5 MEDIA SPACES WHERE PEOPLE LIVE …AND NUMBER 6 IS ON THE WAY

Lee RainieDirector, Pew Internet Project@lrainie / @pewinternet / @pewresearch

http://www.pewresearch.org/

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