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Meet the MilleXZials: Generational Lines Blur as Media Consumption for Gen X, Millennials and Gen Z Converge

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American consumers’ appetite for streaming video continues to grow, and they have no qualms shelling out cash for original content, according to Deloitte’s 12th edition of the “Digital Media Trends Survey” (formerly the “Digital Democracy” Survey). The report found that 55 percent of U.S. households now subscribe to at least one video streaming service, a 450 percent increase since 2009.

The survey found, on average, Americans watch 38 hours per week of video content (39 percent of which is streamed), nearly the equivalent of a full-time job. With over 200 streaming video on demand (SVOD) options in the U.S., the average streaming video subscriber is paying for three services resulting in U.S. consumers collectively spending $2.1 billion per month on SVOD services. High-quality original content appears to be driving an increase in streaming with nearly half (48 percent) of all U.S. consumers streaming television content every day or weekly, up 11 percent year-over-year.

Conversely, the report found pay TV subscriptions declined for the first time in recent years with 63 percent of households still subscribing to a traditional Pay TV service, down from 75 percent. Pay TV’s decline is especially pronounced among Generation Z (ages 14-20), Millennials (ages 21-34) and Generation X (ages 35-51).

“Consumers now enjoy unparalleled freedom in selecting media and entertainment options and their expectations are at an all-time high,” said Kevin Westcott, vice chairman and U.S. media and entertainment leader, Deloitte LLP. “The rapid growth of streaming services and high quality original content has created a significant opportunity to monetize the on-demand environment in 2018.”

Pay TV penetration declines

With video streaming enabling unprecedented choice and access to content, consumers perceive a widening gap between their expectations and what pay TV companies deliver, according to the report:

  • Nearly half (46 percent) of all pay TV subscribers said they are dissatisfied with their service and 70 percent of consumers feel they get too little value for their money.
  • Among respondents who said they no longer have a pay TV subscription, 27 percent reported they cancelled their service within the last year.
  • Furthermore, 22 percent of millennials say they have never subscribed to a pay TV service.
  • Twenty-two percent of all consumers without pay TV say they don’t watch enough TV to justify the expense and another 19 percent say they simply cannot afford it.
  • Fifty-six percent of current pay TV subscribers say they keep their pay TV because it’s bundled with their home internet access.

“As video streaming and demand for original content continue to grow, traditional and premium cable broadcasters will continue to rethink their business models,” continued Westcott. “Media companies are increasingly going direct-to-consumer with their own digital streaming services and snackable content. Ultimately, one challenge we see is that consumers may be reluctant to pay for exclusive content on top of their other paid subscription services and this may lead to some form of re-aggregation as limits on consumer spending could potentially hinder the growth of content platforms.”

The emergence of MilleXZials: 50 is the new 20

This year’s data indicates a convergence of media behavior across three key demographics. Gen X emerged as cutting-edge adopters of digital media embracing the digital media behaviors already adopted by Gen Z and millennials. Deloitte calls this combined demographic group “The MilleXZials.”

  • Seventy percent of Gen Z households had a streaming subscription, closely followed by millennials at 68 percent and Gen X at 64 percent, respectively.
  • About 70 percent of Gen Z and millennials stream movies compared with 60 percent of Gen X on a weekly basis.
  • Binge-watching behavior also witnessed a convergence among MilleXZials:
    • Ninety-one percent of Gen Z, 86 percent of millennials and 80 percent of Gen X binge-watch TV shows.
    • More than 40 percent of millennials binge watch weekly, and they watch an average of seven episodes and six hours in a single setting.
  • Ninety-six percent of MilleXZials multitask while watching TV.

“Millennials were the first generation to embrace streaming media and watching video content on smartphones,” said Dr. Jeff Loucks, the executive director, Deloitte Center for Technology, Media and Telecommunications, Deloitte LLP. “Some hoped that as millennials got older, they would settle down and watch pay TV. Instead, their Gen X parents are acting more like millennials, using streaming services, watching TV shows, movies and sports on smartphones and binge watching.”

