3.0.1 "A geração iPod"

A ligação desta geração à tecnologia

«Techno-savvy Yers are now usurping "intectual authority" in their homes and classrooms, leaving parents and teachers both confused and awed. (...) They're proud owners of impressive electronic portfolios filled with website designs, home pages, and Internet resource guides. They know how to use the Internet as efficiently as older generations used the library, but in this case, gaining instant access to people, events, and ideas (...) Gen Yers are wired for the future. Slow, unwieldy processes are out; streamlining is in. "One size fits all" is out; customization of anything is in. Passive learning is out; interactivity is in.» (Martin e Tulgan, 2001: 6) 

«Gen Yers want technology - and everything else - right now. Gen Xers are in a hurry, no doubt; they want to know what you have to offer them next week. But Gen Yers want to know what you have to offer them right now. Remember, whereas Gen X grew up witnessing Moore's Law-"Technology doubles every two years"- in action, by the time Gen Y was entering its teenage years, technology was beginning to outpace that law. Most Gen Yers have been using computers since preschool and can dazzle the greatest techies of Gen X; with that skill comes an expectation of immediacy» (18) Of course, youthful impatience is something common to every generation as it comes of age. But Yers often exhibit distinctive, healthy impatience when their tasks and responsibilities are at stake» (21)

«Generation Y is a technological generation that takes computers, emailing, text messaging and the Internet for granted. This is particularly interesting from our point of view since the digital revolution has enabled the further expansion and diversification of popular culture» (CRay, 2006: 7)

A importância desta geração

«These 29 million young people will make the next major impact on the work place. Already they're posing new challenges to business leaders and managers, who are spending more time, more energy, and more money than ever before recruiting and training the young talent they need to compete in today's high-speed, high-tech world.»(Martin e Tulgan, 2001: xi)

A definição dos parametros de uma geração

«Demographers have also been unable to agree on the new generation's exact parameters. Those who refer to Gen Yers as "Echo Boomers," children of the baby boomers, identify this generation as a huge one, spanning 20 years om 1978 to 1998. Others cut the gap to 10 years, defining Gen Yers as those born between 1978 and 1988. Both views are problematic. Since a generation is an identifiable age group with a shared historical experience, the time span of each new generation shortens as the pace of change accelerates. (...) If we are to define the next generational group, or cohort, any meaningful way, the time span must be shorter still, no more than seven years. That is why we have focused this study on those born between 1978 and 1984»(Martin e Tulgan, 2001: xii)

Como (não) descrever esta geração

«Demographers, unable to agree on a defining label for this generation, have called them the Millenniums, Genation www, the Digital Generation, Generation E, Echo Bomers, N-Gens, and, most often, Generation Y. Ask these young people to define themselves, though, and will hear something far more creative: the Non-Nuclear Family Generation, the Nothing-Is-Sacred Generation, the Wannabes, the Feel Good Generation, CyberKids, the Do-or-Die Generation, the Searching-for-an-Identity Generation. .»(Martin e Tulgan, 2001: xi)

Os jovens e (o fim d)a industria musical

«Em 2006, a EMI, uma das quatro maiores editoras do mundo, convidou alguns adolescentes para ir à sua sede para conversar com os executivos sobre os seus hábitos musicais. No final do encontro, os directores da EMI agradeceram os comentários e convidaram os adolescentes a escolher à vontade os CD que estavam amontados em cima de uma mesa. No entanto, nenhum dos adolescentes quis qualquer CD, muito embora fossem de graça. ‘Foi neste momento que percebemos que o jogo estava completamente perdido’, disse uma pessoa que estava no encontro.» («IN 2006 EMI, the world's fourth-biggest recorded-music company, invited some teenagers into its headquarters in London to talk to its top managers about their listening habits. At the end of the session the EMI bosses thanked them for their comments and told them to help themselves to a big pile of CDs sitting on a table. But none of the teens took any of the CDs, even though they were free. “That was the moment we realised the game was completely up,” says a person who was there.»

fonte: From major to minor Jan 10th 2008 From The Economist print edition

O que é que qurem os jovens

The survey, commissioned by Robert Half International and Yahoo! HotJobs, examines the professional priorities of the most senior members of Generation Y or the “Millennials” -- those who have already started a career or will soon start one. More than 1,000 adults between the ages of 21 and 28 were polled for the project. The findings are available in a report, What Millennial Workers Want: How to Attract and Retain Gen Y Employees.

