Title: How social can it get?Subject: Lee Rainie, Director of the Pew Internet Project, will discuss the Project’s latest findings and go through trends in social media use in the last five years of the Project’s data. He will explore how the turn to pervasive, participatory, personal, and portable content changes the way consumers and producers behave and think in this digital, mobile age.
Rise of broadband at home was transformative – internet becomes a central info and communications hub in the home after the switch from dial-up. People do more stuff online; privilege the internet over other info sources in many cases; report better outcomes from internet use, and, most importantly become content creators. Two thirds of adults and 80% of teens are content creators. This is the big change the internet has introduced to media landscape. Probably take a minute to say this.
This is the way Pew Internet measures content creation….
Quick rundown of growth of cell ownership – 30 seconds
Rundown of mobile connectivityCell phones – 39% of cell owners Laptops – 87% of laptop ownersOverall that adds up to 57% of adults
Quick reference to growth of the cloudQuick review of Nielson Mobile – Pew data on apps usageQuick review of cell features used by ownersLess than a minute
Quick rundown of our data on rise of social networking. This amplifies long term trends dating to 20th century in technology, new social roles, workforce structure, politics and culture. Right now, 48% of American adults use social networking sites and fastest growth is taking place in the 50+ age cohort
In the challenging new media ecosystem – as more information comes at them from more sources at ever-greater speeds – people cope with the change by relying more and more on their social networks. There are three important ways they do that.The first is that they rely on their networks to act as their “alert” system – sentries. We hear from more and more people who begin and end their days by checking in with their social networks to see what’s new, what’s worth viewing, what’s most enjoyable in media spaces.
Most importantly, mobile connectivity changes people’s sense of time and their allocation of attention to media. They can exist in three separate zones of attention depending on their circumstances, frame of mind, and needs.Continuous partial attention / multitasking – perpetually interruptable and interruptingDeep dives – the rise of amateur experts who can find out anything about subjects that matter to them. The special case is health research. Info-snacking – this is particularly enabled by mobile because it allows people to get little info-hits when they are in transactional situations or when they have “micro-boredom” to kill Mobile also adds to the number of media zones that people can inhabit, again, reflecting their circumstances, frame of mind, and needsSocial zone – what are my friends doing; telling them what I’m doing: highly interactive and involves disclosure of interests of the moment – direct cues about where attention and intentions are focused – people take direction from the people in their social networks about what to examineImmersive zone – 1) gaming and 2) couch potato space – less interruptable and less interested in being interrupted, more attentive to media and more disrupted (unhappily) by interventionsStreams – this is the zone people are in when they want to “catch up” with news or developments. Similar to the social zone, but more open to media inputs from organizations …. Checking for “headlines” of all kinds …. Less annoyed at relevant commercial information – indeed “networked information” is a hallmark of this zoneCreative / participatory zone – this is the place where people create content to share online…. They comment on / rank /rate the media they’ve experienced; they remix it at times. Commercial messaging is part of the play and participation environment. This is “conversational” space for commercial messaging and there are opportunities and dangers. This is where the most engaged customers are: they can be evangelists OR provocateurs, depending on their mood and the way they encounter brands.
How social can news get? SoCon11 February 5, 2011 Kennesaw State University, Georgia Lee Rainie: Director, Pew Internet Project Email: Lrainie@pewinternet.org
Networked individuals Weaker boundaries for small, tight-knit groups More connectivity More personal autonomy
4 Big societal forces pushing us toward networked individualism (1) Weaker group boundaries Suburbanization Fragmentation of nuclear family/changing family roles Less prejudice Group boundaries weaken – “Bowling Alone” Media fragmentation – less cultural cohesion Rise of “meritocracy” in workplaces/social structures Politics, rise of “independents” – 39% of electorate Religion, 44% switched from childhood denomination
Big societal forces pushing us toward networked individualism (2) Spreading connectivity Travel Technology Trade
Big societal forces pushing us toward networked individualism (3) Rise in personal autonomy and agency Free-agent nation Income and wealth volatility Mobility Growing personal life management -- 401ks and “cafeteria” health plans Expanding consumer options
News is pervasive (1) -- People use diverse platforms 10
News is pervasive (2) -- People graze across platforms 11
News is pervasive (3) -- People blend old and new media On typical day, 59% of adults get new online and from at least one offline source 12
News is personal: The “Daily Me” and “Daily Us” is being built 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 13
Velocity v Volume Valence Relevance Vibrance Voices Variety
Mobile internet connectors – 57% adults 62% 59% 55%
New cell and wireless realities More than 2/3 of adults and 3/4 of teens use the cloud Web vs. apps struggle: 35% have apps; 24% use apps Features used by cell owners 76% take pictures 74% are texters (text overtakes talk in frequency in 2009) 42% browse internet 38% are email users 35% are IM-ers 34% record videos 34% play games 33% play 7% participate in video calls
News is portable - 33% of cell owners get news on handhelds 21
Consequences for info ecosystem Pervasive awareness Social dashboard
So what for news ? (1)Social networks play a more important role at every stage As sentries – word of mouth matters more As information evaluators – they vouch for/discredit a business’s credibility and authenticity As forums for action – everybody’s a broadcaster/publisher
So what for news? (2)Audience exist in a networked media ecology Attention zones Continuous partial attention Deep dives Info-snacking Media zones Social Immersive Streams Creative / participatory Study / work New dissemination and sharing environment
Changes underway Voice, smart/semantic web, translation, natural language search, projectors, screens, wearable devices make information …. Pew Internetdanahboyd pervasive - persistent portable - replicable personal - scalable participatory - searchable COLLAPSED CONTEXTS
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 Matrix of Revenue Sources for Various Journalistic Functions REVENUE SOURCE Voluntary Contributions/Tip Jars Corporation Underwriting Philanthropic Gifts Fees/Sales of Info Micropayments Barter/Co-ops Endowments Government Subscriptions Advertising JOURNALISTIC FUNCTION Fact Finding Verification Authentication Contextualization Analysis Editing/Filtering Aggregation Linking/Agenting Distribution
30 Why good social networks (and social networking) matter Healthier Wealthier Happier More civically engaged = better communities
31 Thank you! Lee RainieDirector – Pew Internet ProjectLrainie@pewinternet.orgTwitter - @lrainie202-419-4500