Nokia: UGC to account for 25% of entertainment

Nokia: UGC to account for 25% of entertainment

Interesting study from Nokia .. I agree with this. It is an interesting trend(see highlighted portions). Nice to see Mr Selby in the news!

source: fiercewireless

Up to a quarter of the entertainment consumed by people in five

years time will have been created, edited and shared within their peer

circle rather than coming out of traditional media groups. This

phenomenon, dubbed ‘Circular Entertainment’, has been identified by

Nokia as a result of a global study into the future of entertainment.

The study, entitled ‘A Glimpse of the Next Episode’, carried out by

The Future Laboratory, interviewed trend-setting consumers from 17

countries about their digital behaviors and lifestyles signposting

emerging entertainment trends. Combining views from industry leading

figures with Nokia’s own research from its 900 million consumers around

the world, Nokia has constructed a global picture of what it believes

entertainment will look like over the next five years.

“From our research we predict that up to a quarter of the

entertainment being consumed in five years will be what we call

‘Circular’. The trends we are seeing show us that people will have a

genuine desire not only to create and share their own content, but also

to remix it, mash it up and pass it on within their peer groups – a

form of collaborative social media,” said Mark Selby, Vice President,

Multimedia, Nokia.

Selby continues, “We think it will work something like this;

someone shares video footage they shot on their mobile device from a

night out with a friend, that friend takes that footage and adds an MP3

file – the soundtrack of the evening – then passes it to another

friend. That friend edits the footage by adding some photographs and

passes it on to another friend and so on. The content keeps circulating

between friends, who may or may not be geographically close, and

becomes part of the group’s entertainment.”

Tom Savigar, Trends Director at The Future Laboratory added,

“Consumers are increasingly demanding their entertainment be truly

immersive, engaging and collaborative. Whereas once the act of

watching, reading and hearing entertainment was passive, consumers now

and in the future will be active and unrestrained by the ubiquitous

nature of circular entertainment. Key to this evolution is consumers’

basic human desire to compare and contrast, create and communicate. We

believe the next episode promises to deliver the democracy politics can

only dream of.”

Of the 9,000 consumers we surveyed:

- 23% buy movies in digital format

- 35% buy music on MP3 files

- 25% buy music on mobile devices

- 39% watch TV on the internet

- 23% watch TV on mobile devices

- 46% regularly use IM, 37% on a mobile device

- 29% regularly blog

- 28% regularly access social networking sites

- 22% connect using technologies such as Skype

- 17% take part in Multiplayer Online Role Playing Games

- 17% upload to the internet from a mobile device

As part of the research we have identified four key driving trends;

Immersive Living; Geek Culture; G Tech and Localism. These trends are

currently sitting on the edge, but as these trends become more

mainstream, they will have a collaborative, creative effect on the way

people consume entertainment and, we predict, will lead to the Circular

Entertainment phenomenon.

Immersive Living

Immersive Living is the rise of lifestyles which blur the reality

of being on and offline. Entertainment will no longer be segmented;

people can access and create it wherever they are.

Geek Culture

This triumph marks a shift as consumers become hungry for more

sophisticated entertainment. Geek Culture rises, consumers will want to

be recognized and rewarded – the boundaries between being commercial

and creative will blur.

G Tech

G Tech is an existing social force in Asia that will change the way

entertainment will look. Forget pink and sparkly, it is about the

feminization of technology that is currently underway. Entertainment

will be more collaborative, democratic, emotional and customized – all

of which are ‘female’ traits.


The report uncovered a locally-minded sprit emerging in

entertainment consumption and Localism will become a key theme of

future entertainment. Consumers will take pride in seeking out the

local and home-grown.

The extensive research identifies the trends, along with the

technologies, that will be pivotal in the next episode of

entertainment. In conclusion, the results of the survey lead Nokia to

believe in the next episode; entertainment will be circular.

Notes to Editors

The research took place between July and September 2007. 9,000

consumers, who are active users of technology and own a mobile device

[not restricted to Nokia] aged 16-35 were questioned. In addition 17

correspondents from the Future Laboratory’s LifeSigns Network were

interviewed. LifeSigns network is a community of 3,000 ‘superconsumers’

thinkers, doers, creators and authors of culture. Interviews were also

conducted with 10 leaders in different areas of entertainment who

provided us with in-depth proven insights into this subject and what

lies ahead. Experts were chosen from the areas of radio, internet,

gaming, device developments, mobile telecoms, music, computing,

legislation and marketing.

About Nokia Nseries

Nokia Nseries is a range of high performance multimedia computers

that delivers unparalleled mobile multimedia experiences by combining

the latest technologies with stylish design and ease of use. With Nokia

Nseries products, consumers can use a single device to enjoy

entertainment, access information and to capture and share pictures and

videos, on the go.

About Nokia

Nokia is the world leader in mobility, driving the transformation

and growth of the converging Internet and communications industries.

Nokia makes a wide range of mobile devices and provides people with

experiences in music, navigation, video, television, imaging, games and

business mobility through these devices. Nokia also provides equipment,

solutions and services for communications networks.