consumers

I always assumed my Melway (directory of Melbourne's streets that sits under every car seat in Victoria) would be replaced by a GPS system. Turns out it was my iPhone.I've now had my iPhone for three months and I can't believe how much it has changed my daily behaviour.It's changed my life and made me a better person.Maybe I should look at getting a Mac....

In what seems like months ago, I raised a few questions on how Gen Y and iGen's consumed content. As one old bull kindly pointed out, it's easy to ask questions and not answer them. So how do you as a marketer, media producer or content creator get through to me? Simple. Using one of these new media business models, based on the concept of free or with microtransactions. Things like Dr Horrible and Clark and Michael are great examples. We, as Gen Y's and iGen's, are not going to pay more than what content is worth. And we've been brought up thinking that this content, especially digital content, is free or valued at only a few dollars. Most advertisers, content creators and media producers fail to see how this can be monetised, but the examples above show it's possible. That's how you get through to someone like me and still walk our profitable....