3.0.1 "A geração iPod"
Jovens gastam mais tempo com internet, telemóveis e LAD
Mais um estudo que confirma aquilo que empiricamente se temia: o tempo não é elástico e se há mais telemóveis e leitores de audio digital, é normal que algo seja sacrificado. (só 16 por cento gastam o seu tempo «mediático» com a rádio)
«Bridge Ratings & Research recently concluded the second phase of its study on the media habits of 15-24 year olds and has confirmed initial perceptions that young people continue to spend less time listening to the radio as a result of increased use of the internet, cell phones and MP3 players. The study conducted during the second half of 2006 found that 33% of 15-24 year olds are listening to less radio as a result of their time on the Internet, while 10% are spending more time. The 33% number is up from 20% in a similar study taken in August 2005. Other findings of the study include: nearly a quarter (24%) watching less conventional TV with an almost identical number (22%) saying they are spending more time watching video on the Internet on such sites as YouTube, Yahoo! and MySpace, or streamed replays of prime time shows on TV network websites. The study also found that young people are spending most of their total media time (23%) online, more than watching television (22%), listening to the radio (16%) and listening to their MP3 players (19%). The study used a sample of 2620 people aged 15-24 years in Dallas, Washington, DC, Chicago, Denver, Los Angeles, Portland (OR) and St. Louis (MO).»
fonte: «Bridge Ratings Youth Audience Media Use Study 2007», 14/02/07
Mark Ramsey, no seu Hear2.0, acha que não. Surpreendemente, defende que «my own research has clearly shown that heavy mp3 player users tend to listen to as much radio as anyone else - but are less satisfied with what they hear on the radio». Como?
A geração iPod e os equívocos publicitários
quando se fala em publico dos 14 aos 29 anos muitas vezes a atitude da industria publicitária é esta: «"If it's young we can't sell it. We can't sell it because it's young."».
Ou seja, como lhe chama Mark Ramsey, trata-se de público "unsellable". Daí um nulo interesse em se lhes dirigir. Daí um desinteresse notório deste público na generalidade dos meios convencionais.
A atitude dos pais perante os seus filhos mudou
« Once, parents would say, "I want him to have all the things I never had." Now? "I want him to have all the things I have."
Fonte: Gen-X gives birth to stylish baby products, January 19, 2007, By Karen Sommer Shalett, Washington Post
A propósito: «No mundo desenvolvido, as pessoas consomem crianças, não as produzem. Têm-nas para se manterem felizes - em vez da solidariedade, as pessoas sentem necessidade de manter as suas necessidades satisfeitas. Assim, as crianças são o derradeiro bem de consumo. Não as vemos como parte de nós mesmos, colectiva ou individualmente: tendemos mais a encará-las como uma das coisas da nossa vida, em vez de nos revermos nas nossas crianças, o que revela aquilo que a nossa sociedade tem de mais autodestrutivo» (Castells, Manuel e Ince, Martin, Conversas com Manuel Castells; Porto: Campo das Letras; 2004: 87)
A geração iPod e a rádio
"When I was growing up," says Chris Anderson, author of the new media bestseller, The Long Tail, "you had top 40 radio. Generation Y-ers are just not listening to top 40 radio. They’re not listening to radio at all." Anderson, at 45, is hardly over the hill, but the shift between how he consumed culture and how today’s teenagers consume, has been dramatic. In The Long Tail, Anderson charts how consumption of media has shifted from a world of narrow broadcast spectrum, few television and radio stations and a handful of newspapers to a world of seemingly limitless choice. As the costs of creating and distributing media have collapsed, we have gone from a world of a few hits to a world where even the most arcane content has a commercially-viable audience.
