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Surveying the Digital Future: The Impact of the Internet

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 Knight May 16, 2009 Los Angeles.

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Surveying the Digital Future: The Impact of the Internet

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  1. 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 Knight May 16, 2009 Los Angeles

  2. We are undertaking the study of the Internet that should have been conducted on television in the late 1940s

  3. 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 Countries and Regions in World Internet Project

  4. Lessons from Nine Years in the Field

  5. Trend #1 While film, music and print will survive (and thrive), it may be as smaller industries, especially on the web.

  6. Television is the Exception Rather than shrinking, television (video) will grow dramatically in importance

  7. “Old Media”, New Names Television, newspapers, magazines and web: terms only distinguish where they originated

  8. Trend #2 Attitudes toward web and video advertising are showing real change

  9. Advertising on the Web • 2000-2005 users refuse to pay for digital content—think it should be free

  10. Advertising on the Web • Support of free and P-to-P erodes with spyware, viruses and “reasonable” alternatives

  11. Advertising on the Web • Households spending $250-300 a month on services do not want additional subscription or content fees

  12. 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.

  13. 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

  14. CONTACT INFORMATION Web: http:/digitalcenter.org E-mail: cole@digitalcenter.org Phone: (213) 437-4433

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