operating in the age of always-on media
TRANSCRIPT
Operating in the age of always-on media
Lee Rainie - @lrainieDirector - Internet, Science and Technology ResearchOctober 6, 2016Federal Reserve communicators
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“Tweckle (twek’ul) vt. To abuse a speaker to Twitter followers in the audience while he/she is speaking.”
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we need a tshirt, "I survived the keynote disaster of 09"
it's awesome in the "I don't want to turn away from the accident because I might see a severed
head" way
too bad they took my utensils away w/ my plate. I could have jammed the butter knife into my
temple.
http://bit.ly/124U9a4
The age of always-on media
1. Changed the nature of media and information
2. Changed the media ecosystem
3. Changed attention allocation
4. Changed broader social structures and behaviors
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First revolution – Internet (89% use it) Home broadband growth
2000 2001 2002 2003 2004 2005 2006 2007 2008 2009 2010 2011 2012 2013 2015 2016
1%
70%Skews youngerMore upscale by income and educationTilts urban/suburban
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Second revolution – Mobile
2011 2012 2013 2014 2015 2016
29%
72%92% have cell phones48% have tablet computers
SmartphonesSkews youngerA bit smaller differences by socio-economic classTilts urban/suburban
Third revolution – Social networking/media% of internet users
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Facebook Pinterest Instagram LinkedIn Twitter0
10
20
30
40
50
60
70
80
90
100
67
15 13 20 16
79
31 32 29 24
2012 2013 2014 2015 2016%
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FacebookAmong U.S. internet users, % who use Facebook
Internet UsersTotal 79%Men 75
Women 8318-29 8830-49 84
50-64 7265+ 62High school degree or less 77Some college 82College+ 79Less than $30K/ year 84$30K-$49,999 80$50K-$74,999 75$75,000+ 77Urban 81Suburban 77Rural 81
InstagramAmong U.S. internet users, % who use Instagram
Internet Users
Total 32%Men 26Women 3818-29 5930-49 3350-64 1865+ 8High school or less 27Some college 37College+ 33Less than $30K/ year 38$30K-$49,999 32$50K-$74,999 31$75,000+ 35Urban 39Suburban 28Rural 31
Third revolution – Social networking/media
TwitterAmong U.S. internet users, % who use Twitter
Internet UsersTotal 24%Men 24Women 25
18-29 3630-49 2350-64 2165+ 10High school degree or less 20Some college 25College+ 29Less than $30K/ year 23$30K-$49,999 18
$50K-$74,999 28$75,000+ 30
Urban 26Suburban 24Rural 24
Third revolution – Social networking/mediaPinterest
Among U.S. internet users, % who use Pinterest Internet Users
Total 31%Men 17
Women 4518-29 3630-49 34
50-64 2865+ 16High school or less 24Some college 34College+ 34Less than $30K/year 30$30K-$49,999 32$50K-$74,999 31$75,000+ 35Urban 30Suburban 34Rural 35
Third revolution – Social networking/mediaLinkedIn
Among U.S. internet users, % who use LinkedIn Internet Users
Total 29%Men 31Women 27
18-29 3430-49 33
50-64 2465+ 20High school degree or less 12Some college 27
College+ 50Less than $30K/year 21$30K-$49,999 13$50K-$74,999 32
$75,000+ 45Employed 35
Not employed 16Urban 34
Suburban 30Rural 18
76
51
42
25
18
15
26
24
31
31
7
22
33
44
52
Third revolution – Social networking/media
Users of all social media platforms also use Facebook% of users of each social media site who use another social media site
Use Twitter Use Instagram Use Pinterest Use LinkedInUse Facebook
% of Twitter users who … - 65% 48% 54% 93%
% of Instagram users who … 49% - 54% 48% 95%
% of Pinterest users who … 38% 57% - 41% 92%
% of LinkedIn users who … 45% 53% 43% - 89%
% of Facebook users who … 29% 39% 36% 33% -
The internet will become ‘like electricity’ — less visible, yet more deeply embedded in people’s lives for good and ill
Fourth revolution – Internet of Things, Metaverse, Virtual Reality, Artificial Reality,
1. Changed the nature of media and information
Voice, smart/semantic web, translation, natural language search, projectors, screens, wearable devices make information ….
