Presentation on theme: "“The Challenge of Effective Communication in 2012”"— Presentation transcript:
1“The Challenge of Effective Communication in 2012” James M. Haney, Ph.D.UW-Stevens PointWSTCA Spring Conference
2My Basic Assumptions About Communication We need ethical and honest communicators who analyze the needs of their audiences.We need thoughtful audience members who listen/read attentively and check facts before they take action.
3Communicators in 2012 have been helped by More technology than ever beforeMessages that can reach large numbers instantaneously
4We are an Online Nation78% of all adults in the U.S. use the Internet.95% of all teenagers in the U.S.Source: Pew Research Center, April 2012
5But Everyone Still Isn’t Online The Digital Divide is Smaller, But It Still Exists.One in five American adults does not use the Internet.
6Who is on the other side of the divide? Adults with less than a high school educationThose living in households earning less than $30,000 per yearThose who are 65 or olderSource: Pew Research Center, April 2012
7Race/Ethnicity is Less Divided, But There is Still a Digital Gap Adults Using Internet-2000Adults Using Internet-2011White/Non-Hispanic49%80%Black/Non-Hispanic35%71%Hispanic40%68%
8The Gap By Age Age Adults Using Internet-2000 18-2961%94%30-4957%87%50-6441%74%65+12%
9The Gap By Household Income Adults Using Internet-2000Adults Using Internet-2011Less than $30,000 per year28%62%$30,000-$49,99950%83%$50,000-$74,99967%90%$75,000+79%97%
10The Gap By Education Educational Attainment Adults Using Internet-2000 No High School Diploma16%43%High School Graduate33%71%Some College62%88%College +76%94%
11Why Are They Offline? Just Not Interested Don’t Have a Computer Too ExpensiveToo DifficultIt’s a Waste of TimeSource: Pew Research Center, April 2012
12High-Speed Broadband Connections At Home About six in ten American adults (62%) have high-speed broadband access at home.The remaining four in ten (38%) do not.
13The Absence of Broadband in the Home Affects: The number of activities we pursue online each dayThe amount of time we spend online at homeThe use of multimedia elements such as video
14Home Broadband Demographics AgeHousehold IncomeEducational Attainment18-29 – 76%Less than $30,000 – 41%No high school diploma – 22%30-49 – 70%$30,000-$49,999 – 66%High school grad – 52%50-64 – 60%$50,000-$74,999 – 81%Some College – 73%%$75, %College+ - 85%
15Reasons People Don’t Have Broadband at Home The cost is too high (35%)Nothing would get me to switch (20%)It isn’t available where I live (17%)Source: Pew Research Center, April 2012
16We Love Our Gadgets 88% of Adult Americans have a Cell Phone 57% have a Laptop19% own an E-Book Reader19% have a Tablet Computer63% go online wirelessly each daySource: Pew Research Center, April 2012
17Those Who Use Mobile Internet Technology AgeHousehold IncomeEducational Attainment18-29 – 88%Less than $30,000 – 50%No high school diploma – 36%%$30,000-$49,999 – 64%High school grad – 53%50-64 – 53%$50,000-$74,999 – 75%Some college – 72%%$75, %College+ - 82%
18Smartphones Rule The Day Nearly half of American adults (46%) have oneTwo in five adults (41%) own a cell phone that is not a smartphoneThus, smartphone users are more prevalent than owners of more basic cell phonesSource: Pew Research Center, April 2012
19Smartphone Owners Age Household Income Education Level 18-29 – 66% Less than $30,000 – 34%No high school diploma – 25%30-49 – 59%$30,000-$49,999 – 46%High school grad – 39%50-64 – 34%$50,000-$74,999 – 49%Some college – 52%%$75, %College+ - 60%
20Those Who Own Smartphones Many consider the smartphone as their main source of Internet access.Minority groups use a much wider range of their cell phones’ capabilities compared to white cell phone owners.
