We had to wait until the beginning of this century to see the emergence of the new notion of exchange platform between consumers (listeners, Internet users, spectators) on one hand, advertisers and content providers, on another hand. We also notice the emergence of the notion of interdependence between the media content market and the advertising market, rapidly leading to an approach in the form of the “tow-sided markets” concept.
In these recent years, the acceleration in the digitisation of information that we have been witnessing: the major technological advances in ICT (Information and Communication Technologies) and the almost universal deployment of the Internet, the massive diffusion of connected objects, constitute a real revolution. These recent years, the markets trends were mostly Podcast, UGC (User Generated Content), Vocal (Siri, Google, Alexa, Cortana), Interactive audio, live video, Microtargeting, SEO and obviously the use of social media with the influencers for example.
Concerning Social Media, 68% of the American adults are using Facebook on their smartphone but we can notice that the age is not mentioned in this line graph. Quite unexpectedly, Facebook would be the most widely used social media after YouTube by US adults when we know that Facebook is quite losing momentum for the previous years. When we look further, the figures let us know that only an half of the American teenagers are using Facebook and American users who are more than 65 years old has doubled. They represent currently 41% of the American Facebook users. It means that Facebook is no longer a media which can be used to communicate with young people.
In the future it is likely that connected mobile devices other than smartphones, and closer to users, will also continue to develop as a means of information and communication: connected watches are already very present, but also glasses allowing oral and sometimes even visual information to be received, new-generation hearing aids, and now subcutaneous connected implants which already allow personal information to be stored and transmitted and which, for example, replace railway tickets, in a kind of capsule implanted under the skin and no larger than a grain of rice.
The Drones are currently used by companies for construction, surveillance, defence, agriculture and retail and also by customers. Amazon’s Prime Air service is already working on drones to complete deliveries. In the future, drones will be probably part of our society. The problematic about drones is that there are different laws for different countries about how the drones can move in order to limit their movements. The advantage of Drones are to send anything without using planes or trucks, which also would be a real positive impact for the environment and global warming. In the future, Drones could be useful for food delivery, pictures with the 3D mapping, disaster relief, virtual journalism, law enforcement, tracking the weather and also humanitarian relief.
Concerning journalism, Virtual Reality will definitely change the immersive journalism. The main purpose of Virtual and Augmented Reality is bringing the reader into the story, living a real experience. No one could have imagined that the development of new technologies would have been that fast, that is why Virtual Reality will probably be an important key trend of this decade.
With Robot Journalism, the software will play an important role for journalism with the Artificial Intelligence (AI). AI is getting smarter and will offer a different experience soon, it will make easier to understand better the behaviour of consumers and what they are looking for. Robot journalism have advantages and obviously some disadvantages, for example some readers are consequently worried about who is or who will write the articles. The Washington Post has affirmed that their Robot Journalism is used to help the journalist and not to replace them, as well as Forbes which has assumed that their Robot Journalism is providing new stories with first drafts. Readers hope that their newspapers or magazines will not be completely replace by journalists but we could think that Robots will probably have a bigger importance in the future.
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