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
Reading Newspaper Source: Young Asians 2007, 15-24 years old
Watching TV Universe / Sample: 10.87m / 7,130
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
 nt
t e S
n ER 2.0
o
c TT EB posting
A W 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

100 90
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%
59% 61%
60% 57% 56% 55% 56% 57%
52% 52%

41% 40% 41%

40% 37%

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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