Lee Rainie, Director of the Pew Research Center’s Internet Project, discusses the Project’s latest research about internet use, mobile connectivity, and social media, and what the findings mean for marketers. He will explore how "networked information" has very different characteristics from "industrial era media" and why this has profound implications for the way marketers gain attention for their messages and interact with their audiences.

1. 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: Lrainie@pewinternet.org
Twitter: @Lrainie

2. The new media ecosystem and the
Navy Yard shootings
9.16.13

3. Tweets start: 8:21 a.m.

4. Multiple Hashtags created: 8:42 a.m.

5. Pictures start emerging: 9:00 a.m.

6. …. And videos with commentary

7. Personal tweets give way to news
media tweets: Late morning

8. Live feeds from first responder scanners

9. “I’m fine” sites

10. People finder sites get used

11. Crowdsourcing the investigation …

12. … but it was shut down this time

13. Large amount of personal testimony and reaction

14. Memorials arise

15. The new arc of breaking news
Hong Ku – Visiting Fellow Nieman Journalism Lab working on an
app to help journalists discover news on Twitter

16. Networked individualism and the
triple revolution

17. 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

18. 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

19. Digital Revolution 2
Mobile – 91% … smartphone 56% … tablets 34%
326.4
Total U.S.
population:
319 million
2012

20. 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

21. • 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

22. 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+

23. 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

24. • 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

25. • More demands for
transparency
Final thoughts
• More attempts at
hacking, breaking
and entering, and
messing with you

26. Thank you!