The challengeof 15-24 year olds in Digital Entertainment
Peter Olaf Looms
2
© 2004 DR
This evening’s menu1. Who I am and what I do2. DR and 15-24 year olds3. Highlights of research into
youth and digital media4. A case: Boogie5. Conclusions6. The future
3
© 2004 DR
Who I am and what I do
•1
4
© 2004 DR
Who I am and what I do 1/3
Altid Sport
• Full-time consultant at DR, Full-time consultant at DR, a public service a public service broadcaster - “to broadcaster - “to inform, educate and inform, educate and entertain”entertain”
• Strategic planning, mainly Strategic planning, mainly digital TV and broadband digital TV and broadband
5
© 2004 DR
Who I am and what I do 2/3• Teach postgraduate courses on project
management and strategy• Participate in R&D projects (mobile content
for youth, PVRs, interactivity and advertising) the University of Hong Kong the IT-University of Copenhagen EMMDIS MSc Programme - Cross Media Production -INA, Institut National d’Audiovisuel, France Institute of Interactive Television Research, Murdoch University, Perth, Australia (October/December 2004)
6
© 2004 DR
The IT University of CopenhagenThe IT University of Copenhagen
7
© 2004 DR
Who I am and what I do 3/3Current tasks:•Chairman of European standardisation programme for Personal Video Recorders (PVRs) in Europe
•Benchmarking of web, mobile & digital TV projects in the Nordic countries within the Nordvision New Media group
•Strategic planning of DR’s interactive media towards 2010
EICTA
8
© 2004 DR
DR and the 15-24 years olds
•2
9
© 2004 DR
radio
tv
Supply of broadcast media in Danish - 1995
10
© 2004 DR
Altid SportP5 P6radio
tv
Supply of broadcast media in Danish - 2004
11
© 2004 DR
0 25 50 75 100
computer
internet
mobil telefon0,9%
1%
33%
%
Penetration of new media in Denmark -1995
12
© 2004 DR
0 25 50 75 100
computer
internet
mobil telefon82%
78%
90%
%
Penetration of new media in Denmark - 2004
13
© 2004 DR
Household penetration (%)
0
10
20
30
40
50
60
70
80
90
100
1953
1955
1957
1959
1961
1963
1965
1967
1969
1971
1973
1975
1977
1979
1981
1983
1985
1987
1989
1991
1993
1995 19
97
1999
2001
2003
Danish households
TVVideoColour-TVTeletext2+ TVsetsInternetMobile phoneDVDGames consoleDigital TV>10 channelsStereo-TVNicam surround
Sources: Gallup Annual Survey, Gallup Index Danmark og Danmarks Statistik
Sat-TV: inkl. Fællesantenner, hybridnet og paraboler
*Bredbånd: ADSL, kabel, m.m. – Ikke ISDN
TTV mobilewww
Penetration of new media since 1953
14
© 2004 DR
Ugentlig tv-forbrug i Danmark (alle danskere)
0
5
10
15
20
25
1991 (TV) 2004 (TV) 2004 (PC)
Timer/uge
PSB (DR+TV2s kanaler) Andre tv-kanalerTime-shift (VHS) VHS/DVD (færdigindspillede)Konsolspil PC på TV apparatPVR og lignende TV på PC
] 2-3%
<1%
Slow rate of changeSlow rate of change
Source: Gallup
Weekly television consumption (all Danes)Hours/week
Public Service TV (DR & TV2)Time-shift (VHS)Video console gamesPVRs and the like
Other TV channels (commercial)VHS/DVD (pre-recorded)Playback of PC video on TVTV tuners in PCs
15
© 2004 DR
Ugentlig tv-forbrug i Danmark (alle under 30 år)
0
5
10
15
20
25
1991 (TV) 2004 (TV) 2004 (PC)
Timer/uge
PSB (DR+TV2s kanaler) Andre tv-kanalerTime-shift (VHS) VHS/DVD (færdigindspillede)Konsolspil PC på TV apparatPVR og lignende TV på PC
Rapid change...Rapid change...<1%
Source: Gallup
25-30%]
[
Weekly television consumption (Danes < 30)Hours/week
Public Service TV (DR & TV2)Time-shift (VHS)Video console gamesPVRs and the like
Other TV channels (commercial)VHS/DVD (pre-recorded)Playback of PC video on TVTV tuners in PCs
16
© 2004 DR
DR has a problem...• Youth and television
15-24 year olds have never watched much TV.Currently 20% ofthem watch less than 15 minutes a week TV(TV drama in Danish)
Source: Gallup TV-meter 2004
17
© 2004 DR
DR has a problem...• Youth and television• Youth and radio
Radio is on the decline
There are many other radio-like options...
