asian digital youth 2010
Post on 18-Oct-2014
7.273 views
DESCRIPTION
An update of the "Asian Youth 2009" presentation, looking at youth and digital trends in Asia, with a focus on the maturing of social networksTRANSCRIPT
digital youth10 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 youthSocial networks are maturingThrow the dice for 2010
Did you know ...
60% of Blackberry
owners check email in bed
25% of Australia teens are friends with their parents on social network sites
Facebook is the 4th largest
“country” in the world
We looked at 5 billion
YouTube videos last month
10% of MySpace traffic comes from Asia, for Friendster
itʼs 88%
Itʼs since been proven that we are not
“6 degrees” from each other
Twitter is currently growing
by more than 1000%
More than 60% of web traffic is now
“peer-to-peer”
3 in 5 of us have a
blog, with 60% of bloggers
talking about daily life
Only 10% of Companies allow social media in the workplace
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 ... Blogger2002 ... Friendster2003 ... MySpace2004 ... Facebook2005 ... YouTube2006 ... Twitter2009 ... FourSquare2010 ... Layar
Augmented Reality
0
100
200
300
400
500
600
700
2000 2001 2002 2003 2004 2005 2006 2007 2008 2009 2010
Friendster
Hi-5MySpaceLinkedin
MultiplyFacebook
Orkut
Bebo
SNS explode internationally
Maturing of Social NetworksMillionson SNS
FourSquare
Layar
I am 16 ...
I am 24 ...
multi-taskingthirty-six hour dayfour things at oncefive minute attention span ...
WHATʼS HOT
SOURCE: MTV Circuits of Cool. 16 Country.(% Doing More, Doing Less than Past Year)
WHATʼS NOT
SPENDING TIME ONLINE +56%
LISTENING TO MUSIC +53%
USING MY MOBILE +49%
SENDING EMAILS +41%
SPENDING $$$ ON MUSIC -36%
PLAYING CONSOLE GAMES -50%
WATCHING TELEVISION -46%
SOCIAL NETWORKS +37%
Soci
al
Expl
osio
n
Friends Matter
How many friends do you have?
13Close Friends
50Offline Friends
44 Online Friends
SOURCE: MTV Music Matters Research 2008 (TNS). 12 Countries
107 Friends(the average number of friends youth have)
SOURCE: MTV Music Matters Research 2008 (TNS). 12 Countries
Thai Mal China Sing HK Twn Korea Indo Phil Viet Oz India
2731303133
3039
48
4166
5466
3034413939464855
83
60
9493
129915141491115132111
Close FriendsOffline FriendsOnline Friends
people are media
forwarding culture
feedback loops
Everyone OK?
POSTINGHOSTINGSHARINGBUILDING
friendshipcommunities
online
Asian Youth
96 numbers on mobile87 instant message buddies
100 friends in social networks4 social networking sites
SOURCE: MTV Music Matters Research 2008 (TNS). 12 Countries
Viet Indo China Phil Mal Twn HK Oz Thai Sing Korea India
233334444458
Social Networks(the average number of social network sites youth belong to)
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
Indo Phil India Oz Mal Twn Thai HK Sing Viet Korea China0.10.90.92.03.23.2
6.36.48.69.0
13.0
22.5
Facebook dominates(registered Facebook users, millions)
SOURCE: Facebakers.com (May 2010)
80 million users in Asia
Cutting Thru
Social networks are maturing ...
Social networking today ...
Communication: the new address book & emailFragmentation: by demo, by geography, by needMulti-site Usage: an average of four sitesSegmentation: specific sites for certain interestsGeneration Gap: connect with parents, or not
Fragmentation is mirroring real life
For Kids: a place to playdo stuff, be rewardedlook cute
Moshi Monsters
PARTLY SOURCED FROM: Danah Boyd “Social Media is here to stay, Now what?” March 16, 2009
For Teens: a social hangout placesee and be seenchecking in, grooming
PARTLY SOURCED FROM: Danah Boyd “Social Media is here to stay, Now what?” March 16, 2009
For Adults:a social utilityre-connectingnetworking, advancing
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
Teens & TweensMobility & LocationIntimacy & ImmediacyVirtual CurrenciesGifting & GamingSocial ShoppingMonetization ModelsCross Platform AggregationBetter Privacy ToolsBrands Work It Out ....
10
Brands Work It Out
Top Fan Pages on Facebook
Michael Jackson 11.1 millionObama 7.7Facebook 7.5Starbucks 6.0Lady Gaga 5.4Coke 5.1YouTube 4.3Disney 3.3iTunes 3.1Victoriaʼs Secret 2.9Coldplay 2.8Source: 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
Teens & TweensMobility & LocationIntimacy & ImmediacyVirtual CurrenciesGifting & GamingSocial ShoppingMonetization ModelsCross Platform AggregationBetter Privacy ToolsBrands Work It Out ....
10
www.slideshare.net/ianstewartmtv
thank you for listening to me
Please note that many of these images have been sourced from the internet and their rights
have not been cleared for commercial use.