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Operating in the age of always-on
media
Lee Rainie - @lrainie
Director - Internet, Science and Technology Research
October...
3
“Tweckle (twek’ul) vt. To
abuse a speaker to Twitter
followers in the audience
while he/she is speaking.”
4
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 accide...
The age of always-on media
1. Changed the nature of media and information
2. Changed the media ecosystem
3. Changed attent...
6
First revolution – Internet (89% use it)
Home broadband growth
1%
70%
2000 2005 2010 2016
Skews younger
More upscale by ...
7
Second revolution – Mobile
29%
72%
2011 2012 2013 2014 2015 2016
92% have cell phones
48% have tablet
computers
Smartpho...
Third revolution – Social networking/media
% of internet users
8
67
15 13
20 16
79
31 32 29 24
0
10
20
30
40
50
60
70
80
9...
9
Facebook
Among U.S. internet users, % who use Facebook
Internet Users
Total 79%
Men 75
Women 83
18-29 88
30-49 84
50-64 ...
Twitter
Among U.S. internet users, % who use Twitter
Internet Users
Total 24%
Men 24
Women 25
18-29 36
30-49 23
50-64 21
6...
Third revolution – Social networking/media
LinkedIn
Among U.S. internet users, % who use LinkedIn
Internet Users
Total 29%...
76
51
42
25
18
15
26
24
31
31
7
22
33
44
52
Facebook
Instagram
Twitter
Pinterest
LinkedIn
Daily Weekly Less often
Third re...
Users of all social media platforms also use Facebook
% of users of each social media site who use another social media si...
The internet will become ‘like electricity’ — less visible, yet
more deeply embedded in people’s lives for good and ill
Fo...
1. Changed the nature of media and
information
Voice, smart/semantic web, translation, natural
language search, projectors, screens, wearable
devices make information …....
2. Changed media ecosystem
Information is a ‘third skin’ and media
encounters are ubiquitous
That affects volume, velocity, valence,
variety and voic...
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 works
Motive – real-time awareness
Content – headlines, new information, first impressions matter
most
Demographics...
Engagement opportunities
News, especially scoops
Deals
Location enabled
Insights from analytics
2) SNACKS
How it works
Motive – killing time, beating boredom
Content – gamified, bite-size headlines, link-dense
Demographics – Eve...
Engagement opportunities
Apps
Immediate connection
Predictable and compelling home
screen
Grabby copy / activity
Clear and...
3) STREAMS
How it works
Motive – catching up / checking in / curiosity
Content – news (broad definition), social updates
Demographics...
Engagement opportunities
Apps
Smart curation
Customizable filters
Compelling ecosystem of content
Tagging and saving for f...
4) SPLIT SCREENED
How it works
Motive – big events as social experiences
Content – main screen activity, complemented by social
chatter
Demo...
Engagement opportunities
Be a good listener and watch the
analytics
Be a node in the conversation
*Maybe* use big event as...
5) SYNTHESIZED SPACES
How it works
Motive – my permissions and ‘manipultions’
Content – personalized, anticipatory, data-infused
Demographics – ...
Engagement opportunities
Selective ‘message placement’ – like
product placement
Permission-based monitoring /
interactions...
4. Changed broader social structures and
behavior
Networked Individualism arises
The move to looser, far-flung networks
Personal networks are:
More important – trust, influence awareness
Differently composed – segmented, layered
Perform more/...
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...
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 news
When you can add to news-driven conversations
When your “close up...
Thank you!
Operating in the Age of Always-On Media
Operating in the Age of Always-On Media
Operating in the Age of Always-On Media
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Operating in the Age of Always-On Media

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Lee Rainie, director of Internet, Science and Technology research at the Pew Research Center, presented the Center’s latest findings about the use of digital technology and its future at the Federal Reserve Board’s Editors and Designers conference in Philadelphia on October 6, 2016. During the keynote he discussed the impact of social media, collaboration, and future trends in technology with a special focus on the issues tied to security and reputational risk that face the Federal Reserve System. He described how the Center’s research can help communicators:

