the digital landscape
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The Digital Landscape. In the past few decades, a variety of channels have emerged, which has fragmented the news landscape. The Digital Landscape. The Digital Landscape. Proliferation of media channels Fragmentation of media audiences Diminishing “mass media” audiences - PowerPoint PPT PresentationTRANSCRIPT
w w w . f u t u r e o f t h e n e w s p a p e r . c o mw w w . f u t u r e o f t h e n e w s p a p e r . c o m
The Digital Landscape• In the past few decades, a variety of channels have emerged, which has fragmented the news landscape
The Digital Landscape
w w w . f u t u r e o f t h e n e w s p a p e r . c o mw w w . f u t u r e o f t h e n e w s p a p e r . c o m
The Digital Landscape• Proliferation of media channels
• Fragmentation of media audiences
• Diminishing “mass media” audiences
• Proliferation of multimedia multitasking
• Audience Control replacing Media Control
• Shrinking market share of traditional media advertising
The Digital Landscape
w w w . f u t u r e o f t h e n e w s p a p e r . c o mw w w . f u t u r e o f t h e n e w s p a p e r . c o m
Each media consumer has a fingerprint
• OLD WAY– Newspaper reading the morning– Radio listening during commutes– TV watching in the evening
• NEW WAY– Personalised usage patterns with any
combination of traditional and digital media
– Any time, any place, any channel– EACH MEDIA USAGE PATTERN IS
LIKE A FINGERPRINT
Each media consumer has a fingerprint
w w w . f u t u r e o f t h e n e w s p a p e r . c o mw w w . f u t u r e o f t h e n e w s p a p e r . c o m
Source: SFN
Time Channel
Content
Relevance = Time + Content + Channel
Spheres of Relevance
Relevance = Time + Content + Channel
w w w . f u t u r e o f t h e n e w s p a p e r . c o mw w w . f u t u r e o f t h e n e w s p a p e r . c o m
Spheres of Relevance for Sara
Spheres of Relevance for Sara
w w w . f u t u r e o f t h e n e w s p a p e r . c o mw w w . f u t u r e o f t h e n e w s p a p e r . c o m
Spheres of Relevance for Per
Breaking newsWine recommendations on your cellphoneDinner suggestions
Breaking newsWine recommendations on your cellphoneDinner suggestions
How is our football team doingVote: The best European Championship teamThis evenings match results
How is our football team doingVote: The best European Championship teamThis evenings match results
Latest weather report for sailorsWho owns ABC123When does the ferry for Lindholmen depart..and the next tram
Latest weather report for sailorsWho owns ABC123When does the ferry for Lindholmen depart..and the next tram
Letters to GPTodays picture from GøteborgSend your photo from your cellphoneCrossword
Letters to GPTodays picture from GøteborgSend your photo from your cellphoneCrossword
CouponsRadioShackOrder the travel catalog from Stena Travels
CouponsRadioShackOrder the travel catalog from Stena Travels
The best digital camerasHow good is the Volvo S40Search consumer reports
The best digital camerasHow good is the Volvo S40Search consumer reports
Spheres of Relevance for Per
w w w . f u t u r e o f t h e n e w s p a p e r . c o mw w w . f u t u r e o f t h e n e w s p a p e r . c o m
Studies: Spheres of Relevance for Youth
• Two global studies on youth spheres of relevance– Yahoo– DDB
Studies: Spheres of Relevance for Youth
w w w . f u t u r e o f t h e n e w s p a p e r . c o mw w w . f u t u r e o f t h e n e w s p a p e r . c o m
DDB: A New Approach to Identity
Conformity Individuality
1900’s Thru 1950s 1960’s Thru 90s 2000s
Individuality
Standing Out
Rebellion
Exercise my right to be who I am
Conformity
Fitting in
Norms
Fulfill societal roles
Self-Authorship
“My True Self”
Self-Creation
Responsibility to discover my purposeSource: WNA Study, DDB
w w w . f u t u r e o f t h e n e w s p a p e r . c o mw w w . f u t u r e o f t h e n e w s p a p e r . c o m
DDB: Personal Values Segments
Thrill Seekers Strivers
Creatives Believers
Status
Altruism
Working Towards Upward Mobility
Seeking Fun and Intensity
Seeking to Express
Themselves
Honoring Duty and Authority
Change Tradition
30%
29% 20%
21%
w w w . f u t u r e o f t h e n e w s p a p e r . c o mw w w . f u t u r e o f t h e n e w s p a p e r . c o m
DDB: 56% are “Super-Connectors”% Who Do 2+ of the Following EVERY DAY:
Talk on cell phone, text message, go online, email, IM, use search engine:
5
23
50
55
62
71
75
75
77
82
83
85
85%
0 10 20 30 40 50 60 70 80 90
India
Brazil
Mexico
Russia
China
Taiwan
Poland
USA
Germany
Australia
Spain
UK
France
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DDB: Media Habits Every Day or almost Every Day
2
17
19
22
25
30
35
36
41
47
49
54
54
57
62
85
0 20 40 60 80 100
Go to the movies
Read magazines
Watch tapes/DVDs
Read a newspaper
Share files- video, picture, music, etc.
Send an email
Use a search engine
Listen to MP3 Player
Send an instant message
Send a text message
Listen to the radio
Go online
Talk on mobile phone
Listen to CDs
Use a PC (personal computer)
Watch TV
w w w . f u t u r e o f t h e n e w s p a p e r . c o mw w w . f u t u r e o f t h e n e w s p a p e r . c o m
DDB: Frequency of Media Habits
Newspaper MagazineGo Online
Everyday/Almost Everyday 22% 17% 54%
A Few Times a Week 18 23 13
Once a Week/or Less 40 50 17
Never 21 10 20
Newspaper MagazineGo Online
Everyday/Almost Everyday 22% 17% 54%
A Few Times a Week 18 23 13
Once a Week/or Less 40 50 17
Never 21 10 20
Newspaper Magazine Go Online
Everyday/Almost Everyday 22% 17% 54%
A Few Times a Week 18 23 13
Once a Week/or Less 40 50 17
Never 21 10 20
w w w . f u t u r e o f t h e n e w s p a p e r . c o mw w w . f u t u r e o f t h e n e w s p a p e r . c o m
DDB: Newspaper Readership among 18-25 worldwide
Read a newspaper
8
11
13
16
18
18
20
22
24
27
30
33
45
0 10 20 30 40 50
Mexico
Russia
Brazil
Poland
France
Spain
US
Total
UK
China
Germany
Taiw an
India
w w w . f u t u r e o f t h e n e w s p a p e r . c o mw w w . f u t u r e o f t h e n e w s p a p e r . c o m
• Youth ages 18 to 25 key motivating experiences: Community, Self-Expression, Personalisation
• Three media help the “My Media” generation stay connected
Source: Yahoo, OMD
Yahoo: Spheres of Relevance
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Source: Yahoo, OMD
• Percentage of youth who listen to music or watch video on the mobile phone, in the last month
Source: Yahoo, OMD
Yahoo: Spheres of Relevance
w w w . f u t u r e o f t h e n e w s p a p e r . c o mw w w . f u t u r e o f t h e n e w s p a p e r . c o m
Spheres of Relevance
Time Channel
Content
Spheres of Relevance