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
Less interested in television 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
The Impact of the Internet--Year Six Report, 2007 Surveying the Digital Future—The World Internet Project USC Annenberg School--Center for the Digital Future “ Surveying the Digital Future” A Project of Center for the Digital Future-USC Annenberg School, 2007
… and new hybrids emerging every month lean back lean forward out & about scheduled demand participate tv print search pvr iptv out of home mobile internet events social media gaming podcasts youtube Video ipod Mobile games radio virtual world cinema QR codes POS newsletter LBM sms voting blogs rss
The End of Mass Media Source: Europe: Screen Digest 2005, Japan: Wikipedia May 2006, US: US Federal Comms Commission, 2004 Japan US France Germany UK Number of TV Channels 1686 416 246 93 7109 TV Channel Proliferation