-Disseminate their messages across multiple digital and traditional media channels
-Engage their audience and encourage amateur evangelism
-Assess the impact of their outreach and observe challenges to their material
-Think like long a long-tail organization that also has real-time immediacy

Publié dans : Internet
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Operating in the Age of Always-On Media

  1. 1. Operating in the age of always-on media Lee Rainie - @lrainie Director - Internet, Science and Technology Research October 6, 2016 Federal Reserve communicators
  2. 2. 3 “Tweckle (twek’ul) vt. To abuse a speaker to Twitter followers in the audience while he/she is speaking.”
  3. 3. 4 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
  4. 4. 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
  5. 5. 6 First revolution – Internet (89% use it) Home broadband growth 1% 70% 2000 2005 2010 2016 Skews younger More upscale by income and education Tilts urban/suburban
  6. 6. 7 Second revolution – Mobile 29% 72% 2011 2012 2013 2014 2015 2016 92% have cell phones 48% have tablet computers Smartphones Skews younger A bit smaller differences by socio-economic class Tilts urban/suburban
  7. 7. Third revolution – Social networking/media % of internet users 8 67 15 13 20 16 79 31 32 29 24 0 10 20 30 40 50 60 70 80 90 100 Facebook Pinterest Instagram LinkedIn Twitter 2012 2013 2014 2015 2016 %
  8. 8. 9 Facebook Among U.S. internet users, % who use Facebook Internet Users Total 79% Men 75 Women 83 18-29 88 30-49 84 50-64 72 65+ 62 High school degree or less 77 Some college 82 College+ 79 Less than $30K/ year 84 $30K-$49,999 80 $50K-$74,999 75 $75,000+ 77 Urban 81 Suburban 77 Rural 81 Instagram Among U.S. internet users, % who use Instagram Internet Users Total 32% Men 26 Women 38 18-29 59 30-49 33 50-64 18 65+ 8 High school or less 27 Some college 37 College+ 33 Less than $30K/ year 38 $30K-$49,999 32 $50K-$74,999 31 $75,000+ 35 Urban 39 Suburban 28 Rural 31 Third revolution – Social networking/media
  9. 9. Twitter Among U.S. internet users, % who use Twitter Internet Users Total 24% Men 24 Women 25 18-29 36 30-49 23 50-64 21 65+ 10 High school degree or less 20 Some college 25 College+ 29 Less than $30K/ year 23 $30K-$49,999 18 $50K-$74,999 28 $75,000+ 30 Urban 26 Suburban 24 Rural 24 Third revolution – Social networking/media Pinterest Among U.S. internet users, % who use Pinterest Internet Users Total 31% Men 17 Women 45 18-29 36 30-49 34 50-64 28 65+ 16 High school or less 24 Some college 34 College+ 34 Less than $30K/year 30 $30K-$49,999 32 $50K-$74,999 31 $75,000+ 35 Urban 30 Suburban 34 Rural 35
  10. 10. Third revolution – Social networking/media LinkedIn Among U.S. internet users, % who use LinkedIn Internet Users Total 29% Men 31 Women 27 18-29 34 30-49 33 50-64 24 65+ 20 High school degree or less 12 Some college 27 College+ 50 Less than $30K/year 21 $30K-$49,999 13 $50K-$74,999 32 $75,000+ 45 Employed 35 Not employed 16 Urban 34 Suburban 30 Rural 18
  11. 11. 76 51 42 25 18 15 26 24 31 31 7 22 33 44 52 Facebook Instagram Twitter Pinterest LinkedIn Daily Weekly Less often Third revolution – Social networking/media
  12. 12. 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 LinkedIn Use 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% -
  13. 13. 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,
  14. 14. 1. Changed the nature of media and information
  15. 15. Voice, smart/semantic web, translation, natural language search, projectors, screens, wearable devices make information …. Pew Research Internet danah boyd pervasive persistent / visible portable replicable personal scalable participatory searchable linked and unlinked spreadable COLLAPSED CONTEXTS OF COMMUNICATION
  16. 16. 2. Changed media ecosystem
  17. 17. Information is a ‘third skin’ and media encounters are ubiquitous That affects volume, velocity, valence, variety and voices in the mix
  18. 18. Democrats and Republicans have been growing apart in their beliefs and attitudes
  19. 19. People want to live with others who share their political views