Pew Research Internet danah boydpervasive persistent / visibleportable replicablepersonal scalableparticipatory searchablelinked and unlinked spreadable
COLLAPSED CONTEXTS OF COMMUNICATION
2. Changed media ecosystem
Information is a ‘third skin’ and media encounters are ubiquitous
That affects volume, velocity, valence, variety and voices in the mix
Democrats and Republicans have been growing apart in their beliefs and attitudes
People want to live with others who share their political views
And even see the other side as a threat to the very future of America
Personal antipathy is now tied to people’s beliefs
Media use is part of the story
3. Changed attention allocation
1) SIGNALS
How it worksMotive – real-time awarenessContent – headlines, new information, first impressions matter
mostDemographics – under 30, tilts womenDevice – smartphone, tabletEngagement – glancing OR galvanizedInfluentials – brands~ Mindshare – < 5% of media time
Engagement opportunities
News, especially scoopsDealsLocation enabledInsights from analytics
2) SNACKS
How it worksMotive – killing time, beating boredomContent – gamified, bite-size headlines, link-denseDemographics – Everyone gets something differentDevice – smartphone Engagement – distracted, quick-twitchInfluentials – brands, quality of social network~ Mindshare – 5%-10% of media time
Engagement opportunities
AppsImmediate connectionPredictable and compelling home
screenGrabby copy / activityClear and consistent
3) STREAMS
How it worksMotive – catching up / checking in / curiosityContent – news (broad definition), social updatesDemographics – tilts under 35 / femaleDevice – any / allEngagement – continuous partial attention / horizontal scans /
sharingInfluentials – editors, social networks~ Mindshare – quarter to a third of media time
Engagement opportunities
AppsSmart curationCustomizable filtersCompelling ecosystem of contentTagging and saving for future immersionSocial network mediatedSerendipity encounters
4) SPLIT SCREENED
How it worksMotive – big events as social experiencesContent – main screen activity, complemented by social
chatterDemographics – under 35Device – big screen, little screenEngagement – socially immersive; snarkyInfluentials – the big screen activity~ Mindshare – fifth of media time
Engagement opportunities
Be a good listener and watch the analytics
Be a node in the conversation*Maybe* use big event as promotional liftEnable participation and feedback
5) SYNTHESIZED SPACES
How it worksMotive – my permissions and ‘manipultions’Content – personalized, anticipatory, data-infused Demographics – upscale, well-educated, middle agedDevice – my surroundingsEngagement – immersive, manipulatedInfluentials – my past behavior, analytics, algorithms~ Mindshare – most waking hours
Engagement opportunities
Selective ‘message placement’ – like product placement
Permission-based monitoring / interactions
Careful of privacy sensitivitiesCareful of too much ‘monetization’
4. Changed broader social structures and behavior
Networked Individualism arisesThe move to looser, far-flung networks
Personal networks are:More important – trust, influence awarenessDifferently composed – segmented, layered
Perform more/new functions
People have more encounters with others and more arguments occur -- and the very nature of ‘presence’ changes
People participate in the ‘fifth estate’ as amateurs move alongside experts.
Knowledge is more contested
‘Thinking’ changes as people use the cloud as their ‘fifth lobe’
People have expanded peripheral vision about their physical and social environment
Identity expands – ‘birth realities’ are complemented by ‘my tribes’ organized around lifestyle, passions, and
communities of learning
Curation of knowledge and great learning experiences are prized competencies of
key network nodes
More of the environment is infused with advertising and
other messaging
Your optimum engagement moments
When you are making newsWhen you can add to news-driven conversationsWhen your “close up” unexpectedly comesWhen your evangelists work their networksWhen you can recruit unexpected alliesWhen someone on the “other side” embraces youWhen you can tap into others’ curiosity
Thank you!