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60% of                                   Itʼs since been proven
 Blackberry                                          that we are not
   owners check                                  “6 degrees”
    email in bed                                   from each other
                            We looked at                                     3 in 5
                            5 billion                                     of us have a
                         YouTube videos last                             blog, with 60%
   25% of Australia           month                   Twitter is           of bloggers
teens are friends with                            currently growing       talking about
                                                    by more than             daily life
their parents on
 social network sites                                1000%               Only 15% of the
                          10% of MySpace
                         traffic comes from                               Philippines
                         Asia, for Friendster                            is online, one of
                                                                         the lowest in the
  Facebook is the            itʼs 88%           More than 60% of web           world
    5th largest                                     traffic is now
   “country” in the
       world
                                                “peer-to-peer”
We sent 293,024 Kanye Tweets in 60 minutes




           http://mashable.com/2009/09/14/kanye-twitter/
how long is that piece of string
    what it means to be young
  letʼs throw the dice for 2010
is anybody out there ...
there were 6,793,164,473
people in the world yesterday




         http://www.worldometers.info/
just over 150,000 people
    will be born today




       http://www.worldometers.info/
(roughly 100 billion people
     have ever lived)




      http://en.wikipedia.org/wiki/World_population
Asia Youth 2009
60% of the world lives in Asia
       4 billion of us




       http://en.wikipedia.org/wiki/World_population
there are 1.6 billion net users
in the world (which is a quarter
                    of everyone)




                http://www.50x15.com/en-us/internet_usage.aspx
40% of all net
users are in Asia
   (660 million)




  http://www.internetworldstats.com/stats.htm
Only 16.5% of Asia
in currently Online!
2/3ʼs of the online
 world are on social
      network sites




             http://www.nielsen.com/
Asia Youth 2009
I am 16 ...
I am 24 ...
multi-tasking
thirty-six hour day
four things at once
five minute attention span ...
M
What really matters?
WHATʼS HOT
SPENDING TIME ONLINE +56%

 LISTENING TO MUSIC +53%

  USING MY MOBILE +49%

  SENDING EMAILS +41%

 SOCIAL NETWORKS +37%


    WHATʼS NOT
SPENDING $$$ ON MUSIC -36%

 WATCHING TELEVISION -46%

PLAYING CONSOLE GAMES -50%


    SOURCE: MTV Circuits of Cool. 16 Country.
    (% Doing More, Doing Less than Past Year)
Everyone OK?
Asia Youth 2009
SO
EX  CI
   PL AL
     OS
        IO
          N
FRIENDS MATTER
how many friends do you have?
13
Close Friends

50
Offline Friends

44
Online Friends


SOURCE: MTV Music Matters Research 2008 (TNS). 12 Countries
107 Friends
(the average number of friends youth have)




               54
66

                                              41
                               66

                                                               48
                                                                    39     30
               94                                                                 33     31
                                                                                                30
93                                            83                                                       31   27
                               60
                                                               55          46
                                                                    48            39     39
                                                                                                41     34   30

11             21              13             15               11   9      14     14     15      9     9    12
Thai           Mal           China           Sing              HK   Twn   Korea   Indo   Phil   Viet   Oz   India

     Online Friends
     Offline Friends
     Close Friends

 SOURCE: MTV Music Matters Research 2008 (TNS). 12 Countries
people are media
forwarding culture
feedback loops
Asia Youth 2009
Asia Youth 2009
N T   POSTING
    E S
   T R
  N E
 O T       HOSTING
C T
 MA        SHARING
           BUILDING
           friendship
           communities
              online
ASIAN YOUTH
        96 numbers on mobile
 87 instant message buddies
100 friends in social networks
     4 social networking sites
       SOURCE: MTV Music Matters Research 2008 (TNS). 12 Countries
Social Networks
(the average number of social network sites youth belong to)




