HOW MEDIA CONSUMPTION HAS CHANGED SINCE 2000
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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)


8 ways the media ecosystem has changed in the digital age


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


For the audience, news is pervasive


Pervasive (1) -- People use diverse platforms


Pervasive (2) -- People graze across platforms


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


For the audience, news is portable


33% of cell owners get news on handhelds


For the audience, news is personalized


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


For the audience, news is participatory


37% of internet users are news contributors / disseminators


For the audience, news is a social experience


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)


4 implications for and impacts on news operations


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


Charlie Firestone 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


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