Changing Media Landscapes and Influences on 
Communication and Consumer Behavior
Oliver T. Hellriegel, October 2009

Twitter
#glocal09

Oliver T. Hellriegel
 Associate Professor at University of Applied Sciences in
Management and Economics (FOM), Munich and
Nuremberg, Germany
 Strategist and coach in the social media space, consulIng
brands as well as agencies
 Speaker and panelist at conferences
 Formerly CEO of internaIonal agencies, with almost 20
years experience in brand building, new media and
communicaIons

CLASSIFICATION 
Changing Media Landscapes and Influences on CommunicaIon and Consumer Behavior ‐ A brief historical review

William Talbot
Josef Nièpce

© http://www.institut-lumiere.org/
Gebrüder Auguste und Luis Lumière

Average Media Usage Time per Day
223 Min.
186 Min.
Usage in minutes per day, based on online users age 14+
Source: ARD/ZDF-Onlinestudie 2008
58 Min.

Media Usage in Germany
Total Online Users, Age 14+
TV
10% 6%
Radio
33% 5%
Internet
4% Music
7%
Newspaper
2%
1% Book
39% Magazine
Video
Usage per day, based on online users age 14+
Source: ARD/ZDF-Onlinestudie 2008

Average Media Usage Time / 14 – 19 y.
100 Min.
97 Min.
Usage in minutes per day, based on online users age 14 – 19 yrs.
Source: ARD/ZDF-Onlinestudie 2008
120 Min.

Media Usage in Germany
Total Online Users, Age 14 – 19 yrs.
2%
TV
21% Radio
25% Internet
7% Newspaper
12%
Music
2%
2% Book
20%
21% Magazine
Video
Usage per day, based on online users age 14 – 19 yrs.
Source: ARD/ZDF-Onlinestudie 2008

Online Applications Used in Germany
100
80
60
40
20
0
14‐19 y. 20‐29 y. 30‐49 y. 50+ y.
search engine e‐mail looking for specific offers surfing the net
banking IM chats, newsgroups, forums cummuniIes, social media
download online games Application being used at least once a week, in %, based on online users age 14+
Source: ARD/ZDF-Onlinestudie 2008

WHAT? 
What is “Social Media” anyway?

“Social Media is people
having conversaHons and
interacHons”

The Social Media Landscape

Infinite growth?
23,538,791
124,579,479
50,229,156
Unique Visitors. compete.com, Oct. 13, 2009

What? 
What about the future?

Quelle: Spiegel

Professional Usage 
Examples how Companies benefit...

Dell

Dell

BlendTec

BlendTec

BlendTec – Don’t try this…

BlendTec – Try this…

Diet Coke und Mentos

Diet Coke and Mentos

Future Technologies 

I use my phone more often, than my wallet

Three quarters of the world’s digital messages
sent by mobile

Mobile Applications

Mobile Applications

Mobile Applications

NEXT STOP: WEARABLE TECH

Mobile technology that’s here today!

Not just coupons, mobile coupons

Mobile Applications

Other opportunities
 Ubiquitous WiFi
 Cloud CompuIng – my stuff no mager where I’m at
 E‐readers/ e‐paper – the savior for the newspaper?

Is THAT the future?

Questions?! 

Oliver T. Hellriegel
o.t.hellriegel@gmail.com
http://www.hellriegel.net
http://twitter.com/oth11
Thank you for the attention!

Photo/ Video Credits
 Gutenberg: hgp://upload.wikimedia.org/wikipedia/commons/d/d7/Johannes_Gutenberg.jpg, Gutenberg‐Bible:
hgp://upload.wikimedia.org/wikipedia/commons/b/b7/Gutenberg_Bible_scan.jpg
 Christopher Columbus: hgp://lcweb2.loc.gov/cgi‐bin/query/h?pp/PPALL:@field(NUMBER+@1(cph+3b49587))
 SisIne Chapel: hgp://en.wikipedia.org/wiki/File:God2‐SisIne_Chapel.png
 Joseph Nièpce: hgp://upload.wikimedia.org/wikipedia/commons/d/dd/Joseph_Nicéphore_Niépce.jpg,
hgp://upload.wikimedia.org/wikipedia/commons/5/5c/View_from_the_Window_at_Le_Gras
%2C_Joseph_Nicéphore_Niépce.jpg, William Henry Fox Talbot:
hgp://upload.wikimedia.org/wikipedia/commons/0/00/W_H_F_Talbot.jpg
 Brother Auguste und Luis Lumière: hgp://upload.wikimedia.org/wikipedia/commons/9/93/Fratelli_Lumiere.jpg
 Graham Bell: hgp://upload.wikimedia.org/wikipedia/commons/8/85/1876_Bell_Speaking_into_Telephone.jpg,
Radio: hgp://commons.wikimedia.org/wiki/File:Radio‐old_hg.jpg
 Apollo 11: hgp://commons.wikimedia.org/wiki/File:Apollo11‐Launch‐Tower‐Camera.jpg,
hgp://commons.wikimedia.org/wiki/File:Apollo11_LOGO.JPG
 Media explosion: own screenshot
 All trademarks used are © of associated companies and brands
 What is Social Media: own screenshots

Photo/ Video Credits
 Social Media is people...: hgp://www.istockphoto.com
 Social Media landscape: Brian Solis, hgp://theconversaIonprism.com/
 Infinite growth: hgp://compete.com
 The World is Flat: hgp://adecentlife.wordpress.com/2009/05/31/the‐world‐is‐flat‐thomas‐friedman/
 Family: hgp://www.istockphoto.com
 Facebook: own screenshot
 Twiger: own screenshot, hgp://www.flickr.com/photos/gipo/2822853492/sizes/o/,
hgp://www.flickr.com/photos/glass_window/372067960/sizes/o/,
hgp://www.flickr.com/photos/birdfarm/519230710/sizes/o/,
hgp://www.flickr.com/photos/arasmus/3633750008/sizes/o/, hgp://twitpic.com/av3e9, hgp://twitpic.com/auwff
 Dell, BuzzMachine by Jeff Jarvis: hgp://www.buzzmachine.com/, hgp://www.dell.com,
hgp://www.dell.com/twiger, hgp://www.ideastorm.com/
 Blendtec: hgp://blendtec.com, hgp://willitblend.com, hgp://www.youtube.com/watch?v=uL0k_Ub1oDs,
hgp://www.youtube.com/watch?v=SmkanjPULMM
 Diet Coke/ Mentos: hgp://eepybird.com, hgp://revver.com/video/27335/extreme‐diet‐coke‐mentos‐experiments/

Photo/ Video Credits
 Phone/ Wallet: http://www.flickr.com/photos/create_up/2655865357/sizes/o/,
http://www.flickr.com/photos/17541857@N05/3517757322/,
http://www.flickr.com/photos/purprin/52371579/sizes/o/
 Digital messages: http://www.emarketer.com
 Portable technologies: http://www.technologyreview.com/
 Mobile applications: hgp://www.technologyreview.com/communicaIons/22493/
 Krau Foods applicaIon: http://www.kraftfoods.com/kf/iFood.aspx
 Location based services: http://www.google.com/mobile/default/latitude.html
 Future: http://www.youtube.com/watch?v=oBaiKsYUdvg
 Oliver T. Hellriegel: © Oliver T. Hellriegel