This is a series of lectures I gave at Birkbeck College - clearly the notes are not extensive but if anyone would like to chat them through then feel free to talk directly to me.

1. AUDIENCES & BEHAVIOURS DISRUPTION

2. 6. AUDIENCES & BEHAVIOURS
Behaviour, is strange, people do behave as herds and also operate differently with weak and
strong ties. Lots of marketing is based around trying to build strong ties but typical surfing
habits show that users exhibit weak ties. Dunbar postulated that the maximum number of
people one can operate effectively with in any social network is a maximum of around 150.
Should businesses, artists, creators retool the way they do things to take advantage of these
behaviours?
How do audiences consume media?
How do people behave in crowds in the digital era?
What is representation like in the digital age?
How are race, social status and gender represented?

3. TOP SITES INCL. MOBILE (UK/US)
Rank Website Visits Share
1. Google UK 9.73%
2. Facebook 5.93%
3. YouTube 2.58%
4. eBay UK 1.88%
5. Windows Live Mail 1.39%
6. Google 1.02%
7. BT Yahoo! 1.01%
8. BBC Homepage 0.97%
9. BBC News 0.90%
10. Yahoo! UK & Ireland Mail 0.87%
11. Wikipedia 0.87%
12. Amazon UK 0.81%
13. BBC Sport 0.80%
14. Yahoo! UK & Ireland 0.78%
15. MSN UK 0.76%
16. Bing 0.61%
17. TalkTalk - Webmail 0.49%
18. Sky.com 0.48%
19. Daily Mail 0.48%
20. BBC iPlayer 0.45%
http://www.hitwise.com/uk/datacentre/main/dashboard-7323.html http://paidcontent.org/2012/11/29/online-audiences-soar-with-new-mobile-measurements-10-sites-have-100-million/

4. UK NUMBERS
 Eight out of 10 people in the UK had access to the internet in the first quarter of
2012.
 Average time online per month per internet user stood at 23.5 hours for 2011.
 Two thirds of internet users have accessed Facebook.
 Social networking sites are increasingly being used to navigate online; Facebook
generates almost a quarter of all referred traffic to YouTube (23.7%) in contrast to
Googles 32.3%.
 Tablet ownership has jumped from 2% to 11% in 12 months
 Spend on internet advertising is greater than any other category of advertising, at
4.8bn in 2011, against 4.2bn for TV and 3.9bn for press.
 Over a third (37%) of UK adults with home internet watch online catch-up TV.
 Some 5% of UK households now own an internet connected smart TV
http://stakeholders.ofcom.org.uk/market-data-research/market-data/communications-market-reports/cmr12/internet-web/

5. GENERAL STATS (TRANSACTIONS)
Every minute of the day:100,000 tweets are sent
684,478 pieces of content are shared on Facebook
2 million search queries are made on google
48 hours of video are uploaded to YouTube
47,000 apps are downloaded from the App Store
3,600 photos are shared on Instagram
571 websites are created
$272,000 is spent by consumers online (source: AllTwitter)
http://thesocialskinny.com/216-social-media-and-internet-statistics-september-2012/

6. BY SECTOR
the Pew Internet & American Life Project's
"Teens and Mobile Phones" report found
in April that black teens were more than
twice as likely as whites to go online on
their mobile phones, at 44% vs. 21%
http://www.newmediatrendwatch.com/markets-by-country/17-usa/123-
demographics?showall=1

7. OTHER REFERENCES
http://techcrunch.com/2011/03/20/why-women-rule-the-internet/
http://thenextweb.com/socialmedia/2012/01/24/the-top-30-stats-you-need-
to-know-when-marketing-to-women/
http://www.guardian.co.uk/news/datablog/2012/oct/23/women-media-
representation-online-news
http://www.statisticbrain.com/online-dating-statistics/
http://www.planetcontent.co.uk/100-content-marketing-statistics-2012-2013

