mtv asia, social media & content widgets
DESCRIPTION
A summary of recent research into social media in Asia and it's impact on MTV Asia's strategy for reaching digital youth with our contentTRANSCRIPT
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JULY 2008
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BEING YOUNG LOVING MUSIC SOCIAL NETWORKING
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BEING YOUNGCONTENT EXPLOSIONSPOILT FOR CHOICE
MULTI-TASKING
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A TYPICAL DAY
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MEDIA HABITS
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Watching TV Reading NewspaperReading MagazinesListening to RadioOn PC/InternetListening to MusicWatching DVDs, etc
Source: Young Asians 2007, 15-24 years oldUniverse / Sample: 10.87m / 7,130
% of respondents 15-24 y.o.
TV
Internet
Music
Movies
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38 HOUR DAY
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4 THINGS AT ONCE
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5 MINUTE ATTENTION SPAN
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MWHO AM I ............
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WHAT’S HOT
SOURCE: MTV Circuits of Cool. 16 Country. 2007 (% Doing More, Doing Less than Past Year)
WHAT’S NOT
SPENDING TIME ONLINE +56%
LISTENING TO MUSIC +53%
USING MY MOBILE +49%
SENDING EMAILS +41%
SPENDING $$$ ON MUSIC -36%
PLAYING CONSOLE GAMES -50%
WATCHING TELEVISION -46%
SOCIAL NETWORKS +37%
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IS TV DEAD?
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0600
-070
0
0700
-080
0
0800
-090
0
0900
-100
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1000
-110
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1100
-120
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-130
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14 13 1415 16 16 17
16 15 14 1518
26
36
44 44
38
25
15
119 8 7 8
Source: Young Asians 2006, 2007, 15-24 years oldUniverse / Sample: 2007 - 10.87m / 7,130; 2006 - 10.95m / 7,786
TV VIEWING% of respondents 15-24 y.o.
20072006
2006
2007
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NO, BUT THE RULES OF
ENGAGEMENT HAVE CHANGED
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WHAT MATTERS?
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CONTENT MATTERS
CUTTING THRU MATTERS
FRIENDS MATTER
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FRIENDS MATTER
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HOW MANY FRIENDS DO YOU HAVE?
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Close FriendsFriends, not closeOnline Friends
107 FRIENDS(the average number of friends youth have)
SOURCE: MTV Music Matters Research 2008 (TNS). 12 Countries
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PEOPLE ARE MEDIA
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FORWARDING CULTURE
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CONTENT
MATTERS
WEB 2.0POSTINGHOSTINGSHARINGBUILDING
friendshipcommunities
online
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ASIAN YOUTH96 numbers on mobile
87 instant message buddies100 friends in social networks
4 social networking sites
SOURCE: MTV Music Matters Research 2008 (TNS). 12 Countries
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SOCIAL NETWORK SITES(average number of SN sites regularly visited)
Social Networking is capturing the bulk of online time
SOURCE: MTV Music Matters Research 2008 (TNS). 12 Countries
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POSTING TO BLOGS(% Posting Comments and Uploading Content in Past Month)
With more and more young Asians spending online time blogging
SOURCE: MTV Music Matters Research 2008 (TNS). 12 Countries
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Social Networking will play the most important role in the online habits of young people in 2008 and beyond.
YOUTH DON’T NEED ANOTHER WEBSITE. They need content and applications delivered to them, to make their digital space their own.
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WIDGETSStreaming audio, video and imagery into social network sites, with branded skins
and embedded ads
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“A Newsweek article famously asked if 2007 would be the ‘Year of the Widget’, but 2008 will be the year this question gets answered”
eMarketer 2008
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Build WidgetClear Content Rights
TVC Pre-rollBranded Skins
Stream off MTV sitesStream onto Client site
Send to Social Networks
PLAYERS PROPERTIES PLATFORMS
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NEWBUSINESS MODELS
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“90 percent of gamers are willing to watch video ads in
exchange for free gameplay”Real Networks 2008
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CUTTING THRU
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PEOPLE WANT TO CONTROL THEIR ONLINE EXPERIENCE
SOCIAL NETWORKS WILL CONTINUE TO GROW
THESE ONLINE COMMUNITIES ARE AGGREGATING
AND ALSO FRAGMENTING AROUND INTERESTS
THEY ARE LIKE “WALLED GARDENS” (FOR NOW)
CONTENT WILL INCREASINGLY BE SPREAD VIRALLY WITHIN
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www.slideshare.net/ianstewartmtv
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