22What Do We Do Online? Social networks & blogs – 22.5% Online games – 9.8%– 7.6%Videos/movies – 4.4%Search – 4.0Current events & global news – 2.6%Source: Poynter Institute Study, Sept. 2011
23Top Social Media Sites & Their Unique Monthly Visitors Facebook – 750 millionTwitter – 250 millionLinkedin – 110 millionMySpace – 70.5 millionGoogle Plus millionSource: eBizMBA Inc., 2012
24Social Media Use in the U.S. Nearly 4 in 5 active Internet users visit social networks and blogs.Close to 40% of social media users access social media content from their cell phones.70% of active social media networkers shop online (12% higher than other Internet users).Source: Nielsen Social Media Report, 2011.
25Social Media in the U.S. Cont. 53% of active adult social networkers follow a brand.32% follow a celebrity.
26The Power of FacebookAmericans spend more time on Facebook than they do on any other U.S. websiteSource: Nielsen Media Report, 2011.We spent over 405 minutes on Facebook in January 2012.Source: ZDNet, Feb. 2012
28For Students in the Class of 2015 There has always been an Internet ramp onto the Information Highway.As they’ve grown up on websites and cell phones, adult experts have always worried about their alleged deficits of empathy and concentration.Source: Beloit Mindset, Aug. 2011
29For First-Year Students in 2011-2012 Amazon has never been just a river in South America.Dial-up is sooooooooo last century!Music has always been available via free downloads.They won’t go near a retailer that lacks a website.Source: Beloit College Mindset, Aug. 2011
30And Just So We Stay Grounded and Aware… “PC” has come to mean Personal Computer, not Political Correctness.They’ve often broken up with their significant others via texting, Facebook, or MySpace.Source: Beloit College Mindset, Aug. 2011
31Audience Members and Attention Spans Short attention spans have been linked to TV.Children who are frequent TV viewers are more likely to be restless, impulsive, or have concentration problems.Every hour of TV increased a child’s odds of problems by 10%.Source: Seattle Children’s Hospital Study, 2004
32Attention Problems in the Workplace are a Serious Problem We average one interruption every 3 minutes.We focus on one issue or area for about 11 minutes.Interruptions and Attention Problems cost U.S. businesses $650 billion per year.Source: M. Jackson, Distracted: The Erosion of Attention and the Coming Dark Age, 2008
33Multitasking Can Be Dangerous Drivers can’t talk on a phone and give full attention to the visual task of driving and the auditory task of listening.Even hands-free devices are unsafe.Source: S. Yantis, Johns Hopkins, The Journal of Neuroscience, 2005.
34Other Problems with Divided Attention Multitaskers perform much worse on cognition and memory tasks.Media multitaskers perform worse on LSAT exams.Source: C. Nass, Stanford University Studies, 2011
35Divided Attention Isn’t Always Bad Workers who use the Internet at work for personal reasons were 9% more productive than others.Those who use social media excessively (Internet “addicts”) are not.Source: University of Melbourne Study, 2011
36Audiences in 2012 Face Challenges They have more sources and distractions than ever before.Audiences are more fragmented.Traditional sources of information are less reliable.
37Mainstream Media Are Changing; Newspapers Are in Trouble U.S. newspaper circulation has dropped steadily since 1990 (1 to 2% a year)Today U.S. newspapers sell about 44 million copies per day (now at the level of the 1940s)
38But it gets worse…Newspaper Advertising has dropped nearly 40% since 2006Newsroom Staffing (reporters and editors) has been cut from 56,900 in 1990 to 40,600 today (a 28.6% decline)Source: Newspaper Association of America, 2012
39Local TV News is Still Important 81% say local TV news is their most important news sourceSource: Frank Magid Associates, 2010But, local TV newsroom staffing continues to drop from 27,817 in 2007 to 26,522 in 2010Source: RTNDA/Hofstra University Study, 2011
40Local TV News is Important for Weather and breaking newsBut 3 in 10 prefer local newspapers for news about schools, government and community issues
41News Producers are in Short Supply Fewer Content ProducersBlurring between Entertainment and NewsMany online sources of information can’t be trustedHow do you know who to believe?
422012 is a Challenging Time for Communicators Effective communicators must work harder to provide honest messages to distracted audiences through the right channels.Audience members should try to reduce distractions.Consumers have to take time to evaluate messages and seek confirmation from multiple, credible sources.