5 ATTENTION ZONES IN THE NEW MEDIA LANDSCAPE JUNE 2014 - LEE RAINIE PEW INTERNET PROJECT

NEW MEDIA AND 5 ATTENTION ZONES

Streams Stacks Snacks Socials Signals

The rise of broadband internet, mobile connectivity & social networking has networked information, making it a “third skin” leading to 5 new attention zones

1 2 3 4 5

STREAMS

Media Strategy: apps, Buzzfeed-i-fied, customizable, tagging and saving, compelling surrounding material, spreadable content, entry points through networks, curation by editors, serendipitous encounters

Time Spent Device Engagement Influencers

Alleditors, social networks

continus partial attention, horizontal reading

Motivation: Catching-up, Checking-in, Curiosity

Content: News (broad definition), social updates

1/4th -1/3rd

STACKS

Media Strategy: search optimized, cut and paste, FAQs Geared up for participation, feedback friendly

Time Spent Device Engagement Influencers

Desktop/Laptop

trusted brands & known experts (professional & amateur)

full attention, vertical reading

Motivation: Learning, Mastery, Productivity

Content: Actionable info, how-to sensibility, links and other resources

1/4th -1/3rd

SNACKS

Time Spent Device Engagement Influencers

Media Strategy: apps, predictable and compelling home screen, clear headlines

Smartphone

brands, quality of social network

distracted, quick-twitch 5 - 10%

-

Motivation: Killing time, beating boredom

Content: Gamified, bite-sized headlines, link dense

SOCIALS

Time Spent Device Engagement Influencers

Media Strategy: spreadable content, mediated by network influencers (treat them like traditional influencers), enable participation and feedback

All

Super-networkers, primary nodes in the networkpartial, browsing10%

Motivation: Friend Grooming Content: Social, personal, entertaining

SIGNALS

Time Spent Device Engagement Influencers

Media Strategy: scoops, built on insights from user analytics, location-enabled

Smartphone/Tablet

Brandsglancing or galvanized < 5%

Motivation: Real-time awareness Content: headlines

~MINDSHARE AVERAGE % OF MEDIA TIME SPENT

Streams

Stacks

Snacks

Socials

Signals

OTHERbetween 1/4th and 1/3rd

29% demonstrated

between 1/4th and 1/3rd 29% demonstrated

5% to 10% 7.5% demonstrated

10% 10% demonstrated

<5% 3% demonstrated

HOW IT IMPACTS PUBLISHERS & CONTENT CREATORS

New Priorities

• real-time info

• just-in-time queries

• linked & actionable info

• shareability

New Issues

• privacy

• monetization

• increased power of “big data” and predictive analytics

LOOKING TO THE FUTURE

The rise of the internet of thingsTHE NEXT CHANGE

Synchronized spaces THE 6TH ZONE

homes, bodies, communities, & environment

Link to the full presentation

http://www.pewinternet.org/2014/06/19/streams-stacks-snacks-socials-signals/

Source: Streams, Stacks, Snacks, Socials and Signals by Lee Rainie with Pew Internet & American Life Project for bankrate.com’s Partner conference