followthemedia.com - a knowledge base for media professionals
The Numbers

Future Forward: The Parallel Universe

Studies of media culture, new and old, abound. Consultants and researchers are asking lots of questions, the answers to which point in the same direction. The future will arrive.

parallel universeLike many new media studies, a recent examination of German young people between 20 and 39 years by Interone and Jelden Trend & Transformation – The Age Of On - is filled with observations intended to shine light from a new direction on the nagging question about the perplexing all. Now that new media can’t be written off as a fad, what happens? Research by the volume confirms the anecdotes, bringing joy to some and despair to others.

Clear from The Age Of On study is the degree to which the internet and mobile phones are shaping media behavior of young adults. The study paid particular attention to usage of and interest in the Apple iPhone as the emblematic new media device. Understanding new media behavior requires a hard look at how people use these technologies.

Consumer behavior specialists tend to cast a wary eye toward studies of teenagers and, equally, early adopters. Both groups, for different but similar reasons, behave differently from adults. Teenagers, no value judgment intended, are just learning, trying everything. Early adopters try everything, discarding most of it. Once teenagers enter their 20’s and, certainly, their 30’s lifestyles tend – or have tended – to conform to more mainstream behaviors.

With regard to media behavior, all that made perfect sense until the internet became a significant information and entertainment delivery platform. When mobile phones were clunky single dimension voice and text delivery devices they were merely a utility. That changed with smartphones. Generation Y – also referred to as the Peter Pan generation – was born from the mid 1980’s through the turn of the 21st century and has never known a day without the internet.

It’s this demographic group the German researchers studied specifically about media usage. They have a lot to say about a very different emerging media environment. They also suggest the permanent failure of old media business models.

“The myth of convergence is at the end,” say the authors. The long held “convergence paradigm” supported the notion that “we would clearly need fewer devices.” Smartphones are telephones, cameras, music players, game consoles and computers. However, the study group also uses all these devices. “There is a large juxtaposition of difference devices and uses. Divergence is the new dogma.”

The Gen Y’s still love their television. “Television is an integral part of the modern media repertoire. An evening at home without television is exceptional.” More than half of the study group, however, surf the web when the television is on, two-thirds of iPhone users are blasting messages during TV programs. Nearly two-thirds always or often have the TV set on while they are at home. “Television has a relaxing and entertaining function.”

“Television is a source of inspiration,” say the study’s authors, prompting, it seems, further Web usage. About one in three check out background information on the Web about a program they watch. Of interest to the advertising department, one in four look up products they’ve seen on TV. One in eight send messages about TV programs they’re watching and 6% make comments on Facebook. “This parallel use is, in part, a connection to the current television program.”

Unsurprisingly, the Gen Y’s connection with print media has changed. “Newspapers and magazines have no place in everyday life.” Rarely buying newspapers or magazines, the German young people see online services as more timely and relevant. They do, however, read free sheets on buses, trains and in cafes.

All is not lost for publishers. “Print is used for deceleration, overview and depth. Newspapers and magazines are used preferably on weekends, if you have time for yourself, go on trips, a long breakfast.” Weekdays, says the study’s authors, are filled with “multitasking, networking and information overload,” not conducive to sitting with a newspaper. In a further note to the advertising department, nearly one in three go to newspapers or magazines for product information.

Radio is all but dismissed by the Gen Y’s. “Conventional radio plays even a smaller role in everyday life than print. Only in exceptional cases is the radio on.” The only-music radio channels, undistinguished but once highly profitable, have been replaced by streamed audio and podcasts. Radio, say the study’s authors, has “lost its meaning.” Yet another note for the advertising department: “It is likely that radio advertising subconsciously inspires impulse buying.”

It’s a new media world for the Gen Y’s. Four in ten use Facebook, 25% everyday. “Many have Facebook open all day.” Most only read, not post. “The news feed is their central information source.”

“The iPhone represents a new independence,” say the authors, reaching the heart of Gen Y’s motivation. “For short activities the iPhone replaces the laptop. It is used so excessively that partners are jealous and friends are annoyed.” One in four in the study group have smartphones, of which the Apple iPhone is one brand.

All behavioral studies are snapshots of time and place. The Age Of On study appears quite robust in developing and testing ideas. Slowly – but surly – we are coming to understand the effect of generations that have all their media experience with new technology. The Gen Y’s and their younger siblings live in a very different media world and, for at least another generation, the new and old will live in parallel worlds. One day it will all be changed.


See also in ftmKnowledge

We've Gone Mobile - and nothing's the same

Consumers have taken to smartphones in huge numbers. Competition among device makers, telecoms and content producers has created an insatiable demand. With so much volume markets are fragmenting... and nothing's the same. 132 pages PDF (February 2011)

Order here

Media in Germany

Home to Europe's biggest broadcasters and publishers, Germany is a highly competitive media market. Transition to digital television was easy, other media not so simple, unsuprising with Germany's complex regulation and business structures. This Knowledge file reports on media leaders and followers. Includes Resources 143 pages PDF (April 2011)

Order here

Media Business Models Emerging

After a rough transition media business models are emerging. Challenges remain. There are Web models, mobile models, free models, pay models and a few newer models. It makes for exciting times. This ftm Knowledge file examines emerging business models and the speed-of-light changes. 123 pages PDF (May 2010)

Order here


related ftm articles

The Advertising People Wait For No One
Advertising people see change and immediately begin jumping up and down. Emerging from noughties gloom the sellers of spots and space, brands and images have even more to sell and more to sell to. Watching all this horizontal motion can be tiring.

Media in Life: Demand Rises To Supply
With so much media activity in, on and around new media, it is hardly a surprise that people have gravitated to new media. TV stays TV, radio stays radio and newspapers stay newspapers until they migrate to the Web and mobile phones. It is, of course, where the people are going.

Music, news and the greater good
Music has been called the universal language. News is considered a universal right. In the cold light of this century’s media reality, both are merely content to be consumed.


advertisement

ftm Knowledge

Media in Spain - Diverse and Challenged – new

Media in Spain is steeped in tradition. yet challenged by diversity. Publishers hold great influence, broadcasters competing. New media has been slow to rise and business models for all are under stress. Rich in language and culture, Spain's media is reaching into the future and finding more than expected. 123 pages, PDF. January 2018

Order here

The Campaign Is On - Elections and Media

Elections campaigns are big media events. Candidates and issues are presented, analyzed and criticized in broadcast and print. Media is now more of a participant in elections than ever. This ftm Knowledge file reports on news coverage, advertising, endorsements and their effect on democracy at work. 84 pages. PDF (September 2017)

Order here

Fake News, Hate Speech and Propaganda

The institutional threat of fake news, hate speech and propaganda is testing the mettle of those who toil in news media. Those three related evils are not new, by any means, but taken together have put the truth and those reporting it on the back foot. Words matter. This ftm Knowledge file explores that light. 48 pages, PDF (March 2017)

Order here

More ftm Knowledge files here

Become an ftm Individual or Corporate Member to order Knowledge Files at no charge. JOIN HERE!

ftm resources

copyright ©2004-2011 ftm partners, unless otherwise noted Contact UsSponsor ftm