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


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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


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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)



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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


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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


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How the news audience’s attitudes and behaviors have changed in this new media ecosystem


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For the audience, news is pervasive changed in this new media ecosystem


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Pervasive (1) -- People use diverse platforms changed in this new media ecosystem


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Pervasive (2) -- People graze across platforms changed in this new media ecosystem


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Pervasive (3) – Platforms have converged online changed in this new media ecosystem

  • 68% of internet news consumers have watched video news stories

  • 62% watched live feeds

  • 48% emailed stories or news videos


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Pervasive (4) -- People blend old and new media changed in this new media ecosystem

On typical day,

59% of adults

get new online and from

at least

one offline source


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For the audience, news is portable changed in this new media ecosystem


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33% of cell owners get news on handhelds changed in this new media ecosystem


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For the audience, news is personalized changed in this new media ecosystem


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67% of all Americans say they only follow specific subjects changed in this new media ecosystem

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


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For the audience, news is participatory changed in this new media ecosystem



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For the audience, news is a social experience changed in this new media ecosystem


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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)


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57% of internet users say they 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)


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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)



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Implication 1 matter

Social networks matter more as sentries, filters, curators, and distribution channels of news


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Implication 2 matter

“Consumers” are in charge of the news playlist … and they want to participate in the news-gathering and distribution process


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Implication 3: Paradoxes abound (1) matter

  • 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


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Implication 3 – Paradoxes abound (2) matter

  • 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


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Implication 4 matter

Much news is a commodity and consumers displaying a classic response: They don’t want to pay for something that is abundant


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The Online News Consumer matter

Do you have a favorite online news source, or do you not have a favorite?

% of Online News Consumers


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The Online News Consumer matter

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


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Implication 5 matter

News organizations have to figure out where they can add value in the news chain



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Pew Research Center’s in the value chain

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


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Charlie Firestone model in the value chain


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Thank you! in the value chain

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