Operating in the Age of Always-On Media

Operating in the age of always-on media

Lee Rainie - @lrainieDirector - Internet, Science and Technology ResearchOctober 6, 2016Federal Reserve communicators

http://www.pewresearch.org/

3

“Tweckle (twek’ul) vt. To abuse a speaker to Twitter followers in the audience while he/she is speaking.”

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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.

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The age of always-on media

1. Changed the nature of media and information

2. Changed the media ecosystem

3. Changed attention allocation

4. Changed broader social structures and behaviors

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First revolution – Internet (89% use it) Home broadband growth

2000 2001 2002 2003 2004 2005 2006 2007 2008 2009 2010 2011 2012 2013 2015 2016

1%

70%Skews youngerMore upscale by income and educationTilts urban/suburban

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Second revolution – Mobile

2011 2012 2013 2014 2015 2016

29%

72%92% have cell phones48% have tablet computers

SmartphonesSkews youngerA bit smaller differences by socio-economic classTilts urban/suburban

Third revolution – Social networking/media% of internet users

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Facebook Pinterest Instagram LinkedIn Twitter0

10

20

30

40

50

60

70

80

90

100

67

15 13 20 16

79

31 32 29 24

2012 2013 2014 2015 2016%

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FacebookAmong U.S. internet users, % who use Facebook

Internet UsersTotal 79%Men 75

Women 8318-29 8830-49 84

50-64 7265+ 62High school degree or less 77Some college 82College+ 79Less than $30K/ year 84$30K-$49,999 80$50K-$74,999 75$75,000+ 77Urban 81Suburban 77Rural 81

InstagramAmong U.S. internet users, % who use Instagram

Internet Users

Total 32%Men 26Women 3818-29 5930-49 3350-64 1865+ 8High school or less 27Some college 37College+ 33Less than $30K/ year 38$30K-$49,999 32$50K-$74,999 31$75,000+ 35Urban 39Suburban 28Rural 31

Third revolution – Social networking/media

TwitterAmong U.S. internet users, % who use Twitter

Internet UsersTotal 24%Men 24Women 25

18-29 3630-49 2350-64 2165+ 10High school degree or less 20Some college 25College+ 29Less than $30K/ year 23$30K-$49,999 18

$50K-$74,999 28$75,000+ 30

Urban 26Suburban 24Rural 24

Third revolution – Social networking/mediaPinterest

Among U.S. internet users, % who use Pinterest Internet Users

Total 31%Men 17

Women 4518-29 3630-49 34

50-64 2865+ 16High school or less 24Some college 34College+ 34Less than $30K/year 30$30K-$49,999 32$50K-$74,999 31$75,000+ 35Urban 30Suburban 34Rural 35

Third revolution – Social networking/mediaLinkedIn

Among U.S. internet users, % who use LinkedIn Internet Users

Total 29%Men 31Women 27

18-29 3430-49 33

50-64 2465+ 20High school degree or less 12Some college 27

College+ 50Less than $30K/year 21$30K-$49,999 13$50K-$74,999 32

$75,000+ 45Employed 35

Not employed 16Urban 34

Suburban 30Rural 18

Facebook

Instagram

Twitter

Pinterest

LinkedIn

76

51

42

25

18

15

26

24

31

31

7

22

33

44

52

Third revolution – Social networking/media

Users of all social media platforms also use Facebook% of users of each social media site who use another social media site

Use Twitter Use Instagram Use Pinterest Use LinkedInUse Facebook

% of Twitter users who … - 65% 48% 54% 93%

% of Instagram users who … 49% - 54% 48% 95%

% of Pinterest users who … 38% 57% - 41% 92%

% of LinkedIn users who … 45% 53% 43% - 89%

% of Facebook users who … 29% 39% 36% 33% -

The internet will become ‘like electricity’ — less visible, yet more deeply embedded in people’s lives for good and ill

Fourth revolution – Internet of Things, Metaverse, Virtual Reality, Artificial Reality,

1. Changed the nature of media and information

Voice, smart/semantic web, translation, natural language search, projectors, screens, wearable devices make information ….

