Generation Y Guy

2007 was the year of social networks – Myspace, Facebook and the like. Many are now asking what are we in for in 2008? What should we looking out for in the digital media space in the year to come? Well, based on an international collaboration, we’ve identified a couple of key areas that should be on your radar for this year. 

Social networks hit Australia with extreme force between 2006 and 2007, with a saturated and loyal market (to a degree). Social networking via online applications will still be a prominent communications tool throughout the year ahead. We believe though in an age of digital convergence users will continue to trend towards using these social network platforms through other digital devices – ie. mobile phones. As a result the line between our online and offline lives is one that is blurring rapidly. With the increase in wireless instruments, the immediacy and accessibility of information is changing the way in which we interact socially and professionally. 

Be on the lookout for new technology designed with families in mind. Gaming technology a prime example of this – take for instance the Nintendo Wii, a console which is bringing families back into the lounge room engaging users at all levels. Similarly, the increase in parents communicating with their children through SMS, instant messengers and Voip based applications is staggering and an area that will grow within the coming year. 

Marketers need to move towards integration and interaction rather than intrusion. In the current environment of highly personalized and user generated content provided by social networks (Facebook, Myspace and the like), consumers have a heightened sensitivity to advertising. Users don’t want their online experiences disrupted by commercial messages. Smart marketers will move towards providing tools, information and environments that enhance online experiences through voluntary user participation.