8              5              4               4                4     4     4    3    3       3      3       2
Viet         Indo           China            Phil              Mal   Twn   HK   Oz   Thai   Sing   Korea   India




 SOURCE: MTV Music Matters Research 2008 (TNS). 12 Countries
76% belong to at
 least one online
  Social Network
       SOURCE: MTV Music Matters Research 2008 (TNS). 12 Countries
Cutting Thru
1995 ... Yahoo
1998 ... Google
1999 ... Napster
2000 ... Blogger
2001 ... Wikipedia
2002 ... Friendster
2003 ... MySpace
2004 ... Facebook
2005 ... YouTube
2006 ... Twitter
Maturing of SNS
million 500




       375



                                                                            Twitter
       250
              SNS explode internationally                           Bebo
                                                        Multiply
                                                       Facebook
                                              Hi-5       Orkut
       125                                  MySpace
                       Friendster           Linkedin




         0
          2000       2001         2002         2003      2004      2005    2006   2007   2008   2009
For Kids:
a place to play
do stuff, be rewarded
look cute
Moshi Monsters




PARTLY SOURCED FROM: Danah Boyd “Social Media is here to stay, Now what?” March 16, 2009
For Teens:
a social hangout place
see and be seen
checking in, grooming
Friendster




PARTLY SOURCED FROM: Danah Boyd “Social Media is here to stay, Now what?” March 16, 2009
For Adults:
a social utility
re-connecting
networking, advancing
FaceBook




PARTLY SOURCED FROM: Danah Boyd “Social Media is here to stay, Now what?” March 16, 2009
As Social Networks
mature:
mass communication
----------------------------
special interests
specific needs
demographic
geographic
Play Ground   Bed Room   Living Room   Night Club
Asia Youth 2009
Where is it all heading?
“Twitter wants to be more like
MySpace, which is cleaning up to
be more like FaceBook, which
wants to be more like Twitter”
TECHCRUNCH
2010
10   Teens and Tweens
     Mobility and Location
     Virtual Currencies
     Social Shopping
     Monetization Models
     Cross Platform Aggregation
     Brands Work It Out
     Better Privacy Tools
     Intimacy
     Immediacy ...
Asia Youth 2009
thank you
for listening to me


         Please note that many of these images have
        been sourced from the internet and their rights
           have not been cleared for commercial use.
Asia Youth 2009

