HOW MEDIA CONSUMPTION HAS CHANGED SINCE 2000 News is pervasive, portable, personalized,...

HOW MEDIA CONSUMPTION HAS CHANGED SINCE 2000News is pervasive, portable, personalized, participatory – and a social experience

Lee RainieDirector – Pew Internet ProjectNewhouse MOB conference – NYC6.24.10

New news mediascape June 24, 2010 2

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


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 importantThen 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)


8 ways the media ecosystem has changed in the digital age


Information and media ecosystem changes

1.Volume of information grows

2.Variety of information sources increases

3.Velocity of information speeds up

4.Venues change -- times and places to experience media enlarge


Information and media ecosystem changes

5.Vigilance – attention to information and media expands AND contracts

6.Vibrant -- immersive qualities of media are more compelling – gaming; augmented reality

7.Valence -- relevance of information improves as customization/search tools emerge

8.Vivid -- social networks are more evident and more important as “coping” structures


How the news audience’s attitudes and behaviors have changed in this new media

ecosystem


For the audience, news is pervasive


News platforms Americans use on typical day

7873

54 50

17

61

0

10

20

30

40

50

60

70

80

90

Local TV Nationalnetwork/cable

Online Radio Localnewspaper

Nationalnewspaper

% o

f ad

ult

s (1

8+)

Pervasive (1) -- People use diverse platforms


Pervasive (2) -- People graze across platforms

# of news platforms Americans use typical day

46%46%

7%

0%

10%

20%

30%

40%

50%

60%

70%

1 platform 2-3 platforms 4-6 platforms

% o

f a

du

lts

(1

8+

)


Pervasive (3) – Platforms have converged online

• 68% of internet news consumers have watched video news stories

• 62% watched live feeds

• 48% emailed stories or news videos


On typical day, 59% of adults

get new online and from at least

one offline source

Pervasive (4) -- People blend old and new media


For the audience, news is portable


33% of cell owners get news on handheldsNews on cell phones (80% of adults have cell phones)

26 25

1816

13 12 11

0

5

10

15

20

25

30

35

40

Weather Browseheadlines

Checknews app

Sports Traffic Financialinfo

Newsalerts byemail/text

% o

f ce

ll u

sers


For the audience, news is personalized


The “Daily Me” and “Daily Us” is being built

• 67% of all Americans say they only follow specific subjects

• 28% of internet users have customized a news page and 42% say customization is an important web feature to them

• ~ 50% belong to listservs / large email groups

• ~ 33% of internet users get RSS feeds

• ~ 25% get news alerts


For the audience, news is participatory

News participators

25

17

119

3

0

5

10

15

20

25

30

Comment onstories

Post links onSNS

Tag content Create news Create newstweets

% o

f in

tern

et

us

ers

37% of internet users are news contributors / disseminators


For the audience, news is a social experience


People use news as a social currency (1)

• 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

• 69% feel that keeping up with the news is a social or civic obligation

• 50% say they rely on the people around them to tell them when there is news they need to know



• 57% of internet users share links to news stories

• 30% of internet users get news on typical day through their SNS use

• 13% follow news organizations and journalists on SNS

• 6% get news via Twitter feeds



• Serendipitous encounters with news still happen AND still matter

• 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


4 implications for and impacts on news operations


Implication 1

Social networks matter more as sentries, filters,

curators, and distribution channels of

news


Implication 2

“Consumers” are in charge of the news

playlist … and they want to participate in the news-gathering and distribution process


Implication 3: Paradoxes abound (1)

• More material – but less time with news• More direct access to experts and more

knowledge being generated – but not smarter at the societal level

• More voices and more variety – but more traffic to big brands

• More participation and engagement – but less revenue


Implication 3 – Paradoxes abound (2)

• More transparency of news creation process – but less trust of coverage

• More chance to customize, but less loyalty

• People say it is easier to keep up AND harder to navigate the clutter

• People are satisfied with MSM coverage of the issues that matter to them AND see more bias in coverage


Implication 4

Much news is a commodity and consumers displaying a classic response: They don’t

want to pay for something that is abundant


The Online News Consumer

35%

65% Have Favorite

Do Not HaveFavorite

Do you have a favorite online news source, or do you not have a favorite?

% of Online News Consumers


The Online News Consumer

35%

65% Have Favorite

Do Not HaveFavorite

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


Implication 5

News organizations have to figure out where they can

add value in the news chain


2 models to help you organize your thinking about your place

in the value chain

Pew Research Center’s

Tom Rosenstiel model: Journalism as a Tom Rosenstiel model: Journalism as a service – not productservice – not product

The Eight Functions of 21st Century Media

- Authentication - Sense Making

- Watch Dog - Smart Aggregation

- Witness - Empowerment

- Forum Leader - Role Model


Charlie Firestone modelCharlie Firestone model


Thank you!

Lee Rainie

Director

Pew Internet & American Life Project

1615 L Street NW

Suite 700

Washington, DC 20036

Email: [email protected]

Twitter: http://twitter.com/lrainie

202-419-4500

HOW MEDIA CONSUMPTION HAS CHANGED SINCE 2000 News is pervasive, portable, personalized,...

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