Culture24 awayday 2010 digital and cultural trends
Culture 24 Digital trends that matter
Big Trends <ul><li>Facebook – 23m to 33m in 12 months </li></ul><ul><ul><li>Mobile growing at fastest rate </li></ul></ul><ul><ul><li>Gaming is huge – see Farmville </li></ul></ul><ul><li>Gaming is a channel in its own right </li></ul><ul><li>Youtube is the 2 nd biggest search engine </li></ul><ul><ul><li>Facebook biggest based on pages served </li></ul></ul><ul><li>Search is social </li></ul><ul><ul><li>Google links to FB, YT and Twitter </li></ul></ul><ul><li>Foursquare is valued at $100m and built for venues – c’mon you museums and galleries </li></ul>
of 18-44 year olds interested in content 88 % go online online with half being convinced to research 50 % by blogs, online reviews, user comments *Forrester - Oct 2008
digital connects all 3 screens Don’t think computer, think browser. The growth will be mobile specifically in smartphones
owned earned $ $ $ effectiveness cost The digital model 2010
1 Mobile & Localised [the big one for C24] <ul><li>People of all ages will be used to and expect to use their phones for accurate, rich local information - often crowd sourced/recommended </li></ul><ul><li>They’ll be more used to contributing from on-location / on the move - sometimes just a click or two, sometimes something more substantial </li></ul>
2 Fuck it, I’m just going to enjoy myself in spite of all this shit <ul><li>Austerity fatigue will kick in and people will increasingly feel What have I got to lose? </li></ul><ul><li>Sometimes in spite of themselves, they will increasingly value What Really Matters - like friendship, family, community, living life through worthwhile experiences, sincerity/authenticity, simple pleasures </li></ul>
3 Increasingly social consumption of media & the value of Live <ul><li>Relishing sharing live/unique events and experiences through digital technology </li></ul><ul><li>Using social media (like microblogging) to add a networked/beyond-the-space dimension to cultural events </li></ul>
4 Authenticity & unique, real Experiences <ul><li>Increasingly people will value the authentic - experiences, voices, objects - things that are irreproducible (i.e. the opposite of digital) </li></ul><ul><li>Their threshold for engaging with the phony will drop to Holden Caufield levels </li></ul>
5 Value in personalised hard copy/concrete stuff <ul><li>People will enjoy parting with good money for non-digital objects/goods (paradoxically created and personalised through digital technology) - stuff that’s unique and reflects the self </li></ul>
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