1. consumer
trends
@jurriaanbernson
jurriaan@nu.nl
&
Media
fragmentation

2. 07-03-12 © Sanoma Media 2

3. 07-03-12 © Sanoma Media 3

4. “
News
is
becoming
a
shared
social
experience,
with
people
swapping
links
in
emails,
posting
on
social
networks,
‘retweeting’
news
stories
and
haggling
over
the
meaning
of
events
in
discussion
threads.
(PEW
INTERNET
&
AMERICAN
LIFE
PROJECT,
2010)

5. “”
failure.
There
is
not
something
like
an
information
overload,
it’s
Pilter
(CLAY
SHIRKEY,
2010)

6. Agenda
6
Digital
Trends
News
and
the
changing
media
landscape
-­‐ Channels
-­‐ Data
How
do
we
reach
the
customer
07-03-12 © Sanoma Media 6

7. The
consumer
is
CONNECTED
…
Always
and
everywhere
able
to
read
news
…
Better
informed
than
ever
1.

8. 1.
…
Always
and
everywhere
able
to
read
news
8

9. 1.
…
Better
informed
than
ever
9

10. The
consumer
is
POWERFULL
…
Experiences
and
opinions
are
shared
directly
(See
Snack
Share)
…
News
from
different
sources
2.

11.
2.
…
Experiences
and
opinions
are
shared
directly
(See
Snack
Share)
11

12. …
News
from
different
sources
.
2.
12

13. The
consumer
is
DISTRACTED
…
Information
overload
…
Has
no
time
and
a
short
attention
span
3.

14. …
Information
overload.
3.
14

15. …
Has
no
time
and
a
short
attention
span.
3.
15

16. The
consumer
demands
SIMPLICITY
…
Demands
simple
design
and
clarity
…
EfPiciency
of
time
and
money
4.

17. 4.
…Demands
simple
design
and
clarity.
17

18. 4.
…
EfHiciency
of
time
and
money.
18

19. The
consumer
is
DIVIDED
…
Habits
and
experiences
VS.
Inspiration
…
Serendipity
and
new
things
VS.
usual
things
5.

20. …
Habits
and
experiences
VS.
Inspiration
5.
20

21. 5.
…
Serendipity
and
new
things
VS.
usual
things

22. The
consumer
is
an
INDIVIDUAL
…
A
unique
and
personal
user
experience
…
Wants
to
determine
and
create
6.

23. 6.
…
A
unique
and
personal
user
experience
23

24. 6.
…
Wants
to
determine
and
create
24

25. News
and
the
changing
media
landscape
…
News
through
social
media
is
becoming
increasingly
import
…
Different
channels
become
different
touch
points

28. …
News
through
social
media
is
becoming
increasingly
import

29. …
News
through
social
media
is
becoming
increasingly
import.

30. …
News
through
social
media
is
becoming
increasingly
import
07-03-12 © Sanoma Media 30

31. …
News
through
social
media
is
becoming
increasingly
import

32. NUjij
NUlive
NUfoto

33. …
Different
channels
become
different
touch
points
33

34. …
Different
channels
become
different
touch
points

35. 35

36. …
Different
channels
become
different
touch
points

37. 37

38. 07-03-12 © Sanoma Media 38

39. …
Different
channels
become
different
touch
points

40. Het laatste nieuws
het eerst
…
Different
channels
become
different
touch
points

41. How
do
we
reach
the
CONSUMER?
…Technical
…Data

42. Be
Pirst
or
be
fast.
42

43. To
reach
your
customer
you
need
to
know
your
customer
43

44. Compared
to
touch,
Clicking
is
boring.
44

45. What
to
do
with
data?
45

46. 46

47. FREE
TIPS

48. AUTOWEEK & SOCIAL HERITAGE
Proactive
via
Twitter
48

49. What
happens
with
your
ONLINE
identity
when
you
die?
49

50. TAKE
AWAYS
…1
story
multiple
touch
points
…Invest
in
mobile
and
tablets
…Invest
even
more
in
Interaction
Design
and
User
experience
…Social
media
is
WOM
on
steroids
(But
also
an
unique
chance
to
listen)
…Be
Pirst
or
be
fast
…Know
your
customers
(People
don’t
want
a
newspaper,
they
want
to
stay
up-­‐to-­‐date)

51. ?
Jurriaan@nu.nl
+316
15024439
@jurriaanbernson
07-03-12
© Sanoma Media 51