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

The internet is the change agent Then and now
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
New news mediascape

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
June 24, 2010 2

Internet and mobile phones are more important Then and now
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)
New news mediascape

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)
June 24, 2010 3

8 ways the media ecosystem has changed in the digital age New news mediascape June 24. 2010 4 .

 Variety of information sources increases 3.times and places to experience media enlarge New news mediascape June 24. Venues change -. Velocity of information speeds up 4. Volume of information grows 2.Information and media ecosystem changes 1. 2010 5 .

 Vibrant -.Information and media ecosystem changes 5.relevance of information improves as customization/search tools emerge 9. Vivid -. Vigilance – attention to information and media expands AND contracts 7.social networks are more evident and more important as “coping” structures New news mediascape June 24. Valence -.immersive qualities of media are more compelling – gaming. 2010 6 . augmented reality 8.

How the news audience’s attitudes and behaviors have changed in this new media ecosystem New news mediascape June 24. 2010 7 .

2010 8 . news is pervasive New news mediascape June 24.For the audience.

Pervasive (1) -.People use diverse platforms New news mediascape June 24. 2010 9 .

2010 10 .People graze across platforms New news mediascape June 24.Pervasive (2) -.

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 New news mediascape June 24. 2010 11 .

People blend old and new media On typical day. 2010 12 . 59% of adults get new online and from at least one offline source New news mediascape June 24.Pervasive (4) -.

2010 13 .For the audience. news is portable New news mediascape June 24.

33% of cell owners get news on handhelds New news mediascape June 24. 2010 14 .

For the audience. 2010 15 . news is personalized New news mediascape June 24.

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 New news mediascape June 24. 2010 16 .

news is participatory New news mediascape June 24.For the audience. 2010 17 .

37% of internet users are news contributors / disseminators .

2010 19 . news is a social experience New news mediascape June 24.For the audience.

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 New news mediascape June 24. family.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. 2010 20 .

People use news as a social currency (2) •  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 New news mediascape June 24. 2010 21 .

People use news as a social currency (3) •  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 New news mediascape June 24. 2010 22 .

4 implications for and impacts on news operations New news mediascape June 24. 2010 23 .

2010 24 .Implication 1 Social networks matter more as sentries. filters. and distribution channels of news New news mediascape June 24. curators.

2010 25 .Implication 2 “Consumers” are in charge of the news playlist … and they want to participate in the news-gathering and distribution process New news mediascape June 24.

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 New news mediascape June 24. 2010 26 .

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 New news mediascape June 24. 2010 27 .Implication 3 – Paradoxes abound (2) •  More transparency of news creation process – but less trust of coverage •  More chance to customize.

Implication 4 Much news is a commodity and consumers displaying a classic response: They don’t want to pay for something that is abundant New news mediascape June 24. 2010 28 .

or do you not have a favorite? % of Online News Consumers New news mediascape June 24.The Online News Consumer Do you have a favorite online news source. 2010 29 .

2010 30 . or do you not have a Only 15% of those with a favoritefavorite? of all site – 7% people who get news online – would be willing to pay for continued access to that site % of Online News Consumers New news mediascape June 24.The Online News Consumer Do you have a favorite online news source.

Implication 5 News organizations have to figure out where they can add value in the news chain New news mediascape June 24. 2010 31 .

2 models to help you organize your thinking about your place in the value chain New news mediascape June 24. 2010 32 .

Forum Leader .Role Model .Witness .Watch Dog .Empowerment .Authentication .Smart Aggregation .Pew Research Center’s The Eight Functions of 21st Century Media .Sense Making .

2010 34 .New news mediascape June 24.

org Twitter: http://twitter.com/lrainie 202-419-4500 New news mediascape June 24. 2010 35 .Thank you! Lee Rainie Director Pew Internet & American Life Project 1615 L Street NW Suite 700 Washington. DC 20036 Email: Lrainie@pewinternet.