1.
5 MEDIA SPACES WHERE PEOPLE LIVE …
AND NUMBER 6 IS ON THE WAY
Lee Rainie
Director, Pew Internet Project
@lrainie / @pewinternet / @pewresearch

2.
A comprehensive and groundbreaking new report
released Monday by the Pew Research Center’s Internet
and American Life Project has found that only four users
of Facebook derive pleasure of any kind from the
popular social networking website.
According to the report, the remainder of the 950
million people registered with Facebook, despite using
the site on a regular basis, take no joy in doing so, and in
fact feel a profound sense of hopelessness and despair
immediately upon logging in…
.... “As it turns out, the vast majority of human
beings tend to become depressed when they
see the past five years of their life summarized
right there in front of them in a sad little
timeline,” said lead researcher John Elliott.

3.
THREE REVOLUTIONS AND A
FOURTH IS UNDERWAY

4.
FIRST: INTERNET
http://bit.ly/1dE8jFV

5.
FIRST: BROADBAND
3%
70%
0%
20%
40%
60%
80%
100%
June
2000
April
2001
March
2002
March
2003
April
2004
March
2005
March
2006
March
2007
April
2008
April
2009
May
2010
Aug
2011
April
2012
May
2013
Dial-up Broadband
http://bit.ly/N8OznH

6.
SECOND: MOBILE CONNECTIVITY – CELL PHONES
http://bit.ly/1dE8jFV

7.
SECOND: MOBILE CONNECTIVITY - SMARTPHONES
http://bit.ly/1dE8jFV

8.
SECOND: MOBILE CONNECTIVITY – TABLETS
http://bit.ly/OiOIFM
32%
42%
50%
0%
20%
40%
60%
80%
2010 2011 2012 2013
Tablet owners
E-reader owners
Have either one

9.
THIRD: SOCIAL NETWORKING/MEDIA
61% OF ALL ADULTS
% of internet users
9%
89%
7%
78%
6%
60%
1%
43%
0%
20%
40%
60%
80%
100%
2005 2006 2007 2008 2009 2010 2011 2012 2013
18-29 30-49 50-64 65+

10.
The Landscape of Social Media Users (among adults)
% of internet
users who….
The service is especially appealing to
Use Any Social
Networking Site
73% Adults ages 18-29, women
Use Facebook 71% Women, adults ages 18-29
Use Google+ 31% Higher educated
LinkedIn 22%
Adults ages 30-64, higher income,
higher educated
Use Pinterest 21%
Women, adults under 50, whites,
those with some college education
Use Twitter 18%
Adults ages 18-29, African-Americans,
urban residents
Use Instagram 17%
Adults ages 18-29, African-Americans,
Latinos, women, urban residents
Use Tumblr 6% Adults ages 18-29
reddit 6% Men ages 18-29

11.
THIS HAS NETWORKED INFORMATION
• Pervasive / portable
• Personal via new filters
• Participatory/spreadable
• Linked
• Replicable and editable
• Immediate
• Timeless / searchable
• Given meaning via
networks / algorithms

12.
THIS HAS CHANGED SOME BIG STUFF
• Information is a “third skin”
• We now have “fourth lobe” of external
memory
• Ridiculously easy to find each other and
band together
• The transaction costs of sharing are cut to
near zero  unpredictable things, including
reallocated trust and expertise
• More evidence of every human trait

13.
THIS ALSO CHANGES MEDIA
SPACES AND CREATES
5 ATTENTION ZONES

14.
1) STREAMS

15.
HOW IT WORKS
• Motive – catching up / checking in / curiosity
• Content – news (broad definition), social updates
• Device – any / all
• Engagement – continuous partial attention /
horizontal reading
• Influentials – editors, social networks
• ~ Mindshare – quarter to a third of media time
• Media strategy – apps, Buzzfeed-i-fied,
customizable, tagging and saving, compelling
surrounding material, spreadable content, entry
points through networks, curation by editors,
serendipitous encounters

16.
2) STACKS

17.
HOW IT WORKS
• Motive – learning, mastery, productivity
• Content – actionable info, how-to sensibility,
links and other resources
• Device – desktop / laptop
• Engagement – full attention – vertical reading
• Influentials – trusted brands and known experts
(professional and amateur)
• ~ Mindshare – quarter to a third of media time
• Media strategy – search optimized, cut and
paste, FAQs, geared up for participation,
feedback friendly

18.
3) SNACKS

19.
HOW IT WORKS
• Motive – killing time, beating boredom
• Content – gamified, bite-size headlines, link-
dense
• Device – smartphone
• Engagement – distracted, quick-twitch
• Influentials – brands, quality of social network
• ~ Mindshare – 5%-10% of media time
• Media strategy – apps, predictable and
compelling home screen, clear headlines

20.
4) SOCIALS

21.
HOW IT WORKS
• Motive – friend grooming
• Content – social, personal, entertaining
• Device – all
• Engagement – partial, browsing
• Influentials – super-networkers / primary nodes
in the network
• ~ Mindshare – 10% of media time
• Media strategy – spreadable content,
mediated by network influencers (treat them
like traditional influencers), enable
participation and feedback

22.
5) SIGNALS

23.
HOW IT WORKS
• Motive – real-time awareness
• Content – headlines
• Device – smartphone, tablet
• Engagement – glancing or galvanized
• Influentials – brands
• ~ Mindshare – < 5% of media time
• Media strategy – scoops, built on insights from
user analytics, location-enabled

24.
FOURTH REVOLUTION:
THE INTERNET OF THINGS

25.
BODY

26.
HOMES

27.
COMMUNITIES

28.
ENVIRONMENT

29.
STREAMS
STACKS
SNACKS
SOCIALS
SIGNALS
????
SYNTHESIZED
SPACES

30.
WHY IS THIS IMPORTANT TO
PUBLISHERS?

31.
IT CREATES (SYNTHESIZES INFO IN) NEW ATTENTION
ZONES
• Increases value of relevant information
• Increases value of just-in-time queries and
provision of real-time information
• Increases opportunities for social sharing
• Increases potency of linked and actionable
information + augmented reality
• Increases power of “big data” and predictive
analytics
• Increases sensitivities about privacy
• Increases tension over the “monetization of
everything”

32.
THANK YOU