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Media Intelligence : MT Resource Guide 2011
From Xers & Ys to Zeds & Generation Alpha The last decade began with us analysing Generation X and welcoming Generation Y. Born since 1980, Gen Y in 2000 were children and teenagers while in 2010 the oldest of them turn 30 and become parents (30 is the average age of an Australian woman having a child). While the last decade saw the birth of Generation Z - born from 1995 to 2009, it will be in the decade ahead that most in this generation move through their teenage years and move towards independence. A generation today spans 15 years which means that 2010 marks the start of the next generation: Generation Alpha. They will be the most formally- educated generation in history – starting education younger than ever and projected to stay in education for longer than ever. As the children of older, wealthier parents, in two-income households and with more entertainment and technological options, it is likely that they will be the most materially-supplied generation of children ever. The ageing population The last decade began with the Baby Boomers ranging in age from the mid 30s to early 50s and it concludes with some of the Boomers entering retirement and becoming pensioners. This is the start of the age wave hitting Australia. By the end of this decade (2020) there will be more 65 year olds than one-year-olds. In 2020 life expectancy at birth will exceed 81 for a male and 86 for a female, and almost 1 in 5 Australians will be aged over 60. Over the next four decades while the total population will increase by just over half, the 65 and over population will more than double and the 85 and over population will triple. This ageing population will affect everything from the national accounts, to demands on health and housing, to the workforce. In 2020 the never-grow-old Baby Boomers will be in their 60s and 70s, and the oldest Gen Xers will be in their 50s – and themselves beginning to exit from the labour force. Redefined lifestages: twits, nettels and the downagers The last decade saw the emergence of the TWITS (Teenage Women in Their Thirties). This emerging segment provides a real MediaTitles 27 adapting to these models has been to use free labour. The rise of the digital sharecroppers, where writers provide content for free, has been the result. People have been prepared to provide content for free for all manner of reasons. Free content is being increasingly sourced from Pr agencies, their tame blogger bunny friends or from content farms more concerned about gaming Google through seO keywords. There is the other type of free content though, user Generated Content (uCG) consisting of the comments, forum posts and free articles submitted by readers. Many of these followers are fans and this is perhaps where salvation for the magazine industry lies. What formats can we expect The old magazine format isn’t going to go away, it’s just going to decline as part of the overall distribution. We’re going to see more short and long format online content complementing the magazines along with a lot of user content in the comments and forums sections. We’ll also see more cross platform selling like we currently see with magazines like Better Homes & Gardens though with a much bigger online and interactive component than the present TV-magazine tie ups. how will magazines engage with consumers in 2020? successful magazines are going to find the niches where readers and advertisers will pay to be engaged and identified with key groups, demographics and markets. Adding value to readers is going to be the key to revenue on an Internet that is full of noise of movement but with increasingly fewer nuggets of wisdom. Consumers are also going to be looking for a platform to get their views heard. so it’s going to be critical that magazines make that platform available through comments, forums, reader blogs and giving loyal and knowledgeable readers the opportunity to write for the publication. engagement is going to mean allowing site visitors some ownership of the content. The contributions around content, the more likely it is that readers will come back and the more likely they are to pay for add ons and read advertisements. Paul Wallbank is a speaker and writer charting how technology is changing society and business. He has three regular technology advice radio programs on abC, a weekly column on the smartcompany.com.au website and has published six computer books. WHO ARE GENERATION Z? n Generation Z are those people born from 1995 to the end of 2009. n They are the next generation after Generation Y (today’s teenage and twentysomethings). n They are largely the children of Generation X. n They are in their childhood although at the oldest edge they are approaching their teenage years. n They are today’s children and students, and tomorrow’s employees and leaders. n They are the world’s first 21st Century generation - the digital natives, the dot com kids, Generation Media. n They are today’s emerging generation who resemble children of any era past, yet they personify our future. p26-27,29 10trends.indd 27 14/4/11 12:56:27 AM
MT Resource 2010
Media Trends+Strategy 2012