5 M EDIA SPACES WHERE PEOPLE LIVE … AND NUMBER 6 IS ON THE WAY Lee Rainie Director, Pew Internet

A comprehensive and groundbreaking new report released Monday by the Pew Research Center’s Internet and American Life Project has found that only four users of Facebook derive pleasure of any kind from the popular social networking website. According to the report, the remainder of the 950 million people registered with Facebook, despite using the site on a regular basis, take no joy in doing so, and in fact feel a profound sense of hopelessness and despair immediately upon logging in….... “As it turns out, the vast majority of human beings tend to become depressed when they see the past five years of their life summarized right there in front of them in a sad little timeline,” said lead researcher John Elliott.

T HREE REVOLUTIONS AND A FOURTH IS UNDERWAY

F IRST : I NTERNET

F IRST : B ROADBAND

S ECOND : M OBILE CONNECTIVITY – C ELL PHONES

S ECOND : M OBILE CONNECTIVITY - S MARTPHONES

S ECOND : M OBILE CONNECTIVITY – T ABLETS Tablet owners E-reader owners Have either one

T HIRD : S OCIAL NETWORKING / MEDIA 61% OF ALL ADULTS % of internet users

The Landscape of Social Media Users (among adults) % of internet users who…. The service is especially appealing to Use Any Social Networking Site 73% Adults ages 18-29, women Use Facebook71% Women, adults ages Use Google+31% Higher educated LinkedIn22% Adults ages 30-64, higher income, higher educated Use Pinterest21% Women, adults under 50, whites, those with some college education Use Twitter18% Adults ages 18-29, African-Americans, urban residents Use Instagram17% Adults ages 18-29, African-Americans, Latinos, women, urban residents Use Tumblr6% Adults ages reddit6% Men ages 18-29

T HIS HAS NETWORKED INFORMATION Pervasive / portable Personal via new filters Participatory/spreadable Linked Replicable and editable Immediate Timeless / searchable Given meaning via networks / algorithms

T HIS HAS CHANGED SOME BIG STUFF Information is a “third skin” We now have “fourth lobe” of external memory Ridiculously easy to find each other and band together The transaction costs of sharing are cut to near zero  unpredictable things, including reallocated trust and expertise More evidence of every human trait

T HIS ALSO CHANGES MEDIA SPACES AND CREATES 5 ATTENTION ZONES

1) STREAMS

H OW IT WORKS Motive – catching up / checking in / curiosity Content – news (broad definition), social updates Device – any / all Engagement – continuous partial attention / horizontal reading Influentials – editors, social networks ~ Mindshare – quarter to a third of media time Media strategy – apps, Buzzfeed-i-fied, customizable, tagging and saving, compelling surrounding material, spreadable content, entry points through networks, curation by editors, serendipitous encounters

2) STACKS

H OW IT WORKS Motive – learning, mastery, productivity Content – actionable info, how-to sensibility, links and other resources Device – desktop / laptop Engagement – full attention – vertical reading Influentials – trusted brands and known experts (professional and amateur) ~ Mindshare – quarter to a third of media time Media strategy – search optimized, cut and paste, FAQs, geared up for participation, feedback friendly

3) SNACKS

H OW IT WORKS Motive – killing time, beating boredom Content – gamified, bite-size headlines, link- dense Device – smartphone Engagement – distracted, quick-twitch Influentials – brands, quality of social network ~ Mindshare – 5%-10% of media time Media strategy – apps, predictable and compelling home screen, clear headlines

4) SOCIALS

H OW IT WORKS Motive – friend grooming Content – social, personal, entertaining Device – all Engagement – partial, browsing Influentials – super-networkers / primary nodes in the network ~ Mindshare – 10% of media time Media strategy – spreadable content, mediated by network influencers (treat them like traditional influencers), enable participation and feedback

5) SIGNALS

H OW IT WORKS Motive – real-time awareness Content – headlines Device – smartphone, tablet Engagement – glancing or galvanized Influentials – brands ~ Mindshare – < 5% of media time Media strategy – scoops, built on insights from user analytics, location-enabled

F OURTH REVOLUTION : T HE I NTERNET OF T HINGS

BODY

HOMES

COMMUNITIES

ENVIRONMENT

S TREAMS S TACKS S NACKS S OCIALS S IGNALS ???? S YNTHESIZED SPACES

W HY IS THIS IMPORTANT TO PUBLISHERS ?

I T CREATES ( SYNTHESIZES INFO IN ) NEW ATTENTION ZONES Increases value of relevant information Increases value of just-in-time queries and provision of real-time information Increases opportunities for social sharing Increases potency of linked and actionable information + augmented reality Increases power of “big data” and predictive analytics Increases sensitivities about privacy Increases tension over the “monetization of everything”

T HANK YOU