HOW MEDIA CONSUMPTION HAS CHANGED SINCE 2000News is pervasive, portable, personalized, participatory – and a social experience
Lee RainieDirector – Pew Internet ProjectNewhouse MOB conference – NYC6.24.10
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2000
46% of adults use internet
5% with broadband at home
50% own a cell phone
0% connect wirelessly
<10% use “cloud”
0% = tech social networkers
THEN: slow, stationary connections built around my
computer
The internet is the change agent Then and now
2010
79% of adults use internet
64% have broadband at home
82% own a cell phone
59% connect wirelessly
>two-thirds use “cloud”
48% = tech social networkers
NOW: faster, mobile connections built around
outside servers and storage
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2000
25% of adults use internet on “average day”
28% go online to “have fun” or “kill time”
31% of internet users say “very hard” to give up internet
43% of cell owners say “very hard” to give up phone
(2006)
Internet and mobile phones are more importantThen and now
2010
62% of adults use internet on “average day”
56% go online to “have fun” or “kill time”
45% of internet users say “very hard” to give up internet
(2009)
51% of cell owners say “very hard” to give up phone (2009)
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8 ways the media ecosystem has changed in the digital age
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Information and media ecosystem changes
1.Volume of information grows2.Variety of information sources
increases3.Velocity of information speeds up4.Venues change -- times and places
to experience media enlarge
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Information and media ecosystem changes
5.Vigilance – attention to information and media expands AND contracts
6.Vibrant -- immersive qualities of media are more compelling – gaming; augmented reality
7.Valence -- relevance of information improves as customization/search tools emerge
8.Vivid -- social networks are more evident and more important as “coping” structures
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How the news audience’s attitudes and behaviors have changed in this new media
ecosystem
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For the audience, news is pervasive
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News platforms Americans use on typical day
7873
54 50
17
61
0
10
20
30
40
50
60
70
80
90
Local TV Nationalnetwork/cable
Online Radio Localnewspaper
Nationalnewspaper
% o
f adu
lts (1
8+)
Pervasive (1) -- People use diverse platforms
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Pervasive (2) -- People graze across platforms
# of news platforms Americans use typical day
46%46%
7%
0%
10%
20%
30%
40%
50%
60%
70%
1 platform 2-3 platforms 4-6 platforms
% o
f adu
lts (1
8+)
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Pervasive (3) – Platforms have converged online
• 68% of internet news consumers have watched video news stories
• 62% watched live feeds• 48% emailed stories or news
videos
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On typical day, 59% of adults
get new online and from at least
one offline source
Pervasive (4) -- People blend old and new media
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For the audience, news is portable
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33% of cell owners get news on handheldsNews on cell phones (80% of adults have cell phones)
26 25
18 1613 12 11
0
5
10
15
20
25
30
35
40
Weather Browseheadlines
Checknews app
Sports Traffic Financialinfo
Newsalerts byemail/text
% o
f cel
l use
rs
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For the audience, news is personalized
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The “Daily Me” and “Daily Us” is being built
• 67% of all Americans say they only follow specific subjects
• 28% of internet users have customized a news page and 42% say customization is an important web feature to them
• ~ 50% belong to listservs / large email groups
• ~ 33% of internet users get RSS feeds
• ~ 25% get news alerts
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For the audience, news is participatory
News participators
25
17
119
3
0
5
10
15
20
25
30
Comment onstories
Post links onSNS
Tag content Create news Create newstweets
% o
f int
erne
t use
rs37% of internet users are news contributors / disseminators
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For the audience, news is a social experience
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People use news as a social currency (1)
• 72% of Americans who follow the news at least now and then say they enjoy talking with friends, family, and colleagues about what is happening in the world
• 69% feel that keeping up with the news is a social or civic obligation
• 50% say they rely on the people around them to tell them when there is news they need to know
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People use news as a social currency (2)
• 57% of internet users share links to news stories
• 30% of internet users get news on typical day through their SNS use
• 13% follow news organizations and journalists on SNS
• 6% get news via Twitter feeds
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People use news as a social currency (3)
• Serendipitous encounters with news still happen AND still matter
• 80% of online news consumers (57% of whole population) say they run across news several times a week while they are online for another purpose
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4 implications for and impacts on news operations
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Implication 1
Social networks matter more as sentries, filters,
curators, and distribution channels of
news
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Implication 2
“Consumers” are in charge of the news
playlist … and they want to participate in the news-gathering and distribution process
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Implication 3: Paradoxes abound (1)
• More material – but less time with news• More direct access to experts and more
knowledge being generated – but not smarter at the societal level
• More voices and more variety – but more traffic to big brands
• More participation and engagement – but less revenue
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Implication 3 – Paradoxes abound (2)
• More transparency of news creation process – but less trust of coverage
• More chance to customize, but less loyalty
• People say it is easier to keep up AND harder to navigate the clutter
• People are satisfied with MSM coverage of the issues that matter to them AND see more bias in coverage
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Implication 4
Much news is a commodity and consumers displaying a classic response: They don’t
want to pay for something that is abundant
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The Online News Consumer
35%
65% Have Favorite
Do Not HaveFavorite
Do you have a favorite online news source, or do you not have a favorite?
% of Online News Consumers
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The Online News Consumer
35%
65% Have Favorite
Do Not HaveFavorite
Do you have a favorite online news source, or do you not have a favorite?
% of Online News Consumers
Only 15% of those with a favorite site – 7% of all people who get news online – would be willing
to pay for continued access to that site
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Implication 5
News organizations have to figure out where they can
add value in the news chain
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2 models to help you organize your thinking about your place
in the value chain
Pew Research Center’s
Tom Rosenstiel model: Journalism as a Tom Rosenstiel model: Journalism as a service – not productservice – not product
The Eight Functions of 21st Century Media
- Authentication - Sense Making- Watch Dog - Smart Aggregation- Witness - Empowerment- Forum Leader - Role Model
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Charlie Firestone modelCharlie Firestone model
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Thank you!
Lee RainieDirectorPew Internet & American Life Project1615 L Street NWSuite 700Washington, DC 20036Email: [email protected]: http://twitter.com/lrainie 202-419-4500