fonte: «The Impact of Digitalization», KPMG, 2007
Interactividade e personalização
«BRITAIN'S "wired generation" is increasingly shunning television, radio and newspapers in favour of online networking, websites and downloading media to phones and iPods. The 16-24-year age bracket now watches TV for an hour less per day than the average viewer and listens to 15 minutes a day less radio than average. They also say they read fewer newspapers because of their internet use. The findings emerge in Ofcom's communications market report for 2005. It says Britain's young people arrange their lives online and via mobile phones. But rather than just surfing the web, teenagers are increasingly fixated by networking websites such as Bebo and Myspace, which allow users to create virtual communities. More than 70 per cent of those aged between 16 and 24 said they used social networking websites, far higher than the UK average of 41 per cent. The urge to network is further illustrated by the fact that 37 per cent of under-24s say they have contributed to a blog or website message board, more than double the percentage among net users as a whole. The younger generation's reliance on mobile phones was also underlined by Ofcom's research. The under-24s make seven more mobile calls and send 42 more texts per week than the wider UK population. Claire Woffenden, deputy editor of Web User magazine, said young people were ditching traditional media for new technology because of the interactivity and personalisation it allowed. "What's appealing is being able to dictate their own agenda tailored to their own tastes," she said. "Why listen to the radio, when you can create your own personalised radio station? Instead of regimented TV listings, the likes of YouTube mean you can watch video clips on a variety of subjects whenever when you want to, or become an instant celebrity by creating your own." The increasing use of mobile phones is not just confined to teenagers, however. Ofcom says that one in ten households now rely exclusively on mobile phones and nearly a third of people regard their mobile as their main telephone, even if they have a landline at home. Mobile phones also appear to have doomed the public payphone. For the first time, none of those surveyed relied on payphones for their main means of making and receiving calls, compared to 2 per cent in 2004. »
fonte: Britain's 'wired generation' shuns traditional media for a life online, Scotsman, FERGUS SHEPPARD 11/08/06
O podcast e a geração iPod
«(...) For listeners, the appeal is threefold. First, they become their own programmers, mixing the music and talk feeds that they enjoy. This liberates commuters, say, from commercial radio stations that, in America especially, seem only ever to get dumber and duller. Second, podcasts liberate listeners from advertising, and thus put an end to the tedious and dangerous toggling between the car radio's pre-set buttons at 100km an hour. (However, some podcasters are experimenting with putting advertisements into their podcasts.) Above all, the time-shifting that podcasts make possible liberates people from having to sit in their parked cars to hear the end of a good programme. For creative types, professional or amateur, the appeal of podcasting is much the same as that of other participatory media: it dramatically lowers the costs of producing content. All they need is a microphone, a computer and an internet connection, and most people already have those. (...) Mr Mays claims that when people buy an iPod they will reduce their radio listening for a few months, but then increase it again to educate themselves about new music. “And where else to go for music than their local radio station?” asks Mr Mays. If they are young, they will go anywhere but to their local radio station, says David Goldberg, the music boss at Yahoo! “The odds that you and I like the same five songs in a row are very low,” he says. “If you hate Metallica, you're not going to sit through three minutes hoping that the fourth minute gets better.” To young people today, song sequences are simply “playlists”, which happen to be among the easiest things to share with friends online, so this is what Yahoo! concentrates on doing. It lets people listen to music (for a small monthly subscription or pay-by-download) and then rate the song. Yahoo! then uses its knowledge of the online communities formed by its users to recommend the right kinds of songs “by connecting you with other people who like the same music”, says Mr Goldberg. The effects on radio, while not lethal, will therefore be large. Radio broadcasters understand that they need to make commercial radio less disagreeable to listen to, which above all means shorter advertising interruptions. This is why Clear Channel has introduced a campaign called “less is more”, in which it sells fewer minutes to advertisers in the hope that this will drive up ratings and prices.»
fonte: «Heard on the street», Apr 20th 2006
From The Economist»,Apr 20th 2006, From print edition
O negócio do consumo on demand
«Music Choice, a provider of cable and satellite television-based audio and video content, recently counted its 600 millionth on-demand order. The accomplishment follows a heavy push into on-demand content by Music Choice, a blitz that recently included a major deal with Time Warner Cable. Damon Williams, a top programming executive at Music Choice, credited the accomplishment to "an extensive mix of music videos from established and emerging artists," as well as a programming focus that includes "original shows and exclusive performances". Music Choice is a joint venture involving Microsoft, Motorola, Sony, EMI Music, Comcast, Cox Communications and Time Warner Cable. Original programming is an important part of the on-demand mix for Music Choice. That includes series like Artist of the Month, which features an up-close look at chart-topping artists, and Certified, a show that allows users to vote for their favorite artists. The MTV-style showcases are designed to engage younger audiences, most of whom are comfortable with on-demand formats. Meanwhile, the Music Choice accomplishment is part of a much larger wave in on-demand programming, one that is completely transforming the passive television viewing experience. The Music Choice tally was certified by Rentrak, an independent data-tracking company.»
fonte: Music Choice Boasts 600 Million On-Demand Requests, Digital Music New, 18/01/07
Previsões para 2007 (EUA): continua a queda nas audiências
Os dois quadros seguintes, publicados pela Bridge Ratings («Bridge Ratings 2007 Projections & Predictions», 1/01/07), mostram duas coisas muito claras (pelo menos nos EUA):
- 2007 vai continuar a ser um ano de queda para a rádio tradicional (por oposição à rádio atraves da internet ou, nos EUA, a rádio por satélite);
- a escuta de rádio entre os jovens virá para números nunca antes verificados (no primeiro quadro pode ver-se que desde 2002 que os jovens já não ouvem mais do que o universo de todos os ouvintes, neste caso com mais de 12 anos; em Portugal ainda temos mais escuta por parte de jovens do que o restante universo)
Como trazer os jovens de volta à rádio ?
