Cyber CommunityImpact on Socialization

September 2009

The Web Revolution

The internet has impacted our day to day lives like no other medium

• Allowed us to communicate easily• Eliminates geographical borders• Accessibility• Fragmented interests• Share – one to many

Information “Super Highway”• Wealth of information is easily available

• Professional and user generated• Everyone can have an opinion

“I’ll Google It”

One of the most recognizable brands in the world that has turned a noun into a verb

Core business is managing information

• Text• Images• Video• Maps

On-demand information

Easy to use, quick results and direct to the source

More granular than any other medium

More. Faster. Different.

Latest generation of students have grown up on the web

Technology has led to a generation that can easily multi-task

A new dialect has been created to communicatelol, omg, ttyl, omw, txt, np, nuff, tho, u, :)

Anonymity has changed the entire dynamics of communication

No longer held accountable for actions when ‘hiding behind the keyboard’

‘Always on’ mentality has built unique habits

Individuals are able to access ANYTHING at

ANYTIME

Destination media is no longer the norm

Immediacy is more important than quality

Accessibility to information should have no restrictions

Everything has been freeI Want It Now!

Social Networking

Social Network DemographicsComscore – May 2009 - % of Unique Visitors

Average of Facebook, MySpace, Nexopia, Twitter, YouTube

Male Female

Total 49.5% 50.5%

2-17 yr. 11.8% 11.8%

18-24 yr. 7.7% 7.2%

25-34 yr. 7.7% 8.3%

35-44 yr. 9.2% 9.4%

45-54 yr. 7.4% 8.3%

55-64 yr. 3.4% 3.4%

Region

Atlantic 6.2%

Quebec 16.5%

Ontario 38.9%

Prairies 22.3%

BC 16.1%

Children

Yes 47%

No 53%

HHI Income Female

$15K-$25K 11%

$25K-$40K 14%

$40K-$60K 22%

$60K-$75K 14%

$75K-$100K 19%

$100K + 20%

MySpace skews 14yr. to 30yr.Facebook skews 18yr. to 34yr.Nexopia skews 14yr. to 20yr.Twitter skews 17yr. to 34yr.YouTube skews 18yr. to 34yr.

Social Networking

Keep In Touch With Friends31%

Reconnect With Old Friends20%

Share Photographs15%

Meet New People12%

Plan Social events7%

Music Discovery6%

Play Games6%

Social Network ActivityeMarketer – November 2008

Social Networking

Face to face communicationis verbal and small groups

Digital interaction is through words, photos, videos, mapping and more

Mass distribution allows a one to many conversation with a click

Multiple people can interact (i.e. comments, sharing)

Social Networking

People and content discovery

Like-minded people can come together to share and interact

Support infrastructure is created without geographical boundaries

Users can contribute to the group and/or reap the benefits of the group

Never ending resourcesin terms of people andcontent

User Generated Content

Canadians have access to the tools to create high quality content

Channels exist for mass distribution and contribution

Distribution channels reach larger audiences than traditional media

91% of online Canadians use “Conversational Media”

76% of online Americans use “Conversational Media”

Approximately 44% of internet users are

generating content• Video – 40%• Blogs – 58%• Wikis – 36%

Professional media outlets are looking to users to report on major events

Highlighting user contributions means immediate credibility for

citizen journalism

Major events• Madrid Train Bombings• 9/11• Southeast Asia Tsunami

User Generated Content

Citizen journalism has created a major paradigm shift

More sources, more perspectives, moreopinions from multiple sources Research for multiple opinions

Mobile and geo-location will add a new dimension to socialization

Social networking will increase its presence on mobile

One to many will be easier on mobile

Transport your information

Future Socialization

Social networks will become more niche eliminating millions of conversations

Networks based on locality will bringneighbours together

Relevant groups will increase usage andshift paradigm of communication

Cyber CommunityImpact on Socialization

September 2009