THE NEW MEDIA ECOLOGY Lee Rainie Director Minnesota Interactive Marketing Association October 3, 200

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THE NEW MEDIA ECOLOGYLee Rainie
DirectorMinnesota Interactive Marketing
AssociationOctober 3, 2007
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Whos blogging this?

• Writings of a Loud Librarian
• Indiana Librarian Marissa Priddis
• http//theloudlibrarian.net/2005/10/monterey-learn
  ing-stuff.html

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Rainie was funny, at ease, informative and we
found ourselves do a lot of Huh...I didn't know
that during his speech. Very, very cool.
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Whos blogging this?

• Stephen Downes
• Stephens Web
• http//www.educause.edu/content.asp?page_id666ID
  ECR0509bhcp1

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Good crisp presentation backed with some
actual research and drawing out the implications
for educators, a list of which should be posted
on the wall of every school .
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Hes a lot older than I imagined. --------------
------ Looks like a typical Foundation suit.
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While he may look older than some expected, and
appears to be just another Foundation suit, he's
a very intelligent man, and worth paying
attention to.
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• Five hallmarks of
• the new digital ecosystem

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Hallmark 1

• Media and gadgets are ubiquitous parts of
  everyday life

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Home media ecology - 1975

• Product Route to home Display Local
  storage
• TV stations phone TV Cassette/ 8-track
• broadcast TV radio
• broadcast radio stereo Vinyl album
• News mail
• Advertising newspaper delivery phone
• paper
• Radio Stations non-electronic

Tom Wolzien, Sanford C. Bernstein Co
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Home media ecology now

• Product Route to home Display Local
  storage
• cable TiVo (PVR) VCR
• TV stations DSL TV
• Info wireless/phone radio DVD
• Daily me broadcast TV PC Web-based
  storage
• content iPod /MP3 server/
  TiVo (PVR)
• Cable Nets broadcast radio stereo PC
• Web sites satellite monitor web storage
• Local news mail headphones CD/CD-ROM
• Content from express delivery pager
• individuals iPod / storage portable
  gamer MP3 player / iPod
• Peer-to-peer subcarriers / WIFI cell
  phone pagers - PDAs
• Advertising newspaper
  delivery phone cable box
• Radio stations camcorder/camera PDA/Palm game
  console
• game console paper
• Satellite radio non-electronic storage
  sticks/disks

Adapted from Tom Wolzien, Sanford C. Bernstein
Co
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Hallmark 2

• The internet, especially broadband connectivity,
  is at the center of the revolution

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Internet and broadband adoption 1995-2007
All internet - 142 mill.
Broadband at home- 96 mill.
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Hallmark 3

• New gadgets allow people to enjoy media, gather
  information, and carry on communication anywhere.
  Wirelessness is its own adventure.

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Mobile devices college student ownership

• 88 of college students own cell phones
• 81 own digital cameras
• 63 own MP3 players
• 55 own video cameras
• 55 own laptops
• 27 of college students own a PDA or Blackberry
• ----
• 77 of college students play games online

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Hallmark 4

• Ordinary citizens have a chance to be publishers,
  movie makers, artists, song creators, and story
  tellers

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Content creation

• 55 of online teens have created their own
  profile on a social network site like MySpace or
  Facebook
• ----
• 20 of online adults have such profiles

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SNS Profiles Dashboards for social life
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Content creation

• 51 of young adult internet users have uploaded
  photos to the internet
• ----
• 37 of all users have done this

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Content creation

• 39 of online teens share their own creations
  online, such as artwork, photos, stories, or
  videos
• ----
• 22 of online adults have done this

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Content creation

• 33 have created or worked on webpages or blogs
  for others, including those for groups they
  belong to, friends or school assignments
• ----
• 13 of online adults do this

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Content creation

• 33 of college students keep blogs and regularly
  post
• 54 read blogs
• ----
• 12 of online adults have a blog
• 35 read them

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Content creation

• 27 of online teens report keeping their own
  personal webpage
• ----
• 14 of online adults have their own page

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Content creation
26 say they remix content they find online into
their own artistic creations ---- 9 of online
adults have done this
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Content creation

• 19 of online young adults have created an avatar
  that interacts with others online
• ----
• 9 of all adult internet users have done this

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Content creation

• 15 of young adult internet users have uploaded
  videos to the web
• ----
• 8 of all adult internet users have done this

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Content creation by age
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Hallmark 5

• Different people use these technologies in
  different ways

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Why a tech-user typology?
Information communications technology
Applications
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PIPs tech-user typology

• Assets
• Internet (and broadband at home)
• Computer use (laptop desktop)
• Cell phones
• iPods
• Web cams
• Video recorders digital cameras
• Actions
• User-generated content
• Gaming
• Cell phone applications
• Attitudes
• Help me be productive?
• Give me more control?
• Information overload?

