Work Session on the Communication of Statistics Geneva, 18-20 June 2014

1. Statistical Pills Work Session on the Communication of Statistics Geneva, 18-20 June 2014 Maria Jesus Vinuesa (mjvinuesa@ine.es) INE-Spain

2. Introduction to Explica INE experience producing videos Marketing studies: less is more Statistical pills How do we produce the videos? Next steps Statistical Pills 2

3. Statistical Literacy Portal: Explica 2010: INE started to work on a Statistical Literacy initiative objective • help people to become familiar with some basic concepts and so enhance the proper use of statistical information • raise awarenessof the statistical activity undertaken by the INE 3

4. Facilitate access to and the use of statistical data Improve communication about the methods and the quality of the data Facilitate the re-use of the information produced

5. Statistics as a science History of the statistics Games Videos Applications Statistics as a science History of the statistics Games Videos Applications Facilitate access to and the use of statistical data Improve communication about the methods and the quality of the data Facilitate the re-use of the information produced

6. Introduction to Explica INE experience producing videos Marketing studies: less is more Statistical pills How do we produce the videos? Next steps Statistical Pills 6

7. INE experience producing videos We have a channel INEDifusion • Videos (16 in English), total 184,000 views Different subjects: Consumer Price Index Labour Force Survey Gross Domestic Product National Statistics Institute Census.. 7

8. 184,000 views 8

10. INE experience producing videos Characteristics of our videos: •  Explain a statistical operation (CPI, GDP, Census..) • 3-4 minutes of duration  We have found inspiration in other Statistical offices Thanks!!! 10

11. INE experience producing videos Characteristics of our videos: •  Explain a statistical operation (CPI, GDP, Census..) • 3-4 minutes of duration  We have found inspiration in other Statistical offices Thanks!!! 11

12. INE experience producing videos Achievements: • reach new users • increase the visibility of our statistical operations • enhance statistical literacy among the general public 12

13. INE experience producing videos We are happy, but… Feedback from some users Too long Not explain everything about the subject a bit contradictory? We have done some research and have got some findings 13

14. Advantages of developing video projects. General • 90% of the information that our brain receives is visual. •  In social networks and websites in general, users share more videos than other information. • YouTube is the world’s second largest search engine. • Audio-visual content represents 40% of the overall Internet traffic. • more than 79% of people who use the Internet frequently watched various videos. 14

15. Advantages of developing video projects. INE perspective People demand this new language of communication It allows us to reach high levels of dissemination at a very low cost and investing a reasonable amount of time and resources. Videos showing how our institution works help us to get closer to people, in particular to young people 15

16. Introduction to Explica INE experience producing videos Marketing studies: less is more Statistical pills How do we produce the videos? Next steps Statistical Pills 16

17. Marketing studies: less is more the degree of attention on video usually decreases the longer the video is According to statistics: • After a minute watching a video, 56% of the audience is gone. • average length of time a video is watched is 2.7 m • The average advertisement length has been reduced 17

18. 182,500 views 18

19. Total views for re­gion Es­tim­ated av­er­age minutes watched

21. Conclusion: We keep on investing on videos but we need to adapt our videos to these evidences

22. Experience + Users feedback + Studies + “Less is more principle” Statistical pills We decided to produce shorter videos 22

23. Introduction to Explica INE experience producing videos Marketing studies: less is more Statistical pills How do we produce the videos? Next steps Statistical Pills 23

24. What is a statistical pill? It is a micro video (of less than 60 seconds) which shows certain knowledge related to a Statistical topic • Basic statistical concepts (proportions, rates..) • Official Statistics definitions and procedures. 24

26. Introduction to Explica INE experience producing videos Marketing studies: less is more Statistical pills How do we produce the videos? Next steps Statistical Pills 26

27. How do we produce the videos? Stages: • Choosing the topic • Writing the script • Recording the audio • Editing the video • Checking it • Uploading it on YouTube 27

28. Next statistical pills • Consumer Price Index and the Harmonised Index of Consumer Prices in EU (HICP) • At-risk-poverty threshold rate • Microdata, what for? • The purchasing power parities and purchasing power standards • Economically active/inactive persons; employed/unemployed • the concept of seasonal adjustment of short-term indicators

29. Thank you for your attention