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Jeffrey Cole



The Ever Changing New Media User:

The Ever Changing New Media User:
The Impact of the Internet

Jeffrey Cole, Ph.D.
Director, Center for the Digital Future
at USC Annenberg School



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  • Television is primarily Internet, like PP, affects all aspects of life

Jeffrey Cole Jeffrey Cole Presentation Transcript

  • Surveying the Digital Future: The Impact of the Internet The Ever Changing New Media User: The Impact of the Internet Jeffrey Cole, Ph.D. Director, Center for the Digital Future at USC Annenberg School Microsoft
  • We are undertaking the study of the Internet that should have been conducted on television in the late 1940s
  • Countries and Regions in World Internet Project
    • United States
    • Singapore
    • Italy
    • Sweden
    • Japan
    • Great Britain
    • India
    • Iran
    • Australia
    • Bolivia
    • Hong Kong
    • Canada
    • Colombia
    • Russia
    • United Arab Emirates
    • New Zealand
    • Mainland China*
    • Macao
    • South Korea
    • Germany
    • Hungary
    • Spain
    • Chile
    • Argentina
    • Estonia
    • Portugal
    • Czech Republic
    • Mexico
    • France
    • Lessons from Eight Years in the Field
  • Trend #1
    • While film, music and print will survive (and thrive), it may be as smaller industries, especially on the web.
  • Television is the Exception
    • Rather than shrinking, television (video) will grow dramatically in importance
  • “ Old Media”, New Names
    • Television, newspapers, magazines and web: terms only distinguish where they originated
  • Trend #2
    • Attitudes toward web and video advertising are showing real change
  • Advertising on the Web
    • 2000-2005 users refuse to pay for digital content—think it should be free
  • Advertising on the Web
    • Support of free and P-to-P erodes with spyware, viruses and “reasonable” alternatives
  • Advertising on the Web
    • Households spending $250-300 a month on services do not want additional subscription or content fees
  • Advertising on the Web
    • Users accept web advertising (not pop-ups) as the “price” of content. Unique opportunities for context and unique spaces in communities .
  • Life of a 12-24
    • Will never read a newspaper but attracted to some magazines
    • Will never own a land-line phone (and maybe not a watch)
    • Will not watch television on someone else’s schedule much longer
    • Trust unknown peers more than experts
    • For first time willing (2005) to pay for digital content. Never before.
    • Little interest in the source of information and most information aggregated.
    • Community at the center of Internet experience
    • Think not interested in advertising or affected by brand, but wrong.
    • Everything will move to mobile
    • Television dominates less than any generation before
    • Want to move content freely from platform to platform with no restrictions
    • Want to be heard (user generated)
    • Use IM. Think e-mail is for their parents
    • Web: http:/digitalcenter.org
    • E-mail: [email_address]
    • Phone: (213) 437-4433