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Reaching Your Audience in the Digital Age : Key Research Trends to
Reaching Your Audience in the Digital Age : Key Research Trends to
Part of the Pew Research Center, a nonpartisan fact tank based in
Part of the Pew Research Center, a nonpartisan fact tank based in
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The Internet/Broadband Revolution
The Internet/Broadband Revolution
85% of American adults (and 95% of teens) are now internet users
85% of American adults (and 95% of teens) are now internet users
Internet use by age group
Internet use by age group
66% of Americans are home broadband users
66% of Americans are home broadband users
Of course, not everyone has joined the internet/broadband revolution
Of course, not everyone has joined the internet/broadband revolution
The Broadband Difference
The Broadband Difference
Widespread access totally changes how we learn about businesses (even
Widespread access totally changes how we learn about businesses (even
Other key trends
Other key trends
One downside to the internet/broadband revolution: information
One downside to the internet/broadband revolution: information
Summary: Impact of Internet/Broadband Revolution
Summary: Impact of Internet/Broadband Revolution
The Mobile Computing Revolution
The Mobile Computing Revolution
Comparing the Broadband and Mobile Revolutions
Comparing the Broadband and Mobile Revolutions
Device ownership tells the story of the mobile revolution
Device ownership tells the story of the mobile revolution
Around 1/3 of the country has given up their landline phones entirely
Around 1/3 of the country has given up their landline phones entirely
Cell owners are doing more and more with their phones
Cell owners are doing more and more with their phones
as smartphones become more and more widespread
as smartphones become more and more widespread
Smartphone owners use their phones for a range of
Smartphone owners use their phones for a range of
Apps can provide direct pathways to discovery and exploration of
Apps can provide direct pathways to discovery and exploration of
Tourism-specific examples of mobile devices and exploration of
Tourism-specific examples of mobile devices and exploration of
Key words of the ubiquitous mobility era: just-in-time and spontaneous
Key words of the ubiquitous mobility era: just-in-time and spontaneous
Age comparisons: just-in-time info
Age comparisons: just-in-time info
Summary: Impact of Mobile Revolution
Summary: Impact of Mobile Revolution
The Social Media Revolution
The Social Media Revolution
2/3 of online adults use social networking sites, and nearly half do
2/3 of online adults use social networking sites, and nearly half do
Only search and email are more popular than social networking on a
Only search and email are more popular than social networking on a
Young adults lead the way on social network use, but older users are
Young adults lead the way on social network use, but older users are
Twitter is not as popular as other sites, but is growing steadily
Twitter is not as popular as other sites, but is growing steadily
Main Reasons American Adults Use SNS
Main Reasons American Adults Use SNS
Social networks give rise to News Participators
Social networks give rise to News Participators
Social networks allow for personal connections with public figures and
Social networks allow for personal connections with public figures and
and those personal connections can help you find and engage with your
and those personal connections can help you find and engage with your
Summary: Impact of Social Media Revolution
Summary: Impact of Social Media Revolution
Current Impacts and Future Trends
Current Impacts and Future Trends
The New Reality: consumer expectations for information
The New Reality: consumer expectations for information
Information is Woven Into Our Lives
Information is Woven Into Our Lives
Next Generation Info Weaving: Augmented Reality
Next Generation Info Weaving: Augmented Reality
What does all of this mean for YOU
What does all of this mean for YOU
Information Purveyors Can
Information Purveyors Can
Aaron Smith Research Associate Pew Research Centers Internet &
Aaron Smith Research Associate Pew Research Centers Internet &

: Reaching Your Audience in the Digital Age: Key Research Trends to Watch. : Amanda L. : Reaching Your Audience in the Digital Age: Key Research Trends to Watch.ppt. zip-: 9695 .

