How do people use new media: Rules for broadcasters

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How do people use new media Rules for
broadcasters

• Mark Fuerst, IMAsubbing for Lee Rainie, Director
  of Pew Center for Internet American Life

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In a nutshell

• When you asked, How do people use new media, I
  thought about it this way
• New media does something.
• People use new media under certain circumstances
  for specific purposeswhich can sometimes (not
  always) be served by traditional media.
• The inclination to use new media will likely be
  shaped by age of the user
• Usefulness of new media is also affected by the
  degree of aggregation (content, patronage)
• The biggest change is still coming

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Media Do Something
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Media Do Something
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Circumstance is very important in choosing media
and formats

• Time
• Place
• Installed Capability
• Physical restrictions
• Social restrictions
• Employment restrictions
• Parental restrictions

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Some media work better in some settings
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Personal installed capability is often a
function of age
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In terms of companionship

• Internet users report having met an average of
  4.65 friends online whom they have never met in
  person.
• Internet users report an average of 1.6 friends
  met in person whom they originally met online --
  more than double the number (reported) in 2000.

USC-Annenberg Digital Future Project Annual
Report, 2007
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Use varies by ageLessons from the CBC
Based on CBC research sources 2003
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r
Digital Content Unleashed ABI Research,August
2007
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Jacobs Media annual tech survey, 2007
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Jacobs Media annual tech survey, 2007
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Jacobs Media annual tech survey, 2007
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For Broadcasters a support service or new
platform?

• Broadcasters (and other media companies) have
  been caught in a difficult dilemma.
• In general they are business-focused rather than
  customer-focused. They tend to think about what
  new media can do for them.
• Does the web extend and support our station?
• Or is the web a new business opportunity that
  might not follow our current business rules?

Almost all have chosen to extend and support.
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Radio Station Website Content An In-depth Look.
Edison Media Research/Arbitron, August 2000
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What do people want?

• For public radio stations
• The stream
• Play lists (and news clips for news stations)
• The program schedule
• Community calendars
• Effective Search
• Ways to email the station and program hosts
• Inside information, especially on personalities
• A convenient pledge page

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What do people want?

• For public TV stations
• The program schedule
• Easy to find links to info cited in programs
• Search
• Community calendars
• Links to clips/archives of important programs
• Ways to communicate with the station and program
  hosts
• Inside information, especially on personalities
• A convenient pledge page

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When people use new mediaFriction decreases use

• Content must be easy to find
• It must be available on devices that are
  convenient and dependable
• Use of new media increases when devices meet
  multiple needs
• Use of new media increases when devices are
  networked to an eco-system of support

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The Big Change is still ahead

• Changes in technology, economic organization, and
  social practices have created new opportunities
  for how we make and exchange information These
  changes have increased the role of non-market and
  non-proprietary productionin a wide range of
  loosely or tightly woven collaborations.
• Yochai Benkler, The Wealth of Networks

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Youtube.com
Wikipedia.org
Myspace.com
Facebook.com
AOL.com
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Thank you

• Mark Fuerst Executive Director, Integrated
  Media Assoc. mark_at_integratedmedia.org
• Please consider joining us at our next National
  Public Media Conference,February 19-23 in Los
  Angeles

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Credits and References

• Multi-Channel Media Brand Study, Frank Magid
  Associates for the Online Publichsers'
  Association, November 2003
• USC-Annenberg Digitial Future Project, Report for
  2007
• A Typology of Information and Communication
  Technology Users, Pew Internet and American Life
  Project, May 2007
• Radio Station Website Content An In-depth Look.
  Edison Media Research/Arbitron, August 2000
• Slides presented by Claude Galipeau, director of
  CBC.ca, to the 2005 Integrated Media Conference
• Jacobs Media annual technology tracking study,
  for clients only, 2007
• Digital Content Unleashed The Slow but
  Inevitable Race Toward a Friction-Free Media
  World, ABIresearch, September, 2007
• A Day in the Life An Ethnographic Study of Media
  Consumption, Online Publishers Associaton, May
  2006
• The Wealth of Networks, Yochai Benkler, Yale
  University Press, 2006