Embed Size (px)
Citation preview
The Impact of the Internet--Year Nine Report, 2009
Surveying the Digital Future—The World Internet Project USC Annenberg School--Center for the Digital Future
“Surveying the Digital Future” A Project of Center for the Digital Future-USC Annenberg School, 2009
Surveying the Digital Future:
The Impact of the Internet
The Ever Changing New Media User:The Impact of the Internet
Jeffrey Cole, Ph.D.Director, Center for the Digital Future
at USC Annenberg School
Navy Public AffairsJune 9, 2009
Virginia
The Impact of the Internet--Year Nine Report, 2009
Surveying the Digital Future—The World Internet Project USC Annenberg School--Center for the Digital Future
“Surveying the Digital Future” A Project of Center for the Digital Future-USC Annenberg School, 2009
We are undertaking the study of the Internet that
should have been conducted on television in the late
1940s
The Impact of the Internet--Year Nine Report, 2009
Surveying the Digital Future—The World Internet Project USC Annenberg School--Center for the Digital Future
“Surveying the Digital Future” A Project of Center for the Digital Future-USC Annenberg School, 2009
Countries and Regions in World Internet ProjectUnited StatesSingaporeItalySwedenJapanGreat BritainIndiaIranAustraliaBoliviaHong KongCanadaColombiaRussiaUnited Arab Emirates
New ZealandIsraelMainland China*MacaoSouth KoreaGermanyHungarySpainChileArgentinaEstoniaPortugalCzech RepublicMexicoFrance
The Impact of the Internet--Year Nine Report, 2009
Surveying the Digital Future—The World Internet Project USC Annenberg School--Center for the Digital Future
“Surveying the Digital Future” A Project of Center for the Digital Future-USC Annenberg School, 2009
Lessons from Nine Years in the Field
The Impact of the Internet--Year Nine Report, 2009
Surveying the Digital Future—The World Internet Project USC Annenberg School--Center for the Digital Future
“Surveying the Digital Future” A Project of Center for the Digital Future-USC Annenberg School, 2009
Trend #1
While film, music and print will survive (and thrive), it
may be as smaller industries, especially on
the web.
The Impact of the Internet--Year Nine Report, 2009
Surveying the Digital Future—The World Internet Project USC Annenberg School--Center for the Digital Future
“Surveying the Digital Future” A Project of Center for the Digital Future-USC Annenberg School, 2009
Television is the Exception
Rather than shrinking, television (video) will grow dramatically in importance
The Impact of the Internet--Year Nine Report, 2009
Surveying the Digital Future—The World Internet Project USC Annenberg School--Center for the Digital Future
“Surveying the Digital Future” A Project of Center for the Digital Future-USC Annenberg School, 2009
“Old Media”, New Names
Television, newspapers, magazines and web: terms only distinguish where they originated
The Impact of the Internet--Year Nine Report, 2009
Surveying the Digital Future—The World Internet Project USC Annenberg School--Center for the Digital Future
“Surveying the Digital Future” A Project of Center for the Digital Future-USC Annenberg School, 2009
Trend #2
Attitudes toward web and video advertising
are showing real change
The Impact of the Internet--Year Nine Report, 2009
Surveying the Digital Future—The World Internet Project USC Annenberg School--Center for the Digital Future
“Surveying the Digital Future” A Project of Center for the Digital Future-USC Annenberg School, 2009
Advertising on the Web
2000-2005 users refuse to pay for digital
content—think it should be free
The Impact of the Internet--Year Nine Report, 2009
Surveying the Digital Future—The World Internet Project USC Annenberg School--Center for the Digital Future
“Surveying the Digital Future” A Project of Center for the Digital Future-USC Annenberg School, 2009
Advertising on the Web
Support of free and P-to-P erodes with spyware,
viruses and “reasonable” alternatives
The Impact of the Internet--Year Nine Report, 2009
Surveying the Digital Future—The World Internet Project USC Annenberg School--Center for the Digital Future
“Surveying the Digital Future” A Project of Center for the Digital Future-USC Annenberg School, 2009
Advertising on the Web
Households spending $250-300 a month on services do not want
additional subscription or content fees
The Impact of the Internet--Year Nine Report, 2009
Surveying the Digital Future—The World Internet Project USC Annenberg School--Center for the Digital Future
“Surveying the Digital Future” A Project of Center for the Digital Future-USC Annenberg School, 2009
Advertising on the Web
Users accept web advertising (not pop-ups) as the “price” of content. Unique opportunities for
context and unique spaces in communities.
The Impact of the Internet--Year Nine Report, 2009
Surveying the Digital Future—The World Internet Project USC Annenberg School--Center for the Digital Future
“Surveying the Digital Future” A Project of Center for the Digital Future-USC Annenberg School, 2009
Life of a 12-24 Will never read a newspaper but attracted to some magazines Will never own a land-line phone (and maybe not a watch) Will not watch television on someone else’s schedule much longer Trust unknown peers more than experts For first time willing (2005) to pay for digital content. Never before. Little interest in the source of information and most information
aggregated. Community at the center of Internet experience Think not interested in advertising or affected by brand, but wrong. Everything will move to mobile Television dominates less than any generation before Want to move content freely from platform to platform with no restrictions Want to be heard (user generated) Use IM. Think e-mail is for their parents
The Impact of the Internet--Year Nine Report, 2009
Surveying the Digital Future—The World Internet Project USC Annenberg School--Center for the Digital Future
“Surveying the Digital Future” A Project of Center for the Digital Future-USC Annenberg School, 2009
CONTACT INFORMATION
Web: http:/digitalcenter.org
E-mail: [email protected]
Phone: (213) 437-4433