Reaching Your Audience in the Digital Age: Key Research Trends to Watch

Reaching Your Audience in the Digital Age: Key Research Trends to Watch.ppt
1 Reaching Your Audience in the Digital Age : Key Research Trends to

Reaching Your Audience in the Digital Age : Key Research Trends to

Watch

Aaron Smith Research Associate Pew Internet Project

Florida Governors Conference on Tourism September 6, 2012

2 Part of the Pew Research Center, a nonpartisan fact tank based in

Part of the Pew Research Center, a nonpartisan fact tank based in

Washington, DC PRCs mission is to provide high quality, objective data to thought leaders and policymakers Data for this talk is from nationally representative telephone surveys of U.S. adults (on landlines and cell phones, incl. Spanish) Presentation slides and all data are available at pewinternet.org

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Tourism & the 3 Technology Revolutions

Computers, internet and broadband

Smartphones and mobile computing

Social Media

4 The Internet/Broadband Revolution

The Internet/Broadband Revolution

5 85% of American adults (and 95% of teens) are now internet users

85% of American adults (and 95% of teens) are now internet users

6 Internet use by age group

Internet use by age group

% of American adults age 18+ who use the internet (any device/location)

= 94% for all 18-49

= 2.6x increase

7 66% of Americans are home broadband users

66% of Americans are home broadband users

% of American adults age 18+ who have a high-speed broadband connection at home

8 Of course, not everyone has joined the internet/broadband revolution

Of course, not everyone has joined the internet/broadband revolution

Roughly 1 in 6 adults do not use the internet, and 1 in 3 adults are not part of the broadband revolution Internet and broadband adoption are highest among: The financially secure and (especially) financially well-off Those under the age of 65 The well-educated (some college, college grads) Parents w/ children living at home Whites and English-proficient Asian Americans and Latinos Urban and suburban residents

9 The Broadband Difference

The Broadband Difference

Greater overall engagement in online activities Search becomes the norm (92% of online adults) Multimedia meets the masses: Watch online video (71%) Post photos online (46%) Content creation and e-commerce take off: Buy a product (71%) Share something you created online (30%) Blogging (14%)

10 Widespread access totally changes how we learn about businesses (even

Widespread access totally changes how we learn about businesses (even

ones in our backyard)

The sources people rely on the most for information about local businesses:

Of those who cite the internet as a major source of info About 2/3 say they turn to search engines About 1/3 turn to other online sources (such as topical or specialty sites) This group skews towards 18-39 year olds, college grads, mobile news consumers, recent transplants & parents Print sources are particularly relevant to older adults (esp. those 65 and older)

11 Other key trends

Other key trends

8 in 10 adult internet users go online to research a product or service theyre thinking of buying 2/3 make air/hotel/car reservations online (2x increase vs. March 2000) Half have taken a virtual tour of a location online 1/3 have rated/reviewed a product, service or person online

12 One downside to the internet/broadband revolution: information

One downside to the internet/broadband revolution: information

overload

7/10 adults are overwhelmed by the amount of news and information available today, and 1 in 5 are overwhelmed by the number of products (and info about those products) available to buy (still, ? like having lots of choices) Solutions to info overload: customization/personalization, reliance on friends and social networks, direct access to relevant info (apps, etc)

13 Summary: Impact of Internet/Broadband Revolution

Summary: Impact of Internet/Broadband Revolution

Most (not all) are along for the ride Internet and broadband use widespread Usage especially high among a few key grps E-travel commonplace Vast majority of travelers now conducting pre-trip research and booking travel online Info seeking Heavy reliance on search as a starting point Challenges with info overload

14 The Mobile Computing Revolution

The Mobile Computing Revolution

15 Comparing the Broadband and Mobile Revolutions

Comparing the Broadband and Mobile Revolutions

Internet/Broadband Era

Mobile/Social Era

Connection type

Stationary (desktop computer)

Portable (laptop, tablet or smartphone)