Source: DRWhole population 12-19 year-olds
Figures from 1998-2003
Average weekly listening in 2003:21 hours 54 mins.
18
© 2004 DR
DR has a problem...• Youth and television• Youth and radio• Youth and other digital media
81% of all 8-12 year-olds Play PC games daily
52% play console games
The average kid spends nearly an hour a day playing electronic games
Source: Gallup (2002) for Børnerådet/Youth Council
19
© 2004 DR
DR has a problem...• Youth and television• Youth and radio• Youth and other digital media• Youth and mobiles
Youth have a varied and voracious appetite for all things digital - but we know too little about it
The mobile is the most ubiquitous personal device - 96% of all 15-24 year olds have one
A typical user sends 17 SMS messages a day
Source: Gallup Telekom Index, 2004
Translation:1 billion SMS for HKD 125/monthif you sign up for the free SMS service
20
© 2004 DR
DR’s problem is legitimacyLicence-fee funded Public Service broadcasting= Something for everyone
It’s a problem is DR has nothing to offer the youth
21
© 2004 DR
DR’s problem is legitimacyTwo hypotheses: A.
If DR loses the young as viewers, listeners or users of public service then they are lost for good
B. Media consumption patterns are a reflection of phases in life. The young will return to the fold as they get older
As yet we do not know which of the two is right.
Dare we run the risk that it will be B?
22
© 2004 DR
DR’s problem is a global one What
Do we know about young people?
How Can we reach a better understand of what makes them ”tick”?
Isthere anything we can do as a result?
23
© 2004 DR
Research into youth & digital media
•3
24
© 2004 DR
A recent study from the USA
www.online-publishers.org
25
© 2004 DR
26
© 2004 DR
27
© 2004 DR
Methodological problems - interviews
Remember - mobile not widespread in US
28
© 2004 DR
29
© 2004 DR
www.w2forum.com
30
© 2004 DR
The importance of youth• In numerical terms, youth are
declining as a proportion of the global population (exceptions!)
• Increase economic power as a consumer group (USD 1.4 trillion annually)
31
© 2004 DR
Increasing mobile adoption• Most popular youth technology
product• In many countries, the mobile has
reached 80% penetration of this group
• 8% of disposable income will be spent on mobiles in 2006 (cf. 1% on music)
• Need to develop relevant content and services for youth lifestyles
32
© 2004 DR
Music • Mobile music is a myth (MP3 on the
phone)• Growth not driven by retails sales to
youth but as a promotional channel (music clips, promos, identifying tastes and trends) c.f. i-Podi-Pod
33
© 2004 DR
TV • Youth audiences are in a decline
• Fewer watch TV• Those who watch see fewer hours • However more satisfaction with the TV that is
watched (BBC figures for the UK)• The mobile as the universal return
channel for participation• SMS and MMS popular as means of taking
part in live shows (votes, polls, contributing opinions and sharing content)
• Voting only associated with entertainment such as Reality shows - not politics
34
© 2004 DR
Games • The mobile slowing down video The mobile slowing down video
gamesgames• As yet still a niche PSP, N-Gage, Nintendo As yet still a niche PSP, N-Gage, Nintendo
DSDS• Take up will depend on tying things into other Take up will depend on tying things into other
media and platforms such as online and video media and platforms such as online and video consolesconsoles
35
© 2004 DR
Diffusion model breaking down• Early adopters do not influence Early adopters do not influence
youth adoption into mass markets youth adoption into mass markets cf. cf. ROARROAR
• Early adopters can however be used Early adopters can however be used for product developmentfor product development
36
© 2004 DR
Right of Admission Reserved
www.roar.org
37
© 2004 DR
Annual reports on youth research in the UK
2cv: research
34 Rose StreetCovent GardenLondon WC2E 9EB
Telephone+44 207 655 9900
DMA Š Target Youth Conference27th May 2004
Youth Leaders: ROARÕs LatestResearch Findings
38
© 2004 DR
Traditional model of diffusion
Mainstream
Early Adopters
Opinion Formers
39
© 2004 DR
Hypothesized Diffusion Model – 2002 ROAR Findings
Mainstream
Media
“Aspirants”
Opinion Formers
Celebrities
40
© 2004 DR
Different Relationships with Media Across Groups
Opinion Formers screen by is it
fresh, new, part of my passion
Filter based on passion – strong allegiance to brands truly involved
Mainstream screen by is it everywhere -
360° covered?
Filter via ubiquity - slower to move on
Aspirants screen by is it in my
channels, part of my culture?
Filter via media channels – adopt for the
moment & move on
Media overload
41
© 2004 DR
Artists tipped to ‘emerge’ during the period of our study by our music insiders.We asked about our respondents about awareness.
