Four times a year UK media industry watchdog Ofcom publishes a report on the media landscape.
Packed full of insight it is that rare thing of a free report that will help you if you work even just a little bit in digital communications.
It’s also a document that we often keen going back to so this time around we thought we’d fillet it and, because we love you, we thought we’d publish it in bite-sized chunks so it can help you too.
Much attention has been focussed on the fact that adults spend more time engaged with the media – eight hours 41 minutes – than they sleep which accounts fr eight hours 21 minutes.
More hidden in the report is the conclusion that the differing types of communicatin is leading to a generation gap. Where once post and the telephone was universal now young people only send a letter when they absolutely have to while the habit remains with older people.
The figures cover the first quarter of 2014.
An average day for a UK adult aged 16+ (selected)
2’58” watching live TV
1’19” listening to the radio.
0’40” recorded TV
0’36” websites or apps
0’29” phone calls
0’25” social media
0’15” newspapers (print or news website)
0’04” online news but not a news site
0’02” photo or video messaging
Popular UK social media sites
40.0 million YouTube
35.1 million Facebook
11.9 million Twitter
11.3 million LinkedIn
8.8 million Google Plus
0.9 million MySpace
0.4 million Friends Reunited
eBay overtook Amazon as the most popular retail site with 27.3 million users
Social media use by adults
2009 – 30 per cent
2010 – 40 per cent
2011 – 46 per cent
2012 – 50 per cent
2013 – 53 per cent
2014 – 54 per cent
Television 75 per cent
Internet 41 per cent
Newspapers 40 per cent
Radio 36 per cent
Adults spend more time – eight hours 41 minutes – engaged with the media than time spent sleeping (eight hours 21 minutes.)
We are getting used to following two things at once. We may watch television and use the internet at the same time as 11 hours seven minutes worth f media is consumed in that eight hours 41 minutes.
We watch two hours 58 minutes of TV a day.
There are 83.1 mobile phones in the UK.
8 hours a month is spent on Facebook
Mail has fallen 5 per cent in 12-months
20 per cent of adults didn’t get an item of post in the last week.
77 per cent of all UK households have broadband.
79 per cent of homes have a PC or a laptop.
61 per cent of all adults own a smartphone.
57 per cent of all adults use their mobile phone to access the internet.
44 per cent of all UK households have a tablet.
60 per cent of adults say that technology confuses them.
49 per cent say technology isn’t making a difference to their lives either way.
24 per cent say technology is harming their lives.
16 per cent live in a mobile phone-only home.
Radio remains popular but is falling from 24.3 to 21.5 hours a week.
71 per cent of audio activity is radio.
2 per cent have used 3D printers.
82 per cent of households have an internet connection.
66 per cent say that they rely on the post.
46 per cent say they email fr work purposes out-of-hours.
23 per cent say they email about work while they are on holiday.
80 per cent say flexible working makes it hard to switch off.
51 minutes a day is social media use.
37 per cent of their time spent using the media is spent on watching TV.
2 per cent of their time spent using the media is spent on print media.
16 per cent of their time spent using the media is spent on text.
94 per cent watch live TV.
77 per cent use email.
71 per cent send SMS messages.
18 per cent of their time spent with the media is spent on social media.
41 per cent of adults use the internet to consume news.
Adults over 65
50 per cent overall have internet access at home.
66 per cent of adults 65 to 74 have internet access.
6 per cent of their time spent using the media is spent on print media.
49 per cent of their time spent using the media is spent on watching TV.
7 per cent of their time spent using the media is spent on text.
19 per cent play games on social media – the highest of any age group.
Young people aged 16-24-years-old
74 per cent use a social network.
4 and a half hours is the time they spend on media activity every day
If they use it they’ll spend one-and-a-half hours using social media a day.
They are watching less TV a day than they did. This has fallen to 148 minutes a day from 154
60 per cent get their news online – three times the amount of other adults.
1 per cent of their time spent using media is spent on print media.
24 per cent of their time spent using media is spent watching TV or films.
23 per cent of time spent using media is spent using text.
Young people aged 12-15
30 per cent are likely to use print media – half the adult average.
36 per cent of their media time is spent on social media – double the rate of adults.
Young people aged 6-15-years-old
60 per cent use a tablet.
75 per cent say they wouldn’t know what to do without technology.
70 per cent say they tell friends and family about new technology.
18 per cent use Snapchat.
Young people aged six-11-years-old
26 per cent of their time using the media is spent using social media.
Digital TV take-up has risen from 84 per cent in 2008 to 95 per cent.
