ACBA Future Of The (Text)Book

The changing nature of consumer

I have broadband internet at home
I use Internet Banking
I have bought AND sold on EBay
I have used instant messaging
I have uploaded a photo of myself to a website
I use my laptop in my living room
I have used my mobile to look at a website
I have a posted a story on a blog
I tweet
I used the internet to find a date
I broke up with my internet date using twitter
Hat Tip to Iain MacDonald - Amnesia

All of the world's trade conducted in 1949 now happens in a single day today
All the foreign exchange deals done in 1979 now happen in a single day
As do all the telephone calls made around the world in 1984
And we believe that all of the internet traffic in the world in 2002 now happens in a single day
(and YouTube is another matter…. scary!)

Did you know: http://www.youtube.com/watch?v=FPqHt4LpyKY

Base: Australians Online

Using a Mobile Phone 95%
Online Sending/Receiving Email 94%
Sending or Receiving an SMS 87%
Downloading/Listening to Audio Online 84%
Listening to the Radio 78%
Visiting a Social Networking Site 67%
Shopping Online 60%
Reading a Newspaper 34%
Watching Primetime TV at Home 33%
Using Mobile to get Information 26%
Watching TV/Video on Mobile 25%
Reading Magazines 23%
Sources: Asia Pacific Consumer Technographics Survey, 2008
Television Ratings in Australia, 2008
Data compiled by NationMaster from OzTam, TV Networks
Nielsen Media Research

Over time Over a single day Source: Nielsen Internet and Technology Report

Multitasking

We can time shift out view, and skip ads
Video, DVD, hard disk recorders (DVD)
We can place shift our viewing
Sling box, side loading, portable devices
We can chose what we want, when we want
Bit Torrent, Hulu, Veoh etc
We can watch our friends, peers, strangers
YouTube, Vimeo, Viddler – found and filtered
We can augment this
And add to our world in rich visual ways

All this into….

There was a horse galloping along a beach….

eBooks
Games
Interactive stories
Mobile
As eBooks readers
Graphic novels
As mobile stories
Mash-up tools
Video,
sometimes in game worlds,
with you as the character

Cory Doctorow / Lawrence lessig
Then Larry Lessig released his book “Free Culture”, that was published by Penguin books (another media giant publisher) online under a Creative Commons license

We start our search on Google
We go to our friends for recommendations
For those internet connected individuals:
They are three times more influenced by their peers than by formal commentators (including critics, journalists and other paid professionals)
They are 85.9% more like to trust review from their peers (community) over a critics comment or review
(best for last) They are 84% more likely to trust any user review over that from a critic

Effect of Marketing Communications to purchase decisions: 29% Effect of word-of-mouth (recommendation) to purchase decisions: 71% Source: Xtract Ltd. Brand person person person person person person person Brand person

An empowered and ‘always on’ generation
Aged: 13 – 29 (cross over with Gen Y)
Initially known as the ‘click and go’ generation, ‘C’ can stand for any and all of the following:
Community Connected Celebrity!
Creative Content
Home: MySpace, FaceBook, youTube, Fark,
Device: mobile phone
Communication: Social Networks, MSN, SMS (email)
Network: 90+ (Dunbar: 150), core group of (5-6) & (10 -15)

Will never read a newspaper but like some magazines
Will never own a land-line phone (and maybe not a watch)
Will not watch TV on someone else’s schedule much longer
Trust unknown peers more than experts
Little interest in the source of information - aggregation
Community at the center of Internet experience
Think not interested in advertising/affected by brand
Move content from platform to platform without restriction
Want to be heard (user generated)
Use Instant Messenger, Social Networks (as well as SMS)
Think e-mail is for their parents

Google books settlement
If only 20% of a book is relevant......
BitTorrent may have a role
Crowdsourcing may be the bigger threat
Self organising groups who scan/digitise what they need
And provide this on to people
eBooks readers – will they ever compete with a mobile phone
Or will the mobile just become the reader?
Print on Demand (just chapter 6, please)
Digital is ‘rent’ not buy....

Available on torrent sites, under a creative commons license
The whole package (36 tracks) could be downloaded though NiN’s site $5
There was also a 2xCD box set for $10 bucks; a “deluxe limited edition package” for $70, and an “ultra-deluxe limited edition” for $300
In first week sales after its release, the album “sold out” of its run of 2,500 “Ultra-Deluxe Limited Edition” versions (complete with vinyl, deluxe packaging and a Reznor autograph)
In all, 781,917 transactions were made for the album, (some downloaded a quarter of the album for free) with the rest paying as above
The album was released on March 2 nd 2008 and in the first week made $1,619,420
http://mashable.com/2008/03/02/nine-inch-nails-album-download-free-ghosts/ http://www.rollingstone.com/rockdaily/index.php/2008/03/13/nine-inch-nails-ghosts-i-iv-makes-trent-reznor-an-instant-millionaire/

eBay:
opens up API for off-site sales. Sales up by 86%
Amazon:
Provides widget to embed on other sites. Sales up by $490m
Facebook Connect:
As registration: 30-200% increase
As engagement: 15-100% increase
As traffic: 30- 100% (Digg research)
Page views: 99% increase
Clicks: a Facebook story = 3 clicks
Better? No, just more social
(and just more!)

http://www.youtube.com/watch?v=xQfLZkX0PXE

Lost Generation: http://www.youtube.com/watch?v=42E2fAWM6rA

Marshall McLuhan

There’s no ‘Kodak’ moment, But embrace the future or be redundant

[email_address] +61 414 59 58 57 @JenWilsonSydney

ACBA Future Of The (Text)Book

by Jennifer Wilson on Nov 12, 2009

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