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Start arrow Agenda arrow 22@Breakfast arrow Past Events arrow 22@Update Breakfast July 2008
22@Update Breakfast July 2008
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New consumption models in the digital era.                                 

Technology is changing the way young people relate to audiovisual contents, and to each other. They participate in social networks, communicate more quickly than ever, share contents, express their thoughts and feelings, and, most importantly, can break up, select and decide what information and/or products they want to consume. Immediacy and speed are essential parts of this new consumption model that businesses must take into account if they want their products to be accepted by this group.

At the July 22@ Update Breakfast, Jeroen Boschma, creative director at Keesie, focused his presentation on what he calls the Einstein generation. He uses this term to refer to people born after 1988, who use advanced technology to communicate, interact and forge relationships in a way that differs greatly from that used by previous generations.

Keesie is an international communication, consultancy and advertising agency specializing in young people. They study both their immediate environment (family and school) and their habits and values. They aim to come up with creative and clever solutions that young people will make part of their world.

Boschma emphasized the importance of knowing young people.s habits in order to create an advertising campaign. Before the Einstein generation, advertising was directed towards parents because they decided what to buy for their children. Now, however, young people have more information and campaigns should be aimed directly at them. To this end, we must learn their rules and immerse ourselves in their world.

For this generation computers are not new; they are part of every-day life. Moreover, young people are constantly immersed in a social network, with the Internet, mobile phones, etc. They have a great capacity to communicate and they need to express their feelings and thoughts. On the other hand, the knowledge they access doesn.t come from only one source, and it.s not a problem if they don.t know something: they just find someone in their network that can help them. Another important aspect is that, for this generation, immediacy is the norm: they communicate very quickly and have a short attention span.

In this context, advertising must communicate that the product in question is important in their world; it must give them a reason to make it part of their every-day life. Boschma explained that companies must ask themselves, .why is our product important to them?.

Hernán Scapusio, founder and director of Communi.tv, participated as Innovator of the Month, speaking about new consumption models in the audiovisual sector and the need to adapt to this new reality.

Communi.tv (CTV) is a company that provides services to audiovisual portals, webTV, digital radio, TDT and mobiles; they manage new advertising and payment models through interactive participation and content distribution.

Over the past few years a change has begun to take place in the way new generations relate to media and in the way they access contents, especially as a result of the Internet. However, some things will never change and young people still listen to music, play games and tell stories. These are the three central ingredients we must take into account when designing new products. Videogames incorporate all three elements, making them an example to follow.

Changes are occurring not in contents, but in how young people (this new user profile) relate to them. Young people use computers to access television, newspapers, messenger, and e-mail. So, users are able to do different things at the same time and choose what they want to watch, for how long, and what they want to do at the same time, which changes the traditional concept of advertising. Communication must be more dynamic than ever, but, at the same time, must coexist with traditional formats: they can watch a TV series while chatting with friends, commenting on the program and, above all, breaking up and selecting different parts.

To this aim, CTV offers new software to organize contents and give them a new dynamic because, as Scapusio said, .the most important aspect isn.t producing contents, its organizing them.. New users don.t want to have to organize the information, search it, and summarize it; they want to find everything organized so they can quickly locate exactly what they.re looking for. Another important element that must be taken into account is local character. Information must be contextualized in order to be attractive because one of the things that set the Internet apart from traditional media is its ability to analyze the end-user.s consumption habits. And, according to Scapusio, .audiovisual communication affects all companies,. we must study the users. new needs in order to respond appropriately and catalyze society.s changing habits and values.

To finish up July.s breakfast, Miquel Piqué, managing director of 22@Barcelona spoke of the news in the district:

  • Two open symposiums in the Digital Symposium Space: .Free culture and new markets. and .Networks, technology and resident relationships..
  • Signing of a collaboration agreement with the Catalan Government to reinforce the ICT, media, biotech and energy clusters.
  • Delegation to attend the World Economic Forum, in Tianjin, China.

If companies want to offer products aimed at young people they must consider the product.s purpose and find a way to encourage this group to make it part of their world.

Changes are occurring not in contents, but in how new generations relate to them.

Young people, constantly immersed in social networks, use advanced technology to communicate, interact and forge relationships in a way that differs greatly from that used by previous generations.


.I thought it was really interesting, above all the second presentation on the new focus for contents, especially at home, where computers are being used by 15- and 16-year olds. For those of us who work in advertising, this is a radical change because this audience focuses on many different elements at the same time and consumes much more interactively. They also manage their own communication time. On the other hand, I would have liked to hear more about how advertising agencies must change in response to these new models of consumption..

.Very good. It.s a way to share. Television broadcasts programs but we don.t have good audience feedback. On the Internet, feedback is immediate. So, we need to find ways to apply new feedback systems, which work so well on the Internet, in television..

.The presentation was instructive and interesting, but these concepts don.t have much to do with my work..

  • Social networks are places where people interact, characterized by dynamic exchanges between people, groups and institutions. They are an open system constructed by a group of people that identify with common problems and needs. On the Internet, we can interact with people we don.t know and who are not located in the same place, preserving our anonymity. Some examples of these networks are: Neurona, Facebook, MySpace, MEETin.
  • The book Einstein Generation, by Jeroen Boschma and Inez Groen, came out on May 27, 2008. It won the PIM Marketing Literature Prize for 2006. The book collects ten years of conversations with children and adolescents up to age 18 on any topic imaginable, giving a detailed description of this generation and their specific characteristics and offering solutions to help communicate with them effectively.

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