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Asia Youth 2009

  • 2. 60% of Itʼs since been proven Blackberry that we are not owners check “6 degrees” email in bed from each other We looked at 3 in 5 5 billion of us have a YouTube videos last blog, with 60% 25% of Australia month Twitter is of bloggers teens are friends with currently growing talking about by more than daily life their parents on social network sites 1000% Only 15% of the 10% of MySpace traffic comes from Philippines Asia, for Friendster is online, one of the lowest in the Facebook is the itʼs 88% More than 60% of web world 5th largest traffic is now “country” in the world “peer-to-peer”
  • 3. We sent 293,024 Kanye Tweets in 60 minutes http://mashable.com/2009/09/14/kanye-twitter/
  • 4. how long is that piece of string what it means to be young letʼs throw the dice for 2010
  • 5. is anybody out there ...
  • 6. there were 6,793,164,473 people in the world yesterday http://www.worldometers.info/
  • 7. just over 150,000 people will be born today http://www.worldometers.info/
  • 8. (roughly 100 billion people have ever lived) http://en.wikipedia.org/wiki/World_population
  • 10. 60% of the world lives in Asia 4 billion of us http://en.wikipedia.org/wiki/World_population
  • 11. there are 1.6 billion net users in the world (which is a quarter of everyone) http://www.50x15.com/en-us/internet_usage.aspx
  • 12. 40% of all net users are in Asia (660 million) http://www.internetworldstats.com/stats.htm
  • 13. Only 16.5% of Asia in currently Online!
  • 14. 2/3ʼs of the online world are on social network sites http://www.nielsen.com/
  • 16. I am 16 ...
  • 17. I am 24 ...
  • 18. multi-tasking thirty-six hour day four things at once five minute attention span ...
  • 20. WHATʼS HOT SPENDING TIME ONLINE +56% LISTENING TO MUSIC +53% USING MY MOBILE +49% SENDING EMAILS +41% SOCIAL NETWORKS +37% WHATʼS NOT SPENDING $$$ ON MUSIC -36% WATCHING TELEVISION -46% PLAYING CONSOLE GAMES -50% SOURCE: MTV Circuits of Cool. 16 Country. (% Doing More, Doing Less than Past Year)
  • 23. SO EX CI PL AL OS IO N
  • 25. how many friends do you have?
  • 26. 13 Close Friends 50 Offline Friends 44 Online Friends SOURCE: MTV Music Matters Research 2008 (TNS). 12 Countries
  • 27. 107 Friends (the average number of friends youth have) 54 66 41 66 48 39 30 94 33 31 30 93 83 31 27 60 55 46 48 39 39 41 34 30 11 21 13 15 11 9 14 14 15 9 9 12 Thai Mal China Sing HK Twn Korea Indo Phil Viet Oz India Online Friends Offline Friends Close Friends SOURCE: MTV Music Matters Research 2008 (TNS). 12 Countries
  • 33. N T POSTING E S T R N E O T HOSTING C T MA SHARING BUILDING friendship communities online
  • 34. ASIAN YOUTH 96 numbers on mobile 87 instant message buddies 100 friends in social networks 4 social networking sites SOURCE: MTV Music Matters Research 2008 (TNS). 12 Countries
  • 35. Social Networks (the average number of social network sites youth belong to) 8 5 4 4 4 4 4 3 3 3 3 2 Viet Indo China Phil Mal Twn HK Oz Thai Sing Korea India SOURCE: MTV Music Matters Research 2008 (TNS). 12 Countries
  • 36. 76% belong to at least one online Social Network SOURCE: MTV Music Matters Research 2008 (TNS). 12 Countries
  • 38. 1995 ... Yahoo 1998 ... Google 1999 ... Napster 2000 ... Blogger 2001 ... Wikipedia 2002 ... Friendster 2003 ... MySpace 2004 ... Facebook 2005 ... YouTube 2006 ... Twitter
  • 39. Maturing of SNS million 500 375 Twitter 250 SNS explode internationally Bebo Multiply Facebook Hi-5 Orkut 125 MySpace Friendster Linkedin 0 2000 2001 2002 2003 2004 2005 2006 2007 2008 2009
  • 40. For Kids: a place to play do stuff, be rewarded look cute Moshi Monsters PARTLY SOURCED FROM: Danah Boyd “Social Media is here to stay, Now what?” March 16, 2009
  • 41. For Teens: a social hangout place see and be seen checking in, grooming Friendster PARTLY SOURCED FROM: Danah Boyd “Social Media is here to stay, Now what?” March 16, 2009
  • 42. For Adults: a social utility re-connecting networking, advancing FaceBook PARTLY SOURCED FROM: Danah Boyd “Social Media is here to stay, Now what?” March 16, 2009
  • 43. As Social Networks mature: mass communication ---------------------------- special interests specific needs demographic geographic
  • 44. Play Ground Bed Room Living Room Night Club
  • 46. Where is it all heading?
  • 47. “Twitter wants to be more like MySpace, which is cleaning up to be more like FaceBook, which wants to be more like Twitter” TECHCRUNCH
  • 48. 2010
  • 49. 10 Teens and Tweens Mobility and Location Virtual Currencies Social Shopping Monetization Models Cross Platform Aggregation Brands Work It Out Better Privacy Tools Intimacy Immediacy ...
  • 51. thank you for listening to me Please note that many of these images have been sourced from the internet and their rights have not been cleared for commercial use.