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James M. Haney, Ph.D. UW-Stevens Point WSTCA Spring Conference.

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Presentation on theme: "James M. Haney, Ph.D. UW-Stevens Point WSTCA Spring Conference."— Presentation transcript:

1 James M. Haney, Ph.D. UW-Stevens Point WSTCA Spring Conference

2  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.

3  More technology than ever before  Messages that can reach large numbers instantaneously

4  78% of all adults in the U.S. use the Internet.  95% of all teenagers in the U.S.  Source: Pew Research Center, April 2012

5  The Digital Divide is Smaller, But It Still Exists.  One in five American adults does not use the Internet.

6  Adults with less than a high school education  Those living in households earning less than $30,000 per year  Those who are 65 or older  Source: Pew Research Center, April 2012

7 Race/EthnicityAdults Using Internet- 2000 Adults Using Internet- 2011 White/Non-Hispanic49%80% Black/Non-Hispanic35%71% Hispanic40%68%

8 AgeAdults Using Internet- 2000 Adults Using Internet- 2011 18-2961%94% 30-4957%87% 50-6441%74% 65+12%41%

9 Household IncomeAdults Using Internet- 2000 Adults Using Internet- 2011 Less than $30,000 per year 28%62% $30,000-$49,99950%83% $50,000-$74,99967%90% $75,000+79%97%

10 Educational Attainment Adults Using Internet- 2000 Adults Using Internet- 2011 No High School Diploma 16%43% High School Graduate33%71% Some College62%88% College +76%94%

11  Just Not Interested  Don’t Have a Computer  Too Expensive  Too Difficult  It’s a Waste of Time  Source: Pew Research Center, April 2012

12  About six in ten American adults (62%) have high-speed broadband access at home.  The remaining four in ten (38%) do not.

13  The number of activities we pursue online each day  The amount of time we spend online at home  The use of multimedia elements such as video

14 AgeHousehold IncomeEducational Attainment 18-29 – 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% 65+ - 30%$75,000+ - 89%College+ - 85%

15  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

16  88% of Adult Americans have a Cell Phone  57% have a Laptop  19% own an E-Book Reader  19% have a Tablet Computer  63% go online wirelessly each day  Source: Pew Research Center, April 2012

17 AgeHousehold IncomeEducational Attainment 18-29 – 88%Less than $30,000 – 50% No high school diploma – 36% 30-49 - 76%$30,000-$49,999 – 64% High school grad – 53% 50-64 – 53%$50,000-$74,999 – 75% Some college – 72% 65+ - 21%$75,000+ - 86%College+ - 82%

18  Nearly half of American adults (46%) have one  Two in five adults (41%) own a cell phone that is not a smartphone  Thus, smartphone users are more prevalent than owners of more basic cell phones  Source: Pew Research Center, April 2012

19 AgeHousehold IncomeEducation 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% 65+ - 13%$75,000+ - 68%College+ - 60%

20  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.

21 Race/EthnicityGeographic Location White/Non-Hispanic – 45%Urban – 50% Black/Non-Hispanic – 49%Suburban – 46% Hispanic – 49%Rural – 34%

22  Social networks & blogs – 22.5%  Online games – 9.8%  Email – 7.6%  Videos/movies – 4.4%  Search – 4.0  Current events & global news – 2.6%  Source: Poynter Institute Study, Sept. 2011

23  Facebook – 750 million  Twitter – 250 million  Linkedin – 110 million  MySpace – 70.5 million  Google Plus+ - 65 million  Source: eBizMBA Inc., 2012

24  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.

25  53% of active adult social networkers follow a brand.  32% follow a celebrity.

26  Americans spend more time on Facebook than they do on any other U.S. website  Source: Nielsen Media Report, 2011.  We spent over 405 minutes on Facebook in January 2012.  Source: ZDNet, Feb. 2012

27

28  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

29  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

30  “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

31  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

32  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

33  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.

34  Multitaskers perform much worse on cognition and memory tasks.  Media multitaskers perform worse on LSAT exams.  Source: C. Nass, Stanford University Studies, 2011

35  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

36  They have more sources and distractions than ever before.  Audiences are more fragmented.  Traditional sources of information are less reliable.

37  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)

38  Newspaper Advertising has dropped nearly 40% since 2006  Newsroom 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

39  81% say local TV news is their most important news source  Source: Frank Magid Associates, 2010  But, local TV newsroom staffing continues to drop from 27,817 in 2007 to 26,522 in 2010  Source: RTNDA/Hofstra University Study, 2011

40  Weather and breaking news  But 3 in 10 prefer local newspapers for news about schools, government and community issues

41  Fewer Content Producers  Blurring between Entertainment and News  Many online sources of information can’t be trusted  How do you know who to believe?

42  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.


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