Os jovens portugueses e os blogues

«O relativo desconhecimento da existência da blogosfera e da actividade de blogging é um traço que caracteriza a sociedade portuguesa. No conjunto da população portuguesa, apenas um quinto das pessoas sabe o que é um blogue (20%); e no conjunto dos internautas apenas cerca de metade sabe o que é um blogue (55%).

Quadro 1. Sabe o que é um Blogue (% em linha)

 

Sim		Não
Amostra da população portuguesa (n=2000)	20.1		79.9
Amostra dos internautas portugueses (n=677)	55.1		44.9

Entre os internautas portugueses, a navegação na blogosfera é uma prática ainda relativamente pouco enraizada. Apenas cerca de um quarto dos internautas costuma navegar na blogosfera (23.6%), e um sétimo construiu e mantém um blogue (14%).

Quadro 2. Proporção de Internautas Portugueses que navegam, interagem e produzem blogues (% em linha)

 

Sim		Não
Costuma navegar na blogosfera	23.6		76.4
Costuma interagir com blogues (comentários, emails)	21.9		78.1
Mantém um (ou mais) blogue(s)	14.0		86.0

 

Variáveis Sociodemográficas			População Portuguesa		Internautas Portugueses n=677		Produtores de Blogues n=51		Consumidores de Blogues n=87
Idade	8-17		12.1		24.7		39.9		22.7
18-24		11.3		24.5		26.8		29.9
25-34		16.8		24.2		23.2		26.9
35-44		15.7		15.3		8.5		13.4
45-64		26.3		11.0		1.6		7.0
65+		17.8		0.3		-		0.1

Os bloguers-produtores tendem a ser muito mais jovens que os bloguers-consumidores (40% dos produtores tem menos de 18 anos comparativamente a 23% entre os consumidores), são maioritariamente do sexo masculino (63%) e entre eles uma parte muito significativa é de estudantes (55%) do ensino secundário. (...) Os bloguers-produtores, sendo consumidores intensivos dos novos media e da Internet em particular, como vimos anteriormente, não deixam de ser consumidores intensivos de televisão no conjunto da população portuguesa. A principal singularidade é o facto de apresentar os mais baixos consumos de jornais e rádio, o que não será de estranhar uma vez que, como também vimos anteriormente, trata-se sobretudo de uma população jovem (maioritariamente com idades até aos 25 anos).»

fonte: «Blogues e Blogosfera.pt», coordenação editorial Rita Espanha, Obercom Março 2008 (Inquérito extensivo por questionário, através de uma entrevista directa, a uma amostra representativa da população portuguesa residente em Portugal continental, de idade igual ou superior a 8 anos de idade, a amostra final foi constituída por 2000 entrevistas. O trabalho de campo foi realizado entre Abril e Junho de 2006)

A rádio como forma cultural e objecto social

«La radio des jeunes est en effect à la fois une forme culturelle et un certain type d'object social» [a reflexão do autor tem em conta a existencia de emissões ditas de 'antena livre' à noite ou ao fim da tarde em rádios destinadas aos jovens, emissões interactivas em que participam os ouvintes via telefone, emissões que foram reguladas pelo Conselho Superior do Audiovisual em 2003](Glevarec, 2004: 2)

«Les "libres antennes" des "radios jeunes" s'élaborent, elles, dans une ambiguïté de cadre: celui-ci n'est ni pleinement sérieux, ni pleinement ludique, ni tout à fait professionnel ni tout à fait ordinaire, ni strictement formaté, ni strictement situé. D'un point de vue très général, les "libres antennes" sont produites dans un cadre ludique et générationnel, où la transgression civile a jusqu'à maintenant été acceptée, mais un cadre qui doit rester dans les limites de sa transformation en une situation d'irrespect des personnes.» (Glevarec, 2004:3)

[isto remete-nos para a existência em França de programação que interessa aos jovens, ao contrário do que acontece em Portugal, por exemplo] 

GLEVAREC, Hervé (2004), "Quel object social est la radio pour les adolescents?", Mediamorphosis, nº 10, pp. 85-92

GLEVAREC, Hervé (2004), "Quel object social est la radio pour les adolescents?", Mediamorphosis, nº 10, pp. 85-92

