Lecture 6

AUDIENCES & BEHAVIOURS DISRUPTION

6. AUDIENCES & BEHAVIOURS

Behaviour, is strange, people do behave as herds and also operate differently with weak and

strong ties. Lots of marketing is based around trying to build strong ties but typical surfing

habits show that users exhibit weak ties. Dunbar postulated that the maximum number of

people one can operate effectively with in any social network is a maximum of around 150.

Should businesses, artists, creators retool the way they do things to take advantage of these

behaviours?

How do audiences consume media?

How do people behave in crowds in the digital era?

What is representation like in the digital age?

How are race, social status and gender represented?

TOP SITES INCL. MOBILE (UK/US)

http://paidcontent.org/2012/11/29/online-audiences-soar-with-new-mobile-measurements-10-sites-have-100-million/

Rank Website Visits Share

1. Google UK 9.73%

2. Facebook 5.93%

3. YouTube 2.58%

4. eBay UK 1.88%

5. Windows Live Mail 1.39%

6. Google 1.02%

7. BT Yahoo! 1.01%

8. BBC Homepage 0.97%

9. BBC News 0.90%

10. Yahoo! UK & Ireland Mail 0.87%

11. Wikipedia 0.87%

12. Amazon UK 0.81%

13. BBC Sport 0.80%

14. Yahoo! UK & Ireland 0.78%

15. MSN UK 0.76%

16. Bing 0.61%

17. TalkTalk - Webmail 0.49%

18. Sky.com 0.48%

19. Daily Mail 0.48%

20. BBC iPlayer 0.45%

http://www.hitwise.com/uk/datacentre/main/dashboard-7323.html

UK NUMBERS

Eight out of 10 people in the UK had access to the internet in the first quarter of

2012.

Average time online per month per internet user stood at 23.5 hours for 2011.

Two thirds of internet users have accessed Facebook.

Social networking sites are increasingly being used to navigate online; Facebook

generates almost a quarter of all referred traffic to YouTube (23.7%) in contrast to

Googles 32.3%.

Tablet ownership has jumped from 2% to 11% in 12 months

Spend on internet advertising is greater than any other category of advertising, at

4.8bn in 2011, against 4.2bn for TV and 3.9bn for press.

Over a third (37%) of UK adults with home internet watch online catch-up TV.

Some 5% of UK households now own an internet connected smart TV

http://stakeholders.ofcom.org.uk/market-data-research/market-data/communications-market-reports/cmr12/internet-web/

GENERAL STATS (TRANSACTIONS)

Every minute of the day:100,000 tweets are sent

684,478 pieces of content are shared on Facebook

2 million search queries are made on google

48 hours of video are uploaded to YouTube

47,000 apps are downloaded from the App Store

3,600 photos are shared on Instagram

571 websites are created

$272,000 is spent by consumers online (source: AllTwitter)

http://thesocialskinny.com/216-social-media-and-internet-statistics-september-2012/

BY SECTOR

the Pew Internet & American Life Project's

"Teens and Mobile Phones" report found

in April that black teens were more than

twice as likely as whites to go online on

their mobile phones, at 44% vs. 21% http://www.newmediatrendwatch.com/markets-by-country/17-usa/123-

demographics?showall=1

OTHER REFERENCES

http://techcrunch.com/2011/03/20/why-women-rule-the-internet/

http://thenextweb.com/socialmedia/2012/01/24/the-top-30-stats-you-need-to-know-when-marketing-to-women/

http://www.guardian.co.uk/news/datablog/2012/oct/23/women-media-representation-online-news

http://www.statisticbrain.com/online-dating-statistics/

http://www.planetcontent.co.uk/100-content-marketing-statistics-2012-2013

SOCIAL ANIMALS: THE DUNBAR NUMBER

…The primary finding of [this] study,

[…], was a single number: the total

population of the households each

set of cards went out to. That number

was 153.5, or roughly 150.