Pew Research Internet danah boydpervasive persistent / visibleportable replicablepersonal scalableparticipatory searchablelinked and unlinked spreadable

COLLAPSED CONTEXTS OF COMMUNICATION

2. Changed media ecosystem

Information is a ‘third skin’ and media encounters are ubiquitous

That affects volume, velocity, valence, variety and voices in the mix

Democrats and Republicans have been growing apart in their beliefs and attitudes

People want to live with others who share their political views

And even see the other side as a threat to the very future of America

Personal antipathy is now tied to people’s beliefs

Media use is part of the story

3. Changed attention allocation

1) SIGNALS

How it worksMotive – real-time awarenessContent – headlines, new information, first impressions matter

mostDemographics – under 30, tilts womenDevice – smartphone, tabletEngagement – glancing OR galvanizedInfluentials – brands~ Mindshare – < 5% of media time

Engagement opportunities

News, especially scoopsDealsLocation enabledInsights from analytics

2) SNACKS

How it worksMotive – killing time, beating boredomContent – gamified, bite-size headlines, link-denseDemographics – Everyone gets something differentDevice – smartphone Engagement – distracted, quick-twitchInfluentials – brands, quality of social network~ Mindshare – 5%-10% of media time


AppsImmediate connectionPredictable and compelling home

screenGrabby copy / activityClear and consistent

3) STREAMS

How it worksMotive – catching up / checking in / curiosityContent – news (broad definition), social updatesDemographics – tilts under 35 / femaleDevice – any / allEngagement – continuous partial attention / horizontal scans /

sharingInfluentials – editors, social networks~ Mindshare – quarter to a third of media time


AppsSmart curationCustomizable filtersCompelling ecosystem of contentTagging and saving for future immersionSocial network mediatedSerendipity encounters

4) SPLIT SCREENED

How it worksMotive – big events as social experiencesContent – main screen activity, complemented by social

chatterDemographics – under 35Device – big screen, little screenEngagement – socially immersive; snarkyInfluentials – the big screen activity~ Mindshare – fifth of media time


Be a good listener and watch the analytics

Be a node in the conversation*Maybe* use big event as promotional liftEnable participation and feedback

5) SYNTHESIZED SPACES

How it worksMotive – my permissions and ‘manipultions’Content – personalized, anticipatory, data-infused Demographics – upscale, well-educated, middle agedDevice – my surroundingsEngagement – immersive, manipulatedInfluentials – my past behavior, analytics, algorithms~ Mindshare – most waking hours


Selective ‘message placement’ – like product placement

Permission-based monitoring / interactions

Careful of privacy sensitivitiesCareful of too much ‘monetization’

4. Changed broader social structures and behavior

Networked Individualism arisesThe move to looser, far-flung networks

Personal networks are:More important – trust, influence awarenessDifferently composed – segmented, layered

Perform more/new functions

People have more encounters with others and more arguments occur -- and the very nature of ‘presence’ changes

People participate in the ‘fifth estate’ as amateurs move alongside experts.

Knowledge is more contested

‘Thinking’ changes as people use the cloud as their ‘fifth lobe’

People have expanded peripheral vision about their physical and social environment

Identity expands – ‘birth realities’ are complemented by ‘my tribes’ organized around lifestyle, passions, and

communities of learning

Curation of knowledge and great learning experiences are prized competencies of

key network nodes

More of the environment is infused with advertising and

other messaging

Your optimum engagement moments

When you are making newsWhen you can add to news-driven conversationsWhen your “close up” unexpectedly comesWhen your evangelists work their networksWhen you can recruit unexpected alliesWhen someone on the “other side” embraces youWhen you can tap into others’ curiosity

Thank you!