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Cyber CommunityImpact on Socialization
September 2009
The Web Revolution
The internet has impacted our day to day lives like no other medium
• Allowed us to communicate easily• Eliminates geographical borders• Accessibility• Fragmented interests• Share – one to many
Information “Super Highway”• Wealth of information is easily available
• Professional and user generated• Everyone can have an opinion
“I’ll Google It”
One of the most recognizable brands in the world that has turned a noun into a verb
Core business is managing information
• Text• Images• Video• Maps
On-demand information
Easy to use, quick results and direct to the source
More granular than any other medium
More. Faster. Different.
Latest generation of students have grown up on the web
Technology has led to a generation that can easily multi-task
A new dialect has been created to communicatelol, omg, ttyl, omw, txt, np, nuff, tho, u, :)
Anonymity has changed the entire dynamics of communication
No longer held accountable for actions when ‘hiding behind the keyboard’
‘Always on’ mentality has built unique habits
Individuals are able to access ANYTHING at
ANYTIME
Destination media is no longer the norm
Immediacy is more important than quality
Accessibility to information should have no restrictions
Everything has been freeI Want It Now!
Social Networking
Social Network DemographicsComscore – May 2009 - % of Unique Visitors
Average of Facebook, MySpace, Nexopia, Twitter, YouTube
Male Female
Total 49.5% 50.5%
2-17 yr. 11.8% 11.8%
18-24 yr. 7.7% 7.2%
25-34 yr. 7.7% 8.3%
35-44 yr. 9.2% 9.4%
45-54 yr. 7.4% 8.3%
55-64 yr. 3.4% 3.4%
Region
Atlantic 6.2%
Quebec 16.5%
Ontario 38.9%
Prairies 22.3%
BC 16.1%
Children
Yes 47%
No 53%
HHI Income Female
$15K-$25K 11%
$25K-$40K 14%
$40K-$60K 22%
$60K-$75K 14%
$75K-$100K 19%
$100K + 20%
MySpace skews 14yr. to 30yr.Facebook skews 18yr. to 34yr.Nexopia skews 14yr. to 20yr.Twitter skews 17yr. to 34yr.YouTube skews 18yr. to 34yr.
Social Networking
Keep In Touch With Friends31%
Reconnect With Old Friends20%
Share Photographs15%
Meet New People12%
Plan Social events7%
Music Discovery6%
Play Games6%
Social Network ActivityeMarketer – November 2008
Social Networking
Face to face communicationis verbal and small groups
Digital interaction is through words, photos, videos, mapping and more
Mass distribution allows a one to many conversation with a click
Multiple people can interact (i.e. comments, sharing)
Social Networking
People and content discovery
Like-minded people can come together to share and interact
Support infrastructure is created without geographical boundaries
Users can contribute to the group and/or reap the benefits of the group
Never ending resourcesin terms of people andcontent
User Generated Content
Canadians have access to the tools to create high quality content
Channels exist for mass distribution and contribution
Distribution channels reach larger audiences than traditional media
91% of online Canadians use “Conversational Media”
76% of online Americans use “Conversational Media”
Approximately 44% of internet users are
generating content• Video – 40%• Blogs – 58%• Wikis – 36%
Professional media outlets are looking to users to report on major events
Highlighting user contributions means immediate credibility for
citizen journalism
Major events• Madrid Train Bombings• 9/11• Southeast Asia Tsunami
User Generated Content
Citizen journalism has created a major paradigm shift
More sources, more perspectives, moreopinions from multiple sources Research for multiple opinions
Mobile and geo-location will add a new dimension to socialization
Social networking will increase its presence on mobile
One to many will be easier on mobile
Transport your information
Future Socialization
Social networks will become more niche eliminating millions of conversations
Networks based on locality will bringneighbours together
Relevant groups will increase usage andshift paradigm of communication
Cyber CommunityImpact on Socialization
September 2009