Oct 112010

Always keen to see the latest, worthy research into those young wipper-snappers that apparently are our future so was lucky to be sent some insights today into Australian Youth, 4 million of them aged 16-30,  from Urban Market Research (UMR) a joint initiative between Lifelounge and Sweeney Research.

There are the usual eye opening statistics, multi-tasking, mobile texting, overuse of social networks and so on (listed below) but the research is more interesting as it digs a little deeper and explores a few emergent behaviours, from years of doing all of the above.


The survey shows that multi platform storytelling, while slightly alien to those older folk indoctrinated with linear, mono media is an absolute natural space for this age group – they swim and immerse themselves in multi media and like the proverbial fish are unaware of the water they breathe and that surrounds them.

“While multitasking when consuming online and other media has been growing in recent years, it is now the norm.  The research confirms life online is frantic, with over 80% of the youth market ‘doing other things’ while surfing the web and being active on social networks…it also reveals ‘interruptive’ marketing tactics are out, in favour of a more ‘discovery-led’ approach that allows young people to unearth new products, artists and fashion labels in their own time, and bank the street cred that comes with it.” – This group also cannot live without “An internet connection and mobile phone were rated the two top things UMR respondents couldn’t live without (30% and 20% respectively) over their car, TV, alcohol, favourite piece of clothing, drugs and favourite movies.  Being connected is important.”

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Apr 082010

What happens when the content cloud descends? Rocket science or people science?

Here is a really simple metaphor to illustrate the pervasiveness and societal significance of Augmented Reality. For the past 20 years humanity has been ‘floating’ its content (its personas, its information, life data, economy and social media) creating a distant, electronic cloud drifting, conceptually, way up above us. A cloud that is only reachable when we area able to connect to it via a variety of fixed and mobile ‘information’ screens, themselves connected to a veritable wormhole aka the global internet. (In reality hundreds of thousands of servers murmuring around the world with billions connected via hard wiring to receive richer media & experiences).

Up until now this ‘content cloud’ (different to cloud computing) has been abstractly disconnected from our physical lives – we read news about California earthquakes sitting in Australia, we view videos on the train of a concert three weeks ago at a local venue, we have personal social networks fragmented across time and space, play a game set in Hong Kong on a screen in London, Facebook groups comprised of half friended, remote avatars (the extended self ). 99% of the content in the cloud is not relevant to here and now (although a philosophical moot point if the now ‘is’ the participation and consumption itself?!)

In a near AR future, non geo-sensitive content will be perceived as incomplete

The Descending Cloud

But that cloud, has reached saturation, it no longer can keep afloat, there is just too much or rather just enough content to be temporally and geographically relevant. In other words there is so much ‘stuff’ up there that it now makes sense to access it, in a true Web 3.0 way, in real time, the present moment from anywhere you are. It will at its simplest level be Google Earth, slowly morphing out of your PC screen, growing to global scale and locking into place over the real world or Facebook mapping itself onto the billion users faces out in the street, advertisers reaching out to where ever you are, personalizing your everyday life with relevancy vs noise.

The always on cloud has now become very useful to a range of stakeholders. Marketeers, storytellers & users alike. Mists of information, media and experiences will engulf onto our cities and physical infrastructure, it will become a persistent fog that will coat everything in its path with layers of time and place stamped content. It will create a web of layers, of parallel narratives and realities and enhance our experiences.

OK fluffy intro over and this leads to some high level areas of a ‘consultancy’ whitepaper I did mid last year (which annoyingly I still can’t publish) but some key themes are explored below.

What does this mean on the ground, a ground covered in this fog of information. The transformative effect of our physical world being invaded by ‘cyberspace’ will make the current discussions about social network privacy seem like a children’s party. When the ‘web’ spreads into and permeates our real world will their be any hiding places. As portable screens become practical (think iPad with camera), pervasive wearable computing becomes commonplace and surveillance technology evolves to being ubiquitous and transparent – society will evolve way ahead of government and law, who powerless to stop the flow of information on connected screens will be even more powerless to stop this flow moving into real space?

“Augmented reality allows people to visualize cyberspace as an integral part of the physical world that surrounds them, effectively making the real world clickable and linked,” says Dr. Paul E. Jacobs, chairman and CEO of Qualcomm.

The videos below might give them ‘digital’ food for thought.

Beware: I would like to point out everything below has already happened or about to launch in the next few months.


From Eyetap.org (a wearable computing lab in Toronto) – “Stewart Morgan discusses Architecture of Information on the show Daily Planet. It is a visionary short film showing augmented reality, and the implications of it’s applications.” From 2007


What kind of society will it be when our personal profiles, details and content are available to anyone in the street simply by scanning our face. That person across the train carriage, are they really playing an iPhone game or finding out ‘everything’ about you, well at least that which you have placed on the open web? A short video that will shock forward thinkers…

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