Consumers want more control over their personal data

Consumers are increasingly concerned about putting their personal data online. The study found 69 percent of consumers believe that companies are not doing everything they can to protect their personal data. However, 73 percent of all consumers said they would be more comfortable sharing their data if they had some visibility and control and 93 percent of U.S. consumers believe they should be able to delete their online data when they want.

The 12th edition of Deloitte’s Digital Media Trends survey provides insight into how five generations of U.S. consumers interact with media, products and services, mobile technologies and the internet. This year’s U.S. data was collected in November 2017 and employed an online methodology among 2,088 consumers.

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Iran among five pioneers of nanotechnology

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Prioritizing nanotechnology in Iran has led to this country’s steady placement among the five pioneers of the nanotechnology field in recent years, and approximately 20 percent of all articles provided by Iranian researchers in 2020 are relative to this area of technology.

Iran has been introduced as the 4th leading country in the world in the field of nanotechnology, publishing 11,546 scientific articles in 2020.

The country held a 6 percent share of the world’s total nanotechnology articles, according to StatNano’s monthly evaluation accomplished in WoS databases.

There are 227 companies in Iran registered in the WoS databases, manufacturing 419 products, mainly in the fields of construction, textile, medicine, home appliances, automotive, and food.

According to the data, 31 Iranian universities and research centers published more than 50 nano-articles in the last year. 

In line with China’s trend in the past few years, this country is placed in the first stage with 78,000 nano-articles (more than 40 percent of all nano-articles in 2020), and the U.S. is at the next stage with 24,425 papers. These countries have published nearly half of the whole world’s nano-articles.

In the following, India with 9 percent, Iran with 6 percent, and South Korea and Germany with 5 percent are the other head publishers, respectively.

Almost 9 percent of the whole scientific publications of 2020, indexed in the Web of Science database, have been relevant to nanotechnology.

There have been 191,304 nano-articles indexed in WoS that had to have a 9 percent growth compared to last year. The mentioned articles are 8.8 percent of the whole produced papers in 2020.

Iran ranked 43rd among the 100 most vibrant clusters of science and technology (S&T) worldwide for the third consecutive year, according to the Global Innovation Index (GII) 2020 report.

The country experienced a three-level improvement compared to 2019.

Iran’s share of the world’s top scientific articles is 3 percent, Gholam Hossein Rahimi She’erbaf, the deputy science minister, has announced.

The country’s share in the whole publications worldwide is 2 percent, he noted, highlighting, for the first three consecutive years, Iran has been ranked first in terms of quantity and quality of articles among Islamic countries.

Sourena Sattari, vice president for science and technology has said that Iran is playing the leading role in the region in the fields of fintech, ICT, stem cell, aerospace, and is unrivaled in artificial intelligence.

From our partner Tehran Times

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Free And Equal Internet Access As A Human Right

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Having internet access in a free and equal way is very important in contemporary world. Today, there are more than 4 billion people who are using internet all around the world. Internet has become a very important medium by which the right to freedom of speech and the right to reach information can be exercised. Internet has a central tool in commerce, education and culture.

Providing solutions to develop effective policies for both internet safety and equal Internet access must be the first priority of governments. The Internet offers individuals power to seek and impart information thus states and organizations like UN have important roles in promoting and protecting Internet safety. States and international organizations play a key role to ensure free and equal Internet access.

The concept of “network neutrality is significant while analyzing equal access to Internet and state policies regulating it. Network Neutrality (NN) can be defined as the rule meaning all electronic communications and platforms should be exercised in a non-discriminatory way regardless of their type, content or origin. The importance of NN has been evident in COVID-19 pandemic when millions of students in underdeveloped regions got victimized due to the lack of access to online education.

 Article 19/2 of the International Covenant on Civil and Political Rights notes the following:

“Everyone shall have the right to freedom of expression; this right shall include freedom to seek, receive and impart information and ideas of all kinds, regardless of frontiers either orally, in writing or in print, in the form of art, or through any other media of his choice.”