• Dizzee Rascal - UK Garage• Alfie – Guitar Indie /‘Folktronica’• Athlete – Guitar/Indie• Kings Of Leon – Rock• Mars Volta – Rock• The Rapture – Rock • Zinc - Drum‘n’Bass • Joe Budden – Hip Hop • Chingy – Hip Hop / R&B
Opinion FormersAhead
AspirantsAhead
42
© 2004 DR
What bands are you into?• Qn : Of those artists you are aware of, which ones are you
into?
• We ordered the bands by popularity, then saw which of our groups were relatively more or less into each of the acts.
• And the survey said…
• Of top 5 most popular listed artists of the time, e.g. Wayne Wonder and Big Brovaz those being pushed in the media aspirants easily lead in all cases
• As we move further down the popularity stakes e.g. Zinc and Alfie, Opinion Formers start to dominate.
43
© 2004 DR
The role of opinion formers is manifold
• Opinion formers do pass on information about new things most quickly.
• Specifically Opinion Formers spread most quickly to the mainstream.
• Opinion formers and the Mainstream are more likely to form friendship groups, with Aspirants more likely to hang out with other Aspirants.
44
© 2004 DR
In pictures
Opinion
Formers
Mainstream
Aspirants
45
© 2004 DR
Qualitative research shows relationship with media helps filter info overload• Opinion formers have passion centres and
will filter according to whether it is in that centre.
• Aspirants have a select subset of trusted ‘cool’ sources of media and they will be receptive to its output.
• Mainstream are more passively selecting based on volume of information from any media source.
• Opinion formers were more into esoteric acts whereas the aspirants followed more media-plugged acts.
46
© 2004 DR
Hypothesized Diffusion Model – 2002 ROAR Findings
Mainstream
Media
“Aspirants”
Opinion Formers
Celebrities
47
© 2004 DR
To…
Opinion
Formers
Mainstream
Aspirants
MEDIA
Different kinds ofmediainteraction
48
© 2004 DR
Direct Applications
• Opinion former attitude + interest in a specific area.• Identify ‘super opinion
formers’ in a particular field.
49
© 2004 DR
50
© 2004 DR
Handheld devices• ”The aesthetic has left the record sleeve and now the aesthetic is the artifact: the iPod”• ”The market is moving toward the artifact, not the music to fill it.”• Storing a few perennial favourites, otherwise shuffling new music in and out - relectant to pay for something you don’t keep
51
© 2004 DR
Devices on the move• ”Music to structure the mood on their way to and from home”• Controlling their space, time and interaction.• Carving out a private area in public spaces• Wearing white earphones = feeling safe• Women less likely to be chatted up by strangers
52
© 2004 DR
The SAFT project
53
© 2004 DR
Research from May 2003
•Risk behaviour among 9-16 year olds in Denmark, Finland, Iceland, Norway, Sweden...•...and Ireland
55
© 2004 DR1
56
© 2004 DR1
57
© 2004 DR1
58
© 2004 DR1
59
© 2004 DR1
Activity Percentage ofInternet users (9-16)who have done X atleast once
Playing games on the Internet 71%Sending and receiving e-mails 50%Doing homework (9 Š 12 year olds) 28%Doing homework (13-16 year olds) 67%Getting information other than for homework on the Web 50%Surfing for fun 39%Visiting fan sites 32Chatting (9 Š 12 year olds) 28%Chatting (13-16 year olds) 68%Downloading music 31%Visiting hobby websites 24%Making their own websites 18%Using instant messaging (MSN, ICQ etc.) 12%Downloading software 10%Visiting news sites 9%Buying things on the Net (!) 7%
Kids and adolescents use the Net for many things
60
© 2004 DR1
61
© 2004 DR1
62
© 2004 DR1
63
© 2004 DR1
64
© 2004 DR1
65
© 2004 DR1
66
© 2004 DRThe Net generation sub-culture -a first attempt to understand it
• Kids by and large have their own Net culture• The Net is the current toy and medium for gaining
experience, entertainment, communication and network building [in Denmark coupled with the mobile phone]
• The transition from childhood to adulthood involving experimentation, breaking new ground and challenging taboos currently takes place [primarily] on the Net
• The home, school and out-of-school clubs have become transparent areas where adults observe and engage in dialogue with children on equal terms
67
© 2004 DRThe Future of the Protection of Minors - Attitudes and Possible Action
4 components:• Protect minors
from media• Satisfy kids’ need
for quality media• Participate in kids’
activities using media
• Bring children up to relate to media
68
© 2004 DR1Who help the Net generation?
