Giffoni Big Data@Next Generation 2017

They don’t care much about permanent jobs, they want to be entrepreneurs, preferring to learn things from old paper books rather than from contemporary video-tutorials and thinking that an essential resource to train their creativity is having designated spaces rather than tutors. This is digital natives’ identikit made by Giffoni Big Data, the report deriving from a collaborative effort between Giffoni Innovation Hub, the creative agency planning and realizing strategies, formats and events in the field of innovation for young people, and DeRev, the Italian company specialized in digital strategies and social media communication. The launch of the investigation has inaugurated the events of Next Generation 2017, scheduled from 14th to 22nd July in Giffoni Valle Piana (Salerno) within the Giffoni Experience (

The analysis, which consisted of 20 multiple choice questions, involved 1,836 young Italian boys and girls aged 10-22 divided into age groups, all being jurors at the major youth film festival in the international scenario.

Among the surveyed areas were training needs to realize professional ambitions, familiarity with the “social” dimension and modes of using cultural products. When it comes to dreams realization, the majority of the sample of investigation believes in school support (7,105 points) and family support (6,751 points) more than in friend’s help (5,608 points), besides showing a strong preference for practical experience (6,967) and books reading, which is the second-favourite way of learning.

Another surprise: as sharing and debating on personal passions are both considered important activities, technology and virtual connections surrender to personal relationships. Indeed, all the interviewees prefer to interact with their peers in person (7,249 points), without turning to social networks (2,781 points).

Giffoni Big Data -explains Orazio Maria Di Martino, CCO and co-founder of Giffoni Innovation Huboverturns many clichés about young people, which is why letting them speak is a fundamental strategy in order to understand who they really are and what they want today. Giffoni Big Data serves this ambition and turns Giffoni into a production platform containing a vast quantity of data to be used to interpret new generations’ actualities. These data are obtained by interviewing a large sample -Giffoni Film Festival has 4,500 jurors today- which could be further interviewed on an limitless set of topics, making the results available to institutions, companies and universities.

In this first investigation we have analyzed above all the way cultural products and contents related to social networks and technologies are received, in line with the big challenges that Europe will face in 2018, which has been declared year of Cultural Heritage by the European Commission”. It is apparent that Millennials are “early adopters” and “trend-setters”, that is to say that they are extremely proactive and active in the dynamics of creative industries’ different fields – continues Di Martino– which is confirmed by their participation in the activities of Giffoni Experience’s Festival. Moreover, they are projected towards jobs related to creativity and trends detection, since they are interested in the creative products as users and consumers, too. With the first report of Big Data, Giffoni Innovation Hub has become an observatory on Italian millennials and teenagers’ trends, tastes and behaviours. Giffoni Innovation Hub will constantly measure through Big Data digital and cultural consumption and production habits of young Italians, who -acting as trend-setters- impose trends and influence their families’ purchasing dynamics”.

Emerge il profilo di una generazione decisamente intraprendente: “Ambisce al lavoro dipendente e senza grosse responsabilità solo l’8,27 per cento degli intervistati – precisa Di Martino – contro il 52 per cento che spera di affermarsi nella libera professione per gestire il lavoro secondo scelte e tempi autonomi”. Risultano pragmatici senza però rinunciare ai sentimenti. “Per inseguire un sogno – sottolinea il co-founder di Giffoni Hub – non sono disposti a fare rinunce sul piano dei rapporti personali (4181 punti) e degli affetti familiari (3426 punti) ma non temono di sacrificare tempo libero (7107 punti) e soldi (5826 punti). Riconoscono alle tecnologie un ruolo fondamentale o importante (58 per cento) per ottenere i propri obiettivi e ritengono (oltre il 90 per cento) di avere competenze altamente competitive verso l’uso degli strumenti tech”.

Other stereotypes that have been destroyed concern social networks and apps. Preferences show that direct messaging systems are the most used ways of interpersonal communication, with Whatsapp (8,181 points) outclassing giants like Facebook (5,040 points), Instagram (5,660 points) and Twitter (1,852 points), whereas Youtube did undoubtedly better (7,225).

“The way of using social media -comments Di Martino- is really interesting: only a narrow group is very active (3.75%), posting contents more than once each day, whereas more than 46% claims to be a mere spectator of others’ posts, their presence emerging through the likes, the reactions and the sharing of posts (5,920 points) rather than from the posting of videos. This figure affects the great relevance given to audiovisual language among young people. However, the real winner is undoubtedly photography, as images are preferred by far (71,22 points) to text-only posts (3,998 points)”.

Giffoni Big Data has also identified the inclinations related to the choice of creative products: horizontal relationships are thought to be fundamental, especially friend’s advice (6,608 points) and other web users’ reviews (4,782 points), followed by influencers’ opinions on social media (youtubers and instagramers, 3,833 points), which confirms the establishment of new dynamics into the dialogue with the user-consumer. Traditional commercial communication, television advertisement (3,787 points), reviews on magazines (3,502 points) and web and social ads (3,600 points) are given less importance. Here, too, young people’s favourite channels reveal a trend that is “less digital” than what clichés say, with the television (7,010 points) and live shows (7,473 points) prevailing on computers (5,727 points). Even portability must be downsized, as tablets (4,291) and smartphones (3,915) occupy the lowest places of the rank.

Big Data serving creative and cultural industries has also been the subject of the first Round Table of the fest “Next Generation” -scheduled for 14th July-  among whose guests was Thierry Baujard, international expert in innovative models of public and private funding in the Content Industry, who said: “Cinema is suffering from the lack of information about audience’s tastes, emotions and interests, which could be really beneficial for the marketing and the distribution of European independent production. In this scenario Giffoni finds itself in a strategic position for both data mining and trends monitoring of films and anything concerning creativity, such as videogames, publishing industry and music. Moreover, startups developing technologies for cinema could be tested in Giffoni and incubated by the Hub”. In such a context, young people are showing a strong awareness. They have also been interviewed on the therapeutic effects of art: according to 45% of the sample, activities like watching films, TV series and shows, listening to music or reading can lift one’s spirit a lot. Music (7,099 points) rules over the rest, followed by watching TV series (5,402 points) -especially when set in realistic contexts (55.6%) and telling stories that are close to spectators’ life (51.6%)-, social surfing (3,415 points) and comics reading (3,051 points). Lastly, a confirmation of the importance of the emotional bonds: friends (7,269 points) and relatives (6,051 points) are seen as the best travel companions when enjoying a show, to the detriment of individual and depersonalized experiences (4,252 points).


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