Smart TVs – web enabled TVs – have risen by five per centage points to 12 per cent in 12-months.
Smart TVs account for 45 per cent of TVs sold in the UK.
Three great things happened in local government in the West Midlands last week and it’s been a while since that happened.
Firstly, new Birmingham City Council chief executive Mark Rogers posted his first blog in his first week in charge there… and it was human. It didn’t fall into the trap of councilspeak. Or jargon. It felt like it was written by a real person. Online, the mood of staff and those who care about the city rose by several degrees. You can read the blog here and see some of the reaction here.
Okay, so this is a small step and ranged against the good times is the small matter of the £822 million that needs to be saved from Birmingham’s budget, the need to sell-off the flagship NEC, the 1,000 jobs that will go this year and the need to turn around the giant super-tanker pretty darn quick.
The task facing Birmingham City Council is immense. It’s going to hurt. But the knowledge that there is a human being in charge gives an injection of hope and the knowledge that the city stands a chance. You could argue that from this point on Mark will never be as popular. You could also say that times must be bad for public sector when a demonstration of being obviously human behaviour from someone at the top gets such a warm welcome.
And engaging on Twitter
Secondly, Mark started to engage with people online and Twitter saw a few human interactions between the bloke in charge and the bloke who does things for him as a far smaller part of the wheel. He even quoted Joe Strummer.
— Kevin Johnson (@urbancomms) March 5, 2014
Lessons from a dancing nut
Thirdly, and rather wonderfully someone in Mark’s network Liz Newton shared a link that Mark suggested people go watch. It’s leadership lessons drawn in under three minutes by a dancing guy in a field at a festival. At first, it’s just one dancing guy but in under three minutes the field is transformed.
(QUICK NOTE: THE YOUTUBE CLIP REALLY IS A KEEPER SO DON’T SKIP IT.)
To quote the narrative spoken by Derek Sivers who posted the video:
First of course, a leader needs the guts to stand alone and look ridiculous. But what he is doing is so simple it’s almost instructional. This is key. It must be easy to follow. Now here comes the first follower with a really crucial role. He shows everyone else how to follow. Notice how the leader embraces him as an equal so it’s not about the leader anymore it’s about THEM the plural. It takes guts to be the first follower. You stand out and you brave ridicule yourself. The first follower is an under-appreciated form of leadership. The first follower transforms a lone nut into a leader. If the leader is the flint the first follower is the spark.
Now here’s the second follower… this is the turning point. It’s proof the first has done well. Now, it’s not a lone nut and it’s not two nuts. Three is a crowd and a crowd is news. A movement must be public. Make sure outsiders see more than just the leader. Everyone needs to see followers because new followers emulate followers.
Now we’ve got momentum. This is the tipping point. Now we have a movement.
Leadership is really over-glorified… there is no movement without the first follower. When you see a lone nut doing something great, have the guts to be the first person to stand up and join in.’
So, that’s three lessons for leaders delivered by social media by one lone bloke in a suit in less than a week.
That happened listening to Millie Riley a broadcast assistant who was talking on BBC Radio 5’s Review of 2013.
She was talking about how under 24-year-olds consume their radio and how their radio is online, face-to-face, shared… and on the radio.
It reminded me that you can learn things from people outside public relations and I was listening thinking of how this affected me in my job as local government public relations.
Listening to Millie talk about her radio was like listening to someone talk about a foreign country. But that’s fine. I’m not in that generation born post 1982 that are known as Millenials.
Just think of it all as content without boundaries.
As Millie says:
“It’s just to do with great content. Wherever there is great content we will be. The main understanding is that it can be funny, it can be news, it can be documentaries. We can put lots of different hats on. There’s a misunderstanding that we want really funny stuff or just music. Actually, we can do all sorts of things.
“As clichéd as it may sound, wherever there is great content that’s where we’ll be.
“They’re listening to the radio and they don’t even realise they’re listening to the radio. They’ll be listening to clips on the BBC website or whatever. They’ll suddenly realise: ‘oh, that’s radio.’ Everything out there is just an amalgamation. It’s just stuff to be interested and enjoy. It might be radio. They may not even realise it.
“We do have lots of options. But if you create content that’s multi-platform and multi-media and Radio One are really good at this. They’ll create a video and then they’ll talk about it on air and people will watch it online and they just bring the two together and I think that’s the way to do it.
“The more their content becomes ubiquitous and the more they become a name on YouTube and that’s the main platform that they’re using the more people will become connected to Radio One as a brand. They’ve definitely upped their game at the beginning and end as that tells them that it’s Radio One. They’re getting better at that.”
