Nokia asked trend-setting consumers from 17 countries about their digital behaviors and lifestyles. Information was also gathered from its 900 million customers and views of leading industry figures to reach the conclusion that users will control 25% of the world’s entertainment by 2012.

“From our research we predict that up to a quarter of the entertainment being consumed in five years will be what we call ‘Circular’. The trends we are seeing show us that people will have a genuine desire not only to create and share their own content, but also to remix it, mash it up and pass it on within their peer groups - a form of collaborative social media,” said Mark Selby, Vice President, Multimedia, Nokia.

Nokia also predicted four emerging trends that will make entertainment more collaborative and creative as we move towards Circular Entertainment. They are Immersive Living; Geek Culture; G Tech and Localism.

Immersive Living is the rise of lifestyles, which blur the reality of being on and offline. Entertainment, according to the study, will no longer be segmented. People will be able to access and create it wherever they are.

Geek Culture refers to the future of consumers who will want more sophisticated products and entertainment.

G Tech is described as an existing social force in Asia that is to change the way entertainment will look. According to Nokia it will be will be more collaborative, democratic, emotional and customized.

Nokia believes that localism is key in the future of entertainment and that consumers will take pride in local and home-grown entertainment.

Nokia concluded that much of the entertainment of the future will be created and distributed on mobile phones because they are able to capture images and sounds on-the-fly and then users can edit the content with music and graphics.

Source: Mobile Crunch through Online Media Daily