The document discusses the evolution of consumer behavior influenced by the internet and technology, highlighting a shift towards digital engagement through social media, mobile devices, and peer recommendations. It emphasizes how younger generations, particularly those aged 13-29, value community and trust peer reviews over traditional expert opinions in their purchasing decisions. Additionally, it touches on the implications of digital content consumption, the impact of crowd-sourcing, and the changing nature of marketing in the digital age.

1. The changing nature of consumer

2. I have broadband internet at home I use Internet Banking I have bought AND sold on EBay I have used instant messaging I have uploaded a photo of myself to a website I use my laptop in my living room I have used my mobile to look at a website I have a posted a story on a blog I tweet I used the internet to find a date I broke up with my internet date using twitter Hat Tip to Iain MacDonald - Amnesia

4. All of the world's trade conducted in 1949 now happens in a single day today All the foreign exchange deals done in 1979 now happen in a single day As do all the telephone calls made around the world in 1984 And we believe that all of the internet traffic in the world in 2002 now happens in a single day (and YouTube is another matter…. scary!)

5. Did you know: http://www.youtube.com/watch?v=FPqHt4LpyKY

6. Base: Australians Online

7. Using a Mobile Phone 95% Online Sending/Receiving Email 94% Sending or Receiving an SMS 87% Downloading/Listening to Audio Online 84% Listening to the Radio 78% Visiting a Social Networking Site 67% Shopping Online 60% Reading a Newspaper 34% Watching Primetime TV at Home 33% Using Mobile to get Information 26% Watching TV/Video on Mobile 25% Reading Magazines 23% Sources: Asia Pacific Consumer Technographics Survey, 2008 Television Ratings in Australia, 2008 Data compiled by NationMaster from OzTam, TV Networks Nielsen Media Research

9. Over time Over a single day Source: Nielsen Internet and Technology Report

10. Multitasking

12. We can time shift out view, and skip ads Video, DVD, hard disk recorders (DVD) We can place shift our viewing Sling box, side loading, portable devices We can chose what we want, when we want Bit Torrent, Hulu, Veoh etc We can watch our friends, peers, strangers YouTube, Vimeo, Viddler – found and filtered We can augment this And add to our world in rich visual ways

13. All this into….

15. There was a horse galloping along a beach….

19. eBooks Games Interactive stories Mobile As eBooks readers Graphic novels As mobile stories Mash-up tools Video, sometimes in game worlds, with you as the character

20. Cory Doctorow / Lawrence lessig Then Larry Lessig released his book “Free Culture”, that was published by Penguin books (another media giant publisher) online under a Creative Commons license

21. We start our search on Google We go to our friends for recommendations For those internet connected individuals: They are three times more influenced by their peers than by formal commentators (including critics, journalists and other paid professionals) They are 85.9% more like to trust review from their peers (community) over a critics comment or review (best for last) They are 84% more likely to trust any user review over that from a critic

23. Effect of Marketing Communications to purchase decisions: 29% Effect of word-of-mouth (recommendation) to purchase decisions: 71% Source: Xtract Ltd. Brand person person person person person person person Brand person

24. An empowered and ‘always on’ generation Aged: 13 – 29 (cross over with Gen Y) Initially known as the ‘click and go’ generation, ‘C’ can stand for any and all of the following: Community Connected Celebrity! Creative Content Home: MySpace, FaceBook, youTube, Fark, Device: mobile phone Communication: Social Networks, MSN, SMS (email) Network: 90+ (Dunbar: 150), core group of (5-6) & (10 -15)

25. Will never read a newspaper but like some magazines Will never own a land-line phone (and maybe not a watch) Will not watch TV on someone else’s schedule much longer Trust unknown peers more than experts Little interest in the source of information - aggregation Community at the center of Internet experience Think not interested in advertising/affected by brand Move content from platform to platform without restriction Want to be heard (user generated) Use Instant Messenger, Social Networks (as well as SMS) Think e-mail is for their parents

27. Google books settlement If only 20% of a book is relevant...... BitTorrent may have a role Crowdsourcing may be the bigger threat Self organising groups who scan/digitise what they need And provide this on to people eBooks readers – will they ever compete with a mobile phone Or will the mobile just become the reader? Print on Demand (just chapter 6, please) Digital is ‘rent’ not buy....

32. Available on torrent sites, under a creative commons license The whole package (36 tracks) could be downloaded though NiN’s site $5 There was also a 2xCD box set for $10 bucks; a “deluxe limited edition package” for $70, and an “ultra-deluxe limited edition” for $300 In first week sales after its release, the album “sold out” of its run of 2,500 “Ultra-Deluxe Limited Edition” versions (complete with vinyl, deluxe packaging and a Reznor autograph) In all, 781,917 transactions were made for the album, (some downloaded a quarter of the album for free) with the rest paying as above The album was released on March 2 nd 2008 and in the first week made $1,619,420 http://mashable.com/2008/03/02/nine-inch-nails-album-download-free-ghosts/ http://www.rollingstone.com/rockdaily/index.php/2008/03/13/nine-inch-nails-ghosts-i-iv-makes-trent-reznor-an-instant-millionaire/

34. eBay: opens up API for off-site sales. Sales up by 86% Amazon: Provides widget to embed on other sites. Sales up by $490m Facebook Connect: As registration: 30-200% increase As engagement: 15-100% increase As traffic: 30- 100% (Digg research) Page views: 99% increase Clicks: a Facebook story = 3 clicks Better? No, just more social (and just more!)

35. http://www.youtube.com/watch?v=xQfLZkX0PXE

36. Lost Generation: http://www.youtube.com/watch?v=42E2fAWM6rA

37. Marshall McLuhan

38. There’s no ‘Kodak’ moment, But embrace the future or be redundant

39. [email_address] +61 414 59 58 57 @JenWilsonSydney