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Jeffrey Cole

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The Ever Changing New Media User:
The Impact of the Internet

Jeffrey Cole, Ph.D.
Director, Center for the Digital Future
at USC Annenberg School

Published in: Education, Business, Technology
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Jeffrey Cole

  1. 1. Surveying the Digital Future: The Impact of the Internet The Ever Changing New Media User: The Impact of the Internet Jeffrey Cole, Ph.D. Director, Center for the Digital Future at USC Annenberg School Microsoft
  2. 2. We are undertaking the study of the Internet that should have been conducted on television in the late 1940s
  3. 3. Countries and Regions in World Internet Project <ul><li>United States </li></ul><ul><li>Singapore </li></ul><ul><li>Italy </li></ul><ul><li>Sweden </li></ul><ul><li>Japan </li></ul><ul><li>Great Britain </li></ul><ul><li>India </li></ul><ul><li>Iran </li></ul><ul><li>Australia </li></ul><ul><li>Bolivia </li></ul><ul><li>Hong Kong </li></ul><ul><li>Canada </li></ul><ul><li>Colombia </li></ul><ul><li>Russia </li></ul><ul><li>United Arab Emirates </li></ul><ul><li>New Zealand </li></ul><ul><li>Mainland China* </li></ul><ul><li>Macao </li></ul><ul><li>South Korea </li></ul><ul><li>Germany </li></ul><ul><li>Hungary </li></ul><ul><li>Spain </li></ul><ul><li>Chile </li></ul><ul><li>Argentina </li></ul><ul><li>Estonia </li></ul><ul><li>Portugal </li></ul><ul><li>Czech Republic </li></ul><ul><li>Mexico </li></ul><ul><li>France </li></ul>
  4. 4. <ul><li>Lessons from Eight Years in the Field </li></ul>
  5. 5. Trend #1 <ul><li>While film, music and print will survive (and thrive), it may be as smaller industries, especially on the web. </li></ul>
  6. 6. Television is the Exception <ul><li>Rather than shrinking, television (video) will grow dramatically in importance </li></ul>
  7. 7. “ Old Media”, New Names <ul><li>Television, newspapers, magazines and web: terms only distinguish where they originated </li></ul>
  8. 8. Trend #2 <ul><li>Attitudes toward web and video advertising are showing real change </li></ul>
  9. 9. Advertising on the Web <ul><li>2000-2005 users refuse to pay for digital content—think it should be free </li></ul>
  10. 10. Advertising on the Web <ul><li>Support of free and P-to-P erodes with spyware, viruses and “reasonable” alternatives </li></ul>
  11. 11. Advertising on the Web <ul><li>Households spending $250-300 a month on services do not want additional subscription or content fees </li></ul>
  12. 12. Advertising on the Web <ul><li>Users accept web advertising (not pop-ups) as the “price” of content. Unique opportunities for context and unique spaces in communities . </li></ul>
  13. 13. Life of a 12-24 <ul><li>Will never read a newspaper but attracted to some magazines </li></ul><ul><li>Will never own a land-line phone (and maybe not a watch) </li></ul><ul><li>Will not watch television on someone else’s schedule much longer </li></ul><ul><li>Trust unknown peers more than experts </li></ul><ul><li>For first time willing (2005) to pay for digital content. Never before. </li></ul><ul><li>Little interest in the source of information and most information aggregated. </li></ul><ul><li>Community at the center of Internet experience </li></ul><ul><li>Think not interested in advertising or affected by brand, but wrong. </li></ul><ul><li>Everything will move to mobile </li></ul><ul><li>Television dominates less than any generation before </li></ul><ul><li>Want to move content freely from platform to platform with no restrictions </li></ul><ul><li>Want to be heard (user generated) </li></ul><ul><li>Use IM. Think e-mail is for their parents </li></ul>
  14. 14. CONTACT INFORMATION <ul><li>Web: http:/digitalcenter.org </li></ul><ul><li>E-mail: [email_address] </li></ul><ul><li>Phone: (213) 437-4433 </li></ul>

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