digital youth

10 trends for 2010

As online social networks
mature and fragment, how
will they evolve in 2010 ?
The opportunity in Asia is huge
What drives Asian youth
Social networks are maturing
Throw the dice for 2010
Did you know ...
 60% of Itʼs since been proven
Blackberry that we are not
owners check “6 degrees”
email in bed from each other
We looked at 3 in 5
5 billion of us have a
YouTube videos last blog, with 60%
25% of Australia month Twitter is of bloggers
teens are friends with currently growing talking about
by more than daily life
their parents on
social network sites 1000% Only 10% of
10% of MySpace
traffic comes from Companies
Asia, for Friendster allow social media
in the workplace
Facebook is the itʼs 88% More than 60% of web
4th largest traffic is now
“country” in the
world
“peer-to-peer”
is anybody out there ...
60% of the world lives in Asia
4 billion of us

http://en.wikipedia.org/wiki/World_population
 there are 1.6 billion net users
in the world (which is a quarter
of everyone)

http://www.50x15.com/en-us/internet_usage.aspx
40% of all net users are in Asia
(660 million)

http://www.internetworldstats.com/stats.htm
2/3ʼs of the online world are
on social network sites

http://www.nielsen.com/
Only 16.5% of Asia is
currently Online!
 There are more Asians with a
mobile phone (1 billion) than an
internet connection (660 million)
How did we get here?
2000 ... Blogger
2002 ... Friendster
2003 ... MySpace
2004 ... Facebook
2005 ... YouTube
2006 ... Twitter
2009 ... FourSquare
2010 ... Layar
Augmented Reality
Maturing of Social Networks
Millions
on SNS
700
Layar

600
FourSquare
500

Twitter
400
SNS explode internationally Bebo
Multiply
300 Facebook
Hi-5 Orkut
MySpace
200 Friendster Linkedin

100

0
2000 2001 2002 2003 2004 2005 2006 2007 2008 2009 2010
I am 16 ...
I am 24 ...
multi-tasking
thirty-six hour day
four things at once
five minute attention span ...
 WHATʼS HOT
SPENDING TIME ONLINE +56%

LISTENING TO MUSIC +53%

USING MY MOBILE +49%

SENDING EMAILS +41%

SOCIAL NETWORKS +37%

WHATʼS NOT
SPENDING $$$ ON MUSIC -36%

WATCHING TELEVISION -46%

PLAYING CONSOLE GAMES -50%

SOURCE: MTV Circuits of Cool. 16 Country.

(% Doing More, Doing Less than Past Year)
 So
c
Ex ial
plo
sio
n
Friends Matter
How many friends do you have?
13
Close Friends

50
Offline Friends

44
Online Friends

SOURCE: MTV Music Matters Research 2008 (TNS). 12 Countries

107 Friends
(the average number of friends youth have)

54
66

41
66

48
39 30
94 33 31
30
93 83 31 27
60
55 46
48 39 39
41 34 30

11 21 13 15 11 9 14 14 15 9 9 12
Thai Mal China Sing HK Twn Korea Indo Phil Viet Oz India

Online Friends
Offline Friends
Close Friends

SOURCE: MTV Music Matters Research 2008 (TNS). 12 Countries

people are media
forwarding culture
feedback loops
Everyone OK?
POSTING
HOSTING
SHARING
BUILDING
friendship
communities
online
 Asian Youth
96 numbers on mobile
87 instant message buddies
100 friends in social networks
4 social networking sites
SOURCE: MTV Music Matters Research 2008 (TNS). 12 Countries
Social Networks
(the average number of social network sites youth belong to)

8 5 4 4 4 4 4 3 3 3 3 2
Viet Indo China Phil Mal Twn HK Oz Thai Sing Korea India

SOURCE: MTV Music Matters Research 2008 (TNS). 12 Countries

 76% of young
Asians belong to at
least one online
Social Network
SOURCE: MTV Music Matters Research 2008 (TNS). 12 Countries
Facebook dominates
(registered Facebook users, millions)

22.5

13.0
9.0 8.6
6.4 6.3
3.2 3.2 2.0 0.9 0.9 0.1
Indo Phil India Oz Mal Twn Thai HK Sing Viet Korea China

80 million users in Asia

SOURCE: Facebakers.com (May 2010)
Cutting Thru
Social networks are maturing ...
Social networking today ...

Communication: the new address book & email

Fragmentation: by demo, by geography, by need
Multi-site Usage: an average of four sites
Segmentation: specific sites for certain interests
Generation Gap: connect with parents, or not
Fragmentation is mirroring real life
For Kids:
a place to play
do stuff, be rewarded
look cute

Moshi Monsters

PARTLY SOURCED FROM: Danah Boyd “Social Media is here to stay, Now what?” March 16, 2009
For Teens:
a social hangout place
see and be seen
checking in, grooming

Facebook

PARTLY SOURCED FROM: Danah Boyd “Social Media is here to stay, Now what?” March 16, 2009
For Adults:
a social utility
re-connecting
networking, advancing

LinkedIn

PARTLY SOURCED FROM: Danah Boyd “Social Media is here to stay, Now what?” March 16, 2009
Play Ground Bed Room Living Room Night Club
Fragmentation is mirroring real life
http://mashable.com/2009/08/31/parents-social-media-stalking/
“it is awkward for parents
and kids to be in the same
social network”
IAN STEWART
Where is it all heading?
“Twitter wants to be more like
MySpace, which is cleaning up to
be more like FaceBook, which
wants to be more like Twitter”
TECHCRUNCH
2010
10
Teens & Tweens
Mobility & Location
Intimacy & Immediacy
Virtual Currencies
Gifting & Gaming
Social Shopping
Monetization Models
Cross Platform Aggregation
Better Privacy Tools
Brands Work It Out ....
Brands Work It Out
Top Fan Pages
on Facebook
Michael Jackson 11.1 million
Obama 7.7
Facebook 7.5
Starbucks 6.0
Lady Gaga 5.4
Coke 5.1
YouTube 4.3
Disney 3.3
iTunes 3.1
Victoriaʼs Secret 2.9
Coldplay 2.8
Source: Facebook March 2010
Brands, Bands, Fans

BBF: Thanks to FRUKT Music!!

Brands ...
Bands ...
Fans ...
Brands Work It Out
Brands ...
Be present across all platforms
Official pages, Official Fan pages
Unofficial pages are OK too
Interlink everything
Keep the channels open
Create viral triggers
Reward social behavior
Monitor constantly
Monitor Constantly
Brandtology
Vocanic
10
Teens & Tweens
Mobility & Location
Intimacy & Immediacy
Virtual Currencies
Gifting & Gaming
Social Shopping
Monetization Models
Cross Platform Aggregation
Better Privacy Tools
Brands Work It Out ....
www.slideshare.net/
ianstewartmtv
 thank you
for listening to me

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