Latest research from Nokia claims that by 2012, 25% all of entertainment will be consumer originated.
Nokia surveyed “trend-setters” aged 16-35 from 17 countries about their digital behaviours and lifetsyles.
Of the 9,000 consumers surveyed:
- 23% buy movies in digital format
- 35% buy music on MP3 files
- 25% buy music on mobile devices
- 39% watch TV on the internet
- 23% watch TV on mobile devices
- 46% regularly use IM, 37% on a mobile device
- 29% regularly blog
- 28% regularly access social networking sites
- 22% connect using technologies such as Skype
- 17% take part in Multiplayer Online Role Playing Games
- 17% upload to the internet from a mobile device
Nokia also looked at four emerging trends that will make entertainment more collaborative and creative as we move towards Circular Entertainment. These trends are listed as, Immersive Living; Geek Culture; G Tech and Localism.
I think this research needs to be tempered with some objectivity. The findings are realistic. However, you cannot extrapolate mass market behavioural patterns from qualitative findings focused on “trend-setters”. This minority represents less than 5% of the population and although they are key to exploring and identifying product benefits one must consider that their behavioural attributes and consumption requirements are qualitatively different to the wider population. The latter, for example, does not widely use Linux, Apple, the N-Series, mobile internet or web 2.0 despite the appeal of these services within the early adopter category.
Interestingly two of their “4 emerging trends” are highly tech centric. That’s the results you’ll get when you survey “trend setters” and “super consumers” (as Nokia refers to them).
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