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“The Challenge of Effective Communication in 2012”

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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 Point WSTCA Spring Conference

2 My 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.

3 Communicators in 2012 have been helped by
More technology than ever before Messages that can reach large numbers instantaneously

4 We are an Online Nation 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 But Everyone Still Isn’t Online
The Digital Divide is Smaller, But It Still Exists. One in five American adults does not use the Internet.

6 Who is on the other side of the divide?
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/Ethnicity is Less Divided, But There is Still a Digital Gap
Adults Using Internet-2000 Adults Using Internet-2011 White/Non-Hispanic 49% 80% Black/Non-Hispanic 35% 71% Hispanic 40% 68%

8 The Gap By Age Age Adults Using Internet-2000
18-29 61% 94% 30-49 57% 87% 50-64 41% 74% 65+ 12%

9 The Gap By Household Income
Adults Using Internet-2000 Adults Using Internet-2011 Less than $30,000 per year 28% 62% $30,000-$49,999 50% 83% $50,000-$74,999 67% 90% $75,000+ 79% 97%

10 The Gap By Education Educational Attainment Adults Using Internet-2000
No High School Diploma 16% 43% High School Graduate 33% 71% Some College 62% 88% College + 76% 94%

11 Why Are They Offline? 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 High-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.

13 The Absence of Broadband in the Home Affects:
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 Home Broadband Demographics
Age Household Income Educational 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% % $75, % College+ - 85%

15 Reasons 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

16 We Love Our Gadgets 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 Those Who Use Mobile Internet Technology
Age Household Income Educational Attainment 18-29 – 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%

18 Smartphones Rule The Day
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 Smartphone 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%

20 Those 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.

21 Smartphone Owners Race/Ethnicity Geographic Location
White/Non-Hispanic – 45% Urban – 50% Black/Non-Hispanic – 49% Suburban – 46% Hispanic – 49% Rural – 34%

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

23 Top Social Media Sites & Their Unique Monthly Visitors
Facebook – 750 million Twitter – 250 million Linkedin – 110 million MySpace – 70.5 million Google Plus million Source: eBizMBA Inc., 2012

24 Social 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.

25 Social Media in the U.S. Cont.
53% of active adult social networkers follow a brand. 32% follow a celebrity.

26 The Power of Facebook 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 A Generational Divide Still Exists

28 For 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

29 For 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

30 And 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

31 Audience 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

32 Attention 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

33 Multitasking 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.

34 Other 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

35 Divided 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

36 Audiences in 2012 Face Challenges
They have more sources and distractions than ever before. Audiences are more fragmented. Traditional sources of information are less reliable.

37 Mainstream 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)

38 But it gets worse… 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 Local TV News is Still Important
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 Local TV News is Important for
Weather and breaking news But 3 in 10 prefer local newspapers for news about schools, government and community issues

41 News Producers are in Short Supply
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 2012 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.


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