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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
New news mediascape June 24, 2010 4
What’s Pew Internet?
It’s not PEW Internet
Internet geologists
“We study the rocks, we don’t judge the rocks”
New news mediascape June 24, 2010 6
“Tweckle (twek’ul) vt. To abuse a speaker only to Twitter followers in the
audience while he/she is speaking.”
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.
New news mediascape June 24, 2010 7
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
New news mediascape June 24, 2010 10
Information and media ecosystem changes
1.Volume of information grows
2.Variety of information sources increases
3.Velocity of information speeds up
4.Venues change -- times and places to experience media enlarge
New news mediascape June 24, 2010 11
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
New news mediascape June 24, 2010 12
How the news audience’s attitudes and behaviors have changed in this new media
ecosystem
New news mediascape June 24, 2010 14
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 ad
ult
s (1
8+)
Pervasive (1) -- People use diverse platforms
New news mediascape
Another way to see it. . . maybe
June 24, 2010 15
17% national Newspaper
50% Local Newspaper
54% Radio
61% Online
17% National Newspaper
50% Local Newspaper
54% Radio
61% Online73% Network/Cable
78% Local TV
New news mediascape June 24, 2010 16
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 a
du
lts
(1
8+
)
New news mediascape
A clearer view
June 24, 2010 17
17% national Newspaper
50% Local Newspaper
54% Radio
61% Online
New news mediascape June 24, 2010 18
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
New news mediascape June 24, 2010 19
On typical day, 59% of adults
get new online and from at least
one offline source
Pervasive (4) -- People blend old and new media
New news mediascape June 24, 2010 21
33% of cell owners get news on handheldsNews on cell phones (80% of adults have cell phones)
26 25
1816
13 12 11
0
5
10
15
20
25
30
35
40
Weather Browseheadlines
Checknews app
Sports Traffic Financialinfo
Newsalerts byemail/text
% o
f ce
ll u
sers
New news mediascape June 24, 2010 23
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
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 in
tern
et
us
ers
37% of internet users are news contributors / disseminators
New news mediascape June 24, 2010 27
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
New news mediascape June 24, 2010 28
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
New news mediascape June 24, 2010 29
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
New news mediascape June 24, 2010 31
Implication 1
Social networks matter more as sentries, filters,
curators, and distribution channels of
news
New news mediascape June 24, 2010 32
Implication 2
“Consumers” are in charge of the news
playlist … and they want to participate in the news-gathering and distribution process
New news mediascape June 24, 2010 33
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
New news mediascape June 24, 2010 34
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
New news mediascape June 24, 2010 35
Implication 4
Much news is a commodity and consumers displaying a classic response: They don’t
want to pay for something that is abundant
New news mediascape June 24, 2010 37
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
New news mediascape June 24, 2010 38
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
New news mediascape June 24, 2010 39
Implication 5
News organizations have to figure out where they can
add value in the news chain
New news mediascape June 24, 2010 40
2 models to help you organize your thinking about your place
in the value chain
Pew Research Center’s
Tom Rosenstiel model: Tom Rosenstiel model: Journalism as a service – not Journalism as a service – not
productproductThe Eight Functions of 21st Century Media
- Authentication - Sense Making
- Watch Dog - Smart Aggregation
- Witness - Empowerment
- Forum Leader - Role Model
New news mediascape June 24, 2010 43
Thank you!
Lee Rainie
Director
Pew Internet & American Life Project
1615 L Street NW
Suite 700
Washington, DC 20036
Email: [email protected]
Twitter: http://twitter.com/lrainie
202-419-4500