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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

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June 24, 2010 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 The internet is the change agent Then and now 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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June 24, 2010 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) Internet and mobile phones are more important Then and now 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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June 24, 2010 8 ways the media ecosystem has changed in the digital age

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Information and media ecosystem changes <ul><li>Volume of information grows </li></ul><ul><li>Variety of information sources increases </li></ul><ul><li>Velocity of information speeds up </li></ul><ul><li>Venues change -- times and places to experience media enlarge </li></ul>June 24, 2010

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Information and media ecosystem changes <ul><li>Vigilance – attention to information and media expands AND contracts </li></ul><ul><li>Vibrant -- immersive qualities of media are more compelling – gaming; augmented reality </li></ul><ul><li>Valence -- relevance of information improves as customization/search tools emerge </li></ul><ul><li>Vivid -- social networks are more evident and more important as “coping” structures </li></ul>June 24, 2010

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June 24, 2010 How the news audience’s attitudes and behaviors have changed in this new media ecosystem

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June 24, 2010 For the audience, news is pervasive

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Pervasive (1) -- People use diverse platforms June 24, 2010

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Pervasive (2) -- People graze across platforms June 24, 2010

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Pervasive (3) – Platforms have converged online <ul><li>68% of internet news consumers have watched video news stories </li></ul><ul><li>62% watched live feeds </li></ul><ul><li>48% emailed stories or news videos </li></ul>June 24, 2010

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Pervasive (4) -- People blend old and new media June 24, 2010 On typical day, 59% of adults get new online and from at least one offline source

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June 24, 2010 For the audience, news is portable

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33% of cell owners get news on handhelds June 24, 2010

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June 24, 2010 For the audience, news is personalized

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The “Daily Me” and “Daily Us” is being built <ul><li>67% of all Americans say they only follow specific subjects </li></ul><ul><li>28% of internet users have customized a news page and 42% say customization is an important web feature to them </li></ul><ul><li>~ 50% belong to listservs / large email groups </li></ul><ul><li>~ 33% of internet users get RSS feeds </li></ul><ul><li>~ 25% get news alerts </li></ul>June 24, 2010

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June 24, 2010 For the audience, news is participatory

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37% of internet users are news contributors / disseminators

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June 24, 2010 For the audience, news is a social experience

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People use news as a social currency (1) <ul><li>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 </li></ul><ul><li>69% feel that keeping up with the news is a social or civic obligation </li></ul><ul><li>50% say they rely on the people around them to tell them when there is news they need to know </li></ul>June 24, 2010

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People use news as a social currency (2) <ul><li>57% of internet users share links to news stories </li></ul><ul><li>30% of internet users get news on typical day through their SNS use </li></ul><ul><li>13% follow news organizations and journalists on SNS </li></ul><ul><li>6% get news via Twitter feeds </li></ul>June 24, 2010

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People use news as a social currency (3) <ul><li>Serendipitous encounters with news still happen AND still matter </li></ul><ul><li>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 </li></ul>June 24, 2010

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June 24, 2010 4 implications for and impacts on news operations

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Implication 1 <ul><li>Social networks matter more as sentries, filters, curators, and distribution channels of news </li></ul>June 24, 2010

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Implication 2 <ul><li>“ Consumers” are in charge of the news playlist … and they want to participate in the news-gathering and distribution process </li></ul>June 24, 2010

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Implication 3: Paradoxes abound (1) <ul><li>More material – but less time with news </li></ul><ul><li>More direct access to experts and more knowledge being generated – but not smarter at the societal level </li></ul><ul><li>More voices and more variety – but more traffic to big brands </li></ul><ul><li>More participation and engagement – but less revenue </li></ul>June 24, 2010

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Implication 3 – Paradoxes abound (2) <ul><li>More transparency of news creation process – but less trust of coverage </li></ul><ul><li>More chance to customize, but less loyalty </li></ul><ul><li>People say it is easier to keep up AND harder to navigate the clutter </li></ul><ul><li>People are satisfied with MSM coverage of the issues that matter to them AND see more bias in coverage </li></ul>June 24, 2010

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Implication 4 <ul><li>Much news is a commodity and consumers displaying a classic response: They don’t want to pay for something that is abundant </li></ul>June 24, 2010

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The Online News Consumer June 24, 2010 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 June 24, 2010 Do you have a favorite online news source, or do you not have a favorite? % of Online News Consumers 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

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Implication 5 <ul><li>News organizations have to figure out where they can add value in the news chain </li></ul>June 24, 2010

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June 24, 2010 2 models to help you organize your thinking about your place in the value chain

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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

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June 24, 2010 Charlie Firestone model

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Thank you! <ul><li>Lee Rainie </li></ul><ul><li>Director </li></ul><ul><li>Pew Internet & American Life Project </li></ul><ul><li>1615 L Street NW </li></ul><ul><li>Suite 700 </li></ul><ul><li>Washington, DC 20036 </li></ul><ul><li>Email: [email_address] </li></ul><ul><li>Twitter: http://twitter.com/lrainie </li></ul><ul><li>202-419-4500 </li></ul>June 24, 2010