You can hear Millie’s contribution on Soundcloud too here…
So, that leads to this kind of content. A Muse track with a homemade video and 60,000 views.
So, what does that piece of radio advice mean for my corner of communications?
It made me think of something Julie Waddicor wrote on comms2point0 about making friends with creative people from colleges as part of a campaign. That makes sense. There may be some rough edges but you’ll get a different perspective.
By thinking of something more creative you may open the door to something like Melbourne Metro system’s ‘Dumb Ways To Die’ which saw a 21 per cent dip in track incursions and 67 million views on YouTube.
So, it begs the question, what are you doing to get a message to under 24s? And others?
Are you really sure that press release of yours is making it?
Or should there be different talents in the team too?
There’s been three of late that have caught the eye. One from NASA about a petition for a Death Star and one from an Elvis impersonator singing about council gritting. One about using Star Wars to make a point.
Elvis? This was a YouTube clip made by Torfaen Council’s comms team the clip features a local singer who sings – or maybe croons – about the job the council do to keep the roads clear. You can see it here.
Yes, we can use Elvis to be human…
It’s January 2013 and Neil Jones and his team should clear their mantlepiece for the silverware for that film that will rightly come their way. Ladies and gentlemen, this is Ben Hur, Titanic and The Lord of the Rings rolled into one. Best short film, best PR on a shoestring and best use of a Welsh Elvis tribute act. Step forward, Torfaen Council.
In a fine blog post for comms2point0 Neil says they’ve had more than 250,000 views, 7,000 Facebook likes and more than 2,000 Facebook shares. They’ve also batted away FOI requests demanding how much (budget: zero) and made the BBC TV news.
But what was the success? You can read the full post here but as Neil says:
‘In the depot’ goes global using a simple, sticky message which ticked all the viral boxes. People love discussing the weather, people love discussing snow, people love Elvis and people love having a laugh. The final viral ingredients were a sprinkle of planning and perfect timing.
Fun is the key. Fun makes people smile and remember and share.
Yes, the White House can use Star Wars to be human…
I’m struck by how much it chimes with other things that work. I’m also struck by a post by Philadelphia blogger Jim Garrow who writes the fine ‘Face of the Matter’ blog points to the quite brilliant response from the US Government’s Paul Shawcross who is Chief of the Science and Space Branch at the White House Office of Management and Budget.
That’s a grand job title but in ruling out a request for the US Government to start work on a Death Star Paul writes:
The Administration shares your desire for job creation and a strong national defense, but a Death Star isn’t on the horizon. Here are a few reasons:
The construction of the Death Star has been estimated to cost more than $850,000,000,000,000,000. We’re working hard to reduce the deficit, not expand it.
The Administration does not support blowing up planets.
Why would we spend countless taxpayer dollars on a Death Star with a fundamental flaw that can be exploited by a one-man starship?
Yes, council gritters can use Star Wars to be human…
The third? Lincolnshire County Council’s skillful editing of a snowy scene to shot an At-At (that’s an enemy walking thing that’s not to be messed with) that is walking across the road with a reminder to stay safe on the roads.
It was picked up by the @starwars official account and re-tweeted to 300,000 accounts in one go.
Our cameras show Lincs drivers today must beware black ice,frozen standing snow +an Imperial assault on the rebel base. twitpic.com/bxks6r
— Lincs County Council (@LincolnshireCC) January 23, 2013
Hats off to Jonathan Fitzgerald and the comms team there.
“Our gritting teams are receiving overwhelming support and praise on our @LincsCC_Winter gritter twitter and on @LincolnshireCC for their efforts in the 2013 Snow Wars; we’re proud to give our residents – and, it seems, half the planet now, the benefit of our timely advice, warnings and updates, along with a smile.”
So in short, being human is a good way to talk to people and to ask people to listen.
That’s not rocket science.
“The best social media,” it read “doesn’t happen in an office.”
That’s dead right.
For a long while now I’ve been arguing that communications people should share the sweets, relax a little and learn to let go. It’s by doing that they can really reap the rewards of good and trusted communications channels.
I’m not alone by any means in thinking this and it’s excellent to start seeing the rewards being reaped.
Here are some good examples of digital communications that caught my eye over the last few months.
What’s worth commenting on is that the majority of the good examples are not done directly by comms people. They’re done by people in the field telling their stories or they’re using content that first originated outside an office to tell a story.
Real time updates by people on the ground work brilliantly.