Flow of information

Mainly one way

Built for sharing, reviewing, & participating

Info Consumption

Discrete, task-oriented activity

Continuous, always-on activity

16 Device ownership tells the story of the mobile revolution

Device ownership tells the story of the mobile revolution

% of American adults age 18+ who own each device

Now more laptops than desktops

Now more smartphones than regular cell phones

Tablet ownership up 6x in just two years

17 Around 1/3 of the country has given up their landline phones entirely

Around 1/3 of the country has given up their landline phones entirely

(this is a huge deal for my line of work)

18 Cell owners are doing more and more with their phones

Cell owners are doing more and more with their phones

% of adult cell owners who use their phones to

19 as smartphones become more and more widespread

as smartphones become more and more widespread

17% of all cell owners go online mostly using their cell phone, instead of a desktop or laptop computer For many in the under-30 crowd, smartphones are an essential purchaseregardless of income level Mobile devices alter the racial/ethnic digital divide story Mobile users do more online, spend more time with content, share more with others

20 Smartphone owners use their phones for a range of

Smartphone owners use their phones for a range of

(complex/sensitive/advanced) activities

% of smartphone owners who use their phones to

21 Apps can provide direct pathways to discovery and exploration of

Apps can provide direct pathways to discovery and exploration of

physical spaces

Apps provide direct connections to information

App use is particularly prominent among 18-29 year olds (65% of cell owners) Most app users turn regularly to just a small handful of apps but tourism-related activities (trip planning, exploration of physical location, reservations, reviews) are well suited to the apps world

% of app downloaders who have downloaded each type of app

22 Tourism-specific examples of mobile devices and exploration of

Tourism-specific examples of mobile devices and exploration of

physical space/location

% of all adults who have used a handheld device (phone/e-reader/tablet) to

74% of smartphone owners use their phone to get directions, recommendations or other info based on their present location, and 21% use their phone to get coupons or deals to use at local businesses

23 Key words of the ubiquitous mobility era: just-in-time and spontaneous

Key words of the ubiquitous mobility era: just-in-time and spontaneous

41% of cell owners have used their phone recently to coordinate a gathering or get-together 30% have used their phone recently to decide whether or not to visit a particular business, such as a restaurant 20% have recently used their phone to visit a website that was mentioned on television (overall, half are connected viewers)

24 Age comparisons: just-in-time info

Age comparisons: just-in-time info

% of cell owners in each age group who have performed these real-time activities in the previous 30 days Source: Pew Research Centers Internet & American Life Mobile Survey, March 15-April 3, 2012.

25 Summary: Impact of Mobile Revolution

Summary: Impact of Mobile Revolution

Just in time information Where can I get a deal? Whats something fun to do here? Networked Info packed into the physical travel experience Apps, QR codes, real-time deals Announcement and validation Sharing travel successes (or failures) in real time Check out this awesome place I found!

26 The Social Media Revolution

The Social Media Revolution

27 2/3 of online adults use social networking sites, and nearly half do

2/3 of online adults use social networking sites, and nearly half do

so on a typical day

% of adult internet users who use social networking sites like Facebook, LinkedIn or Google+

28 Only search and email are more popular than social networking on a

Only search and email are more popular than social networking on a

typical day basis

% of adult internet users who do the following on a typical day

% of adult internet users who do the following on a typical day

Use a search engine to find information

59%

Send or read e-mail

59

Use an online social networking site

48

Get news

45

Go online just for fun or to pass the time

44

Look for info on a hobby or interest

35

Check the weather

34

Look online for news or information about politics

28

Look for information online about a service or product you are thinking of buying

28

Watch a video on a video-sharing site like YouTube or Vimeo

28

29 Young adults lead the way on social network use, but older users are

Young adults lead the way on social network use, but older users are

gaining ground

Since 2009, use by 50-64 year olds has doubled; use by those 65+ has grown three-fold (13% to 38%); women bigger users than men

