SIME Speaker Series: 5 key media trends by Sara Öhrvall, SVP R&D, the Bonnier Group (Sweden)

Below is a guest post by Sara Öhrvall, SVP R&D, the Bonnier Group (Sweden)  and one of the powerful voices in the media scene in Sweden. Here she highlights 5 key trends in media consumption pattern. Catch her at SIME Stockholm on November 11, 12 this year.

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5 Media Trends

The Quantified Self

Tools for knowing your own behavior, mind and body are increasingly popular. It seems like we are trying to make sense of the information overload through more granularity of control. Reality mining and self-tracking are natural for a generation who has a fascination for numbers, as bloggers (counting comments, inward links, other bloggers citing them), Facebook members (number for friends), Tweet producers (followers, mentions) etc. With new technology, people can count their steps, blood sugar, friends, trips, spending patterns, phone calls and e-mail data (who contacted you, how many times and how often did you reply?). People have a lot of data to manage. And they will.

Augmented Reality

The difference between print and digital products will be less. The internet of things will be connecting physical items, as print products, to each other and the net. Books, magazines, newspapers will all have interactive and social features. Enhanced books come alive with audio and video extras like those found on a DVD. Instead, we will differ between passive and active media consumption. Media that requires my active involvement and media and that allows me to passively enjoy, all of it digital in one way or the other.

The Good Enough Revolution

People prefer immediate access to owning. Real time streamed media, as for example Spotify and Ninja video, will win against possessive media, focusing on the user need to own and keep the media product. It seems like the immediate access is so important that not even the quality issues of the existing streamed media is a problem. If the experience is good enough and more convenient, we are happy. To be compared with the netbook revolution and the mp3 effect.

Imedia

We believe that soon, a quarter of all media will be produced edited and consumed among peers. It is not only about user-generated content, it is a new media format that is all about collaboration. Where the creation process – the editing, refining and remixing together with friends, is the entertainment.

Girl Power

Young women (below 30) are tripling their online video consumption, doubling their blogging activity, tripling the length and number of online discussions and doubling their social network activity. All compared to last year. For the first time in the Web history, women are outnumbering men.

And we only say, oh yes, we are already seeing it, we just did not see it this clear.

Catch Sara Öhrvall at SIME Stockholm this year.

You can register for SIME here

2 Responses

1. And the show begins. at SIME says:

   November 11, 2009 at 10:39

   [...] The panel focused on amongst many things, the way to handle change within an organization, how to tap grass root level innovations, pursuing your change strategy against all the mentally blind folks who are waiting for a chance to bring you down and stop you from your path on change. Sara Ohrvall has a great piece on the SIME Blog about 5 key media trends, personalization, the quantified self, augmented reality amongst others. You can read the piece here [...]

   Reply
2. Dremell says:

   November 11, 2009 at 17:48

   So true. And you should listen to her, because the pentagon does.

   Reply