digital youth
10 trends for 2010
As online social networks
mature and fragment, how
will they evolve in 2010 ?
The opportunity in Asia is huge
What drives Asian youth
Social networks are maturing
Throw the dice for 2010
Did you know ...
60% of                                   Itʼs since been proven
 Blackberry                                          that ...
is anybody out there ...
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...
40% of all net users are in Asia
                  (660 million)




                 http://www.internetworldstats.com/st...
2/3ʼs of the online world are
   on social network sites




                     http://www.nielsen.com/
Only 16.5% of Asia is
    currently Online!
There are more Asians with a
mobile phone (1 billion) than an
internet connection (660 million)
How did we get here?
2000 ... Blogger
2002 ... Friendster
2003 ... MySpace
2004 ... Facebook
2005 ... YouTube
2006 ... Twitter
2009 ... FourSqu...
Augmented Reality
Maturing of Social Networks
Millions
on SNS
700
                                                                          ...
I am 16 ...
I am 24 ...
multi-tasking
thirty-six hour day
four things at once
five minute attention span ...
WHATʼS HOT
SPENDING TIME ONLINE +56%

 LISTENING TO MUSIC +53%

  USING MY MOBILE +49%

  SENDING EMAILS +41%

 SOCIAL NET...
So
    cia
Ex
   plo  l
      sio
          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

                                         ...
people are media
forwarding culture
feedback loops
Everyone OK?
POSTING
HOSTING
SHARING
BUILDING
friendship
communities
   online
Asian Youth
        96 numbers on mobile
 87 instant message buddies
100 friends in social networks
     4 social networki...
Social Networks
(the average number of social network sites youth belong to)




8              5              4          ...
76% of young
Asians belong to at
   least one online
    Social Network
       SOURCE: MTV Music Matters Research 2008 (TN...
Facebook dominates
(registered Facebook users, millions)




22.5


              13.0
                              9.0  ...
Cutting Thru
Social networks are maturing ...
Social networking today ...

Communication: the new address book & email
Fragmentation: by demo, by geography, by need
Mul...
Fragmentation is mirroring real life
For Kids:
a place to play
do stuff, be rewarded
look cute

Moshi Monsters




PARTLY SOURCED FROM: Danah Boyd “Social Medi...
For Teens:
a social hangout place
see and be seen
checking in, grooming

Facebook




PARTLY SOURCED FROM: Danah Boyd “Soc...
For Adults:
a social utility
re-connecting
networking, advancing

LinkedIn




PARTLY SOURCED FROM: Danah Boyd “Social Med...
Play Ground   Bed Room   Living Room   Night Club
Fragmentation is mirroring real life
http://mashable.com/2009/08/31/parents-social-media-stalking/
“it is awkward for parents
and kids to be in the same
       social network”
        IAN STEWART
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...
2010
10
     Teens & Tweens
     Mobility & Location
     Intimacy & Immediacy
     Virtual Currencies
     Gifting & Gaming
  ...
Brands Work It Out
Top Fan Pages
on Facebook
Michael Jackson               11.1 million
Obama                         7.7
Facebook           ...
Brands, Bands, Fans




       BBF: Thanks to FRUKT Music!!
Brands ...
Bands ...
Fans ...
Brands Work It Out
Brands ...
 Be present across all platforms
 Official pages, Official Fan pages
 Unofficial pages are OK too
 Interlink every...
Monitor Constantly
Brandtology
Vocanic
10
     Teens & Tweens
     Mobility & Location
     Intimacy & Immediacy
     Virtual Currencies
     Gifting & Gaming
  ...
www.slideshare.net/
     ianstewartmtv
thank you
for listening to me


         Please note that many of these images have
        been sourced from the internet...
Asian Digital Youth 2010
Asian Digital Youth 2010
Asian Digital Youth 2010
Asian Digital Youth 2010
Asian Digital Youth 2010
Asian Digital Youth 2010
Asian Digital Youth 2010
Asian Digital Youth 2010
Asian Digital Youth 2010
Asian Digital Youth 2010
Asian Digital Youth 2010
Asian Digital Youth 2010
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Asian Digital Youth 2010

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An update of the "Asian Youth 2009" presentation, looking at youth and digital trends in Asia, with a focus on the maturing of social networks

