Culture 24

Digital trends that matter

Big Trends• Facebook – 23m to 33m in 12 months

– Mobile growing at fastest rate– Gaming is huge – see Farmville

• Gaming is a channel in its own right• Youtube is the 2nd biggest search engine

– Facebook biggest based on pages served• Search is social

– Google links to FB, YT and Twitter• Foursquare is valued at $100m and built for

venues – c’mon you museums and galleries

of 18-44 year olds interested in content8888%%

go online

onlineonline

with halfbeing convinced

to research

5050%%by blogs, online

reviews, user comments

*Forrester - Oct 2008

digital connects all 3 screensdigital connects all 3 screens

Don’t think computer, think browser.Don’t think computer, think browser.The growth will be mobile specifically in smartphonesThe growth will be mobile specifically in smartphones

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effectivenesseffectiveness

cost

cost

The digital model 2010

5 Cultural Trends 2010-2013

from Adam

1 Mobile & Localised [the big one for C24]

• People of all ages will be used to and expect to use their phones for accurate, rich local information - often crowd sourced/recommended

• They’ll be more used to contributing from on-location / on the move - sometimes just a click or two, sometimes something more substantial

2 Fuck it, I’m just going to enjoy myself in spite of all this shit

• Austerity fatigue will kick in and people will increasingly feel What have I got to lose?

• Sometimes in spite of themselves, they will increasingly value What Really Matters - like friendship, family, community, living life through worthwhile experiences, sincerity/authenticity, simple pleasures

3 Increasingly social consumption of media & the value of Live

• Relishing sharing live/unique events and experiences through digital technology

• Using social media (like microblogging) to add a networked/beyond-the-space dimension to cultural events

4 Authenticity & unique, real Experiences

• Increasingly people will value the authentic - experiences, voices, objects - things that are irreproducible (i.e. the opposite of digital)

• Their threshold for engaging with the phony will drop to Holden Caufield levels

5 Value in personalised hard copy/concrete stuff

• People will enjoy parting with good money for non-digital objects/goods (paradoxically created and personalised through digital technology) - stuff that’s unique and reflects the self