As teens, do we have universal control of our digital media yet?

by Josh Chandler on 21st September, 2009

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It’s a unique time we live in, as the current “up and coming” web generation. I mean, we share media content (photos, video and music) between friends, family and others on a regular basis. But just how much are we as a teen generation paying attention to where this media will ultimately be consumed in a few years time? What are the overall trends now, and where will things be in the future.

Here’s are the overall trends that are worth noting from a teen’s perspective.

Overall teen iPod ownership in the US rose to 86% according to research from Piper Jaffray

Results from a recent Piper Jaffray survey showed that despite an overall 14% drop in teen spending in the US, the amount of teens who own iPods in the US has risen 2% to 86%. Suggestions perhaps that the ubiquitous plug and play functionality of Apple’s media software is helping to bring more of us into using the fashionable and always desirable iPod product line.

Of course, this is a small sample of a much greater populous who use the iPod products across the world on a regular basis, it certainly would be hard to believe many of the teens out there wouldn’t own an iPod.

Netflix is investing $1m into building a better recommendation service

Netflix, the world’s largest online DVD rental service is continuing to built out it’s back-end search engine to improve recommendations for users. If you think 86% is low, give it 2-3 years and perhaps we may see the hollowed 100% relevancy. I mean, we as teens are said to be “the most savvy consumers” and when it comes to watching movies we make the smartest decisions on consuming the content.

We vote with our feet to not be huddled into a room for 2hrs (i.e a movie theater), not have someone being loud and disruptive on the rows nearby. Instead we want our movies in the comfort of our own home, with friends and family (a much richer experience!). And when Netflix and others alike strive to continue to improve the quality and relevancy of our experience, things can only get better.

Here are the overall trends worth noting which aren’t making experiences for us great, all because of some wise big dog companies!

DRM (Digital Rights Management) is still a force to be reckoned with.

iTunes, Amazon and Emusic are the only three major music download providers who provide DRM-Free music content, which means the song can be played on other devices apart from the companies proprietary device. Yet, should we wish to watch a movie from iTunes on another device, or copied onto our hard drives we would have little to no luck.

Our responsibility in the coming years it to continue supporting the efforts of companies such as Apple and Amazon. Down with the tyranny of mass controlled media consumption, down with the “accidental deletion of content from Kindle devices”. As the up and coming web generation we have a lot more spending power, and we are smart enough to utilize social networks to oppose any drastic changes to content restrictions online.

Companies such as iTunes still don’t put the consumer first when it comes to pricing of content.

In the UK, the current price of a Top 10 single averages at £0.99, in the US it’s $1.29 for a top 10 single. Where is the collective “student” value for money web service which offers media at a much more competitive price? Sure licences for the content cost Apple and Amazon a lot to pay for, but what has stopped someone else from producing a more teen-friendly pricing structure for content..

I feel a strong opposition to the actions of some teens who choose to pirate content illegally (in my personal opinion), but is it any wonder it happens when so much of the content is just too damn expensive. And, yeah Spotify and Last.fm may be the “saviours of P2P users”, but it’s not going to get that song onto my iPod without me physically purchasing the song from iTunes.

Overall, there is a greater underlying trend I feel teens are yet to unearth, that of greater consumer recommendations. It’s proving valuable during this economic period to use the opinion of friends and family ahead of “snarky marketers” who think they know better. In some sense, it’s a real “turning the tables moment” if done right. If we can continue to take full control of how we use our content, then media companies will have a much shorter piece of rope to hold onto at the end of the day.

But, on the other hand what do you think? Have we entered a period in technological innovation in media where the current generation can take greater control, how will we continue to find out about and consume media content online? Have you noticed any new trends emerging in media for the web?

Image Source of iPod Touch – ParsonsPhotography.com

iTunes and the iPod are trademarks of Apple Corp, and are freely acknowledged as being so.

susiebl

Hi Josh, I think you are a great writer! I am a mom of 3 teens who do not want to hear my valuable parental lectures. Hard to believe, I know. They are all on their devices and I am guessing that a brief message from me may be "heard" and absorbed better if I send it to them through cyberspace or if they go to a great website and find it themselves. I would like your advice on which social media pathways or websites are the best ways to communicate with teens so that they welcome the info more than a "mom" lecture. Which websites are best for communicating timely and complete information on various topics like "you need to get more sleep", "you drive too fast" and "you need to eat healthy food"?

Josh Chandler

Susie,

Firstly thanks so much for the positive feedback on my writing. I learn a little every day, and it really boosts my confidence seeing positive comments such as yours :).

Secondly, on the matter of "drawing attention" from your teens, I personally don't see the issue as becoming "part of their crowd". They have established friends and connections via these social networks, and if you provided input into that "circle of friends" it may be seen as "trying to cramp their style" (unintentional, I know :) ).

I think it's important to take time to understand how and why they use these sites, it's not so much that you can't have authority or influence over their habits, but moreso that you take time to see things from their perspective.

Teens use social networking to connect and discuss. I've often found my own actions far more influenced from discussions in social networking sites then I have from listening to my parents, it's about providing them with the freedom and also committing them to set boundaries.

I think generational gaps between the "web gen" and the "non web gen" have caused unnatural divides in opinion over who is right, and who is not. For those who aren't involved actively in social networks, they are seen as the "uncool mom" or grandparent.

It's no easy feat, but I am not convinced becoming their friend on Facebook or following them via Twitter is going to be all that much help to giving them the "mom lecture" in a more acceptable format.

Best of luck though, be sure to keep me informed on how you solve the issue (I may feature it in a post sometime soon!) :)

Thanks,

Josh

Scott Gould

Susie

I hear your pain. I think this is why people like Josh are so important when they bring value to this new generation of kids growing up with technology!

Scott Gould

Good article Josh, and congrats on the first guest post. It is apparent that we have consider what Gladwell would call the 'stickiness factor'

Teens adopt sticky, and spreadable ideas - and they have to be complete. The success of iTunes + iPod is that it is one integrated solution from beginning to end. Yes, teens are far more tech savvy than they have ever been before, but they still are not digital problem solvers (on the whole)