Presentation to National PR Convention, Sydney 2007.

1. Online Consumer Trends
Lee Hopkins

2. Hello
better communication > better result
“I help businesses join the conversation”

3. It’s the dreaded
“after-lunch”
session
better communication > better result
“I help businesses join the conversation”

4. Many of you
probably want
to have a nap.
better communication > better result
“I help businesses join the conversation”

5. I know I do.
better communication > better result
“I help businesses join the conversation”

6. So, can you
keep a secret?
better communication > better result
“I help businesses join the conversation”

7. How about we
all ‘pretend’ we
are thinking…
better communication > better result
“I help businesses join the conversation”

8. …with our
eyes closed.
better communication > better result
“I help businesses join the conversation”

9. I’m playing some
calming music
by Erik Satie.
better communication > better result
“I help businesses join the conversation”

10. I don’t even
know why I
am here…
better communication > better result
“I help businesses join the conversation”

11. I’m not a
traditional
‘PR’ person.
better communication > better result
“I help businesses join the conversation”

12. I’m a
‘conversationalist’
…
better communication > better result
“I help businesses join the conversation”

13. …a Web2.0
evangelist.
better communication > better result
“I help businesses join the conversation”

14. I know how to
start online
conversations.
better communication > better result
“I help businesses join the conversation”

15. Have any of
you heard of
MySpace?
better communication > better result
“I help businesses join the conversation”

16. You might be
interested to
watch this, then
better communication > better result
“I help businesses join the conversation”

17. better communication > better result
“I help businesses join the conversation”

18. 5Gen What comprises the Aussie demographic?
14% Builders: aged 61-82

25% Boomers: aged 43-61

21% Gen X: aged 28-42

19% Gen Y: aged 13-27

18% Gen Z: aged under 13

“I help businesses join the conversation” better communication > better result

19. “!” Things that make you go hmmm…
regular reader
versus news grazer
media connoisseur
“I help businesses join the conversation” better communication > better result

20. toys What’s new, Doc?
tv, trannies
Builders: aged 61-82

Boomers: aged 43-61 8-track,walkman, vcr

pc, www, mobiles
Gen X: aged 28-42

dvd, mp3, iPod video
Gen Y: aged 13-27

“I help businesses join the conversation” better communication > better result

21. “!” Digital immigrant – digital native
During breakfast the other
day our six-year-old son
Lachlan decided to make
himself some toast...
“I help businesses join the conversation” better communication > better result

22. “!” Digital immigrant – digital native
Grabbing a piece of bread,
and on the point of placing
it in the toaster, he said to
his mother,
“I help businesses join the conversation” better communication > better result

23. “!” Digital immigrant – digital native
Mum, how do I put the
bread in:
landscape or portrait?
Sydney Morning Herald 2006, 11 May, p.24
“I help businesses join the conversation” better communication > better result

24. news I would turn to the internet first
if I wanted to… 18-24 years 35-34 years 35-54 years
Get national news 45% 44% 29%
Get breaking news 36% 37% 27%
Get local news 15% 18% 10%
OPA Generational Media, 2004
“I help businesses join the conversation” better communication > better result

25. “!” Digital immigrant – digital native
“most important source of
news for all individuals
polled …less than 54 years
of age”
OPA, 2004
“I help businesses join the conversation” better communication > better result

26. online Where are they going?
Hitwise
google.com.au youtube.com March 2007
1. 11.
google.com bom.gov.au
2. 12.
hotmail.com yahoo.com
3. 13.
ninemsn.com.au mail.yahoo.com.au
4. 14.
myspace.com images.google.com.au
5. 15.
ebay.com.au netbank.commbank.com.au
6. 16.
au.yahoo.com gmail.com
7. 17.
mail.myspace.com mail.yahoo.com
8. 18.
wikipedia.org smh.com.au
9. 19.
msn.com news.ninemsn.com.au
10. 20.
“I help businesses join the conversation” better communication > better result

27. online Who’s clicking who?
Builders: news, travel, games

Boomers: news, travel, games, blogs

Gen X: news, im, blogs (r), downloads

Gen Y:

news, im, txt, blogs (r+w), downloads, games
Gen Z:

txt, im, news, blogs (r+w), downloads, games
“I help businesses join the conversation” better communication > better result

28. online What’s driving us?
 New and
innovative:
X & Y = insatiable
desire for complex
technology
“I help businesses join the conversation” better communication > better result

29. online What’s driving us?
 Life-enhancing:
spirituality is an increasingly yearning ache
“I help businesses join the conversation” better communication > better result

30. online What’s driving us?
 Cool and socially desirable:
Louis Armstrong:
“if you have to
ask, you’ll never
know”
“I help businesses join the conversation” better communication > better result

31. online What’s driving us?
 Fun and entertainment:
“seen it, done it,
smelt the
bullshit”
keep it real
and fun
“I help businesses join the conversation” better communication > better result

32. “!” “No bull” pr
“I help businesses join the conversation” better communication > better result

33. “!” PR in the online world
Online,
no one
likes
‘PR’
“I help businesses join the conversation” better communication > better result

34. online What’s driving us?
 Social connection:
myspace
web2.0
virtual worlds
“I help businesses join the conversation” better communication > better result

35. Web2.0 State of the Live Web
71 million blogs…
some of them
have to be good.
120,000 new
weblogs being
created each day.
That's about
1.4 blogs/second.
“I help businesses join the conversation” better communication > better result

36. Web2.0 State of the Live Web
1.4 million posts
per day.
That's about
17 posts/second.
“I help businesses join the conversation” better communication > better result

37. Web2.0 State of the Live Web
Q3 2006:
12 blogs in
Top 100.
Q4 2006:
22 blogs in
Top 100.
“I help businesses join the conversation” better communication > better result

38. online Virtual worlds
World of Warcraft:

8.5m players / 100,000+ Australians
Age range % Gen
Second Life:

13-17 (teen grid) 1.04 Z
3.1m residents / 75,000 18-24 25.74 Y
Average age = 30 25-34 38.46 X
52 : 12 35-44 22.2 X
1.48% - 2.43% 45+ 12.56 B+B
(the Telstra/ABC factor?)
“I help businesses join the conversation” better communication > better result

39. !@#! Conclusions
Web1.0 and Web2.0 – lines are blurring

Authenticity is key

 ‘no spin’ pr
 no astroturfing
3D virtual worlds are the future

 bandwidth
 technology
“I help businesses join the conversation” better communication > better result