Three trends are having a key impact in how consumers are using the internet: the rise of the 'packaged internet', with access through apps rather than browsers; an explosion of professional content and real-time social all contributing to what GlobalWebIndex
founder Tom Smith
sees as the rise of the social entertainment age.
suggests that: 'The open browser-based internet has failed to create the economics to deliver professional media business online, as advertising could not demand the premiums needed and consumers are unwilling to pay for content delivered through a browser.'
GlobalWebIndex's free report
analyses the current situation and considers the implications for professional media, content producers and brands.
The report identifies that a shift is currently taking place from blogs and forums to real-time sharing such as status updates and tweets, with 10% of internet users around the world updating their status daily. 'This radically changes the impact of social media, primarily creating an ongoing shared agenda and conversation towards reacting or interacting with live events and discourse.'
The rise of the packaged-internet
Mobile apps, tablets, e-readers, internet-connected TVs and gaming / video platforms are all contributing to the deterioration of the internet as a single entity. Mobile, in particular, has contributed to social entertainment, with over 17% of people surveyed having watched TV in the last month via their mobile, and 26% had watched an on-demand video via mobile phone.
Professional content explosion
The fastest growing motivations for using the internet identified by the survey were 'finding TV / films', 'finding music' and 'entertainment'. The survey also found that the prime motivation for 16-24 year olds to engage with brands is to entertain them (66%). GlobalWebIndex interprets this as a 'clear indication of the need for brands to adopt the position of content creator'.
Happily, this should mean easier access to high-quality content across a wide range of platforms, which should prove beneficial for both brands and consumers.