8. SOCIAL ANIMALS: THE DUNBAR NUMBER
…The primary finding of [this] study, Dunbar’s Number Kicked My Ass in Facebook
[…], was a single number: the total Friends Experiment
population of the households each
set of cards went out to. That number Fast forward to late 2011. I had more than 2,000
was 153.5, or roughly 150. Facebook friends. I’d singlehandedly disproved the
Brit’s sociological theorem. Did I interact with
This was exactly the number that every one of those 2,000 people? No. But they
Dunbar expected. Over the past two showed up in my News Feed. And wasn’t that
decades, he and other like-minded enough?
researchers have discovered Not for Dunbar, apparently. He was looking for
groupings of 150 nearly everywhere individual interactions. Well, I thought, if that’s all it
they looked. Anthropologists takes to disprove Dunbar’s number, then that’s
what I’ll do: I’ll write personal letters to every one
studying the world’s remaining
of my 2,000 Facebook friends.
hunter-gatherer societies have found
that clans tend to have 150 members. http://www.wired.com/underwire/2012/03/dunbars-number-
facebook/
http://www.businessweek.com/articles/2013-01-10/the-
dunbar-number-from-the-guru-of-social-networks
http://en.wikipedia.org/wiki/Dunbar's_number

9. DANCING MAN VIDEO
https://www.youtube.com/watch?v=GA8z7f7a2Pk

10. INFLUENCE
"Culture" markets such as music, books and films are also shaped by social influence (as Duncan
Watts of Yahoo! and Matt Salganik of Princeton University have shown). We mostly choose what
those around us choose, whatever we tell ourselves. We do the same with the names we give our
children, the dog breeds we select, the neighbourhoods we live in. Nick Christakis and James
Fowler's study of the longitudinal health study in Framingham, Massachusetts, revealed the primary
influence of our nearest and dearest on individuals' weight gain (you're 63 percent more likely to
become obese if someone in your circle is). It's the people around us who shape our behaviour.
This simple insight builds on much of what psychologists such as Nick Humphrey and
anthropologists such as Robin Dunbar have shown about the social nature of our brains -- they are
social-monitoring devices much more than calculators. Think about the "mirror -neurons"
discovered by Giacomo Rizzolatti and team that entangle our individual brains with those of the
people around us.
http://www.wired.co.uk/magazine/archive/2012/02/ideas-bank/meg-ryan-theory

11. BEHVIOURAL
Thought I'd share these few brief thoughts about the existing models
1.most start from the assumption that the individual is the right level of granulation for studying behavior(and thus
behaviour change). Fine, if we were a solitary species of independent agents but (as we argue here regularly) this doesn't
appear to be a good characterisation of Homo sapiens. We are a social species -more so that most of our relatives -and we
do what we do in the company and under the influence of others (real or imagined). Most of human life is -as Oscar put it -a
quotation from the lives of others.
2.most of the fancy models touted aren't behaviour change models at all but rather "how to change people's behaviour"
models: in other words they presume that change is something generated largely by external ("exogenous") forces and (hate
the word) "levers".
3. as a result most ignore the changes in behaviour that arise without external interventions(such as marketing),
assuming that this cannot amount to much. Yet these changes are happening all the time in all aspects of our lives.
4.Few admit the enormous failure rate of attempts to change people's behaviour -in marketing, in public policy, in
(change) management and in our daily lives. It's really hard to set out to change behaviour -far better to help the behaviour
change itself, don't you think?
Mark Earls
http://herd.typepad.com/herd_the_hidden_truth_abo/2009/08/behavior-change-models-suggestions.html

12. WHY BEHAVIOURAL APPROACHES?
1. Experience Will Be More About You
2. The Web Could Change Its Appearance For You
3. It Will View You as a Multi-Dimensional Person With Many
Interests
4. It’s Tapping Into Social and Mobile
http://mashable.com/2011/04/26/behavioral-targeting/

13. HOW? TOWARDS AN INTELLIGENT INTERNET

14. SOCIAL CAPITAL
“The power of social influence and networks –
our social capital – runs very deep. Who we
know, and how we feel about them, affects our
employment, our health, our educational
attainment, the efficacy of our government and
even rates of national economic growth; it has
been proven that counties and regions with
higher levels of "social trust" growth faster.”
http://www.guardian.co.uk/public-leaders-network/2013/jan/17/public-service-design-
human-behaviour