Rogers e a teoria da difusão das inovações

«Everett M. Rogers in his 1962 book, Diffusion of Innovations, theorized that innovations would spread through society in an S curve, as the early adopters select the technology first, followed by the majority, until a technology or innovation is common.

The speed of technology adoption is determined by two characteristics p, which is the speed at which adoption takes off, and q, the speed at which later growth occurs. A cheaper technology might have a higher p, for example, taking off more quickly, while a technology that has network effects (like a fax machine, where the value of the item increases as others get it) may have a higher q.» (wikipedia)

Early Adopters
They are younger than the average farmer, but not necessarily younger than the innovators. They also have a higher average education, and participate more in the formal activities of the community through such organizations as churches, the PTA, and farm organizations. They participate more than the average in agricultural cooperatives and in government agency programs in the community (such as Extension Service or Soil Conservation). In fact, there is some evidence that this group furnishes a disproportionate amount of the formal leadership (elected officers) in the community. The early adopters are also respected as good sources of new farm information by their neighbors. (The Technology Adoption Lifecycle The technology adoption lifecycle was originally developed in 1957 at Iowa State College. Its purpose was to track the purchase patterns of hybrid seed corn by farmers. Approximately six years later Everett Rogers broadened the use of this model in his book, Diffusion of Innovations.»

Mais da relação entre jovens e rádio

«An Arbitron/Edison Media Research study that included ages 12 and older found that 22% of those Americans owned an MP3 player in 2006 (Rose & Lenski, 2006). The study further noted that, between 2005 and 2006, growth of ownership of the technology was especially high among 12-17 -year-olds. Affinity for the iPod, in paricular, was also noteworthy, with 45% of all respondents indicating that they '''love' using the device" (Rose & Lenski, 2006, p. 8) (...). In comparison, less than a quarter (21%) of respondents said they loved "local AM/FM radio" (p. 8).» (Ferguson, 2007: 104) 

Um estudo de David Alan Free mostra «Most (94%) of the respondents listened to AM and FM radio, which was
labeled traditional radio; only 7 percent listened to new radio, which included satellite, Internet, and cable radio.  Males (8%) were
slightly more likely than females (6%) to listen to new radio» (Free, 2006)

A relação dos jovens (18-24) e a rádio

«As for listening to AM/FM radio, 50.2% of the sample reported they never listen to terrestrial radio; 26% reported they listen less than an hour a day; 8.6% indicated they listen to radio 1-2 hours a day, and less than 1% (.9) reported listening more than 2 hours a day. Respondents were also asked to rate AM/FM, MP3, streaming or Internet-only radio anda satellite radio in their ability to provide them with entertainment using a five point scale (1 = very poor; 5 = very good). Respondents rated the MP3 the highest with a mean of 3.95, followed by satellite radio (2.95), streaming via the Internet (2.86) and AM/FM last (2.67)» (ALbarran, 2007: 97)

«Respondents were asked to identify which of the four technologies they would keep for their music listening if they could only choose one. The sample again showed a strong preference for the MP3 compared to other technologies. Approximately 68.4°% indicated they would keep their MP3; 21.4% of the respondents indicated they would keep AM/FM; only 4% streaming media, and 5.6% would keep satellite radio» (98)

with nearly 50% of the sample indicating they never listen to rad io, this is extremely problematic for an industry that has a long history of cultivating young listeners. The focus groups revealed a number of negative perceptions about radio that are reflected among society: too many commercial interruptions, tooliute variety in music, and too much industry consolidation so that all stations sound the same. (...)rythjng but news, it will have major implications for the medium in terms of pro:ramming, its abil ity to attract advertising, and its long-term future. Radio is still perceived as a good second choice to the MP3, but as these audiences age will they still perceive radio as serving only these limited needs?» (99) 

ATENÇÂO Ao factor moda; que pode enviesar os resultados actuais; daqui a alguns anos esta tecnologia não será tão presente e necessaria?

