Entertainment 2.0 and the communication divide

24 07 2007

Reuters via CNet reports on new research commissioned by Microsoft and MTV Networks, revealing that young people don’t stop to think about use of technology, it’s just an integral part of their lives. Less surprising is that industry buzz terms such as “social networking” were recognised by only 16% of those polled. The other key finding was that young consumers are less focused on the technology itself, but more what it enables (eg accessing content for free and “download to burn”). Time for the industry to start thinking about a new way of communicating these benefits, in a language which consumers understand.