ZenithOptimedia

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TWTC wc 16.10.11.pdf (757 KB)

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TWTC wc 16.10.11.pdf (757 KB)

This week our consumer feature is on "Trade in - Trade Up" the consumer trend toward rejuvenating and finding a new life an use for old things.

This trend represents an interesting juxtaposition to the increasingly disposable nature of goods in the Western world. A place where the life of consumer electronics like TV's has decreased from 20 years to 3 or 4, or where clothing is practically bought and used season to season.

Enjoy

In short, the average age of first time fathers has now risen to a record 33 years, while the average age for first time mothers has risen to 29 years.  Assuming a couple have a second child around 2 years after their first, then the mother will be 52 yrs old and the father will be 56 yrs old before their children leave home.  

If the children follow the same pattern, then the parents will become grandparents for the first time at ages 58-62 for the mother or ages 62-66 for the father.  

There are positives and negatives to the trends.  On the positive front, first-time parents are generally better prepared financially when they have kids, but on the flipside, the average grandfather is now unlikely to be alive to attend his first grandchild's 21st birthday.

Can we expect the trend to continue or is there a chance it might turnaround?

What a great concept.

I picked this one up on Springwise and the article claims that this second division Mexican football team have no coach or trainer, its their fans that manage the players, run strategy and even determine who gets bonuses.

Whilst I am not sure about the viability of this in as far as the expertise one would expect a  football team needs, not to mention leadership and mentoring a coach provides, the idea of crowd-sourcing something, especially in a genre where passionate fans are already vocally participating at least in their lounge rooms or from their stadium seats, seems to makes a great deal of sense.

Dream teams are already very popular for games like AFL in Aus, and its not a stretch to imagine how the opinions of fans and votes could be integrated into some smaller decisions for the real game to great affect here in Australia. Perhaps this is something that could work as a way to engage audiences in warm up comps like the NAB Cup.

We are proud as punch of Sydney account coordinator Stefanie Miller who has not only finished her MFA trainee program, but who also now has as an essay (and photo)  published on the Adnews today.

The topic is:

"Some of the media options available to consumers now would have been viewed as science fiction 10 years ago. What science fiction media options do you think might be introduced in the next 10 years and how will this impact the industry?”

You can read her response here: http://www.adnews.com.au/adnews/mfa-trainee-essay-zenithoptimedia

Nice one Stef

I cannot believe how good 3d projections have become over the past few years testament to the technologists and creativity of visual designers.

Lovely and spellbinding and reminds me of the hologram from back to the future II for some reason.

This is a great piece from Nielsen that analyses the impact of social conversation on TV program ratings,  I guess its the old water cooler effect - playing itself out in twitter and facebook.

"Among people aged 18-34, the most active social networkers, social media buzz is most closely aligned with TV ratings for the premiere of a show.  A few weeks prior to a show’s premiere, a nine percent increase in buzz volume correlates to a one percent increase in ratings among this group.  As the middle of the season approaches and then the finale, the correlation is slightly weaker, but still significant, with a 14 percent increase in buzz corresponding to a one percent increase in ratings.

At the genre level, 18-34 year-old females showed significant buzz-to-ratings relationships for reality programs (competition and non-competition), comedies and dramas, while men of the same age saw strong correlations for competition realities and dramas."

Each year, most US states host a State Fair.  What began as simple displays of farming livestock and various craft competitions including jams and handicrafts have evolved into vast events including sideshows, rides and rock concerts.  Over the years, a rivalry has emerged between the states over who has the most unique state fair food.  These inventions have begun to take on a life of their own, and generate swathes of editorial coverage that serve to promote the State Fairs themselves.  

Some of the weirder ones include:  

Deep fried butter on a stick - Iowa
Buffalo chicken in a flapjack - Texas
Fried ice cream burgers - Florida

 Do we have any equivalents to these in Australian states?
 

Creativity
The 16 Most Creative Countries In The World
A study released by the Martin Prosperity Institute ranks 82 countries on their creativity. Turns out creativity is a driving force in the economy: the study found great correlations between creativity and economic progress, human development, and happiness, among other factors.
http://www.businessinsider.com/most-creative-countries-in-the-world-2011-10?op=1

Demographics
South Korea stares down demographic dilemma
Kim, a doctoral student in her 30s, personifies many of the qualities that make South Korea such an economic force -- relative youth, education and ambition. The trouble -- for corporations and policymakers -- is that she is equally typical by not wanting to have children. "I just want to live happily with my husband without having to worry about kids or making sacrifices for them," said Kim, asking to be identified only by her surname. South Korea is not alone in facing a plummeting birth rate and rapidly aging population -- neighboring Japan and China, as well as much of Europe, face similar challenges.
http://www.reuters.com/article/2011/10/03/us-korea-demographics-idUSTRE79105Q20111003