Everything Starts With Internet: Analysing Online Behavious And Sharing Insights Into The Future Of Media Engagement

1. The Impact of the Internet--Year Nine Report, 2009
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, 2009
Surveying the Digital Future:
The Impact of the Internet
Falling Apart or Coming Together:
Media and Advertising in a Digital Era
Jeffrey Cole, Ph.D.
Director, Center for the Digital Future
at USC Annenberg School
iMedia
September 8, 2009
Hunvalski

2. The Impact of the Internet--Year Nine Report, 2009
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, 2009
We are undertaking the
study of the Internet that
should have been conducted
on television in the late
1940s

3. The Impact of the Internet--Year Nine Report, 2009
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, 2009
Countries and Regions in World Internet Project
United States
Singapore
Italy
Sweden
Japan
Great Britain
India
Iran
Australia
Bolivia
Hong Kong
Canada
New Zealand
Colombia
Russia
Mainland China*
Macao
South Korea
Germany
Hungary
Spain
Chile
Argentina
Estonia
Portugal
Czech Republic
Mexico
France
United Arab Emirates

4. The Impact of the Internet--Year Nine Report, 2009
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, 2009
Navigating through the media world:
It used to be easy
Predictable, Consistent Rules
Now, everything is coming
apart

5. The Impact of the Internet--Year Nine Report, 2009
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, 2009
Everything is Coming Apart
Schedules have almost disappeared
The Old Way
• Newspapers—once a day
• Music-12 songs every 18-24 months
• TV-On a guide

6. The Impact of the Internet--Year Nine Report, 2009
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, 2009
Everything is Coming Apart
There are too many choices

7. The Impact of the Internet--Year Nine Report, 2009
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, 2009
Everything is Coming Apart
The end of the printed
newspaper is close at hand
Most (not all) magazines not far
behind
Music almost free

8. The Impact of the Internet--Year Nine Report, 2009
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, 2009
Everything is Coming Apart
Most of today’s platforms are on
life support—global warming
changes the rules and the
timing

9. The Impact of the Internet--Year Nine Report, 2009
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, 2009
Everything is Coming Apart
Consumers beginning to
abandon subscriptions for
traditional media and show little
interest in paying for digital
content (at least for next five
years)

10. The Impact of the Internet--Year Nine Report, 2009
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, 2009
Everything is Coming Apart
The problem for traditional media
advertising is engagement
The rules of digital advertising are
much more complex than the ads
of “big media”

11. The Impact of the Internet--Year Nine Report, 2009
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, 2009
Broadband changes everything and
rewrites the rules of media (and
everything else)
Broadband brings together all those
things that have been coming apart
Television grows in importance.

12. The Impact of the Internet--Year Nine Report, 2009
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, 2009
Everything is coming together
Social Networks: “The Real Deal”
Time Magazine got it wrong!

13. The Impact of the Internet--Year Nine Report, 2009
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, 2009
Everything is coming together
In a broadband world, “newspapers” and
radio can compete like never before.
Radio’s intriguing dilemma.

14. The Impact of the Internet--Year Nine Report, 2009
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, 2009
Everything is coming together
Consolidation like we have never seen
before. Some media players become
bigger and more successful than ever
before (further aggregating consumers).
The problem for jazz stations and
psychology professors!

15. The Impact of the Internet--Year Nine Report, 2009
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, 2009
Everything is coming together
There are only three ways to acquire
content and only one will prevail in
the short term. More options in the
future.
Brand more important than ever.

16. The Impact of the Internet--Year Nine Report, 2009
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, 2009
Everything is coming together
Addressability, new metrics and a
“reversal of the laws of nature” makes
the new (and more complex) rules of
advertising worth the effort. With proper
counsel and navigation, advertisers
enter a new era.
Unless privacy laws interfere

17. The Impact of the Internet--Year Nine Report, 2009
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, 2009
Everything is coming together
Learning curve much
steeper than the action
curve

18. The Impact of the Internet--Year Nine Report, 2009
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, 2009
Everything is coming together
Forget Web 3.0, the “next new thing” or
the killer-ap, we will be there when we
never think about broadband speeds,
and can get anything we want, when we
want it, wherever we want and set our
own schedules and create our own
environments.

19. The Impact of the Internet--Year Nine Report, 2009
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, 2009
CONTACT INFORMATION
Web: http:/digitalcenter.org
E-mail: cole@digitalcenter.org
Phone: (310) 235-4444