CENTER FOR MEDIA RESEARCH -- Jan 4 -- "Circular Entertainment", a result of Nokia's global study into the future of entertainment, predicts that up to a quarter of the entertainment consumed by people by 2012 will have been created, edited and shared within their peer circle rather than coming out of traditional media groups. The research identified four key driving trends.
1. Entertainment will no longer be segmented; people can access and create it wherever they are.
2. Consumers become hungry for more sophisticated entertainment.
3. The entertainment will be more collaborative, democratic, emotional and customized.
4. Localism - consumers will take pride in seeking out the local and home-grown.
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
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