Nokia Calls New Collaborative Social Media Phenomenon "Circular Entertainment"

The trends we are seeing show us that people will have a genuine desire not only to create and share their own content, but also to remix it, mash it up and pass it on within their peer groups - a form of collaborative social media," said Mark Selby, Nokia's Vice President of Multimedia. ""From our research we predict that up to a quarter of the entertainment being consumed in five years will be what we call 'Circular'." Selby continued, "We think it will work something like this; someone shares video footage they shot on their mobile device from a night out with a friend, that friend takes that footage and adds an MP3 file - the soundtrack of the evening - then passes it to another friend. That friend edits the footage by adding some photographs and passes it on to another friend and so on. The content keeps circulating between friends, who may or may not be geographically close, and becomes part of the group's entertainment."He was speaking as the results of a global study into the future of entertainment were announced. The study, entitled 'A Glimpse of the Next Episode', carried out by The Future Laboratory, interviewed trend-setting consumers from 17 countries about their digital behaviors and lifestyles signposting emerging entertainment trends. Combining views from industry leading figures with Nokia's own research from its 900 million consumers around the world, Nokia has constructed a global picture of what it believes entertainment will look like over the next five years.
Tom Savigar, Trends Director at The Future Laboratory added:
"Consumers are increasingly demanding their entertainment be truly immersive, engaging and collaborative. Whereas once the act of watching, reading and hearing entertainment was passive, consumers now and in the future will be active and unrestrained by the ubiquitous nature of circular entertainment. Key to this evolution is consumers' basic human desire to compare and contrast, create and communicate. We believe the next episode promises to deliver the democracy politics can only dream of."Savigar continued that, of the 9,000 consumers surveyed:
23% buy movies in digital format
35% buy music on MP3 files
25% buy music on mobile devices
39% watch TV on the internet
23% watch TV on mobile devices
46% regularly use IM, 37% on a mobile device
29% regularly blog
28% regularly access social networking sites
22% connect using technologies such as Skype
17% take part in Multiplayer Online Role Playing Games
17% upload to the internet from a mobile device
"As part of the research we have identified four key driving trends; Immersive Living; Geek Culture; G Tech and Localism. These trends are currently sitting on the edge, but as these trends become more mainstream, they will have a collaborative, creative effect on the way people consume entertainment and, we predict, will lead to the Circular Entertainment phenomenon," said Selby.