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The Impact of the Internet--Year Nine Report, 2009 Surveying the Digital Future—The World Internet Project USC Annenberg School--Center for the Digital.

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Presentation on theme: "The Impact of the Internet--Year Nine Report, 2009 Surveying the Digital Future—The World Internet Project USC Annenberg School--Center for the Digital."— Presentation transcript:

1 The Impact of the Internet--Year Nine Report, 2009 Surveying the Digital Future—The World Internet Project USC Annenberg School--Center for the Digital Future “Surveying the Digital Future” A Project of Center for the Digital Future-USC Annenberg School, 2009 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 Navy Public Affairs June 9, 2009 Virginia

2 The Impact of the Internet--Year Nine Report, 2009 Surveying the Digital Future—The World Internet Project USC Annenberg School--Center for the Digital Future “Surveying the Digital Future” A Project of Center for the Digital Future-USC Annenberg School, 2009 We are undertaking the study of the Internet that should have been conducted on television in the late 1940s

3 The Impact of the Internet--Year Nine Report, 2009 Surveying the Digital Future—The World Internet Project USC Annenberg School--Center for the Digital Future “Surveying the Digital Future” A Project of Center for the Digital Future-USC Annenberg School, 2009 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

4 The Impact of the Internet--Year Nine Report, 2009 Surveying the Digital Future—The World Internet Project USC Annenberg School--Center for the Digital Future “Surveying the Digital Future” A Project of Center for the Digital Future-USC Annenberg School, 2009 Lessons from Nine Years in the Field

5 The Impact of the Internet--Year Nine Report, 2009 Surveying the Digital Future—The World Internet Project USC Annenberg School--Center for the Digital Future “Surveying the Digital Future” A Project of Center for the Digital Future-USC Annenberg School, 2009 Trend #1 While film, music and print will survive (and thrive), it may be as smaller industries, especially on the web.

6 The Impact of the Internet--Year Nine Report, 2009 Surveying the Digital Future—The World Internet Project USC Annenberg School--Center for the Digital Future “Surveying the Digital Future” A Project of Center for the Digital Future-USC Annenberg School, 2009 Television is the Exception Rather than shrinking, television (video) will grow dramatically in importance

7 The Impact of the Internet--Year Nine Report, 2009 Surveying the Digital Future—The World Internet Project USC Annenberg School--Center for the Digital Future “Surveying the Digital Future” A Project of Center for the Digital Future-USC Annenberg School, 2009 “Old Media”, New Names Television, newspapers, magazines and web: terms only distinguish where they originated

8 The Impact of the Internet--Year Nine Report, 2009 Surveying the Digital Future—The World Internet Project USC Annenberg School--Center for the Digital Future “Surveying the Digital Future” A Project of Center for the Digital Future-USC Annenberg School, 2009 Trend #2 Attitudes toward web and video advertising are showing real change

9 The Impact of the Internet--Year Nine Report, 2009 Surveying the Digital Future—The World Internet Project USC Annenberg School--Center for the Digital Future “Surveying the Digital Future” A Project of Center for the Digital Future-USC Annenberg School, 2009 Advertising on the Web  2000-2005 users refuse to pay for digital content—think it should be free

10 The Impact of the Internet--Year Nine Report, 2009 Surveying the Digital Future—The World Internet Project USC Annenberg School--Center for the Digital Future “Surveying the Digital Future” A Project of Center for the Digital Future-USC Annenberg School, 2009 Advertising on the Web  Support of free and P-to-P erodes with spyware, viruses and “reasonable” alternatives

11 The Impact of the Internet--Year Nine Report, 2009 Surveying the Digital Future—The World Internet Project USC Annenberg School--Center for the Digital Future “Surveying the Digital Future” A Project of Center for the Digital Future-USC Annenberg School, 2009 Advertising on the Web  Households spending $250-300 a month on services do not want additional subscription or content fees

12 The Impact of the Internet--Year Nine Report, 2009 Surveying the Digital Future—The World Internet Project USC Annenberg School--Center for the Digital Future “Surveying the Digital Future” A Project of Center for the Digital Future-USC Annenberg School, 2009 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 The Impact of the Internet--Year Nine Report, 2009 Surveying the Digital Future—The World Internet Project USC Annenberg School--Center for the Digital Future “Surveying the Digital Future” A Project of Center for the Digital Future-USC Annenberg School, 2009 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 The Impact of the Internet--Year Nine Report, 2009 Surveying the Digital Future—The World Internet Project USC Annenberg School--Center for the Digital Future “Surveying the Digital Future” A Project of Center for the Digital Future-USC Annenberg School, 2009 CONTACT INFORMATION Web: http:/digitalcenter.org E-mail: cole@digitalcenter.orgcole@digitalcenter.org Phone: (213) 437-4433


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