  20. 20. And even see the other side as a threat to the very future of America
  21. 21. Personal antipathy is now tied to people’s beliefs
  22. 22. Media use is part of the story
  23. 23. 3. Changed attention allocation
  24. 24. 1) SIGNALS
  25. 25. How it works Motive – real-time awareness Content – headlines, new information, first impressions matter most Demographics – under 30, tilts women Device – smartphone, tablet Engagement – glancing OR galvanized Influentials – brands ~ Mindshare – < 5% of media time
  26. 26. Engagement opportunities News, especially scoops Deals Location enabled Insights from analytics
  27. 27. 2) SNACKS
  28. 28. How it works Motive – killing time, beating boredom Content – gamified, bite-size headlines, link-dense Demographics – Everyone gets something different Device – smartphone Engagement – distracted, quick-twitch Influentials – brands, quality of social network ~ Mindshare – 5%-10% of media time
  29. 29. Engagement opportunities Apps Immediate connection Predictable and compelling home screen Grabby copy / activity Clear and consistent
  30. 30. 3) STREAMS
  31. 31. How it works Motive – catching up / checking in / curiosity Content – news (broad definition), social updates Demographics – tilts under 35 / female Device – any / all Engagement – continuous partial attention / horizontal scans / sharing Influentials – editors, social networks ~ Mindshare – quarter to a third of media time
  32. 32. Engagement opportunities Apps Smart curation Customizable filters Compelling ecosystem of content Tagging and saving for future immersion Social network mediated Serendipity encounters
  33. 33. 4) SPLIT SCREENED
  34. 34. How it works Motive – big events as social experiences Content – main screen activity, complemented by social chatter Demographics – under 35 Device – big screen, little screen Engagement – socially immersive; snarky Influentials – the big screen activity ~ Mindshare – fifth of media time
  35. 35. Engagement opportunities Be a good listener and watch the analytics Be a node in the conversation *Maybe* use big event as promotional lift Enable participation and feedback
  36. 36. 5) SYNTHESIZED SPACES
  37. 37. How it works Motive – my permissions and ‘manipultions’ Content – personalized, anticipatory, data-infused Demographics – upscale, well-educated, middle aged Device – my surroundings Engagement – immersive, manipulated Influentials – my past behavior, analytics, algorithms ~ Mindshare – most waking hours
  38. 38. Engagement opportunities Selective ‘message placement’ – like product placement Permission-based monitoring / interactions Careful of privacy sensitivities Careful of too much ‘monetization’
  39. 39. 4. Changed broader social structures and behavior
  40. 40. Networked Individualism arises The move to looser, far-flung networks
  41. 41. Personal networks are: More important – trust, influence awareness Differently composed – segmented, layered Perform more/new functions
  42. 42. People have more encounters with others and more arguments occur -- and the very nature of ‘presence’ changes
  43. 43. People participate in the ‘fifth estate’ as amateurs move alongside experts. Knowledge is more contested
  44. 44. ‘Thinking’ changes as people use the cloud as their ‘fifth lobe’
  45. 45. People have expanded peripheral vision about their physical and social environment
  46. 46. Identity expands – ‘birth realities’ are complemented by ‘my tribes’ organized around lifestyle, passions, and communities of learning
  47. 47. Curation of knowledge and great learning experiences are prized competencies of key network nodes
  48. 48. More of the environment is infused with advertising and other messaging
  49. 49. Your optimum engagement moments When you are making news When you can add to news-driven conversations When your “close up” unexpectedly comes When your evangelists work their networks When you can recruit unexpected allies When someone on the “other side” embraces you When you can tap into others’ curiosity
  50. 50. Thank you!

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