3.0.1 "A geração iPod"

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.»

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

São os jovens que estão a puxar pela rádio na net

«American Media Services has released more results from its "Radio Index" survey, reporting that 33 percent of U.S. adults have ever heard an Internet radio station, and 53 percent of those who have heard Internet radio have listened to an online station within the past month.
Not surprisingly, younger adults are more likely to have heard Internet radio, with 44.5 percent of 18-24-year-old respondents saying they've listened online, compared to 40.1 percent of 35-49s and 6.6 percent of those 65 and older. There's a gender split as well: Thirty-seven percent of 18+ men have listened to Internet radio vs. 29 percent of 18+ women.
"It is clear that a significant number of Americans are comfortable with listening to Internet radio, and with the new technology that supports it," said AMS Chairman Edward Seeger. "The AMS Radio Index shows that listening to terrestrial radio remains as popular as ever, but also indicates that the way people listen has expanded to new platforms as digital technology has provided more and more choices. This truly is an exciting time to be in the radio business."
The survey of 1,004 American adults was conducted by Omnitel for AMS over the weekend of March 28-30.»
Radio Ink,Survey: 33% Of U.S. Adults Have Listened To Internet Radio, 9/04/08

Chamar E-Generation

O estudo coordenado em 2007 por Gustavo Cardoso no âmbito do CIES/ISCTE – Centro de Investigação e Estudos em Sociologia, Instituto Superior de Ciências do Trabalho e da Empresa, tem como titulo E-Generation: Os Usos de Media pelas Crianças e Jovens em Portugal; Chamam E-Generation aos jovens dos 8-18 anos

Os jovens cada vez mais adultos e os adultos cada vez mais jovens... (mais)

«(...) os jovens, em especial os mais velhos, vivem numa situação transitiva entre o estatuto de criança e o estatuto de jovem adulto, o “homenzinho”. Vivem, na maior parte dos casos, sobre a alçada financeira dos pais mas vão desfrutando cada vez mais de novos campos de liberdade e os media podem ser vistos como expressão da sua crescente liberdade. Note-se aqui, portanto, a ligação entre a privatização dos tempos livres, está a par de novas reconfigurações e negociações no significado de juventude e de família num contexto de democratização da vida familiar» (Cardoso, 2007: 321)

Os jovens entre várias realidades mediáticas (aprender novas competências)

«A imagem da convivência em família em torno da “lareira electrónica” parece, hoje em dia, dar lugar à rede convivial, real e virtual permitida pela emergência dos novos media e das novas tecnologias da informação e comunicação (TIC). As gerações mais novas têm crescido no meio de mudanças no domínio da interactividade da comunicação e no meio de um sistema de múltiplos produtores e distribuidores. Os jovens são assim particularmente susceptíveis a uma socialização entre várias realidades mediáticas, concorrentes ou complementares, e crescem entre uma multiplicidade de escolhas no que respeita às formas de comunicação, entretenimento e informação. Novas competências parecem estar a ser adquiridas intuitivamente pelos mais novos como a forma de explorar a interligação entre as várias realidades mediáticas e a forma de operar vários expedientes mediáticos simultaneamente.» (Cardoso, 2007: 25)

O que se faz enquanto se ouve rádio (multitasking clássico)

«Les huit activités principales les plus fréquemment notées par les adolescents, pendant l'écoute de la radio sur le journée moyenne dont on agrège les unités minimales de temps, sont des activités domestiques. (...) En effet, quel est le plus important ? L'activité dite "principale" ou bien la situation qu'elle forme avec l'écoute de la radio? Que la radio accompagne une autre activité veut-il dire qu'elle y est logiquement soumise? (...) La consommation solitaire et partagée, l'écoute domestique et délocalisée, la pratique du , latin, de l'après-midi et du soir par les adolescents font de la radio un objet multifonctionnel» (Glevarec, 2003b: 325)

APESAR DISSO, Glevarec recusa a função secundária da rádio, enunciada por Crisell:

«La radio n'a plus rien ici de l'objet aveugle et secondaire. Elle est un objet "immense" qui concerne tout aussi bien la place de la musique chez les adolescents, que les expériences à cet âge, ou encore le marquage de leur territoire par rapport aux parents.» (Glevarec, 2003b: 332(14))

