SXSW Interactive 2013
The Twenty-Something Time Machine
There are still only 24 hours in the day. Yet millenials consume an average of 26 hours per day of media. They also are on track to spend more than $200 billion per year by 2017, so how they form opinions about entertainment, culture and business matters. The way that they define media is just as important as the way that they use it - media is an experience, not a thing. That experience is defined by multi-screen interactions with information. What's on TV can be shared on a tablet, and what's claimed in a store can largely be fact-checked on a smartphone. Social opinions matter - but their sense of their social circle is also a different, and isn't just their close friends, it is based on a broader view of the social world that counts people they've never met (and never will).
The question isn't how fast the creative industry will adapt to millenials, it is how quickly the rest of the population will begin to demand 26 hours in their day.
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- In the past, we've had really ideas that exist in a place - on TV, online, in a book. Millenials use of multiple screens is setting up a new ecosystem in which ideas succeed or fail. What ideas are succeeding in this environment, and what rules can we learn from them?
- Authenticity is extremely valuable commodity to millenials - and one they can test by simply digging in to their network. How do millenials spot a fraud and how do you develop a culture of authenticity in a creative world?
- How does the millenial experience differ across social and economic boundaries?
- If our adoption of technology is at least in part defined by cultural acceptance, is their a predictable half-life to older people's attitudes about use of smartphones, tablets, social nets, etc?
- When most consumers match up to the 26 hour day, how will we differentiate among them?
Robson Grieve, President, Creature