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Asian Digital Youth 2010

  1. 1. digital youth 10 trends for 2010
  2. 2. As online social networks mature and fragment, how will they evolve in 2010 ?
  3. 3. The opportunity in Asia is huge What drives Asian youth Social networks are maturing Throw the dice for 2010
  4. 4. Did you know ...
  5. 5. 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 10% of 10% of MySpace traffic comes from Companies Asia, for Friendster allow social media in the workplace Facebook is the itʼs 88% More than 60% of web 4th largest traffic is now “country” in the world “peer-to-peer”
  6. 6. is anybody out there ...
  7. 7. 60% of the world lives in Asia 4 billion of us http://en.wikipedia.org/wiki/World_population
  8. 8. 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
  9. 9. 40% of all net users are in Asia (660 million) http://www.internetworldstats.com/stats.htm
  10. 10. 2/3ʼs of the online world are on social network sites http://www.nielsen.com/
  11. 11. Only 16.5% of Asia is currently Online!
  12. 12. There are more Asians with a mobile phone (1 billion) than an internet connection (660 million)
  13. 13. How did we get here?
  14. 14. 2000 ... Blogger 2002 ... Friendster 2003 ... MySpace 2004 ... Facebook 2005 ... YouTube 2006 ... Twitter 2009 ... FourSquare 2010 ... Layar
  15. 15. Augmented Reality
  16. 16. Maturing of Social Networks Millions on SNS 700 Layar 600 FourSquare 500 Twitter 400 SNS explode internationally Bebo Multiply 300 Facebook Hi-5 Orkut MySpace 200 Friendster Linkedin 100 0 2000 2001 2002 2003 2004 2005 2006 2007 2008 2009 2010
  17. 17. I am 16 ...
  18. 18. I am 24 ...
  19. 19. multi-tasking thirty-six hour day four things at once five minute attention span ...
  20. 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)
  21. 21. So cia Ex plo l sio n
  22. 22. Friends Matter
  23. 23. How many friends do you have?
  24. 24. 13 Close Friends 50 Offline Friends 44 Online Friends SOURCE: MTV Music Matters Research 2008 (TNS). 12 Countries
  25. 25. 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
  26. 26. people are media
  27. 27. forwarding culture
  28. 28. feedback loops
  29. 29. Everyone OK?
  30. 30. POSTING HOSTING SHARING BUILDING friendship communities online
  31. 31. 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
  32. 32. 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
  33. 33. 76% of young Asians belong to at least one online Social Network SOURCE: MTV Music Matters Research 2008 (TNS). 12 Countries
  34. 34. Facebook dominates (registered Facebook users, millions) 22.5 13.0 9.0 8.6 6.4 6.3 3.2 3.2 2.0 0.9 0.9 0.1 Indo Phil India Oz Mal Twn Thai HK Sing Viet Korea China 80 million users in Asia SOURCE: Facebakers.com (May 2010)
  35. 35. Cutting Thru
  36. 36. Social networks are maturing ...
  37. 37. Social networking today ... Communication: the new address book & email Fragmentation: by demo, by geography, by need Multi-site Usage: an average of four sites Segmentation: specific sites for certain interests Generation Gap: connect with parents, or not
  38. 38. Fragmentation is mirroring real life
  39. 39. 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
  40. 40. For Teens: a social hangout place see and be seen checking in, grooming Facebook PARTLY SOURCED FROM: Danah Boyd “Social Media is here to stay, Now what?” March 16, 2009
  41. 41. For Adults: a social utility re-connecting networking, advancing LinkedIn PARTLY SOURCED FROM: Danah Boyd “Social Media is here to stay, Now what?” March 16, 2009
  42. 42. Play Ground Bed Room Living Room Night Club
  43. 43. Fragmentation is mirroring real life
  44. 44. http://mashable.com/2009/08/31/parents-social-media-stalking/
  45. 45. “it is awkward for parents and kids to be in the same social network” IAN STEWART
  46. 46. Where is it all heading?
  47. 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. 48. 2010
  49. 49. 10 Teens & Tweens Mobility & Location Intimacy & Immediacy Virtual Currencies Gifting & Gaming Social Shopping Monetization Models Cross Platform Aggregation Better Privacy Tools Brands Work It Out ....
  50. 50. Brands Work It Out
  51. 51. Top Fan Pages on Facebook Michael Jackson 11.1 million Obama 7.7 Facebook 7.5 Starbucks 6.0 Lady Gaga 5.4 Coke 5.1 YouTube 4.3 Disney 3.3 iTunes 3.1 Victoriaʼs Secret 2.9 Coldplay 2.8 Source: Facebook March 2010
  52. 52. Brands, Bands, Fans BBF: Thanks to FRUKT Music!!
  53. 53. Brands ...
  54. 54. Bands ...
  55. 55. Fans ...
  56. 56. Brands Work It Out
  57. 57. Brands ... Be present across all platforms Official pages, Official Fan pages Unofficial pages are OK too Interlink everything Keep the channels open Create viral triggers Reward social behavior Monitor constantly
  58. 58. Monitor Constantly
  59. 59. Brandtology
  60. 60. Vocanic
  61. 61. 10 Teens & Tweens Mobility & Location Intimacy & Immediacy Virtual Currencies Gifting & Gaming Social Shopping Monetization Models Cross Platform Aggregation Better Privacy Tools Brands Work It Out ....
  62. 62. www.slideshare.net/ ianstewartmtv
  63. 63. 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.
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