A rádio e a cultura do quarto

«(...)l'écoute va devenir plus domestique, s'inscrire dans une «culture de la chambre» [citando Simon Frith, The Sociology of Rock]. Il semble y avoir là une très forte interdépendance entre culture et support de consommation.» (Glevarec, 2003: 87)

«L'usage dominant que les adolescents font des radios qu'ils écoutent est un usage plutôt privatif. À la différence de l'Angleterre où la possession d'un téléviseur dans la chambre des adolescents est le fait de l'ensemble des classes sociales, seule la radio est, en France, le média possédé par la majorité des adolescents dans leur chambre. La radio de la chambre est traversée par la construction d'une séparation d'avec l'extérieur, tandis que les radios partagées (la cuisine, la voiture...) sont le lien d'une discussion entre membres de la famille autour des préférences» (Glevarec, 2003: 90) 

A rádio como instrumento de socialização

«la radio est un instrument de socialisation concurrent par rapport à la famille et à l'école; enfin, la radio est un instrument nouveau par rapport aux institutions traditionnelles de légitimation culturelle» (Glevarec, 2003: 86)

Porque é que os jovens ouvem rádio musical (a ubiquidade e a disponibilidade)

«Du point de vue des adolescents, la transformation majeure qu'apportent les radios réside dans la lise à disposition et la diversification des « musiques ». Cette disponibilité est encore plus forte que pour la télévision parce qu'elle correspond à des usages moins captifs du support: les adolescents écoutent sur différents postes, chaînes et Walkmans, à domicile et à l'extérieur, seul et en compagnie. La disponibilité des différentes radios musicales offre une étendue et une ouverture à l'écoute musicale , fortement valorisées par les adolescents.» (Glevarec, 2003: 86)

O lugar da rádio entre os jovens (lugar de construção da adolescência)

«La radio pour les adolescents est, d'une part, un des supports d'une pratique juvénile décisive, à 'oir l'écoute de la musique, d'autre part, le lieu d'un investissement qui, chez les 14-16 ans, l'inscrit ans un véritable 'moment radiophonique adolescent' » (Glevarec, 2003, 85)

«La radio occupe une position double dans les pratiques des adolescents. Elle est à la fois un espace d'identification, à travers le "style", et un espace d'apparition de par son insertion dans la construction anthropologique de l'adolescence. Elle est traversée par une double catégorisation, identitaire et générationnelle. L'une porte sur la contribution de la radio à l'intégration, l'autre sur son apport à la construction du "moment adolescent" par rapport au temps et au monde adulte» (Glevarec, 2003b: 326) 

«D'un point de vue socio-historique, l'écoute adolescente des radios manifeste d'une part un fait générationnel - elle concerne les individus nés depuis les années 1980 -, d'autre part le moment adolescent comme moment de passage, de transformation, de questionnement et comme espace culturel propre en termes de style. Elles constituent un lieu d'identification pour certaines catégories de jeunes, à travers le genre de musique qui y est privilégié, mais aussi à travers les animateurs, les intervenants et les sujets qui s'y manifestent. » (Glevarec, 2003b: 332/14)

Os jovens e a rádio: conveniência e não conteúdos

«The survey also found that younger listeners, 18-34, are more likely to mention convenience (46 percent) than content (24 percent) when they say why they value radio. »

54% dos 12-17 (EUA) têm um LAD (42% no ano anterior)

The audience for MP3 players continues to grow at a brisk pace. As of early 2007, nearly a third of the American public (30%) over the age of 12 owned an iPod or other MP3 player, up from 22% the previous year (Arbitron, “The Infinite Dial 2007: Radio’s Digital Platforms,” April 19, 2007) Small, sleek and portable, MP3 players were most popular with kids. More than half (54%) of 12- to 17-year-olds owned an iPod or other type of MP3 player at the beginning of 2007, up from 42% the previous year. (state of the news media 2008)

Mais de metade dos jovens 12-17 dos EUA produzem conteúdos

«More than half of all online teens who go online create content for the internet. Among internet-using teens, 57% (or 50% of all teens, roughly 12 million youth) are what might be called Content Creators. They report having done one or more of the following content- creating activities: create a blog; create a personal webpage; create a webpage for school, a friend, or an organization; share original content they created themselves online; or remix content found online into a new creation.» fonte: Amanda Lenhart e Mary Madden,Teen Content Creators and Consumers, Pew Internet & American Life Project, 2005, pag 1

«Overall, one-third (33%) of online teens report sharing their own artwork, photos, stories, or videos with others via the internet.» (pag 2)

Há diferenças entre os teens(13-18) e os tweens (8-12)

«the study, “Kids on the Go: Mobile Usage by U.S. Teens and Tweens,” includes “insights from more than 5,500 teens and tweens and dissects how these demographic segments are engaging with mobile and traditional media.”