This was exactly the number that

Dunbar expected. Over the past two

decades, he and other like-minded

researchers have discovered

groupings of 150 nearly everywhere

they looked. Anthropologists

studying the world’s remaining

hunter-gatherer societies have found

that clans tend to have 150 members.

http://www.businessweek.com/articles/2013-01-10/the-

dunbar-number-from-the-guru-of-social-networks

Dunbar’s Number Kicked My Ass in Facebook

Friends Experiment

Fast forward to late 2011. I had more than 2,000

Facebook friends. I’d singlehandedly disproved the

Brit’s sociological theorem. Did I interact with

every one of those 2,000 people? No. But they

showed up in my News Feed. And wasn’t that

enough?

Not for Dunbar, apparently. He was looking for

individual interactions. Well, I thought, if that’s all it

takes to disprove Dunbar’s number, then that’s

what I’ll do: I’ll write personal letters to every one

of my 2,000 Facebook friends.

http://www.wired.com/underwire/2012/03/dunbars-number-

facebook/

http://en.wikipedia.org/wiki/Dunbar's_number

DANCING MAN VIDEO

https://www.youtube.com/watch?v=GA8z7f7a2Pk

"Culture" markets such as music, books and films are also shaped by social influence (as Duncan

Watts of Yahoo! and Matt Salganik of Princeton University have shown). We mostly choose what

those around us choose, whatever we tell ourselves. We do the same with the names we give our

children, the dog breeds we select, the neighbourhoods we live in. Nick Christakis and James

Fowler's study of the longitudinal health study in Framingham, Massachusetts, revealed the primary

influence of our nearest and dearest on individuals' weight gain (you're 63 percent more likely to

become obese if someone in your circle is). It's the people around us who shape our behaviour.

This simple insight builds on much of what psychologists such as Nick Humphrey and

anthropologists such as Robin Dunbar have shown about the social nature of our brains -- they are

social-monitoring devices much more than calculators. Think about the "mirror ­neurons"

discovered by Giacomo Rizzolatti and team that entangle our individual brains with those of the

people around us.

http://www.wired.co.uk/magazine/archive/2012/02/ideas-bank/meg-ryan-theory

INFLUENCE

Thought I'd share these few brief thoughts about the existing models

1.most start from the assumption that the individual is the right level of granulation for studying behavior(and thus behaviour change). Fine, if we were a solitary species of independent agents but (as we argue here regularly) this doesn't appear to be a good characterisation of Homo sapiens. We are a social species -more so that most of our relatives -and we do what we do in the company and under the influence of others (real or imagined). Most of human life is -as Oscar put it -a quotation from the lives of others.

2.most of the fancy models touted aren't behaviour change models at all but rather "how to change people's behaviour" models: in other words they presume that change is something generated largely by external ("exogenous") forces and (hate the word) "levers".

3. as a result most ignore the changes in behaviour that arise without external interventions(such as marketing), assuming that this cannot amount to much. Yet these changes are happening all the time in all aspects of our lives.

4.Few admit the enormous failure rate of attempts to change people's behaviour -in marketing, in public policy, in (change) management and in our daily lives. It's really hard to set out to change behaviour -far better to help the behaviour change itself, don't you think?

Mark Earls

http://herd.typepad.com/herd_the_hidden_truth_abo/2009/08/behavior-change-models-suggestions.html

BEHVIOURAL

WHY BEHAVIOURAL APPROACHES?

1. Experience Will Be More About You

2. The Web Could Change Its Appearance For You

3. It Will View You as a Multi-Dimensional Person With Many

Interests

4. It’s Tapping Into Social and Mobile http://mashable.com/2011/04/26/behavioral-targeting/

HOW? TOWARDS AN INTELLIGENT INTERNET

“The power of social influence and networks –

our social capital – runs very deep. Who we

know, and how we feel about them, affects our

employment, our health, our educational

attainment, the efficacy of our government and

even rates of national economic growth; it has

been proven that counties and regions with

higher levels of "social trust" growth faster.”

http://www.guardian.co.uk/public-leaders-network/2013/jan/17/public-service-design-

human-behaviour

SOCIAL CAPITAL