Surveying the Digital Future: The Impact of the Internet

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Surveying the Digital FutureThe 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
• Knight
• May 16, 2009
• Los Angeles

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We are undertaking the study of the
Internet that should have been conducted on
television in the late 1940s
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Countries and Regions in World Internet Project

• United States
• Singapore
• Italy
• Sweden
• Japan
• Great Britain
• India
• Iran
• Australia
• Bolivia
• Hong Kong
• Canada
• Colombia
• Russia
• United Arab Emirates

• New Zealand
• Israel
• Mainland China
• Macao
• South Korea
• Germany
• Hungary
• Spain
• Chile
• Argentina
• Estonia
• Portugal
• Czech Republic
• Mexico
• France

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• Lessons from Nine Years in the Field

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Trend 1

• While film, music and print will survive (and
  thrive), it may be as smaller industries,
  especially on the web.

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Television is the Exception

• Rather than shrinking, television (video) will
  grow dramatically in importance

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Old Media, New Names

• Television, newspapers, magazines and web terms
  only distinguish where they originated

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Trend 2

• Attitudes toward web and video advertising are
  showing real change

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Advertising on the Web

• 2000-2005 users refuse to pay for digital
  contentthink it should be free

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Advertising on the Web

• Support of free and P-to-P erodes with spyware,
  viruses and reasonable alternatives

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Advertising on the Web

• Households spending 250-300 a month on services
  do not want additional subscription or content
  fees

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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.

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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 elses
  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

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CONTACT INFORMATION

• Web http/digitalcenter.org
• E-mail cole_at_digitalcenter.org
• Phone [phone]