ACBA Future Of The (Text)Book

The changing nature of consumer

I have broadband internet at homeI use Internet BankingI have bought AND sold on EBayI have used instant messagingI have uploaded a photo of myself to a websiteI use my laptop in my living roomI have used my mobile to look at a websiteI have a posted a story on a blogI tweetI used the internet to find a dateI broke up with my internet date using twitter

Hat Tip to Iain MacDonald - Amnesia

All of the world's trade conducted in 1949 now happens in a single day today All the foreign exchange deals done in 1979 now happen in a single day As do all the telephone calls made around the world in 1984And we believe that all of the internet traffic in the world in 2002 now happens in a single day(and YouTube is another matter…. scary!)

Did you know: http://www.youtube.com/watch?v=FPqHt4LpyKY

Base: Australians Online

Using a Mobile Phone 95%Online Sending/Receiving Email 94% Sending or Receiving an SMS 87%Downloading/Listening to Audio Online 84%Listening to the Radio 78% Visiting a Social Networking Site 67%Shopping Online 60% Reading a Newspaper 34%Watching Primetime TV at Home 33%Using Mobile to get Information 26%Watching TV/Video on Mobile 25%Reading Magazines 23%

Sources: Asia Pacific Consumer Technographics Survey, 2008 Television Ratings in Australia, 2008 Data compiled by NationMaster from OzTam, TV Networks Nielsen Media Research

Over timeOver time

Over a single dayOver a single day

Source: Nielsen Internet and Technology Report

MultitaskingMultitasking

We can time shift out view, and skip adsVideo, DVD, hard disk recorders (DVD)

We can place shift our viewingSling box, side loading, portable devices

We can chose what we want, when we wantBit Torrent, Hulu, Veoh etc

We can watch our friends, peers, strangersYouTube, Vimeo, Viddler – found and filtered

We can augment this And add to our world in rich visual ways

All this into….All this into….

There was a horse galloping along a beach….There was a horse galloping along a beach….

eBooksGamesInteractive storiesMobile

As eBooks readersGraphic novels

As mobile storiesMash-up toolsVideo,

sometimes in game worlds, with you as the character

Cory Doctorow / Lawrence lessig

Then Larry Lessig released his book “Free Culture”, that was published by Penguin books (another media giant publisher) online under a Creative Commons license

We start our search on GoogleWe go to our friends for recommendationsFor those internet connected individuals:

They are three times more influenced by their peers than by formal commentators (including critics, journalists and other paid professionals)They are 85.9% more like to trust review from their peers (community) over a critics comment or review(best for last) They are 84% more likely to trust any user review over that from a critic

Effect of Marketing Communications to purchase decisions: 29%

Effect of Marketing Communications to purchase decisions: 29%

Effect of word-of-mouth (recommendation) to purchase decisions: 71%

Effect of word-of-mouth (recommendation) to purchase decisions: 71%Brand

person person

person

person

person

person

person

Brand

person

Source: Xtract Ltd.

An empowered and ‘always on’ generationAged: 13 – 29 (cross over with Gen Y)Initially known as the ‘click and go’ generation, ‘C’ can stand for any and all of the following:

Community Connected Celebrity!Creative Content

Home: MySpace, FaceBook, youTube, Fark, Device: mobile phone Communication: Social Networks, MSN, SMS (email)Network: 90+ (Dunbar: 150), core group of (5-6) & (10 -15)

Will never read a newspaper but like some magazines

Will never own a land-line phone (and maybe not a watch)

Will not watch TV on someone else’s schedule much longer

Trust unknown peers more than experts

Little interest in the source of information - aggregation

Community at the center of Internet experience

Think not interested in advertising/affected by brand

Move content from platform to platform without restriction

Want to be heard (user generated)

Use Instant Messenger, Social Networks (as well as SMS)

Think e-mail is for their parents

Google books settlementIf only 20% of a book is relevant......

BitTorrent may have a roleCrowdsourcing may be the bigger threat

Self organising groups who scan/digitise what they needAnd provide this on to people

eBooks readers – will they ever compete with a mobile phoneOr will the mobile just become the reader?

Print on Demand (just chapter 6, please)Digital is ‘rent’ not buy....

Available on torrent sites, under a creative commons license The whole package (36 tracks) could be downloaded though NiN’s site $5 There was also a 2xCD box set for $10 bucks; a “deluxe limited edition package” for $70, and an “ultra-deluxe limited edition” for $300In first week sales after its release, the album “sold out” of its run of 2,500 “Ultra-Deluxe Limited Edition” versions (complete with vinyl, deluxe packaging and a Reznor autograph) In all, 781,917 transactions were made for the album, (some downloaded a quarter of the album for free) with the rest paying as above The album was released on March 2nd 2008 and in the first week made $1,619,420

http://mashable.com/2008/03/02/nine-inch-nails-album-download-free-ghosts/

http://www.rollingstone.com/rockdaily/index.php/2008/03/13/nine-inch-nails-ghosts-i-iv-makes-trent-reznor-an-instant-millionaire/

eBay:opens up API for off-site sales. Sales up by 86%

Amazon:Provides widget to embed on other sites. Sales up by $490m

Facebook Connect:As registration: 30-200% increaseAs engagement: 15-100% increase As traffic: 30- 100% (Digg research) Page views: 99% increaseClicks: a Facebook story = 3 clicks

Better? No, just more social (and just more!)

http://www.youtube.com/watch?v=xQfLZkX0PXE

Lost Generation: http://www.youtube.com/watch?v=42E2fAWM6rA

Marshall McLuhan

There’s no ‘Kodak’ moment,But embrace the future or be

redundant

jennifer@theprojectfactory.com+61 414 59 58 57

@JenWilsonSydney