Interesting Snippet No. 20: Geek Culture

The Future of Entertainment Series

Science and Technology: The Rise of Geek Culture

Today’s media consumption using the latest technology has resulted in the rise of a ‘Geek Culture,’ categorized by users who are becoming increasingly savvy about new gadgetry as part of their growing adoption of digital media. A study conducted by Nokia suggests that behind the hype of actually owning the newest gadgets, users have a desire to be the most knowledgeable among their peers. For them, having the latest and greatest mobile phone is a status symbol - a multimedia device that provides them with new and faster ways to access the latest news and experiences in innovative media.

The movement marks a pivotal shift in user behavior: consumers are becoming hungry for more sophisticated entertainment. In the Western World, entertainment is focused on celebrity and pop culture overload, whereas in the East, new trends in media consumption are driven by consumers interest in entertainment as a result of their increasing affluence and leisure time. In addition, science and technology are also sparking curiosity among users, both of which are on the path to becoming the new celebrities of entertainment alongside music, movies, and gaming.

This growing interest in the knowledge of science and technology is also helping users to establish a celebrity status among their peers as experts. Such fame is also sought after by entertainment fans and gurus who constantly need to be ‘in-the-know.’ And not only do these consumers want to be the most informed - they also want to be the first to know within their community.

Insights taken from an entertainment study done by Nokia in the U.S.

About the study

The study, entitled ‘A Glimpse of the Next Episode’, was conducted among 9,000 participants within 17 countries. Those surveyed were identified as ’superconsumers’ - those who are active users of technology, ages 16-35, and who own a mobile phone (not restricted to a Nokia device). These trend-setters shared their insights and experiences about their digital behaviors and lifestyle which helped Nokia to identify emerging entertainment and media trends around the world.