Optimizing Digital Content Creation Young Canadians on the Web
Presented by Mike D’Abramo, Youthography dabramo@youthography.com
Youthography
• We’re Canada’s leading youth consultancy
– We work with corporations, government and non-profits to craft resonant messages to reach young people – We conduct extensive research, execute in-the-field marketing and create advertising materials to reach the under-30 market
• Our shop is young in age and we talk to young people a lot…
…we’re a bit immature, but we’re just experiencing the lives we study whenever and however we can
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the big picture
• Young people have moved from liking the Internet to relying on it. Societal trends have dictated this: Fewer siblings at home = reliance on friends Single parent households = greater self-reliance Six-pocket syndrome = more as-needed cash Immigration = colour blindness and diversity Technological change = very savvy and demanding The result: Canadian kids need content to engage them!
They will make the time and find the money to be engaged and there is no shortage of opportunity (time and tools) for people to create new content
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the big picture
Their expectations of digital content are different: 1. Convergence This doesn’t really exist for them because they never used the technologies when they were divergent. They assume everything will become more integrated
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the big picture
Their expectations of digital content are different: 2. Knowledge If it exists digitally (and if it doesn’t exist digitally, then does it really exist?) then they can find it thanks to Google. Wikipedia tells them there is free knowledge on every topic and they aren’t concerned where is comes from. Blogs tell them that their opinions and thoughts are valuable, someone somewhere cares about what they have to say
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the big picture
Their expectations of digital content are different: 3. Boundaries There aren’t any! You can chat, play games with or discuss issues with anyone anywhere. “Canadian” is a source of pride for young people, but not necessarily a motivator for them. They’ll reach out for like-mindedness over geography
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the big picture
Their expectations of digital content are different: 4. Copyright It’s a problem for them. Young people consume culture at very high levels—they respect the people who create it—but they know they can get anything they want and do what they want with it. It isn’t just a payment issue, it’s a control issue (i.e.: “Why is my CD copy protected? I paid for it!”)
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digital habits: time spent online
• In 5 years of tracking, Internet usage has surpassed TV viewing (18+ hours online vs. 12 watching TV—the older you are then more you are on the Web) • Young people spend time online while doing nonWeb activities
– They watch TV shows while chatting with friends via instant messenger or they listen to the radio while researching online for paper-based homework
• Time online doesn’t necessarily take away from other real-world activities, but rather enhances the entire experience
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digital habits: downloading
• They download everything! • While illegal downloading is still happening, they are turning to pay sites and finding free music downloads all over the web • 40% of tweens download 1 to 10 songs monthly • Online radio is popular: 25% of tweens and 35% or teens listen to online radio
MP3s (and other music files) Pictures (any photos or graphics) Games Music videos Movie trailers Software Movies (complete movies) TV shows (complete programs) Books (text or audio) Pornographic content Essays TV Commercials None 57.3% 42.7% 31.9% 21.2% 19.6% 18.2% 15.5% 10.6% 9.9% 6.6% 6.2% 3.4% 20.9%
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digital habits: how to consume it
TV Shows Downloaded TV on DVD Purchased Songs Downloaded DVDs Purchased CDs Purchased 3.8 2.6 I watched a TV program on DVD 15.3 1.6 1.5 I watched a TV program using Video-OnDemand I watched a TV program on my computer I didn’t watch TV last week in any form 3.0% 12.5% 2.9%
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I watched a TV program on regular TV I watched a TV program on digital TV
77.5% 26.1% 19.8% 2.0%
I watched a TV program on a digital video recorder (like PVR, TiVo)
digital habits: communications
• Young people use the same applications we use, they just use them differently • E-mail is a free account, often with a name that says something about them • Messenger (used by over 90% of young people) allows for immediacy and can be customized; they leave it open whenever they are online • As they get older, they use search engines more for school and work and less for fun and games • Blogging is prominent with young people (13% have their own) but has not reached with younger users yet • Podcasts are growing but aren’t big yet 7% with 14-29 yearolds)
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digital content creation
• Online gaming has created an economy for people buying items in the real world to use in the virtual one. It has allowed people to create multiple personalities and groups of friends. The games played are real content and create histories for the players and their characters
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digital content creation
• Blog content is being created by 1 in 7 young people. These online commentaries could be valuable ways to view the various eras in the history of different communities whether that means new immigrants, aboriginal or boomtown Alberta. While this is often seen as disposable content by the creators, it does contain valuable information
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digital content creation
• Music is still one of the most common unifiers of youth culture. Young people trade, store, and play music online. They love mash-ups, viral videos and DJ sets that allow them to hear not just new music but how other listeners can create or manipulate the music
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digital content creation
• Web communities are among our richest resources for this culture. Friendster, MySpace and others have given young people tools to create tribes around cultural touchpoints, places and experiences. Also, they are the middle step between creating no content and creating blogs or web sites of your own
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