Dancing with megaphones Keynote: Lee Rainie, Director, Pew Internet Project

1. Dancing with MegaphonesThe New Rules, Realities, and Hard Data Behind Consumer Control iMedia Agency Summit December 13, 2010 Phoenix, AZ Pete Blackshaw: CMO, NM Incite, a Nielsen-McKinsey Company Lee Rainie: Director, Pew Internet Project

2. 1 -Dances with megaphones: Lee Rainie Webshots: lauryn6842

3. Megaphone 1: Internet and Broadband Flickr: Susan Ford Collins

5. 70% 66%

6. Consequences for info ecosystem Volume Velocity Vibrance Valence / Relevance

7. Variety – Explosion of niches

9. ~50% share photos

10. 33% create content tags

11. 32% contribute rankings and ratings

12. 30% share personal creations

13. 26% post comments on sites and blogs

14. 24% use Twitter / other status update features

15. 15% have personal website

16. 15% are content remixers

17. 14% are bloggers

19. Cell phone owners – 85% adults 96% 90% 85% 58%

20. Mobile internet connectors – 57% adults 62% 59% 55%

21. 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) 39% browse internet 34% are email users 34% record videos 34% play games 33% play music 30% are IM-ers 7% participate in video calls

22. Consequences for info ecosystem Anywhere Presence Place Any device

23. Anytime media Attention zones Continuous partial attention Deep dives Info-snacking Media zones Social Immersive Streams Creative / participatory Study

24. Megaphone 3: Social networking Flickr: Susan Ford Collins

26. Consequences for info ecosystemSocial networks as sentries (WOM)

27. Consequences for info ecosystemSocial networks as information evaluators

28. Consequences for info ecosystemSocial networks as forums for action

29. 2 -Dances with megaphones: Pete Blackshaw Webshots: lauryn6842

30. The Big & Emerging Questions for Brands 1

31. diverse demanding emerging connected Landscape: Diverse, Demanding, Connected, Emerging

32. What’s Ahead / Next? Near Term Trends for 2011 23

33. Dramatically More Cross-Platform / Media-Mixing 59% of Americans use TV and the Internet Simultaneously Source: Nielsen Three-Screen Report

34. Channel Preferences Dramatically Diversifying Source: Nielsen Consumer Channel Preference Study ‘09

35. Apps Usage: Gaming & Utility Big Drivers

36. Proliferation of Service Apps, Many Sponsored by Brands Hershey’s Pizza Hut Ben & Jerry’s Kraft Dunkin Donuts Convenient pizza ordering experience Experience B& J through peace, love and ice cream Discover recipes for any occasion. Communicate with co-workers for coffee runs Simulate your favorite choc. milk experience at anytime

37. Social Commerce Ecosystems From Destination-Focused Websites to “Brand Stands”

38. The Recalibration of “Value”…Beyond Price Many consumers shop for more than just price. They’re willing to pay more if they perceive the value of additional benefits received. Value Consumer = Benefits/Price Value Consumer = Price Other New Variables…Corporate Responsibility, “Green”

39. What’s Ahead / Next? Longer Term Trends & Disrupters 30

40. Mobile Phones Will Overtake PCs by 2015 Source: Nielsen

42. Rise of the Organizational War Room: New Listening Models for CRM

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