Kids most frequently learn about the Net from:
• Peers - friends, schoolmates (53%)• Parents (38%)• Trial and error (34%)• Their teachers (23%)• Older siblings (21%)• Websites (8%)• Libraries (7%)• Chat pal (7%)• Magazines (5%)
Facilitators of learning
69
© 2004 DR
A case:
•4
70
© 2004 DR
Legitimacy - an issue of coverageDistribution
Media
Services
71
© 2004 DR
Quiz
Media Analog tv DTV FM DAB Internet Mobile
TV
RadioWeb
Distribution
Votes
Community
Legitimacy - an issue of coverage
services
1. More and better options on ”old” media
72
© 2004 DR
Quiz
Media Analog tv DTV FM DAB Internet Mobile
TV
RadioWeb
Distribution
Votes
Community
Legitimacy - an issue of coverage
Services
2. Nye options - new media and services on the platforms the youth have in order to maintain reach
73
© 2004 DR
SMS-greetings
Media Analog tv TTV FM radio Internet
boogie tv videoclipsTV P3 boogie netradioRadio
Web boogie site
Distribution
Boogie-listTTV-
crawlerTV-
crawlerP2P boogie community
Tjenester
Boogie - which media/services on which platforms?
Mobile initially being used as return channel
74
© 2004 DR
Boogie tv• form. fascination• content. identification• music. 60-70%• VTR• lifestyle• film fashion friends games parties sport dating
stars etc.• competitions• guests• events
75
© 2004 DR
Boogie - music clips/tv on the web
76
© 2004 DR
adio
Boogie - radio on FM (P3)
Monday-Friday 14-15
77
© 2004 DR
Boogie - digital radio on the net
Our first playeri 2002
78
© 2004 DR
Boogie - www.dr.dk/boogie
79
© 2004 DR
Boogie Teletext s. 505
80
© 2004 DR
• Mobiles as a return channel (video Mobiles as a return channel (video battles, SMS greetings, questions to battles, SMS greetings, questions to guestsin the studio)guestsin the studio)
• Also for SMS-greetings on TTV Also for SMS-greetings on TTV crawler crawler
• Interaction rate (conversion rate) as Interaction rate (conversion rate) as high as 10% of viewershigh as 10% of viewers
What doe we use mobiles for
81
© 2004 DR
Boogie TV crawler - SMS
82
© 2004 DR
Boogie Teletext crawler
Being able to show all greetings
83
© 2004 DR
SMS chat on TTV
Currently not in use on Boogie
84
© 2004 DR
Boogie klub/community
85
© 2004 DR
Boogie klub/communityBoogie klub/community
86
© 2004 DR
Boogie klub/communityBoogie klub/community
87
© 2004 DR
FormatBoogie is a cross-media service• Synergy
Boogie is there for you• whatever you want, whenever you want, wherever you want it...
88
© 2004 DR
Boogie - round the clock (mon-fri) • Accessibility• Participation
P2P contacts with Boogie community on www.dr.dkFind info på www.dr.dk
listen to Boogie on P3 (FM)Find Boogie-list on TTVSend a greeting - SMS
Watch Boogie on TV
listen to Boogie radio (Web streaming)
kl.6 kl.12 kl.18 kl. 24
89
© 2004 DR
TXT-TV
Cyclone
Quality of Service - delivering it all
We have to work with everyone
(1212)
90
© 2004 DR
Services: Competitions top the list •Which serviceshave you used in the last month?•Competitions and votes (inclusive of radio/tv) •4,9%•Ringetones •4,3%•Logos •3,4%•Information services (traffic, weather) •1,5%•Games •1,4%•M-commerce via SMS (cinema, parking) •0,5%
•Sportsnews and results •0,5%
• Ca. 5% of all Danes took part in a competition within the last month
• Very few (1 out of 200) subscribe to sports news and results
• Youth (15-24) in this respect are much the same as everyone else.
Source: Gallup Telekom Index, 2004
91
© 2004 DR
Conclusion
•5
92
© 2004 DR
• We need to take youth culture
and interests seriously if they are not to become a subculture with few links with the rest of society
• As yet we have limited research on what is happening
• It is possible to get the youth ”back into the fold” if we tailor our offerings to their interests and needs.
93
© 2004 DR
The future?
•6
94
© 2004 DR
• Cross media• Anything, Anytime, Anywhere• Public Service as a driver for new media take-up and not just a historical anachronism
I’m afraid I’m not a fortune teller!
95
© 2004 DR
Peter Olaf Looms• DR / Danish Broadcasting CorporationTV-ByenDK-2860 Soborg DENMARK
t: +45 35 20 83 66m: +45 51 56 75 46e: [email protected]