Derrick de Kerckhove

Facoltà di sociologiaUniversità Federico

IINapoli e

McLuhan ProgramUniversità di Toronto

WebdaysTorino

24 settembre 2005

Riflessioni suI social software

Conducted for: Motorola

Canada Limited

July, 2005

Third Screen StudyThird Screen StudyTop-Line Summary of ResultsTop-Line Summary of Results

Third Screen StudyThird Screen StudyTop-Line Summary of ResultsTop-Line Summary of Results

Three Screen Profile

0.6

1.5

2.5

2.0

LaptopComputers

DesktopComputers

Televisions

Mobile Phones

Share of Screens

30%

38%

23%

9%

Number in Home

Q.1

Change in Time Spent with Three Screens versus 2-3 Years Ago

7%19%

5%

10%

26%

11%

33%

32%

21%

27%

12%

32%

11%

31%23%

Mobile Phone Television Home Computer

Much Less Now Little Less Now No Change Little More Now Much More Now

Net Change: +33% -22% +47%

Q.3

Executive SummaryThe 3rd Screen: While it’s still too soon to proclaim that mobile phones

are overtaking home computers, the results indicate that this shift has started and could be faster than the shift between the 1st and 2nd screens (i.e., television and home computer).

Access to the three screens is similarly high in these young consumers’ homes, with virtually universal penetration and a close finish between the three for share of screens (30% mobile phones, 32% computers, 38% televisions). The potential or base-level access to their mobile phones may even better that for their home computer. Their mobile is with them all or most of the time (80%) and is turned on almost as often.

Executive Summary

The results by age suggest that a generational effect is helping push the shift toward the 3rd Screen. There is a core segment of 3rd Screen

leaders, however, who are more important to the shift in screen time. These leaders are heavy users who represent 20% of mobile-equipped teens and young adults, and a whopping 68% share of their

mobile time. Others are set to follow when conditions are right.

“SCRETTURA” INTERATTIVA

Il “screttore tipico”: “Net Gen”

• Abituato all’ambiente multimedia dall’uso

dei videogiocchi e dei calculatori

• Preferisce scoprire le cose da solo senza

manuale• Abituato a lavorare in

gruppi• Multitasking

• Sampling

Google versus biblioteche

• I studenti “Net Gen” considerano il spazio aperto del Web come il loro universo informativo”

• “I studenti generalmente preferiscono la ricerca globale di Google a quella piu ricca bensiche piu impegnativa fornita dalla biblioteca”

• “I studenti trovano le risorce della biblioteca difficile da usare e preferiscono trovare cose da solo con Google invece di domandare aiuto.”

Cose che ho imparato alla biblioteca del congresso di Washington

Archiviare tutto (pero rispettere i libri)Lasciare perdere classificazioni, categorie (pero taggare tutto)

Rispettere e sostenere la pubblicazione acdemica on lineFare uso dei stromenti disponibili on line (tipo del.icio.us)

Praticare copyleft (Creative Commons)Aspettare Internet Zero, la biblioteca delle cose, non solo dei

libri

Nuove condizioni di connettività• Wi-Fi• RFID• Internet zero• Along with connectivity and hypertextuality, interactivity is one of the main

drivers of the digital phase of electricity. This phase which follows and includes the analog phase, is making electricity cognitive. Ultimately the interaction potential will emulate our internal cognitive processing strategies, but expand the minds access to the extraordinary resources of the Web. It is already visible with Google, Wikipedia and social bookmarking a la www.del.icio.us that the kind of interactions we entertain in our own minds is now emigrating to the three main kinds of screens we have access to on a daily basis (TV, computer and cell-phone screen) among which the screen of the Blackberry is the most convergent and the most potent. It is becoming a universal experience machine, recapping all our previous media from speech to the most sophisticated audio, video and text services. Even TV is going there, already changing the profile of the television market. How do kids interact with the information appliances ? I will report on a recent study conducted  for Motorola in Canada to develop this theme.

IR

RF

powerline

multidrop

RFID

bar codes

mag stripe

telephone

telegraph

IRDA

Bluetooth

Homeplug

RS-485

ISO 18000/EPC

UPC

ANSI/ISO

V.92

Morse Code

IØ

7 Beliefs (Neil Gershenfeld)

• IP to leaf nodes• peers don’t need servers• physical identity• compiled standards• open standards• big bits• end-to-end modulation

Stromenti collaborativi di connettività

• Motori di ricerca– Collettivi– Individuali– Point-to-point– Ierarchici – Ranked • Sociali– Taggati– Condivisi

• Social bookmarking

Verso la terza Internet: tendenze del software secondo

Wikipedia• ca. 1996 - Broad popularity of Internet,

e-mail, web content • ca. 1997 - Video games start to gain

mainstream media recognition • ca. 1998 - Media conglomerates embrace the

Internet, streaming media, electronic commerce

• ca. 2000 - instant messaging, broadband, digital photography, DVD

• ca. 2002 - web logs, peer-to-peer file sharing

• ca. 2004 - Social software, GMail, del.icio.us, Flickr, tagging and folksonomies

Progressione dei livelli di partecipazione connettiva

• Chat, forum, MUD e MOO• Mondi 3D• Blog• Social Software• Tagging: Social Bookmarking

Il significo del social software

• L’utente è il contenuto • Senza ierarchia• Collaborazione molto generosa,

aperta• Fundata sul « Tag”• Come si spiega che ci siamo ?

“SCRETTURA” INTERATTIVA

Ierarchia

Clay Shirky

Con links

Clay Shirky

Con multi links

Clay Shirky

Solo collegamenti, nessuna categoria = tutti oggetti

« taggati »

Clay Shirky

Enciclopedia sociale: Wikipedia

Social bookmarking

www.del.icio.us

La pertinenza dal basso

Perche la gente tagga ?

• Essere coinvolti• Un nuovo tipo di politica

• Fare parte del discorso sociale• Reputation capital

Qualità della pertinenza

• Precizione (della risposta)• Rapporto con la domanda• Cosa appropriata• Tempo opportuno• Contesto riconosciuto• Intuizione

Qualità dell’ipertinenza

• Tutto già detto

• Pero basato su un’enorma quantità di data

• In tempo reale

• Venendo da fonte sempre diverse

• Aggiustamento sempre piu preciso

Cose che ho imparato alla biblioteca del congresso di Washington

Archiviare tuttoLasciare perdere classificazioni, categorie,

Taggare tuttoRispettere e sostenere la pubblicazione acdemica on lineFare uso dei stromenti disponibili on line (tipo thinkmap)

Copyright e copyleft (Creative Commons)Internet Zero, la biblioteca delle cose, non solo dei libri