Jovens utilizadores de mp3 não querem rádio

«Early adopters of MP3 technology have been shown to be the reatest threat facing radio (Bachman, 2005). Eighty-five percent of a sample in ñe tudy would choose an MP3 player over traditional radio as their preferred listening )ourcFifty percent listened to Internet radio and spent more time with this format than they were six month ago. Fifty-four percent claimed there is no radio station in heir area that played music they wished to hear ("How to make music more," 2005).(...) , Book and Grady (2005) found that adoption of alternate med i a forms by rad i 0 listeners occu rred mostly among those who ere highly dissatisfied with traditional terrestrial radio programm ing. Once theses I iseners adopted new media forms, they reduced their radio listening time by 61 %.» (Albarran, 2007: 95)

«A comparison of radio use between owners and non-owners of iPods yielded a significant difference, suggesting that iPod use substitutes for time spent listing to the radio (...). Radio use for respondents without iPods was about two and a half hours, (...) but radio use for iPod owners was over an hour less» (FErguson, 2007: 114) 

 

Os mais jovens toleram menos a publicidade

««The Arbitron Company, in conjunction with Edison Media Research (Arbitron Study, 1999), conducted a large telephone survey of more than 1000 Arbitron diary keepers. Among the stated goals of this "spot load" study was to probe listener perceptions toward radio advertising. (...) This study also concedes that young people (ages 12 to 24) are more likely to switch stations due to commercial avoidance» (McDowell and Dick, 2003: 52); «Furthermore, Abernathy (1 991) did not delve into other plausible motivations for switching stations. Also, the study's sample base was a "demographically homogeneous" group of young student volunteers. Based on the findings of other studies, young people tend to change stations more often than older people.» (53)

«(...)compared to older persons in this study, younger respondents were (a) more likely to switch stations (b) more likely to avoid commercials, and (c) avoid an undesirable song. On the other hand, there was also support for the idea that older people tended to avoid announcers and newscasts» (59)

A erosão entre os jovens parou?

«"Overall listening among youth demographics has stabilized."Dear Lisa Chiljean: from your lips to God’s ear, as they used to say. That would be a lovely trend to see. The Clear Channel Katz Advantage VP/Director of Media Research says radio still plays a solid role with younger audiences: "This group connects with favorite personalities and formats, and radio is the place they go to learn about new music." But "they are also the technology generation, and as this group has spent more time with new technologies, their time with radio has lessened a bit over the years." But "for the first time in years, we noticed that this trend has slowed", as of the Fall Arbitron survey. Some evidence: urban is stable at 7%. Alternative/modern rock is even at 3.1%. CHR is steady at 6.8%. Rhythmic CHR stays at 4.2%. »

Taylor on radio info, 29/02/08 "Overall listening among youth demographics has stabilized

 

Os pais tratam os seus filhos como adultos

«Parents are getting more and more time starved, and they treat their children more like adults than the previous generation of parents did." (Mike Gatti, executive vice president of the Retail Advertising & Marketing Association, a division of the National Retail Federation, Washington, D.C. (www .rama-nrf.org).

Marketers need to both recognize and take advantage of the fact technology is a huge part of young peoples' lives, Gatti notes (...) You need to talk to young people at their level, understanding they are very Internet savvy and they use all kinds of media simultaneously," Gatti says. "They might be instant messaging on their computer or text messaging on their phones while they're watching their favorite TV show. Mobile promotions are going to become a very significant marketing tool to reach the youth segment. »

fonte:Marketing to the future: reaching teens and young adults requires a radically different approach.By Kruger, Jennifer Barr, September 1 2005

Como bloquear a publicidade

«There's a new, easy-to-install program called Adblock Plus that could become what the modern day "clicker" is to TV and the seek buttons are to drivers looking to change radio stations seamlessly.