Teen Data July 2011 Adult Data August 2012

30 Twitter is not as popular as other sites, but is growing steadily

Twitter is not as popular as other sites, but is growing steadily

16% of online adults now use Twitter, up from 8% in late 2010

% internet users in each group who use Twitter

Teen Data July 2011 Adult Data August 2012

31 Main Reasons American Adults Use SNS

Main Reasons American Adults Use SNS

Stay in touch with current friends (67%) Stay in touch with family (64%) Reconnect with old friends (50%) Connect with people with shared interests or hobbies (14%) Make new friends (9%) Follow celebrities, athletes or politicians (5%) Find romantic partners (3%)

32 Social networks give rise to News Participators

Social networks give rise to News Participators

As of Jan 2010, 37% of internet users contributed to, commented on, or disseminated news content via SNS 71% got news/info through email or SNS posts As of Jan 2011, 41% of adults were local news participators Share links to local news stories/videos Comment on local news stories/blogs Post info about their community on SNS Contribute to online discussions about their community Tag or categories local content

33 Social networks allow for personal connections with public figures and

Social networks allow for personal connections with public figures and

entities

% of SNS/Twitter users who follow

34 and those personal connections can help you find and engage with your

and those personal connections can help you find and engage with your

Superfans

44% of all adults have attended a live music, dance or theater performance in the last 12 months; its 77% for people who follow a music/dance/theatrical group or venue on a social networking site 35% of all adults have visited a museum in the last 12 months; its 82% for people who follow a museum on a social networking site 35% of all adults have attended an arts, craft or music festival in the last 12 months; its 55% for people who follow individual artists, musicians or performers on a social networking site 29% of all adults have visited an art gallery, show or exhibit in the last 12 months; its 82% for people who follow an art gallery or other visual organization on a social networking site

35 Summary: Impact of Social Media Revolution

Summary: Impact of Social Media Revolution

For users/consumers Cutting through the clutter by getting advice from people like me (note: just one element of many in decision process) Helping others with recommendations Announcement/validation, part II For vendors/producers Forge direct connections with current & potential fans Variety and scale is a huge challengechoose where to actively engage, where to lurk, where to ignore

36 Current Impacts and Future Trends

Current Impacts and Future Trends

37 The New Reality: consumer expectations for information

The New Reality: consumer expectations for information

Information is free Information is at my fingertips Information is available whenever and wherever I want or need it Information is available from multiple sources Information is all around me

38 Information is Woven Into Our Lives

Information is Woven Into Our Lives

Mobile is the needle, Social Networks are the thread

Mobile Moves information with us Makes information accessible ANYTIME and ANYWHERE Puts information at our fingertips Magnifies the demand for timely information Makes information location-sensitive

Social Networks Surround us with information through our many connections Bring us information from multiple, varied sources Provide instant feedback, meaning and context Allow us to shape and create information ourselves and amplify others messages

39 Next Generation Info Weaving: Augmented Reality

Next Generation Info Weaving: Augmented Reality

40 What does all of this mean for YOU

What does all of this mean for YOU

You can be a Filter Curator Node in a Network Community Builder Lifesaver Tour Guide

People today have access to more info than at any time in history. What they need is Trusted experts and filters to help them find, identify and utilize the best and most accurate information Someone to show them how/why information relates to them and is relevant to them Information purveyors can Let people customize info to meet their own needs Provide people with direct access to the information that is most important to them Be a one-stop shop by aggregating info, providing links to related material, and recommending other sources Participate in online social networks and make information easy to share

41 Information Purveyors Can

Information Purveyors Can

Create networks/communities around their info Facilitate connections between people with shared interests Get, listen to, and respond to feedback Identify and meet needs by tuning in to the online conversation Provide timely information when and where people need it most Make their information portable Operate in a 24/7 world, be constantly connected Connect their information to real-world places Create opportunities for information immersion and augmented realities

42 Aaron Smith Research Associate Pew Research Centers Internet &

Aaron Smith Research Associate Pew Research Centers Internet &

American Life Project asmith@pewinternet.org Twitter: @pewinternet

THANK YOU!! All data available at: pewinternet.org

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