up TV

23% of all adults 15+ surveyed, and 33% of 15-24s user services like BBC iPlayer and 4oD
Source: Ofcom, The Communications Market 2008, August 2009, Figure 5-3 page 267
http://www.ofcom.org.uk/research/cm/cmr09/CMRMain_4.pdf

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65% of Mums in the UK with the internet use it as
Generation
People
their first point of call for information

http://www.flickr.com/photos/auntiep/3177877433/  

In 2002 only 26% of online mums cited the internet as their ﬁrst point of call, an increase of 150% in 6
years
Source: Yahoo! UK Mums Online Research, August 2009
http://uk.b2b.yahoo.net/advertisers-and-agencies/whats-new/latest_newsletter/august-2009-newsletter/
item/Essential+Retail+%26+FMCG+Research:+Mums+online
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28% of Japanese play mobile games every day
Generation
People

http://www.flickr.com/photos/jliba/3496259672/ 

The number one games genre is brain games; mobile versions of traditional games like Mahjong
are also popular
Source: Marketing agency Data Labo, reported by the Cyber Media blog, September 2009
http://blog.cyber-media.co.jp/2009/09/15/28-of-japanese-play-mobile-games-every-day/
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Next
Generation
63% of American Mothers use social media People

http://www.flickr.com/photos/donncha/465121278/ 
http://www.flickr.com/photos/inteawetrust/3076742138/sizes/o/ 
http://www.flickr.com/photos/tudor/3283083059/sizes/o/  

The percent using social media has grown from 11% in 2006 to 63% in 2009, an increase of 462%
in 3 years
Source: BabyCenter, July 2009
http://promomagazine.com/research/motherhood-social-media-together-0707/
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Tweens in the US are more likely to own a portable
Generation
People
gaming device than a mobile phone

http://www.flickr.com/photos/clicksbygaurav/535846033/   

74% of 12 year olds own a portable gaming device; only 51% own a phone
Source: Pew Internet & American Life Project, Teens & Mobile Phones Data Memo, August 2009
http://www.pewinternet.org/~/media//Files/Reports/2009/PIP%20Teens%20and%20Mobile%
20Phones%20Data%20Memo.pdf
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Accessing music is the most popular online
Generation
People

activity in China; search is 4th

http://www.flickr.com/photos/wukong/334549194/ 

85.5% listen to music online, while only 69.4% use search. Music is the internet’s killer app in China
Source: CNNIC, 24th Statistical Survey Report, July 2009, reported by Digital East Asia blog
http://www.digitaleastasia.com/2009/07/17/online-stats-china-releases-its-24th-statistical-survey-on-
internet-development/#more-2353
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Approximately 12% of Americans bought virtual
Generation
People

goods in the last 12 months
http://www.flickr.com/photos/tudor/3283083059/ 

Figures related to anything from virtual ﬂowers on Facebook to swords in World of Warcraft
Source: Frank N Magid Associates, July 2009, reported by GigaOm
http://gigaom.com/2009/07/30/12-of-americans-bought-virtual-goods-in-past-12-months-survey/

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As many people trust consumer opinions
Next
Generation
People
posted online by strangers as trust company websites


Recommendations from people known were the most trusted at 90%; consumer opinions posted online
and brand websites both scored 70%
Source: Nielsen Global Online Consumer Survey, July 2009
http://blog.nielsen.com/nielsenwire/consumer/global-advertising-consumers-trust-real-friends-and-virtual-
strangers-the-most/#more-13383
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Next Generation
mobile


Next

Nearly 45% of UK phone calls are made using a
Generation
Mobile

mobile phone

http://www.flickr.com/photos/11431482@N00/286961074/ 

44.5% of calls are made from a mobile, compared to 26.1% in 2003. BT now has only 25.7% of all
calls made
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Next
Generation
Mobile
3G accounts for 23% of UK mobile subscriptions

In 2003 the ﬁgure was 0.2%; it has more than doubled since 2006

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Next
Generation
Mobile
Mobile payments are ten years old

http://www.flickr.com/photos/vipgurl/3314037230/  

i-mode introduced their micropayment system in 1999. Today the majority of mobile phones in
Japan are wallet phones
Source: EuroTechnology blog, July 2009
http://eurotechnology.com/blog/2009/07/10-years-e-cash-and-mobile-payments.html
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The first billion iPhone app downloads took 9 Next
Generation
Mobile
months; the second took only 5

