The Digital Landscape

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The Digital Landscape
The Digital Landscape

• In the past few decades, a variety of channels
  have emerged, which has fragmented the news
  landscape

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The Digital Landscape
The Digital Landscape

• Proliferation of media channels
• Fragmentation of media audiences
• Diminishing mass media audiences
• Proliferation of multimedia multitasking
• Audience Control replacing Media Control
• Shrinking market share of traditional media
  advertising

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Each media consumer has a fingerprint
Each media consumer has a fingerprint

• OLD WAY
• Newspaper reading the morning
• Radio listening during commutes
• TV watching in the evening
• NEW WAY
• Personalised usage patterns with any combination
  of traditional and digital media
• Any time, any place, any channel
• EACH MEDIA USAGE PATTERN IS LIKE A FINGERPRINT

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Relevance Time Content Channel
Relevance Time Content Channel
Spheres of Relevance
Channel
Time
Content
Source SFN
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Spheres of Relevance for Sara
Spheres of Relevance for Sara
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Spheres of Relevance for Per
Spheres of Relevance for Per
How is our football team doing Vote The best
European Championship team This evenings match
results
Breaking news Wine recommendations on your
cellphone Dinner suggestions
Latest weather report for sailors Who owns
ABC123 When does the ferry for Lindholmen
depart ..and the next tram
Letters to GP Todays picture from Gøteborg Send
your photo from your cellphone Crossword
Coupons RadioShack Order the travel catalog from
Stena Travels
The best digital cameras How good is the Volvo
S40 Search consumer reports
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Studies Spheres of Relevance for Youth
Studies Spheres of Relevance for Youth

• Two global studies on youth spheres of relevance
• Yahoo
• DDB

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DDB A New Approach to Identity
1960s Thru 90s
2000s
1900s Thru 1950s
Conformity
Individuality
Individuality Standing Out Rebellion Exercise
my right to be who I am
Conformity Fitting in Norms Fulfill societal
roles
Self-Authorship My True Self Self-Creation
Responsibility to discover my purpose Source
WNA Study, DDB
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DDB Personal Values Segments
Status
29
20
Working Towards Upward Mobility
Seeking Fun and Intensity
Thrill Seekers
Strivers
Change
Tradition
Creatives
Believers
Honoring Duty and Authority
Seeking to Express Themselves
30
21
Altruism
10
DDB 56 are Super-Connectors
Who Do 2 of the Following EVERY DAY Talk on
cell phone, text message, go online, email, IM,
use search engine
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DDB Media Habits Every Day or almost Every Day
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DDB Frequency of Media Habits
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DDB Newspaper Readership among 18-25 worldwide
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Yahoo Spheres of Relevance

• Youth ages 18 to 25 key motivating experiences
  Community, Self-Expression, Personalisation
• Three media help the My Media generation stay
  connected

Source Yahoo, OMD
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Yahoo Spheres of Relevance

• Percentage of youth who listen to music or watch
  video on the mobile phone, in the last month

Source Yahoo, OMD
Source Yahoo, OMD
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Spheres of Relevance
Spheres of Relevance
Channel
Time
Content