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HOW MEDIA CONSUMPTION HAS CHANGED SINCE 2000 News is pervasive, portable, personalized, participatory – and a social experience Lee Rainie Director – Pew Internet Project Newhouse MOB conference – NYC 6.24.10. The internet is the change agent Then and now. 2000 46% of adults use internet
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HOW MEDIA CONSUMPTION HAS CHANGED SINCE 2000News is pervasive, portable, personalized, participatory – and a social experienceLee RainieDirector – Pew Internet ProjectNewhouse MOB conference – NYC6.24.10
The internet is the change agent Thenand now 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 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
Internet and mobile phones are more importantThenand now 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) 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)
Information and media ecosystem changes • Volume of information grows • Variety of information sources increases • Velocity of information speeds up • Venues change -- times and places to experience media enlarge
Information and media ecosystem changes • Vigilance – attention to information and media expands AND contracts • Vibrant -- immersive qualities of media are more compelling – gaming; augmented reality • Valence -- relevance of information improves as customization/search tools emerge • Vivid -- social networks are more evident and more important as “coping” structures
How the news audience’s attitudes and behaviors have changed in this new media ecosystem
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
Pervasive (4) -- People blend old and new media On typical day, 59% of adults get new online and from at least one offline source
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 The “Daily Me” and “Daily Us” is being built
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 People use news as a social currency (1)
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 People use news as a social currency (2)
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 People use news as a social currency (3)
Implication 1 Social networks matter more as sentries, filters, curators, and distribution channels of news
Implication 2 “Consumers” are in charge of the news playlist … and they want to participate in the news-gathering and distribution process
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
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
Implication 4 Much news is a commodity and consumers displaying a classic response: They don’t want to pay for something that is abundant
The Online News Consumer Do you have a favorite online news source, or do you not have a favorite? % of Online News Consumers
The Online News Consumer Do you have a favorite online news source, or do you not have a favorite? 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 % of Online News Consumers
Implication 5 News organizations have to figure out where they can add value in the news chain
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 service – not product The Eight Functions of 21st Century Media - Authentication - Sense Making - Watch Dog - Smart Aggregation - Witness - Empowerment - Forum Leader - Role Model
Thank you! Lee Rainie Director Pew Internet & American Life Project 1615 L Street NW Suite 700 Washington, DC 20036 Email: Lrainie@pewinternet.org Twitter: http://twitter.com/lrainie 202-419-4500