5 attention zones in the age of the internet
DESCRIPTION
PEW data shows that we consume content in 5 distinct ways Streams, Stacks, Snacks, Socials and Signals. Info from Lee Rainie and the PEW internet project. Within the last 15 years how we find and consumer information has changed drastically because of the pervasive reach of broadband internet, mobile connectivity and social networking.TRANSCRIPT
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5 ATTENTION ZONES IN THE NEW MEDIA LANDSCAPE JUNE 2014 - LEE RAINIE PEW INTERNET PROJECT
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NEW MEDIA AND 5 ATTENTION ZONES
Streams Stacks Snacks Socials Signals
The rise of broadband internet, mobile connectivity & social networking has networked information, making it a “third skin” leading to 5 new attention zones
1 2 3 4 5
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STREAMS
Media Strategy: apps, Buzzfeed-i-fied, customizable, tagging and saving, compelling surrounding material, spreadable content, entry points through networks, curation by editors, serendipitous encounters
Time Spent Device Engagement Influencers
Alleditors, social networks
continus partial attention, horizontal reading
Motivation: Catching-up, Checking-in, Curiosity
Content: News (broad definition), social updates
1/4th -1/3rd
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STACKS
Media Strategy: search optimized, cut and paste, FAQs Geared up for participation, feedback friendly
Time Spent Device Engagement Influencers
Desktop/Laptop
trusted brands & known experts (professional & amateur)
full attention, vertical reading
Motivation: Learning, Mastery, Productivity
Content: Actionable info, how-to sensibility, links and other resources
1/4th -1/3rd
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SNACKS
Time Spent Device Engagement Influencers
Media Strategy: apps, predictable and compelling home screen, clear headlines
Smartphone
brands, quality of social network
distracted, quick-twitch 5 - 10%
-
Motivation: Killing time, beating boredom
Content: Gamified, bite-sized headlines, link dense
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SOCIALS
Time Spent Device Engagement Influencers
Media Strategy: spreadable content, mediated by network influencers (treat them like traditional influencers), enable participation and feedback
All
Super-networkers, primary nodes in the networkpartial, browsing10%
Motivation: Friend Grooming Content: Social, personal, entertaining
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SIGNALS
Time Spent Device Engagement Influencers
Media Strategy: scoops, built on insights from user analytics, location-enabled
Smartphone/Tablet
Brandsglancing or galvanized < 5%
Motivation: Real-time awareness Content: headlines
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~MINDSHARE AVERAGE % OF MEDIA TIME SPENT
Streams
Stacks
Snacks
Socials
Signals
OTHERbetween 1/4th and 1/3rd
29% demonstrated
between 1/4th and 1/3rd 29% demonstrated
5% to 10% 7.5% demonstrated
10% 10% demonstrated
<5% 3% demonstrated
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HOW IT IMPACTS PUBLISHERS & CONTENT CREATORS
New Priorities
• real-time info
• just-in-time queries
• linked & actionable info
• shareability
New Issues
• privacy
• monetization
• increased power of “big data” and predictive analytics
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LOOKING TO THE FUTURE
The rise of the internet of thingsTHE NEXT CHANGE
Synchronized spaces THE 6TH ZONE
homes, bodies, communities, & environment
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Link to the full presentation
http://www.pewinternet.org/2014/06/19/streams-stacks-snacks-socials-signals/
Source: Streams, Stacks, Snacks, Socials and Signals by Lee Rainie with Pew Internet & American Life Project for bankrate.com’s Partner conference