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High end Group 1OMNIVORES (8 of the
population)

• Data Profile
• Age late 20s
• Gender Male dominant
• Race Diverse
• Home b-band 89
• Special traits
• Students
• Wireless
• Photo and video freaks

They have the most information gadgets and
services, which they use voraciously to
participate in cyberspace and express themselves
online and do a range of Web 2.0 activities such
as blogging or managing their own Web pages.
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Iconic OMNIVORE???
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High end Group 2CONNECTORS (7 of the
population)

• Data Profile
• Age late 30s
• Gender Female dominant
• Race Diverse (blacks)
• SES Upscale
• Home b-band 86
• Special traits
• Email fanatics IM
• Cell phones
• Media experiences by other means
• Suspect their gadgets can do more sometimes need
  help

Between featured-packed cell phones and frequent
online use, they connect to people and manage
digital content using ICTs all with high levels
of satisfaction about how ICTs let them work with
community groups and pursue hobbies.
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Iconic CONNECTOR???
Diane Keaton Somethings Gotta Give
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High end Group 3LACKLUSTER VETERANS (8 of the
population)

• Data Profile
• Age 40ish
• Gender Male dominant
• Race Diverse, trending white
• SES Upscale
• Home b-band 77
• Special traits
• Tech is necessary, not exiting
• Dislike always on world
• Parents (child at home)
• Trad. channels of chatter and info predominate

They are frequent users of the internet and less
avid about cell phones. They are not thrilled
with ICT-enabled connectivity.
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Iconic LACKLUSTER VETERAN???
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High end Group 4PRODUCTIVITY ENHANCERS (8 of
population)

• Data Profile
• Age 40ish
• Gender Parity
• Race Diverse (Latino)
• SES Upscale
• Home b-band 71
• Special traits
• Flip side of lackluster vets
• Love tech for work use
• Dont have time or inclination to create or
  browse for fun

They have strongly positive views about how
technology lets them keep up with others, do
their jobs, and learn new things.
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Iconic PRODUCTIVITY ENHANCER???
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Middle end Group 1MOBILE CENTRICS (10 of the
population)

• Data Profile
• Age early 30s
• Gender Parity
• Race Minorities rule
• SES Middle income
• Home b-band 37
• Special traits
• Phone texters and photo takers
• Not early adopters
• More likely to be single
• Not as many gadgets

They fully embrace the functionality of their
cell phones. They use the internet, but not
often, and like how ICTs connect them to others.
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Iconic MOBILE CENTRIC???
Alicia Silverstone Clueless
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Middle end Group 2CONNECTED BUT HASSLED (10
of population)

• Data Profile
• Age mid-40s
• Gender Female dominant
• Race White
• SES Middle income
• Home b-band 80
• Special traits
• Go online less frequently
• Tech is not fun its stressful
• Experience info overload

They have invested in a lot of technology, but
they find the connectivity intrusive and
information something of a burden.
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Iconic CONNECTED BUT HASSLED???
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Low end Group 1INEXPERIENCED EXPERIMENTERS (8
of population)

• Data Profile
• Age 50ish
• Gender Female dominant
• Race Diverse
• SES Middle income
• Home b-band 15
• Special traits
• Less online experience
• Fewer tech assets
• Fascinated with tech, and willing to try gadgets
  with coaching

They occasionally take advantage of
interactivity, but if they had more experience,
they might do more with ICTs.
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Iconic INEXPERIENCED EXPERIMENTER???
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Low end Group 2LIGHT BUT SATISFIED (15 of
population)

• Data Profile
• Age mid-50s
• Gender Parity
• Race Whites
• SES Below average
• Home b-band 15
• Special traits
• Traditional media occupies time
• Tech doesnt do much for them
• Late adopters

They have some technology, but it does not play a
central role in their daily lives. They are
satisfied with what ICTs do for them.
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Iconic LIGHT BUT SATISFIED???
Your oldest tech-wary relatives picture here
?
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Low end Group 3INDIFFERENTS (11 of
population)

• Data Profile
• Age late 40s
• Gender Parity
• Race Whites
• SES Below average
• Home b-band 12
• Special traits
• Active tech resistors surrounded by gadgets
• Time pressed
• Truthful?