First billion downloads reported on 24th April 2009; second billion reported on 28th September
2009
Source: Apple press releases
1 – http://www.apple.com/pr/library/2009/04/24appstore.html
2 - http://www.apple.com/pr/library/2009/09/28appstore.html Produced by
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Next
Generation
Mobile
A typical iPhone has $80 worth of apps on it

http://www.flickr.com/photos/toma01/2171010315/ 

Average number of apps per device - 65
Average spent per iPhone - $80
Source: Pages 4 & 5 of the Appsﬁre presentation, September 2009
http://www.slideshare.net/misteroo/appsﬁre-app-store-market-real-data-insights
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Next
Generation
Mobile
The iPhone ‘nearest tube’ app

http://www.flickr.com/photos/manning999/2669382178// 

This app, currently in development and not yet available, will show the user where the nearest
tube is, by superimposing it on the screen of the iPhone
http://www.youtube.com/watch?v=5fZk0HaIs4s

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Next
Generation
Mobile
Send a real postcard from your iPhone

http://www.flickr.com/photos/manning999/2669382178// 

Send any picture from your iPhone as a real postcard – the app sends the picture to a printer at
the oﬃce of the developer, then mails it anywhere in the world
http://www.shootit.com/

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Next
Generation
Mobile

Next Generation
Technology


Next

100m videos were watched through the PS3
Generation
Technology

between June and August

http://www.flickr.com/photos/brandonshigeta/527508764/sizes/l/  

The VidZone app has only been available since June. It’s success shows the convergence
between gaming consoles and video
Source: Sony Computer Entertainment, in DigitalMusicNews (subscription) August 2009
http://www.digitalmusicnews.com/stories/080509ps3
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Japan’s gaming industry is now bigger Generation
Technology
than its electrical industry

http://www.flickr.com/photos/heilemann/5013484/  

The top 9 games companies in Japan are bigger than the top 18 electronics companies in terms
of annual net revenue
Source: EuroTechnology blog, July 2009
http://eurotechnology.com/blog/2009/07/japans-games-sector-overtakes.html
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Apple has a 91% market share for Next
Generation
Technology
laptops costing >$1000

http://www.flickr.com/photos/anjoz/2299826354/  

Apple have a much higher share of high priced computers – The average price of a Mac in June
was $1,400, compared to $515 for a Windows PC
Source: NPD, reported by betanews, July 2009
http://www.betanews.com/joewilcox/article/Apple-has-91-of-market-for-1000-PCs-says-NPD/
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Next
Generation
Content

Next Generation
Content


Next

More than 1m user generated gaming levels have
Generation
Content

been produced for LittleBigPlanet

http://www.flickr.com/photos/krystianmajewski/2812222368/ 

This means that one level has been created every 21 seconds since the game launched
Source: Playstation blog, July 2009
http://blog.us.playstation.com/2009/07/22/littlebigplanet-community-reaches-one-million-creations/

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Plus nearly 120m creatures have been created
Generation
Content

by the players in Spore

http://www.flickr.com/photos/laughingsquid/2568570641/ 

This equates to 3.6 creatures being created per second since the game was launched
Source: Oﬃcial Spore site
http://www.spore.com/sporepedia#qry=all
(See the box in the top left hand corner)
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Next
Generation
105,000 albums were released in the US last year. Content
Only 6,000 of them sold more than 1,000 copies

http://www.flickr.com/photos/nickjonasisamazing/3056589313/ 

This is the ultimate long tail story – 99,000 albums sold fewer than 1,000 copies
Source: Nielsen Soundscan, reported by Digital Music News, July 2009
http://digitalmusicnews.com/stories/070809howmany
(Subscription required)
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Next
Generation
Content
Trent Reznor‘s advice for new bands

“Forget thinking you are going to make any real money from record sales. Make your record
cheaply (but great) and GIVE IT AWAY. As an artist you want as many people as possible to hear
your work. Word of mouth is the only true marketing that matters.”
Source: NineInchNails forum, July 2009
http://forum.nin.com/bb/read.php?30,767183 Produced by
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Next
Generation
Yahoo produces crowd-sourced weather forecasts in Content
Japan

Yahoo Japan ask their users to vote on the weather in their area, to create crowdsourced weather
forecases in real time
Source: Cyber Media blog, July 2009
http://blog.cyber-media.co.jp/2009/07/01/crowd-sourced-weather-forcasts-in-japan/
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Next
Generation
Content

Next Generation
Social Media


Facebook hits 300m users & declares that it is
Next
Generation
Social Media
cash flow positive ahead of schedule

http://www.flickr.com/photos/salvovaccarella/3462458908/sizes/l/ 
http://www.flickr.com/photos/mehfuz/2725487400/sizes/l/ 