Multitasking adaptado aos jovens

«The switching of attention from one task to another, the toggling action, occurs in a region right behind the forehead called Brodmann's Area 10 in the brain's anterior prefrontal cortex, according to a functional magnetic resonance imaging (fMRI) study by Grafman's team. Brodmann's Area 10 is part of the frontal lobes, which "are important for maintaining long-term goals and achieving them," Grafman explains. "The most anterior part allows you to leave something when it's incomplete and return to the same place and continue from there." This gives us a "form of multitasking," he says, though it's actually sequential processing. Because the prefrontal cortex is one of the last regions of the brain to mature and one of the first to decline with aging, young children do not multitask well, and neither do most adults over 60. New fMRI studies at Toronto's Rotman Research Institute suggest that as we get older, we have more trouble "turning down background thoughts when turning to a new task," says Rotman senior scientist and assistant director Cheryl Grady. "Younger adults are better at tuning out stuff when they want to," says Grady. "I'm in my 50s, and I know that I can't work and listen to music with lyrics; it was easier when I was younger."»

fonte: Mar. 19, 2006 The Multitasking Generation By Claudia Wallis Time

Mais do multitasking

«Today 82% of kids are online by the seventh grade, according to the Pew Internet and American Life Project. And what they love about the computer, of course, is that it offers the radio/CD thing and so much more--games, movies, e-mail, IM, Google, MySpace. The big finding of a 2005 survey of Americans ages 8 to 18 by the Kaiser Family Foundation, co-authored by Roberts, is not that kids were spending a larger chunk of time using electronic media--that was holding steady at 6.5 hours a day (could it possibly get any bigger?)--but that they were packing more media exposure into that time: 8.5 hours' worth, thanks to "media multitasking"--listening to iTunes, watching a DVD and IMing friends all at the same time. Increasingly, the media-hungry members of Generation M, as Kaiser dubbed them, don't just sit down to watch a TV show with their friends or family. From a quarter to a third of them, according to the survey, say they simultaneously absorb some other medium "most of the time" while watching TV, listening to music, using the computer or even while reading.»

fonte: Mar. 19, 2006 The Multitasking Generation By Claudia Wallis Time

Utilizadores digitais gastam o mesmo tempo com a rádio?

«AM/FM Radio Remains Important With The Rise of New Digital Platforms (slide 62): (...) Many may overestimate the impact of digital platforms on AM/FM listening. Digital platform users spend as much time (not less) with over-the-air radio compared with the average.»

A rádio convencional continua a ser importante (com o digital)?

«AM/FM Radio Remains Important With The Rise of New Digital Platforms (slide 62):

• AM/FM radio remains vital with consumers.

Three quarters say they will continue to listen to AM/FM radio as much as they do now, despite increasing advancements in technology.

One in five say AM/FM radio has a big impact on their lives, second only to cell phones

Many may overestimate the impact of digital platforms on AM/FM listening. Digital platform users spend as much time (not less) with over-the-air radio compared with the average.

• The broadcast industry should promote and reinforce its virtues.»

Tirar partido das redes sociais

«Nearly One In Four Americans Have A Profile On A Social Networking Web Site» (slide 37)

«Weekly Online Radio Listeners Much More Likely to Have a Profile Page on Social Networking Sites (38)

«Nearly 4-in-10 Weekly Online Radio Users With a Social Network Profile Page Visit About Once a Day or More» (39)

CONCLUSÂO:

«Take Advantage of Connections To Social Networking Web Sites» (56): Social networking Web sites are where younger music fans are now going to discover music and to interact with one another. Those who listen to online radio are much more likely to participate in social networks. Offline radio, as well as Internet-only radio, need to realize they are now part of an even broader world of online options and respond accordingly.»

O papel da rádio e a música

«Radio Remains the Leader For Learning About New Music… But Internet Gains (slide 49):

escolhe primeiro a rádio 63%; escolhe primeiro a internet 49%

«Radio Has To Reinvigorate Its Image as a Destination to Discover New Music (slide 58): In 2002, radio dominated the Internet for the image of the medium “you turn to for discovering new music.” Today, radio still leads the Internet but its advantage has been cut in half. Among teens, the Internet now leads radio for music discovery. Young people are unlikely to turn back to over-the-air radio itself for discovering new music but they may try Internet options provided by radio brands. Why aren’t the best music discovery sites coming from AM/FM radio?»

