Nokia is predicting that by 2012 25% of entertainment will be created and consumed within peer communities. The phenomenon is dubbed circular entertainment and was identified because of a global study.
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The study was carried out by The Future Laboratory and included interviews of supposed trend-setting consumers from 17 different countries. Mark Selby, Nokia vice President of Multimedia says, "We think it will work something like this; someone shares video footage they shot on their mobile device from a night out with a friend, that friend takes that footage and adds an MP3 file - the soundtrack of the evening - then passes it to another friend. That friend edits the footage by adding some photographs and passes it on to another friend and so on. The content keeps circulating between friends, who may or may not be geographically close, and becomes part of the group's entertainment."
Of the 9,000 people surveyed 23% buy digital format movies, 35% buy MP3 music files, 25% buy music on mobile devices, 39% watch TV online, 23% watch TV on mobile devices, 46% use IM regularly, 29% regularly blog, 28% regularly access social networking sites, 22% use VOIP like Skype, 17% take part in MORPG, and 17% upload to the Internet via a mobile device.