Facebook founder Mark Zuckerberg made the announcement personally on his blog
Source: Facebook, September 2009
http://blog.facebook.com/blog.php?post=136782277130

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QQ in China makes profits other social sites can
Next
Generation
Social Media
only dream of

QQ made over $1 billion in proﬁt in 2008, of which 88% came form users (payments for things like
virtual goods) and 12% came from advertising
Source: 8 Plus Star presentation, September 2009
http://www.slideshare.net/plus8star/inside-tencent-presentation?src=embed
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Next
Generation

Facebook gets older Social Media

http://www.flickr.com/photos/yourdon/2715583000/sizes/l/ 
http://www.guardian.co.uk/technology/blog/2009/jul/07/facebook‐socialnetworking 

35-54s are now Facebook’s largest demographic in the US
Source: Research from iStrategy Labs, using Facebook’s own published data
http://www.guardian.co.uk/technology/blog/2009/jul/07/facebook-socialnetworking

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Next

60% of online Americans use social media
Generation
Social Media

http://www.flickr.com/photos/laurenogrady/3308184379/sizes/l/ 

On average social networking users log on 5 days a week, and check their pages 4 times per day
Source: Anderson Analytics, July 2009
http://www.readwriteweb.com/archives/
who_uses_social_networks_and_what_are_they_like_part_1.php
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Next
Generation
20% of twitter posts relate to brands or products Social Media

http://www.flickr.com/photos/cc_chapman/565934606/sizes/o/ 
http://www.flickr.com/photos/dharmasphere/2104128557/sizes/l/ 

A caveat – by deﬁnition this must include all tweets to and from oﬃcial accounts, and much of the
twitter spam volume too
Source: Penn State University, September 2009
http://live.psu.edu/story/41446
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Next
Generation
But... 15% of traffic is Adult spam Social Media

http://www.flickr.com/photos/striatic/101594790/sizes/l/ 

An estimated 15% of twitter traffic, 10% of MySpace traffic, and 7% of Facebook traffic is adult
spam
Source: BitDefender, September 2009
http://www.marketingvox.com/porn-spammers-penetrate-socnets-power-down-on-email-045041/
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Next
"I was selling in the idea that social media is free, Generation
Social Media
until the community manager headcount came in."

http://www.flickr.com/photos/8596221@N07/2923434507/sizes/l/ 

Social media is not free – even though there is no direct media cost, there are many other
associated costs, not least staﬀ costs
Source: Brian Wallace of Blackberry, quoted in the Harvard Business Review, June 2009
http://blogs.harvardbusiness.org/cs/2009/06/debunking_social_media_myths.html
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Next
Generation
Content

Next Generation
Effectiveness


Next

The Causes Facebook app has raised $10m in 2 years
Generation
Effectiveness

http://www.flickr.com/photos/mehfuz/2725487400/sizes/l/ 

This breaks down as 192,000 unique donors, giving a 25 median donation, with 26,000 causes
receiving donations
Source: Data supplied by Causes, July 2009
http://exchange.causes.com/2009/07/causes-raises-10000000/
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Chris Brown single sold lots on iTunes & Amazon
Next
Generation
Effectiveness
after featuring on a YouTube video


The use of Chris Brown’s song Forever in the hit YouTube video JK Wedding Dance (with a link to
buy the track) sent the song to number 4 in the iTunes chart and number 3 in the Amazon chart
Source: Google blog, July 2009
http://googleblog.blogspot.com/2009/07/i-now-pronounce-you-monetized-youtube.html
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Twitter’s short url service bit.ly plans to mine
Generation
Effectiveness

it’s data to provide analytics


“We’re seeing more than a billion clicks in the course of a month. Looking at that volume of data, we can
see the most interesting and the most important content that is being shared across the whole of the
real-time web.”
Source: Andrew Cohen of Bitly, July 2009
http://www.wired.com/epicenter/2009/07/twitter-url-service-bitly-says-no-to-ads-yes-to-data-mining-news/
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The ‘Stephen Fry Effect‘’pushed a book into the top
Next
Generation
Effectiveness

3 of the Amazon chart


A single tweet by Stephen Fry – which was then re-tweeted by several of his followers – pushed a
book to 3rd place in Amazon’s chart
Source: Bookhugger blog, September 2009
http://bookhugger.co.uk/2009/09/the-stephen-fry-eﬀect/
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Next
Generation
Effectiveness

More information:
Dan.calladine@carat.com

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