PewInternet.org
The State of Digital Marketing in the Networked Age
Mid-Atlantic Marketing Summit - Baltimore
September 19, 2013
Lee Rainie: Director, Pew Internet Project
Email: [email protected]
Twitter: @Lrainie
The new media ecosystem and the Navy Yard shootings
9.16.13
Tweets start: 8:21 a.m.
Multiple Hashtags created: 8:42 a.m.
Pictures start emerging: 9:00 a.m.
…. And videos with commentary
Personal tweets give way to news media tweets: Late morning
Live feeds from first responder scanners
“I’m fine” sites
People finder sites get used
Crowdsourcing the investigation …
… but it was shut down this time
Large amount of personal testimony and reaction
Memorials arise
The new arc of breaking news
Hong Ku – Visiting Fellow Nieman Journalism Lab working on an
app to help journalists discover news on Twitter
Networked individualism and the triple revolution
Digital Revolution 1: Broadband at home - 70% (+10% more have smartphones) - Internet users overall: 85%
3%
70%
0%
20%
40%
60%
80%
100%
June 2000
April 2001
March 2002
March 2003
April 2004
March 2005
March 2006
March 2007
April 2008
April 2009
May 2010
Aug 2011
April 2012
May 2013
Dial-up Broadband
Impact on marketing
• More volume, velocity, and variety of information
• New pathways to customers
• Rise of “fifth estate” of civic and community actors (including citizen “vigilantes”) – harder to control message
• More arguments
• Collapsed contexts of messaging
Digital Revolution 2 Mobile – 91% … smartphone 56% … tablets 34%
326.4
Total U.S.
population:
319 million
2012
Changes in smartphone ownership
35%
48%
17%
46% 41%
12%
56%
35%
9%
0%
20%
40%
60%
80%
100%
Smartphone Other cell phone No cell phone
May 2011 February 2012 May 2013
• Attention zones change – “Continuous partial attention” – Deep dives – Info snacking
• Real-time, just-in-time searches and availability change process of acquiring and using information – Spontaneous activities – Be “ready for your closeup”
• Augmented reality & localized information highlight the merger of data world and real world
Impact on marketing
Digital Revolution 3 Social networking – 61% of all adults
% of internet users
9%
89%
7%
78%
6%
60%
1%
43%
0%
20%
40%
60%
80%
100%
2005 2006 2007 2008 2009 2010 2011 2012 2013
18-29 30-49 50-64 65+
The Landscape of Social Media Users (among adults)
% of internet
users who…. The service is especially appealing to
Use Any Social
Networking Site 72% Adults ages 18-29, women
Use Facebook 69% Women, adults ages 18-29
Use Google+ 31% Higher educated
LinkedIn 20% Adults ages 30-64, higher income,
higher educated
Use Twitter 18% Adults ages 18-29, African-Americans,
urban residents
Use Pinterest 15% Women, adults under 50, whites,
those with some college education
Use Instagram 13% Adults ages 18-29, African-Americans,
Latinos, women, urban residents
Use Tumblr 6% Adults ages 18-29
reddit 6% Men ages 18-29
• Composition and character of people’s social networks changes AND networks become important channels of … – discovery & learning
– trust
– influence
• Organizations can become media companies themselves …
• … and “helper nodes” in people’s networks
Impact on marketing
• More demands for transparency
Final thoughts
• More attempts at hacking, breaking and entering, and messing with you
Thank you!
