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Operating in the age of always-on
media
Lee Rainie - @lrainie
Director - Internet, Science and Technology Research
October 6, 2016
Federal Reserve communicators

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“Tweckle (twek’ul) vt. To
abuse a speaker to Twitter
followers in the audience
while he/she is speaking.”

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we need a tshirt, "I survived the keynote disaster
of 09"
it's awesome in the "I don't want to turn away
from the accident because I might see a severed
head" way
too bad they took my utensils away w/ my plate.
I could have jammed the butter knife into my
temple.
http://bit.ly/124U9a4

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The age of always-on media
1. Changed the nature of media and information
2. Changed the media ecosystem
3. Changed attention allocation
4. Changed broader social structures and behaviors

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First revolution – Internet (89% use it)
Home broadband growth
1%
70%
2000 2005 2010 2016
Skews younger
More upscale by income and education
Tilts urban/suburban

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Second revolution – Mobile
29%
72%
2011 2012 2013 2014 2015 2016
92% have cell phones
48% have tablet
computers
Smartphones
Skews younger
A bit smaller differences by socio-economic class
Tilts urban/suburban

7.
Third revolution – Social networking/media
% of internet users
8
67
15 13
20 16
79
31 32 29 24
0
10
20
30
40
50
60
70
80
90
100
Facebook Pinterest Instagram LinkedIn Twitter
2012 2013 2014 2015 2016
%

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Facebook
Among U.S. internet users, % who use Facebook
Internet Users
Total 79%
Men 75
Women 83
18-29 88
30-49 84
50-64 72
65+ 62
High school degree or less 77
Some college 82
College+ 79
Less than $30K/ year 84
$30K-$49,999 80
$50K-$74,999 75
$75,000+ 77
Urban 81
Suburban 77
Rural 81
Instagram
Among U.S. internet users, % who use Instagram
Internet Users
Total 32%
Men 26
Women 38
18-29 59
30-49 33
50-64 18
65+ 8
High school or less 27
Some college 37
College+ 33
Less than $30K/ year 38
$30K-$49,999 32
$50K-$74,999 31
$75,000+ 35
Urban 39
Suburban 28
Rural 31
Third revolution – Social networking/media

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Twitter
Among U.S. internet users, % who use Twitter
Internet Users
Total 24%
Men 24
Women 25
18-29 36
30-49 23
50-64 21
65+ 10
High school degree or less 20
Some college 25
College+ 29
Less than $30K/ year 23
$30K-$49,999 18
$50K-$74,999 28
$75,000+ 30
Urban 26
Suburban 24
Rural 24
Third revolution – Social networking/media
Pinterest
Among U.S. internet users, % who use Pinterest
Internet Users
Total 31%
Men 17
Women 45
18-29 36
30-49 34
50-64 28
65+ 16
High school or less 24
Some college 34
College+ 34
Less than $30K/year 30
$30K-$49,999 32
$50K-$74,999 31
$75,000+ 35
Urban 30
Suburban 34
Rural 35

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Third revolution – Social networking/media
LinkedIn
Among U.S. internet users, % who use LinkedIn
Internet Users
Total 29%
Men 31
Women 27
18-29 34
30-49 33
50-64 24
65+ 20
High school degree or less 12
Some college 27
College+ 50
Less than $30K/year 21
$30K-$49,999 13
$50K-$74,999 32
$75,000+ 45
Employed 35
Not employed 16
Urban 34
Suburban 30
Rural 18

11.
76
51
42
25
18
15
26
24
31
31
7
22
33
44
52
Facebook
Instagram
Twitter
Pinterest
LinkedIn
Daily Weekly Less often
Third revolution – Social networking/media

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Users of all social media platforms also use Facebook
% of users of each social media site who use another social media site
Use Twitter Use Instagram Use Pinterest Use LinkedIn Use Facebook
% of Twitter
users who … - 65% 48% 54% 93%
% of Instagram
users who … 49% - 54% 48% 95%
% of Pinterest
users who … 38% 57% - 41% 92%
% of LinkedIn
users who … 45% 53% 43% - 89%
% of Facebook
users who … 29% 39% 36% 33% -