Os Leitores digitais e os jovens (e a rádio e o podcast)

«iPod/Portable MP3 Player Now a ‘Must Have’ Among Teens» (slide 28):

12-17 anos: Janeiro 06: 42%; Janeiro 2007: 54%; Janeiro 08: 73%

18-24 anos: 31%, 39%, 51%

25-34: 30, 38, 48%

35-44: 30, 38, 46%

IMPACTO NA ESCUTA DE RÀDIO:

«Only 10% Report Less Radio Listening Due to Time Spent with iPod/MP3 Player» (slide 31):

Menos 10%

Mais 4%

Sem efeito 21%

«Ipod/MP3 Player Has Greater Impact On Radio Among 12-24-Year-Olds» (% By Age Group Who Are Spending Less Time with Over-the-Air Radio Specifically Due to Time Spent with iPod/Other Portable MP3 Player): 12-17: -22%; 28-24: -17%; 25-34: -12%; 35-44: -9% (slide 32)

CONCLUSÃO« New iPod models Continue To Fuel Growth of Portable MP3 Players: The introduction of the iPhone and new iPod models continue to propel growth. Nearly four in ten Americans now own an iPod or other portable MP3 player. Continued growth and ubiquity means media companies need to have a podcast and iPod/MP3 player strategy.»

Quando muda o meio muda a mensagem?

«the medium is the message," and when you change the medium you change the message because, in part, you change what consumers can do and expect to do with that medium.

Take, for example, the world of TV as it adapts to the online world.

TV is chunked in programs just as radio is (In talk radio, a program is literally a show. In music radio, a "program" is really a "song.")

In most if not every case, the distribution model for TV programming online is by-the-chunk. Browse over to NBC.com and you "watch videos," you don't stream the network feed in real time.» Mark Ramsey

Mais de metade dos consumidores de rádio online vêem videos

Over Half Of Monthly Online Radio Listeners Watched Online Video In Past Month (edison media research)

Watched Online Video in past month 53%

Did not watch Online Video in past month 47%

(slide 20)

http://arbitron.com/downloads/digital_radio_study_2008.pdf

FORNEÇA VIDEO DA MESMA FORMA QUE CONTEÚDOS AUDIO

«Broadband has fueled remarkable growth of online video in addition to online audio. Digital consumers can easily fill their video fix on YouTube and thousands of other sites. It is important to provide compelling video options in addition to audio to hold your audience longer.» (slide 57)

mp3/iPod e podcasting continuam a crescer

«(...) iPod/Portable MP3 player ownership continues dramatic growth. Nearly four in ten (37 percent) own an iPod or other brand of portable MP3 player; up from 30 percent in 2007 and more than two and a half times the number in 2005 (14 percent).  Nearly three-quarters (73 percent) of those ages 12-17 own a digital audio player. Audio podcasting usage continues to increase along side the proliferation of iPod/MP3 player ownership. Eighteen percent have ever listened to an audio podcast; up from 13 percent in 2007.  Nine percent have listened to an audio podcast in the past month (an estimated 23 million). fonte: « Weekly Online Radio Audience Increases from 11 percent to 13 percent of Americans In Last Year, According to the Latest Arbitron/Edison Media Research Study», Arbitron, 10/04/08

«Nearly Four in Ten Own an iPod/Portable MP3 Player (de 14% em Janeiro de 2005 para 37% em Janeiro de 2008) (slide 27)

 

25-34, os que mais ouvem em Portugal

«Uma análise por targets mostra como os homens ouvem mais rádio do que as mulheres (respectivamente, 62.7% e 47.2% de audiência acumulada de véspera) e os jovens mais do que os idosos (com o grupo dos 25 aos 34 anos a liderar as audiências, com 70.9% de audiência acumulada de véspera). (...) Os jovens dos 25 aos 34 anos também apresentam maior afinidade com o meio e a sua curva de audiência mostra audiências quase sempre superiores à média durante todo o dia, tendo os seus momentos de maior consumo ocorrido entre as 8h45m e as 9h, com 21.7% de audiência acumulada de véspera e entre as 9 e as 9h15m, com 21.6% de audiência acumulada de véspera - valores quase uma vez e meia superiores à média do universo.