Afinal o problema existe...
«How can the industry build the habit of using radio into today’s youth and reach 12 to 24 year olds before they become addicted to iPods? Several programming consultants discussed those questions at Arbitron’s annual consultant meeting. Carolyn Gilbert, president of Clear Channel’s Critical Mass Media, said that radio traditionally follows the money and targets older listeners. Larry Rosin, of Edison Media Research, said radio hasn’t tried to reach 12 to 24-year-olds because it’s focused on the 25-54 demo. “There’s so many places for them to go, I think we’re kind of screwed,” said Fred Jacobs, president of Jacobs Media. He warns that if radio doesn’t start attacking the problem, the industry will have a hard time attracting youth to work in the industry. Rosin said Edison Media’s “30 Under 30” competition, reported here last week as his company’s efforts to find younger talent to work in all facets of radio, has received a “good response” with 150 nominations so far. »
fonte: rwonline, «Consultants Debate How to Lure Youth Back to Radio», 15/12/06
Desenvolvimentos:
Mark Ramsey concorda que a rádio tem ignorado este público. E que há uma ameaça concorrencial. Mas considera que a culpa não é da rádio:
«(...) this change in the nature of things - and in our future - was inevitable. Our challenge now is to create and target audiences in whatever media they want to be created and targeted in. Our challenge is to build audiences, young and old, and link them to advertisers. That challenge will never change. But nobody ever said we'd be meeting that challenge by using a radio tower.» (Hear2.0, 16/12/06)
A era «we-pod»
«Goodbye to formatted radio - it's time to give control back to music's true fans, says Nettwerk Music Group CEO Terry McBride. In what McBride calls the "we-pod" era thanks to the file-sharing benefits of digital technology, the fans are slowly but surely regaining control over the music industry, and hearing music the way people did 30 years ago - "purely by recommendation," said McBride. "The uber-fan is going to consume music whatever way they want," meaning a growing trend away from TV and radio and towards the web. The digital movement is already well underway, and sooner rather than later, the majority of music sales will be done through fans, not traditional record labels that measure success by album sales, McBride said. And, while some have argued the music industry is on its last legs thanks to Internet sites such as Napster, the industry and its artists simply need to find new ways make money in the digital market. (...)»
fonte: «Internet killed the radio star, says tech guru», 24 Hours Vancouver, By ROBYN STUBBS,
Efeitos do iPod na música digital
«Just how powerful is the iPod? JupiterResearch recently noted that the Apple player is driving growth in the larger digital music sector. Music fans routinely download and explore, though Jupiter found that iPod and other device owners actively build digital collections specifically for portable use. "Over 60 percent of portable music device owners regularly rip music," said Jupiter senior analyst David Card. But only 25 percent of users overall rip music from their CDs, according to the finding. Card also noted that the use of playlists steadily increased among iPod users. "58 percent of iPod users, and 44 percent of users of other portable music devices use playlists," Card asserted. The findings are unsurprising, though a chicken-and-egg problem emerges. The most energized and interested music fans are likely to purchase an iPod or similar device, making it difficult to isolate the influence of the player. Regardless, the iPod is known to stimulate online purchasing, and iTunes downloads always rise following heavy sales periods. The device also stimulates other markets, and has spawned a healthy cottage industry based on device peripherals. Meanwhile, the study also examined the total number of files found on the average computer, and noted that only 18 percent of adults have collections greater than 1,000 songs. The study was released on Tuesday.»
fonte: «Digital Music Activity, Consumption Driven by iPods», Digital Music News, 6/12/06
O consumidor ciborg e o ouvinte antisocial
«(...) the iPod isn't simply an updated Walkman. It's an entirely new beast: a revolutionary device that transforms listeners into "cyborgs" through a process he calls ''technotranscendence'" Unlike the Walkman, the iPod taps into a "hybrid entertainment matrix," in which functions like random shuffle are a key construct, not just a convenient marketing hook» (Kahney, 2005: 139).