"In addition to the differences between adult and youth media consumers, there's an important gap between the media behaviors of teens and tweens," said Herrmann. "This report, which includes insights from more than 5,500 teens and tweens, dissects how these demographic segments are engaging with mobile and traditional media."
 

Teens vs. Tweens
• 48% of tweens spend less than one hour per day online, and the majority use online for gaming.
• 81% of teens spend more than one hour per day online, and the main usage is for email.

Novos hábitos (a ver televisão) e VIDEO

« In an environment where everyone is discussing the migration of viewership to the Web, the baby boomer generation still demonstrates a preference for traditional television, according to research commissioned by the Hallmark Channel.
"The Consumer Television and Technology Study," conducted by Millward Brown, also indicated that baby boomers are less likely to fast-forward or skip commercials. These findings were a stark contrast to the millennials, who actively choose new technology and products such as digital video recorders, video on demand and pay per view to watch video content.

Among some of the key findings: only 31 percent of millennials believe new TV technologies are complicated and difficult to use, as opposed to 55 percent of baby boomers. The research also found that 52 percent of millennials are more likely to consider mobile devices as forms of entertainment, versus 35 percent of boomers. Additionally, 27 percent of millennials go to Web sites to watch video, compared to 9 percent of boomers. ( The national survey involved 1,200 cable and satellite viewers via telephone.» Hallmark: Boomers Prefer Traditional TV March 27, 2008 -By Shahnaz Mahmud

 

Ouvir musica em movimento (mas não atraves da rádio)

«Two thirds of young people aged 16 - 21 now listen to some form of mobile music on the go, MOBILE PHONES ARE MUSIC TO THE EARS FOR RADIO SAY TNS, TNS 26/02/08

Multitasking

Reflexões sobre o multitasking, a partir do estudo A Internet em Portugal (2003-2007, do Obercom):

Multitasking pressupõe pelo menos duas actividades em simultâneo; multitasking não deverá partir de ter a internet ligada (o browser aberto) mesmo que 'parado'; multitasking terá de pressupor estar a ver videos e a visitar um museu, ouvir rádio ou musica e ler um jornal, ver um episodio e de vez em quando ir ao MSN, enquanto ele decorre (porque se houver pausa já só há  função);

de qualquer forma, é possivel que a partir de determinados questionários, em que as questão não fique clara, seja o respondente a revelar a sua propria representação do que é usar a internet;

«Media multitasking involves using TV, the Web, radio, telephone, print, or any other media in conjunction with another. Also referred to as "simultaneous media use," this behavior has emerged as increasingly common, especicially among younger media users, and has gained significant attention in media usage measurement, especially as a new opportunity for cross-media advertising. Much of this multitasking is not inherently coupled or coordinated except by the user. For example a user may be surfing the Web, using e-mail, or talking on the phone while watching TV.»

Os humanos (jovens ou não) sempre fizeram multitasking: estudar e ouvir musica, por exemplo; conduzir e ouvir musica; dar de mamar a uma criança e ver televisão ou ler; agora a tecnologia permites-lhes realizar, mais vezes, duas ou mais tarefas ao mesmo tempo (musica no rádio,m no iPod ou no computador, estudar e instante message com os amigos): conversar com uns auscultadores nos ouvidos (um pelo menos); diversos gadgets

ver: The multitasking generation C Wallis - Time, 2006 - fritzhubbard.org

Sem lealdade às marcas

«One of the emerging truisms about Generation Y is hat Yers are conscious of brands but not loyal to them. They are known for having short attention spans and don't give I second thought to abandoning one brand name for another.» (HUntley, 2006: 151)