Here's how it is described in Forbes:

"Adblock Plus takes a minute to install and instantly replaces annoying banner ads and intrusive videos with pleasant white space. It is one of the most popular free downloads for Firefox, the rival browser to Microsoft's Internet Explorer. Firefox is used by one out of six Web surfers worldwide. Three million people are already using Adblock Plus, and every three months another million join them". (...) But this generation tires of things quickly. They have more control over their media than any previous generation. What other generation could steal music? It couldn't be done from a record store unless you wanted to risk arrest. It's possible today because the Internet allows users to control the delivery system.

What previous generation could have custom "radio stations" in their pockets? This generation can program their iPods without daffy djs and commercials.»

Jerry Del Collianno, Ad Blocking 22/02/08

Os hábitos da geração iPod

«Here, then, are six lessons I've learned about what it takes to get the best performance from a sophomore.

1. ELIMINATE AMBIGUITY.Millennials are experts at calculating what it takes to meet expectations. Once locked in, they have a GPS-like approach to navigating toward the goal. I have learned that the flip side of this laser-like focus is a lack of patience for any hint that the rules are being changed midstream.
LESSON: Set clear goals and timelines -- and resist modifying them. Once the syllabus is printed, I never change it.

2. THINK OF TIME AS A 24/7 RESOURCE. College students don't look busy or frantic; they look tired. Millennials regard time as a 24-hour resource. Thanks to time stamping, I know students complete their work closer to 5:00 a.m. than 5:00 p.m. I have come to admire this as an exquisite sense of time management rather than a lack of forward planning.
LESSON: Focus on results, not process. Tell them when it's due, not when to do it.

3. COMBINE WORK WITH PLAY.I suspect Millennials will think of a job less as a place you go from 9 to 5 than as a place where you get to hang out with a great team of friends prior to meeting them later to hang out and continue the conversation somewhere else.
LESSON: Allow Millennials to form their own work teams when possible.

4. MAKE IT WORTHWHILE. Students are sick of busy work and exercises; they long to do something "real" and meaningful. What's more, they are convinced they are ready for it. Whenever possible, I incorporate real-world consulting problems and clients into class assignments. Many students have told me years later that those were among the most meaningful experiences they had in their college careers.
LESSON: Assign the tough problems, not just the ones you think they can handle.

5. HANDLE WITH CARE.They look like adults, talk like adults and (usually) think like adults. So it's easy to forget that emotionally they have more in common with high-schoolers than young professionals. They take everything very seriously. Many Millennials lack the resilience to shrug off setbacks; a misdirected frown or a curt e-mail can send them into a tailspin.
LESSON: Use criticism sparingly, frame feedback positively -- and keep the Kleenex handy.

6. PLAY TO THEIR STRENGTHS. Millennials find technology effortless, the result of growing up in a world where computers, cellphones, iPods, navigation systems and digital recorders are ubiquitous and essential. They exhibit an unusual breadth of experiences and a deep sense of social responsibility. Their perspective is entirely global. In the classroom, I try to leverage these strengths by giving them choices and encouraging them to follow their interests. Student work often astonishes me with its professionalism and creativity.
LESSON: Let their creativity, technology skills and brainpower loose. There's no telling where it will lead. »

fonte: «Get the Best Out of Millennials by Tweaking Habits», AdAge,By Carol Phillips  Published: February 11, 2008

«O adulto cada vez mais infantilizado e a criança cada vez mais adultizada»

«El adulto cada vez más infantilizado y el niño cada vez más adultizado, lo que se puede observar sobre todo en preadolescentes que tienen pautas de jóvenes y en jóvenes que plantean reivindicaciones de adultos » (por acção dos meios de massas, sobretudo a televisão) NOriega, 1997: 416 

«Utilizar únicamente la variable edad es engañoso porque no se puede hablar de juventude, sino de jóvenes de determinadas características en oposición a otros jóvenes, al menos tanto como a otros sectores sociales.» (Noriega, 1997: 417)