«The New York Times complained, the iPod has transformed Manhattan into an island of 'zombie-like robots .,. the only sign they are not quite human: two white wires that run from their ears into their clothes, just below the neckline, as distinctive as the bolts in the Frankenstein monster's neck'.» (Kahney, 2005: 143)
«A geração Youtube»
Algumas características:
- El joven de la Generación Youtube (GY, a partir de ahora) quiere interactuar, se aburre con algo que dure más de cinco minutos y, sobre todo, no tolera los anuncios. Por tanto, el modelo mediático tiene que cambiar.
- Se sienten más a gusto con SMS y con el messenger que con el teléfono.
- Quieren escribir sus vivencias, igual que los más adultos nos las contábamos oralmente. Esto es el resultado del acceso a tecnologías (fundamentalmente, el blog) que permiten ampliar mucho el radio de difusión de los mensajes, además de perpetuarlo
- Utilizan el ordenador socialmente. Muchos adultos todavía tienen la imagen de un niño solitario que se pasa el día pegado a la pantalla del ordenador jugando o viendo cosas indebidas
- Confían en que los blogs, la Wikipedia, Menéame y otros medios 2.0 puedan acabar con el monopolio de los medios tradicionales y sus mensajes teledirigidos y ultra-controlados por los poderes fácticos. Algunos, entre los que figuran muchos adultos, creen incluso que las nuevas tecnologías sociales van a terminar con muchos políticos y empresarios poco participativos y anclados en el pasado
Tudo aqui: Como es la generation YouTube?
Características da geração iPod
«Over the past five years, there have been numerous incremental changes that, added together, have substantially expanded the presence of media in young people's lives. Today, there are more young people with cable or satellite TV in their home (up from 74% to 82%), with subscriptions to premium TV channels (from 45% to 55%), with three or more VCRs or DVD players (from 26% to 53%), and with multiple video game consoles (from 49% to 56%) in their homes. And more of these media have migrated to young people%u2019s bedrooms: there are more young people with a VCR or DVD player (from 36% to 54%), with cable or satellite TV (from 29% to 37%), with computers (from 21% to 31%), and with Internet access (from 10% to 20%) in their bedrooms. (...) The fact that there is such a remarkable consistency in the amount of time spent each day with media over this five-year period indicates that young people may well have hit a ceiling in terms of the portion of their day they can afford to devote to media. As new media technologies, content, or activities become available, they don’t give up old media, and don’t (or can’t) increase the number of hours they spend with media—so they are increasingly becoming media multitaskers, instant messaging while doing homework and watching TV». One noticeable change over the past five years is the rapid expansion of access to and use of computers and the Internet. The proportion of children with home computers went up from 73% to 86%, with many families having two or more computers at home (39%, compared to 25% in 1999). Home Internet access rocketed from 47% to 74%. Today, as noted above, nearly one-third of young people have a computer in their bedroom (31% vs. 21% five years ago) and the proportion with Internet access in their room has doubled, increasing from 10% to 20%. In 1999, in a typical day about half (51%) of all 8- to 18-year-olds used a computer, compared to 62% today, and the proportion who go online for more than an hour went from 15% to 27%. The average amount of time spent on a computer (outside of schoolwork) more than doubled, from 0:27 to 1:02. The amount of time young people spend looking at Web sites for something other than schoolwork doubled»
Which Media Young People Use In a typical day, percentage of 8- to 18-year-olds who…: ver tv 81%, ouvir rádio, 74%; ouvir CD/Cassete/mp3, 68%
Time Spent With Media Average amount of time 8- to 18-year-olds spend per day…: ver tv 3:04; ouvir rádio 0:55; ouvir CD/cassete/mp3: 0:49; estar on line, 0:48
Most Popular Media Activities In a typical day, percentage of 8- to 18-year-olds who spend more than an hour…: ver TV 66%, ouvir musica 44%; usar computadores 28%
Media in Children’s Bedrooms Percentage of 8- to 18-year-olds with bedrooms containing…: leitor de CD ou cassetes, 86%; radios, 84%; TV, 64%
Portable Media Ownership Percentage of 8- to 18-year-olds who have their own…: leitor de Cd ou walkman 61%, consola portatil de jogos: 55%, telefone portatil 39%; LAD 18%
fonte: «G E N E R A T I O N M : M E D I A I N T H E L I V E S O F 8 – 1 8 Y E A R - O L D S", A Kaiser Family Foundation Study, Março 2005
Uma rádio on line para sub-18
Chama-se Boomboxbay (http://www.boomboxbaby.ca/) e apresenta-se como uma rádio para jovens com menos de 18 anos.
