Do Brands Need Agencies? | Face Forum, Nov 09

do brands reallyneed agencies?face forum, november 2009, londonsettingsome of thecontextwith a few edited highlights fromour 2009 Tech Tribe report intoattitudes and behaviour of 18-25year olds18-25 importantnot becauseyoung adults arerepresentativetoday… butbecause theyare earlyadopters and dorepresent thefuture…some key themes from ourtech tribe 2009 reportonline is not just another channel – it represents the world that youngpeople live injust as we have started to get to grips with the ‘web’ so itchanges from being a place that people go to a place that isall around us all of the timecontribution to social media still growing butgenuine content creation remains pretty stableInfluence of inner (my friends) andrapid changes in attitudesouter circle (the internet) onand behaviour due topurchase continues to growrecession…‘online’ starting to catch up with ‘offline’across all types of content consumption…reading newspaper & magazines is first totip from ‘offline’ to digital…. what’s next?76% watched TVspending more timeonline (up from 45%reading newspapers &magazines digitallyin 2008)than on paperspending an average of58% downloaded films to30 minutes a daywatch online (up fromwatching TV online38% in 2008)…and a new generation that will be always on– they don’t go to the web, the web comes tothem58%* have usedup from 50% in 2008mobile to access the(41% in 2006)internet25% use mobile internetup from 5% in 2008every day*and handset functionality & cost are the main barriers at the moment…so far mobile internet use mirrors someaspects of ‘traditional’ online behaviour67%* social networking66% email60% finding places57% information* of those who have used mobile internet at al…but there are some interesting newapplications on the horizonSkype / IM (50% used /intend next 12 months)Other Apps (45%)Video-Messaging (40%)Geo-Tagging (40%)Twitter (30%)Augmented Reality (20%)* of those who have used mobile internet at al…contribution to social media still growing butthe number of true content creators remainsrelatively stable