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The internet will become ‘like electricity’ — less visible, yet
more deeply embedded in people’s lives for good and ill
Fourth revolution – Internet of Things, Metaverse, Virtual
Reality, Artificial Reality,

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1. Changed the nature of media and
information

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Voice, smart/semantic web, translation, natural
language search, projectors, screens, wearable
devices make information ….
Pew Research Internet danah boyd
pervasive persistent / visible
portable replicable
personal scalable
participatory searchable
linked and unlinked spreadable
COLLAPSED CONTEXTS OF COMMUNICATION

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2. Changed media ecosystem

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Information is a ‘third skin’ and media
encounters are ubiquitous
That affects volume, velocity, valence,
variety and voices in the mix

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Democrats and Republicans have been growing
apart in their beliefs and attitudes

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People want to live with others who share their
political views

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And even see the other side as a threat to the very
future of America

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Personal antipathy is now tied to people’s beliefs

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Media use is part of the story

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3. Changed attention allocation

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1) SIGNALS

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How it works
Motive – real-time awareness
Content – headlines, new information, first impressions matter
most
Demographics – under 30, tilts women
Device – smartphone, tablet
Engagement – glancing OR galvanized
Influentials – brands
~ Mindshare – < 5% of media time

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Engagement opportunities
News, especially scoops
Deals
Location enabled
Insights from analytics

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2) SNACKS

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How it works
Motive – killing time, beating boredom
Content – gamified, bite-size headlines, link-dense
Demographics – Everyone gets something different
Device – smartphone
Engagement – distracted, quick-twitch
Influentials – brands, quality of social network
~ Mindshare – 5%-10% of media time

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Engagement opportunities
Apps
Immediate connection
Predictable and compelling home
screen
Grabby copy / activity
Clear and consistent

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3) STREAMS

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How it works
Motive – catching up / checking in / curiosity
Content – news (broad definition), social updates
Demographics – tilts under 35 / female
Device – any / all
Engagement – continuous partial attention / horizontal scans /
sharing
Influentials – editors, social networks
~ Mindshare – quarter to a third of media time

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Engagement opportunities
Apps
Smart curation
Customizable filters
Compelling ecosystem of content
Tagging and saving for future immersion
Social network mediated
Serendipity encounters

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4) SPLIT SCREENED

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How it works
Motive – big events as social experiences
Content – main screen activity, complemented by social
chatter
Demographics – under 35
Device – big screen, little screen
Engagement – socially immersive; snarky
Influentials – the big screen activity
~ Mindshare – fifth of media time

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Engagement opportunities
Be a good listener and watch the
analytics
Be a node in the conversation
*Maybe* use big event as promotional lift
Enable participation and feedback

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5) SYNTHESIZED SPACES

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How it works
Motive – my permissions and ‘manipultions’
Content – personalized, anticipatory, data-infused
Demographics – upscale, well-educated, middle aged
Device – my surroundings
Engagement – immersive, manipulated
Influentials – my past behavior, analytics, algorithms
~ Mindshare – most waking hours

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Engagement opportunities
Selective ‘message placement’ – like
product placement
Permission-based monitoring /
interactions
Careful of privacy sensitivities
Careful of too much ‘monetization’

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4. Changed broader social structures and
behavior

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Networked Individualism arises
The move to looser, far-flung networks

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Personal networks are:
More important – trust, influence awareness
Differently composed – segmented, layered
Perform more/new functions

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People have more encounters
with others and more
arguments occur -- and the
very nature of ‘presence’
changes

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People participate in the ‘fifth estate’ as
amateurs move alongside experts.
Knowledge is more contested

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‘Thinking’ changes as people
use the cloud as their ‘fifth lobe’

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People have expanded peripheral vision about
their physical and social environment

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Identity expands – ‘birth realities’ are complemented by
‘my tribes’ organized around lifestyle, passions, and
communities of learning

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Curation of knowledge and great learning
experiences are prized competencies of
key network nodes

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More of the environment is
infused with advertising and
other messaging

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Your optimum engagement moments
When you are making news
When you can add to news-driven conversations
When your “close up” unexpectedly comes
When your evangelists work their networks
When you can recruit unexpected allies
When someone on the “other side” embraces you
When you can tap into others’ curiosity

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Thank you!