Internet access and network neutrality directly affect human rights. The lack of NN undermines human rights and causes basic human right violations like violating freedom of speech and freedom to reach information. There must be effective policies to pursue NN. Both nation-states and international organizations have important roles in making Internet free, safe and equally reachable for the people worldwide. States should take steps for promoting equal opportunities, including gender equality, in the design and implementation of information and technology. The governments should create and maintain, in law and in practice, a safe and enabling online environment in accordance with human rights.

It is known that, the whole world has a reliance on internet that makes it easy to fullfill basic civil tasks but this is also threatened by increasing personal and societal cyber security threats. In this regard, states must fulfill their commitment to develop effective policies to attain universal access to the Internet in a safe way.

 As final remarks, it can be said that, Internet access should be free and equal for everyone. Creating effective tools to attain universal access to the Internet cannot be done only by states themselves. Actors like UN and EU have a major role in this process as well.

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Future Energy Systems Need Clear AI Boundaries

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Today, almost 60% of people worldwide have access to the Internet via an ever-increasing number of electronic devices. And as Internet usage grows, so does data generation.

Data keeps growing at unprecedented rates, increasingly exceeding the abilities of any human being to analyse it and discover its underlying structures.

Yet data is knowledge. This is where artificial intelligence (AI) comes in. Today’s high-speed computing systems can “learn” from experience and, thus, effectively replicate human decision-making.

Besides holding its own among global chess champions, AI aids in converting unstructured data into actionable knowledge. At the same time, it enables the creation of even more insightful AI – a win-win for all. However, this doesn’t happen without challenges along the way.

Commercial uses of AI have expanded steadily in recent years across finance, healthcare, education and other sectors. Now, with COVID-19 lockdowns and travel restrictions, many countries have turned to innovative technologies to halt the spread of the virus.

The pandemic, therefore, has further accelerated the global AI expansion trend.

Energy systems need AI, too.

Rapidly evolving smart technology is helping to make power generation and distribution more efficient and sustainable. AI and the Big Data that drives it have become an absolute necessity.  Beyond just facilitating and optimising, these are now the basic tools for fast, smart decision making.

With the accelerating shift to renewable power sources, AI can help to reduce operating costs and boost efficiency. Crucially, AI-driven “smart grids” can manage variable supply, helping to maximise the use of solar and wind power.

Read more in IRENA’s Innovation Toolbox.

Risks must be managed to maximise the benefits.

AI usage in the energy sector faces expertise-related and financial constraints.

Decision makers, lacking specialised knowledge, struggle to appreciate the wide-ranging benefits of smart system management. In this respect, energy leaders have proven more conservative than those in other sectors, such as healthcare.

Meanwhile, installing powerful AI tools without prior experience brings considerable risks. Data loss, poor customisation, system failures, unauthorised access – all these errors can bring enormous costs.

Yet like it or not, interconnected devices are on the rise.

What does this all mean for the average consumer?

Smart phones, smart meters and smart plugs, connected thermostats, boilers and smart charging stations have become familiar, everyday items. Together, such devices can form the modern “smart home”, ideally powered by rooftop solar panels.

AI can help all of us, the world’s energy consumers, become prosumers, producing and storing our own energy and interacting actively with the wider market. Our data-driven devices, in turn, will spawn more data, which helps to scale up renewables and maximise system efficiency.

But home data collection raises privacy concerns. Consumers must be clearly informed about how their data is used, and by whom. Data security must be guaranteed. Consumer privacy regulations must be defined and followed, with cybersecurity protocols in place to prevent data theft.

Is the future of AI applications in energy bright?

Indeed, the outlook is glowing, but only if policy makers and societies strike the right balance between innovation and risk to ensure a healthy, smart and sustainable future.

Much about AI remains to be learned. As its use inevitably expands in the energy sector, it cannot be allowed to work for the benefit of only a few. Clear strategies need to be put in place to manage the AI use for the good of all.

IRENA

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