Despite having either cell phones or online
access, these users use ICTs only intermittently
and find connectivity annoying.
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Iconic INDIFFERENT???
'Here's the concern -- in our society now, so
many things come up on Web sites and Internet,'
Herm Edwards said. 'First of all, I don't even
have the Internet. I wouldn't even know how to
use it.'
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Low end Group 4OFF THE NETWORK (15 of
population)

• Data Profile
• Age mid-60s
• Gender Female dominant
• Race Diverse (blacks)
• SES Poorest group
• Home b-band 0
• Special traits
• Old media and tech are everything
• Tech wary or even hostile

Those with neither cell phones nor internet
connectivity tend to be older adults who are
content with old media.
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Iconic OFF THE NETWORK???
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What we learned

• Surprises
• Large low-tech crowd 49
• Small technophile group 8
• Far from the mature phase of ICT adoption and
  use in the United States
• Lots of tech capability idle in peoples hands
  homes
• Demand pull dimension of technology adoption
  lags supply push considerably
• Take our quiz http//www.pewinternet.org/quiz/qui
  z.asp

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What all this connectivity does to us

• It changes our relationship to information
• It changes our relationship to each other

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Life changes in 10 important ways

• Volume of info grows long tail expands
• Velocity of info increases smart mobs emerge
• Venues of intersecting with info and people
  multiply place shifting and time shifting
  occurs absent presence occurs
• Venturing for info changes search strategies
  and search expectations spread in the Google era

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Life changes in 10 important ways cont.

• Vigilance for info transforms attention is
  truncated (continuous partial attention) and
  elongated (deep dives)
• Valence (relevance) of info improves Daily Me
  and Daily Us gets made
• Vetting of info becomes more social
  credibility tests change as people ping their
  social networks

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Life changes in 10 important ways cont.

• Viewing of info is disaggregated and becomes more
  horizontal (Allen Renear UI-Champaign-Urbana)
  new reading strategies emerge as coping
  mechanisms
• Voting on and ventilating about info proliferates
  tagging, rating, and commenting on material is
  enabled collective intelligence emerges

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Life changes in 10 important ways cont.

• inVention of info and the visibility of new
  creators is enabled the read/write, Web 2.0
  world is about participation

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Action item

• Think of yourself as a news node for information
  and interaction
• ---
• Prepare for the big bang news moment for your
  organization or client

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Action item
Think of yourself as a possible social network
node for people looking for friendsters --- We
are entering a world of networked individualism
and the internet is personified in some
peoples social networks
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Action item

• Embrace multi-modal
• multi-plexity in media
• ---
• Channels of information feed each other,
  interact, and blur

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Action item

• Think of yourself as an info hub -- an aggregator
  and a linker to others who share
• your interests
• ---
• Links are the currency of the internet,
  partnerships/affiliate relations
• are the norm

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Action item

• Experiment with Web 2.0 applications blogs,
  wikis, tagging, reputation/rating, widgets, and
  social networking
• ---
• Watch your usage data and the psychographics of
  users. Solicit feedback and show you are
  listening to responses

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Action item

• Listen to your youngest employees. They are
  digital natives who can translate for and teach
  older digital immigrants

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Action item

• Monitor the pushback against technology as a time
  sink and interruption enabler
• ---
• Be participants in the new conversations about
  etiquette and social norms in the digital age and

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Action item

• Be confident in what you already know about how
  to attract the attention of customers and connect
  with them

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Thank you!

• Lee Rainie
• Director
• Pew Internet American Life Project
• 1615 L Street NW
• Suite 700
• Washington, DC 20036
• Lrainie_at_pewinternet.org
• 202-419-4500

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Action item

• Be honest, authentic, engaged, and transparent
  about why you do what you do.