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/