«El joven producto del audiovisual de masas a) busca el sentido de lo concreto y se ve seducido por lo inmediato; b) tiene una visión  hedonista de la vida; c) predominan en él los valores afectivos y estéticos por encima de la lógica racional o ética; d) tienen dificultad en concretar los ideales, vertebrarlos y, por supuesto, llevarlos a cabo e) desprecian la historia porque no existe más que el presente; o f) tienen gran capacidad de admiración y de intuición de qué es lo nuevo. El modelo electrónico de joven obedece a un canon de belleza y de atuendo muy señalados» (Noriega, 417-418)

«Parece como si las televisiones pensasen que los jóvenes sólo tuvieran interés por la música y algunos objetos de consumo que se identifican con la la «cultura juvenil». Lo que ofrecen las programaciones como específico de los jóvenes aparece bajo el síndrome de  Peter Pan: si, por definición, ser joven es vivir en un estado de transición en tensión entre la infancia y la adultez, las televisiones quieren prorrogar indefinidamente ese momento como estado de felicidad despreocupada: se vive al día, en un clima de permanente felicidad despreocupada: se vive al día, en un clima de aventura, de diversión amable y humorística bajo la protección de las deidades del videoclip y el escenario cosmopolita (...)» (Noriega, 418)

«La imagen de joven en los medios de masa es, sin duda, un modelo importante para la construcción de la propia identidad. De hecho, los jóvenes consideran como las experiencias más significativas de sus vidas las de tipo cultural, por encima de las espirituales o místicas, religiosas, parapsicológicas, sexuales, amorosas, de relaciones interpersoanales, políticas, etc.» (Noriega, 419)  

A importancia da televisão nos mais novos

«Para los niños la televisión es el primer gran instrumento de apertura al mundo, a las culturas más lejanas y a las experiencias que están a la base de la civilización adulta. La televisión es, según la recurrente metáfora de «aula sin muros», un medio con mayor poder que la escuela, aunque carezca de la interactividad, reflexividad y socialización que sólo ésta puede proporcionar para una maduración intelectual Y psicológica satisfactonas» (Noriega, 1997: 409) 

Os jovens e a disponibilidade para a publicidade

«A recent JackMyers survey of nearly 500 teens aged 15 to 17 found that 37 percent report they frequently or occasionally view news and/or sports videos on their cell phones and 73.5 percent frequently or occasionally send text messages from their cell phone. Thirty-seven percent say they are likely to pay attention to video advertising on cell phones and 31 percent are likely to pay attention to text advertising on cell phones. (fonte)

A rádio está a chegar aos novos ouvintes?

«"Are you getting the new audience? The iPod generation?" Wired magazine author Chris Anderson and "Long Tail" author Chris Anderson starts an effective keynote speech explaining radio’s creation of "the notion of a common culture" that was "suddenly synchronized around this top-down delivery" of content, starting in the 1920s. That template of a mass medium – a homogeneous culture created by relatively few sources of content – ended in the late 1990s. That’s because "the Internet allows you to reach everybody with an infinite amount of content for free." (Anderson’s forthcoming book is titled "Free", about how content creators need to create ways to get paid for their free content.) Anderson answers a question about who’s responding best to the new imperative to narrowcast or even "slivercast", and he says it’s "advertising." Though not his own business of magazines, or books, or broadcasting. As for radio, "this is the only medium that’s translated to online virtually unchanged. The core product – free music and spoken word – is undiminished in popularity, and vastly increased in reach." But radio’s no longer got anything like a monopoly on supplying either music or talk. Anderson concludes "the business model must change."

fonte: "Are you getting the new audience? The iPod generation?", Taylor On Radio-Info, 13/02/08

Jovens vs 'early adopters' (coincide?)

«Rogers (1962) identified five types of adopters, the first two being catalytic ‘Change Agents’: innovators (2.5% on average), early adopters (13.5%), members of the early majority (34%), members of the late majority (34%), and laggards (16%).» Lehman, 2004:709

«We should note that ‘50 percent’ follows from Rogers’ diffusion of innovations model: the first three categories together (innovators 2.5%, early adopters 13.5%, and members of the early majority 34%) equal precisely 50 percent. Certainly, when half the public uses a medium we can safely say that it is no longer marginal.? (Lehman, 2004:714)