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A short presentation about MTV Asia's views on social networking and the changing online habits of youth
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BEING YOUNG
Sharing our global trends and insights with the industry
MTV open source
Being Young People Are Media Social Networks
BEING YOUNGcontent explosionspoilt for choice
multi-tasking
a typical day
Media Habits06
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Watching TV Reading NewspaperReading MagazinesListening to RadioOn PC/InternetListening to MusicWatching DVDs, etc
Source: Young Asians 2007, 15-24 years oldUniverse / Sample: 10.87m / 7,130
% of respondents 15-24 y.o.
TV
Internet
Music
Movies
38 hour day
4 things at once
what matters?
Mlet’s take a look ....
hot
SOURCE: MTV Circuits of Cool. 16 Country Qualitative & Quantitative. 2007 (% Doing More, Doing Less than Past Year)
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%
Is TV dead?
0600
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14 13 1415 16 16 17
16 15 14 1518
26
36
44 44
38
25
15
119 8 7 8
Source: Young Asians 2006, 2007, 15-24 years oldUniverse / Sample: 2007 - 10.87m / 7,130; 2006 - 10.95m / 7,786
TV Viewing% of respondents 15-24 y.o.
20072006
2006
2007
Media Habits06
00-0
700
0700
-080
0
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-090
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5 611
1720 21 23 23 26 27 28 28
28
3032 34
34
29
2216
106 5 5
Source: Young Asians 2007, 15-24 years oldUniverse / Sample: 10.87m / 7,130
% share of respondents 15-24 y.o.
TV
Internet
Watching TV On PC/Internet
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?
content matters
cutting thru matters
friends matter
FRIENDS MATTER
how many friends do you have?
6 Close Friends
27 Offline Friends
20 Online Friends
53
Close FriendsFriends, not closeOnline Friends
35 38 47 50 50 72 81 91
53 Friends(the average number of friends youth have)
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 daySOURCE: Facebook
content
MATTERS
WEB 2.0 postinghostingsharing
buildINGfriendship communities
online
SOURCE: MTV Circuits of Cool. 16 Country Qualitative & Quantitative. 2007
digital youth
79 IM buddies70 numbers on mobile
70 friends in social networks9 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
of sites regularly visited are social networks1/3
SOURCE: MTV Circuits of Cool. 16 Country Qualitative & Quantitative. 2007
social networks(visit social network sites weekly)
%
Is everyone doing it?
soon, everyone will be doing it
Top Social Networks
SOURCE: Datamonitor 2007
MySpaceFacebook
BeboCyworldSkyblog
0
100
200
300
MySpace Facebook Bebo Gaia Nexopia
6822
173
223
Millions of UsersSOURCE: Datamonitor 2007
America
0
100
200
300
Bebo MySpace Skyblog Facebook Netlog
24394143
65
Millions of UsersSOURCE: Datamonitor 2007
Europe
0
100
200
300
Orkut Hi5 Metroflog MySpace Windows
51224
45
156
Millions of UsersSOURCE: Datamonitor 2007
Lat Am
0
100
200
300
Friendster Cyworld Orkut Mixi MySpace
2136
6574
90
Millions of UsersSOURCE: Datamonitor 2007
Asia
“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.
widgetsStreaming 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
Build WidgetClear Content Rights
TVC Pre-rollBranded Skins
Stream off MTV sitesStream onto Client site
Send to Social Networks
Players Properties Platforms
MSN / Yahoo / Facebook / MySpace / Baidu / Cyworld / Daum / Naver / Orkut / Joost / Bebo / Nico
Nico / Daily Motion / NeoPets / GG Games
+ 250 million u/v pm
newbusiness models
57% 56% 59%55% 56%
52%
41% 40% 41%37%
52%
68%
57%
73%
61%68%
0%
20%
40%
60%
80%
100%
UKUSA
Canad
a
Australi
a
New Zea
land
Denmark
German
y
Holland
Italy
Poland
Sweden
Mexico
Brazil
Japan
ChinaIndia
“I don’t mind ads because they help to pay for TV shows & websites”
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
www.slideshare.net/ianstewartmtv
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