 

Utilizadores do LastFM compram mais musica

«The service says users have purchased 66 percent more albums and singles than they did before it launched its one demand music streaming service. "In just over two months it's become clear that people will buy CDs and downloads if they get access to the kind of service we offer," said Martin Stiksel, Last . fm co-founder." "No one else can give music fans this amount of music for free - but more importantly also drive their discovery, as we do through our unique recommendation engine." Stiksel said that the amount of time users spend on the site has also increased by 188 percent since January. The company is offering users the chance to stream songs from a huge swathe of artists through Last.fm, reaching deals to offer this service with all the major labels and many independents. It provides links to purchase full tracks from iTunes, 7 Digital and Amazon.

As necessidades dos jovens e a pirâmide de Maslow

«In Maslow’s hierarchy of needs -- that we studied in psych class -- it begins with the basics at the bottom of a pyramid. For example, physiological needs like breathing, food, water, sex, sleep, etc are basic needs before the others can be possible on top of these.

Let’s see what happens when the next generation’s media needs (as I observe them) are plugged into Maslow’s hierarchy of human needs:

Physiological = Computer (the basis of media life itself)
Safety = Cell Phone (provides security in actuality and in social life)
Love/Belonging = Facebook (friendship, community, sexual playfulness)
Self-Esteem = iPod (respect for music, respect for other’s music)
Self-Actualization = YouTube (creativity, spontaneity)»

Jerry Del Colliano, Music Inside Media, Gen Y’s Media Hierarchy of Needs 10/04/08

televisão no quarto

«(...) The University of Minnesota School of Public Health finds that 15-18 year olds with a television set in their bedroom watch more, eat less well, drink more sugar, exercise less and see their grades at school suffer. Perhaps surprisingly, however, the TV-owning teens somehow managed to dodge the obesity bullet, usually a direct result of the double whammy of sedentary activity levels combined with poor dietary habits. According to a Reuters report on the study, 62% of 15-18 year olds have a bedroom television, and as a result indulge in five additional hours of weekly viewing over that watched by the 38% without a bedroom TV.» Radio Business Report 8/04/08, Volume 25, Issue 69, Jim Carnegie, Editor & Publisher

Audiências EUA: de 23,5 para 21,1 milhões

«the number of people listening to AM/FM broadcasts at the average moment has declined from 23.5 million to 21.1 million people. “More than ever before”? Sorry, not by this definition of “radio”.) (Arbitron data available here.)

Um novo e necessário modelo de comercialização

«Assume for a minute that radio's revenue growth via the traditional commercial platform is going to continue to be challenging.  And if your station specializes in lower demand demographics like 18-34s and Teens, you know that radio has fallen out of favor with many key advertisers, with no apparent turnaround on the horizon.

Yet, many major advertisers haven't changed their target demographic strategy.  They've changed tactics.  And radio, especially formats like Alternative and CHR, has to respond to this shift in order to survive. (...)

Looking at it a different way, youth-targeted radio formats might be able to lead the way to revenue growth for the radio industry.  There are billions of dollars available chasing youth (maybe even more than for aging baby boomers).  Maybe these stations need to consider some serious experimentation by re-structuring their promotional, digital, and sales models.  Maybe they need to, in the words of Jason Calacanis at Summit 12 - "surrender" to the reality that the current business model is not the road to revenue growth.

Let's invent a new one, and in the process, begin to reinvent the way that radio interfaces with advertisers - and the audience.»

fonte: Follow The Money - Part II, Jacobsmedia, 9/04/08

22% dizem que ouviram rádio na net no carro

«(...)Asked what kind of equipment they'd be likely use to listen to Internet radio, 83 percent of respondents said a home computer, and 43 percent said a computer at work. Thirty-eight percent said they'd use a cell phone or mobile device, while 22 percent said they'd use an Internet connection in their vehicle. (Percentages add up to more than 100 because respondents could list more than one device.)»

Radio Ink,, 9/04/08