BEING YOUNG

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Sharing our global trends and insights with the industry

Being Young People Are Media Social Networks

BEING YOUNG
content explosion
spoilt for choice
multi-tasking

a typical day

Media Habits
% of respondents 15-24 y.o.
Movies
Music
Internet
TV
1000-1100
1100-1200
0600-0700
0700-0800
0800-0900
0900-1000
1200-1300
1300-1400
1400-1500
1500-1600
1600-1700
1700-1800
1800-1900
1900-2000
2000-2100
2100-2200
2200-2300
2300-2400
0000-0100
0100-0200
0200-0300
0300-0400
0400-0500
0500-0600
Watching DVDs, etc
Listening to Music
On PC/Internet
Listening to Radio
Reading Magazines
Source: Young Asians 2007, 15-24 years old
Reading Newspaper
Universe / Sample: 10.87m / 7,130
Watching TV

38 hour day

4 things at once

what matters?

M
let’s take a look ....

hot
Spending time online +56%
Listening to music +53%
Using my mobile +49%
Sending emails +41%
Social networks +37%
not
Spending $$$ on music -36%
Watching television -46%
Playing console games -50%
SOURCE: MTV Circuits of Cool. 16 Country Qualitative & Quantitative. 2007
(% Doing More, Doing Less than Past Year)

Is TV dead?

0600-0700
14
0700-0800
13
2006
2007
0800-0900
14
0900-1000
15
1000-1100
16
1100-1200
16
1200-1300
17
1300-1400
16
1400-1500
15
1500-1600
14
1600-1700
15
1700-1800
18
1800-1900
26
1900-2000
36
2006
2000-2100
44
% of respondents 15-24 y.o.
2100-2200
44
TV Viewing
2200-2300
38
2300-2400
25
2007
0000-0100
15
0100-0200
11
9
0200-0300
8
0300-0400
7
0400-0500
Universe / Sample: 2007 - 10.87m / 7,130; 2006 - 10.95m / 7,786
Source: Young Asians 2006, 2007, 15-24 years old
8
0500-0600

5
0600-0700
6
0700-0800
0800-0900
11
Watching TV
On PC/Internet
0900-1000
17
1000-1100
20
1100-1200
21
1200-1300
23
1300-1400
23
1400-1500
26
1500-1600
27
1600-1700
28
1700-1800
28
1800-1900
28
1900-2000
30
2000-2100
32
2100-2200
34
TV
% share of respondents 15-24 y.o.
Internet
2200-2300
34
2300-2400
29
Media Habits
0000-0100
22
0100-0200
16
0200-0300
10
6
0300-0400
5
0400-0500
Universe / Sample: 10.87m / 7,130
Source: Young Asians 2007, 15-24 years old
5
0500-0600

the big switch ...

“we have to learn how to earn prime
time now that we can’t always buy it”
James Chadwick
Head of Strategy Mindshare Asia

what matters?

friends matter
content matters
cutting thru matters

FRIENDS
MATTER

how many
friends do
you have?

53
6 Close
Friends
20 Online
Friends
27 Offline
Friends

53 Friends
(the average number of friends youth have)
35 38 47 50 50 72 81 91
Online Friends
Friends, not close
Close Friends
SOURCE: MTV Circuits of Cool. 16 Country Qualitative & Quantitative. 2007

PEOPLE ARE
MEDIA

FORWARDING
CULTURE

WEB 2.0

who’s on
facebook?

Who isn’t !

250,000 new users a day
SOURCE: Facebook

t
en S
t R .0
nE2
posting
oTB
cTE
AW hosting
M
sharing
buildING
friendship communities
online

digital youth
79 IM buddies
70 numbers on mobile
70 friends in social networks
9 regular websites
3 social networking sites
SOURCE: MTV Circuits of Cool. 16 Country Qualitative & Quantitative. 2007

Regular Sites
(average number of sites regularly visited)
%
Fewer sites, more time spent on each
SOURCE: MTV Circuits of Cool. 16 Country Qualitative & Quantitative. 2007

1/3 of sites regularly
visited are social
networks

social networks
(visit social network sites weekly)
%
Is everyone doing it?
SOURCE: MTV Circuits of Cool. 16 Country Qualitative & Quantitative. 2007

soon, everyone
will be doing it

Top Social
Networks
SOURCE: Datamonitor 2007
MySpace
Facebook
Bebo
Cyworld
Skyblog

300
223
200
173
100
22
8 6
0
MySpace Facebook Bebo Gaia Nexopia
America
Millions of Users
SOURCE: Datamonitor 2007

300
200
100
65
43 41 39
24
0
Bebo MySpace Skyblog Facebook Netlog
Europe
Millions of Users
SOURCE: Datamonitor 2007

300
200
156
100
45
24
12
5
0
Orkut Hi5 Metroflog MySpace Windows
Lat Am
Millions of Users
SOURCE: Datamonitor 2007

300
200
90
100
74
65
36
21
0
Friendster Cyworld Orkut Mixi MySpace
Asia
Millions of Users
SOURCE: Datamonitor 2007

“Social Networking Penetration
With Teens Close To 100%”
Ad Age 2007

Social Networking will play the most
important role in the online habits of
young people in 2008 and beyond.
Youth don’t
need another
website.
They need content and applications
delivered to them, to make their digital
space their own.

widgets
Streaming audio, video and imagery into
social network sites, with branded skins
and embedded ads

“A Newsweek article famously asked if 2007
would be the ‘Year of the Widget’, but 2008
will be the year this question gets answered”
eMarketer 2008

Players Properties Platforms
Clear Content Rights Stream off MTV sites
Build Widget TVC Pre-roll Stream onto Client site
Branded Skins Send to Social Networks

+ 250
million
u/v pm
MSN / Yahoo / Facebook / MySpace / Baidu /
Cyworld / Daum / Naver / Orkut / Joost / Bebo / Nico
Nico / Daily Motion / NeoPets / GG Games

new
business
models

“I don’t mind ads because they help to pay
for TV shows & websites”
100%
80%
73%
68% 68%
61%
59%
57% 57%
56% 56%
55%
60%
52% 52%
41% 41%
40%
37%
40%
20%
0%
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SOURCE: MTV Circuits of Cool. 16 Country Qualitative & Quantitative. 2007

“90 percent of gamers are
willing to watch video ads in
exchange for free gameplay”
Real Networks 2008

cutting
thru

More content apps
At a fair price
Buy, rent, or free
Download or stream
Ad supported is OK

rewind

what matters?

People want to control their online experience
Social Networks will continue to grow
These online communities are aggregating
And also fragmenting around interests
They are like “Walled Gardens”
Content will increasingly be spread virally within

Widgets
Mobile TV Licensing Gaming HD Channels

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