«BoomBoxBaby.ca is a free online audio stream geared to people under 18.»
"BoomBoxBaby.ca is billed as 'online radio for teens and by teens.' It is being staffed largely by board-ops at sister modern CFNY and N/T CFMJ (AM640), with an assist from longtime CFNY programmer Alan Cross... Corus also says there are plans to include the channel on its digital music service, Max Trax... (http://www.kurthanson.com/archive/news/111606/index.asp)
Jovens e (pouca) publicidade
«Younger listeners are most likely to respond positively to fewer commercials. As we have observed throughout this study, younger listeners say they are more “annoyed” by the amount of commercials. However, they are also the most likely to respond positively to radio stations that play noticeably fewer commercials. Over one-third of listeners ages 12 to 24 are already aware of stations playing fewer and shorter commercial breaks. When asked if they would listen to their favorite radio station more if it played a certain fewer number of commercials per hour, listeners ages 12 to 24 were much more likely than older listeners to respond that they would listen to the station more. A spot load strategy of fewer commercials is more likely to find fertile ground among younger listeners. (...)
Owners of iPods and other portable MP3 players are more likely to find radio commercials to be intrusive. One in six respondents in this survey own an iPod® or another portable MP3 player. These MP3 player owners are more likely to say that radio commercials are “always” or “usually” intrusive (34%) than are those who do not own a portable MP3 player (24%). This group is more likely to be younger, and, as we have seen throughout this survey, younger radio listeners are more likely to have their amount of listening affected by commercials. However, as we have seen in our most recent survey, Internet and Multimedia 2005, the time spent listening to radio per day reported by owners of iPods and other portable MP3 players is only slightly less than average.»
fonte: «Spot Load Study 2005:Managing Radio Commercial Inventoriesfor Advertisers and Listeners», Arbitron/Edison Media Research Spot Load Study 2005:
http://www.edisonresearch.com/home/archives/SpotLoad_Study_2005.pdf
O tempo de escuta de rádio entre os jovens
A partir deste quadro percebe-se que os jovens entre os 12 e os 17 dos EUA passaram de 65 horas por semana em 1993 para 51 horas em 2006 (Edison Media Research, via Arbitron). Menos 22%.
Se o universo passa dos 12/17 para 18/24 percebe-se atraves deste quadro que a quebra é de 24%
Coleccionar música em vez de a ouvir
«O excesso de música está a mudar a forma como a experimentamos. A geração iPod já não a ouve, colecciona-a (...) "A maior parte das pessoas está mais preocupada com a capacidade de armazenamento do iPod do que propriamente com a musica. Sei, porque já fui assim", dIz [Pedro Ernesto]. "Às tantas percebi que acumulava música por acumular".»
fonte: Público, «ALguém desliga a música, por favor!», Vítor Belanciano, 29/10/06
Por que é não ouvem os jovens
De acordo com o New York Times:
«Radio listening among teenagers has dropped off and, according to Larry Rosin, the president of Edison Media Research, two factors are involved. The first is the intense competition for media audience time that has developed in the last dozen years. In addition to Web surfing, cellphones, video games, movies, television and the chime of instant messages, portable music players and downloadable songs are vying for teenage ears. The second, he said, is “radio’s unwillingness to target listeners in the 12- to 24-year-old demographic. The overwhelming majority of stations target the 25- to 54-year-old group, what is known in the industry as the ‘money demo.’ ” Listening hours have dropped almost 21 percent for 18- to 24-year-olds in the last 10 years, but they still listen for 18 hours in an average week, almost six hours more than their younger siblings. Weekly radio-listening hours have dropped 19 percent in the 12-to-17 demographic. And listeners under 12 years old? “Nobody is targeting them except Radio Disney,” Mr. Rosin said.» (fonte: «The Youngsters Aren’t Listening as Much», 16/10/06, New Yor Times, SHELLY FREIERMAN).
Mark Ramsey não concorda:
«Isn't the real problem (if it's a "problem") that tastes among teens and college-age kids have atomized into droplet-sized formats no wider than each listener's iPod and the roster of bands tagged as "friends" on MySpace? Now, more than ever, under-25's can get what they want in a way that radio is incapable of servicing. Should we blame ourselves for not chasing the un-catchable? Should we blame our sellers for not "selling harder" to under-25's? I don't think so. The fear, of course, is that if young listeners don't develop a relationship to radio now, they never will. Maybe. That depends on what's on it.» (fonte Hear2, Mark Ramsey, «Where did all the under-25's go?», 17/10/06