Lee Rainie, director of Internet, Science and Technology research at the Pew Research Center, presented the Center’s latest findings about the use of digital technology and its future at the Federal Reserve Board’s Editors and Designers conference in Philadelphia on October 6, 2016. During the keynote he discussed the impact of social media, collaboration, and future trends in technology with a special focus on the issues tied to security and reputational risk that face the Federal Reserve System. He described how the Center’s research can help communicators:
-Disseminate their messages across multiple digital and traditional media channels
-Engage their audience and encourage amateur evangelism
-Assess the impact of their outreach and observe challenges to their material
-Think like long a long-tail organization that also has real-time immediacy
IP addressing and IPv6, presented by Paul Wilson at IETF 119
Operating in the Age of Always-On Media
1. Operating in the age of always-on
media
Lee Rainie - @lrainie
Director - Internet, Science and Technology Research
October 6, 2016
Federal Reserve communicators
2.
3. 3
“Tweckle (twek’ul) vt. To
abuse a speaker to Twitter
followers in the audience
while he/she is speaking.”
4. 4
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
5. 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
6. 6
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
7. 7
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
9. 9
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
10. 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
11. 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
13. 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% -
14. 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,
16. 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
28. 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
31. 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
34. 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
37. 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
38. 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
40. 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
41. Engagement opportunities
Selective ‘message placement’ – like
product placement
Permission-based monitoring /
interactions
Careful of privacy sensitivities
Careful of too much ‘monetization’
48. People have expanded peripheral vision about
their physical and social environment
49. Identity expands – ‘birth realities’ are complemented by
‘my tribes’ organized around lifestyle, passions, and
communities of learning
50. Curation of knowledge and great learning
experiences are prized competencies of
key network nodes
51. More of the environment is
infused with advertising and
other messaging
52. 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