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Lee Rainie will discuss networked information and the different ways users receive, process, create, and share it. He will describe the ways in which the new media ecosystem has affected the way people learn things and make decisions. And he will share Pew Internet findings about where major media organizations fit into the ecosystem for their audiences.
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5 MEDIA SPACES WHERE PEOPLE LIVE …AND NUMBER 6 IS ON THE WAY
Lee RainieDirector, Pew Internet Project@lrainie / @pewinternet / @pewresearch
A comprehensive and groundbreaking new report released Monday by the Pew Research Center’s Internet and American Life Project has found that only four users of Facebook derive pleasure of any kind from the popular social networking website.
According to the report, the remainder of the 950 million people registered with Facebook, despite using the site on a regular basis, take no joy in doing so, and in fact feel a profound sense of hopelessness and despair immediately upon logging in…
.... “As it turns out, the vast majority of human beings tend to become depressed when they see the past five years of their life summarized right there in front of them in a sad little timeline,” said lead researcher John Elliott.
THREE REVOLUTIONS AND A FOURTH IS
UNDERWAY
FIRST: INTERNET
http://bit.ly/1dE8jFV
FIRST: BROADBAND
June 2000
April 2001
March 2002
March 2003
April 2004
March 2005
March 2006
March 2007
April 2008
April 2009
May 2010
Aug 2011
April 2012
May 2013
0%
20%
40%
60%
80%
100%
3%
70%
Dial-up Broadband
http://bit.ly/N8OznH
SECOND: MOBILE CONNECTIVITY – CELL PHONES
http://bit.ly/1dE8jFV
SECOND: MOBILE CONNECTIVITY - SMARTPHONES
http://bit.ly/1dE8jFV
SECOND: MOBILE CONNECTIVITY – TABLETS
http://bit.ly/OiOIFM
2010 2011 2012 20130%
20%
40%
60%
80%
32%
42%50%
Tablet owners
E-reader owners
Have either one
THIRD: SOCIAL NETWORKING/MEDIA61% OF ALL ADULTS
% of internet users
2005 2006 2007 2008 2009 2010 2011 2012 20130%
20%
40%
60%
80%
100%
9%
89%
7%
78%
6%
60%
1%
43%
18-29 30-49 50-64 65+
The Landscape of Social Media Users (among adults)
% of internet users who…. The service is especially appealing to
Use Any Social Networking Site 73% Adults ages 18-29, women
Use Facebook 71% Women, adults ages 18-29
Use Google+ 31% Higher educated
LinkedIn 22% Adults ages 30-64, higher income, higher educated
Use Pinterest 21% Women, adults under 50, whites, those with some college education
Use Twitter 18% Adults ages 18-29, African-Americans,urban residents
Use Instagram 17% Adults ages 18-29, African-Americans, Latinos, women, urban residents
Use Tumblr 6% Adults ages 18-29
reddit 6% Men ages 18-29
THIS HAS NETWORKED INFORMATION
• Pervasive / portable• Personal via new filters• Participatory/spreadable• Linked
• Replicable and editable• Immediate• Timeless / searchable• Given meaning via
networks / algorithms
THIS HAS CHANGED SOME BIG STUFF
• Information is a “third skin”• We now have “fourth lobe” of external
memory• Ridiculously easy to find each other and
band together • The transaction costs of sharing are cut to
near zero unpredictable things, including reallocated trust and expertise • More evidence of every human trait
THIS ALSO CHANGES MEDIA SPACES AND
CREATES 5 ATTENTION ZONES
1) STREAMS
HOW IT WORKS• Motive – catching up / checking in / curiosity• Content – news (broad definition), social updates• Device – any / all • Engagement – continuous partial attention /
horizontal reading• Influentials – editors, social networks• ~ Mindshare – quarter to a third of media time• Media strategy – apps, Buzzfeed-i-fied,
customizable, tagging and saving, compelling surrounding material, spreadable content, entry points through networks, curation by editors, serendipitous encounters
2) STACKS
HOW IT WORKS• Motive – learning, mastery, productivity • Content – actionable info, how-to sensibility,
links and other resources• Device – desktop / laptop • Engagement – full attention – vertical reading• Influentials – trusted brands and known
experts (professional and amateur)• ~ Mindshare – quarter to a third of media time• Media strategy – search optimized, cut and
paste, FAQs, geared up for participation, feedback friendly
3) SNACKS
HOW IT WORKS• Motive – killing time, beating boredom• Content – gamified, bite-size headlines, link-
dense• Device – smartphone • Engagement – distracted, quick-twitch• Influentials – brands, quality of social
network• ~ Mindshare – 5%-10% of media time• Media strategy – apps, predictable and
compelling home screen, clear headlines
4) SOCIALS
HOW IT WORKS• Motive – friend grooming• Content – social, personal, entertaining • Device – all• Engagement – partial, browsing• Influentials – super-networkers / primary
nodes in the network• ~ Mindshare – 10% of media time• Media strategy – spreadable content,
mediated by network influencers (treat them like traditional influencers), enable participation and feedback
5) SIGNALS
HOW IT WORKS• Motive – real-time awareness• Content – headlines• Device – smartphone, tablet• Engagement – glancing or galvanized• Influentials – brands• ~ Mindshare – < 5% of media time• Media strategy – scoops, built on insights
from user analytics, location-enabled
FOURTH REVOLUTION: THE INTERNET OF
THINGS
BODY
HOMES
COMMUNITIES
ENVIRONMENT
STREAMSSTACKSSNACKSSOCIALSSIGNALS????SYNTHESIZEDSPACES
WHY IS THIS IMPORTANT TO PUBLISHERS?
IT CREATES (SYNTHESIZES INFO IN) NEW ATTENTION ZONES
• Increases value of relevant information• Increases value of just-in-time queries and
provision of real-time information• Increases opportunities for social sharing• Increases potency of linked and actionable
information + augmented reality• Increases power of “big data” and predictive
analytics • Increases sensitivities about privacy• Increases tension over the “monetization of
everything”
THANK YOU