Back in 2008, digital innovation in the public sector – and third sector – was isolated. What this quick link collection now shows is that it’s mainstream and unstoppable.
National Trust Dudmaston Hall, Shropshire – If only more organisations were like the National Trust. We’d all be eating better cake for one. They’re also getting good at digital communications. They’re equipping venues with social media accounts to give you updates and insights from the ground.
I’m quite partial to this stream from the Shropshire stately home which is near Bridgnorth and a personal family favourite. They talk to people and they update. More people are likely to sign-up for a venue rather than an organisation that looks after lots of venues although there is a space for that too. You can follow them on Twitter here.
Acton Scott Museum, Shropshire – An imaginative use of pictures makes this Twitter stream fly. How can you not see horse drawn ploughing and not want to go and visit? You can follow them on Twitter here.
National Trust Central Fells – Using the principle if you do good things tell people the @ntcentralfells Twitter do a good job of updating people on the work they do. Most of the time it’s witnessed by two walkers and some sheep. They updated progress on building a bridge in a remote spot of Easedale in with pictures of them at work and reaped the benefit of feedback from people stuck in offices. You can follow them on Twitter here.
Supt Keith Fraser – A Superintendant in Walsall who keeps people up to speed with events and crime in the town. Personable. Informative and willing to engage on the platform. You can follow him here.
Swedish Tourist Board – It’s rather marvellous is this. Technically, it’s run by the Swedish Tourist Board but this isn’t a collation of picture book shots and platitudes. They give the @sweden Twitter to a new Swede every week. More than 20,000 people follow it. You can follow them here.
I know this writer! Qaisar Mahmood askes what it means to be Swedish. The answer he gets: ”Blond and reserved”.
— @sweden / Micke (@sweden) April 3, 2012
Walsall Council Countryside Officers – I’m a bit biased in that I know Morgan Bowers the countryside ranger but I absolutely love what she has done with social media. A digital native she uses her iphone to update Twitter with what she is doing, what newt survey results are and pictures of the sky over Barr Beacon. This is brilliant. You can follow her on Twitter here. Her manager Kevin Clements has also picked up the baton on Twitter with regular updates. You can follow him here and it’s good to see the burden shared.
Walsall Council Environmental Health Officer David Matthews – Britain’s first tweeting environmental health officer David Matthews was a big part in why Walsall 24 worked as an event. He was able to spot snippets of interest that he passed through for others to tweet. Afterwards, he didn’t need much persuasion to take up an account in his own name. The @ehodavid was puts out the normal updates and warnings but with added humour. Much of the frontline updates is anonymised. Pictures taken of dreadful takeaways need a health warning to look at during lunchtime. You can follow him here.
9 cases of Campylobacter food poisoning last week Symptoms include diarrhoea/vomiting/stomach/pains+cramps+fever FAQ? tinyurl.com/boeanm2
— David Matthews (@EHOdavid) April 2, 2012
Pc Rich Stanley blog – Walsall has a stong claim to be a digital outpost. One of the big reasons for this is the way West Midlands Police have picked up the baton – or should that be truncheon? – and embraced social media. Pc Rich Stanley uses Twitter well but also blogs excellently on various day-to-day aspects of the job. Here he talks about policing the Aston Villa v Chelse football game.
Walsall Council Social Care – People in social care do a brilliant job. They’re good at saving lives. Literally. But all too often they don’t do a good jo of telling their story. As a sector they shelter behind big stone walls and hope a high profile case like Baby P NEVER happens to them. Tina Faulkner and Becky Robinson are comms people who both understand old and new media and have blogged stories from the frontline. You can read them here.
Walsall Leather Museum Audioboo – Francesca Cox eyes lit up when she heard of Audioboo. A couple of days later she posted this chat with a demonstrator about her first day at work. What the clip does is open up all sorts of possibilities with oral history and when embedded on another website brings a different aspect to this.
US Army – Like geeks with an interest in sub-machine guns the people behind the US Army social media presence are blending both interests well. Pinterest is a way to collect pictures in the one place. If pictures tell 1,000 words this collection speaks a great deal on what messages the military would like to get across. It’s split into themes. You can find it here.
Can We Make Walsall A More Creative Place? – Walsal Council’s regeneration scrutiny committee wanted to look at the creative industries. We launched a Facebook page to begin to connect. Fifty people have liked it so far to allow the start of feedback. Face-to-face meetings are now planned. You can like it here.
NASA Facebook timeline – One of the many things I really love about this page is the way NASA have embraced timeline. Scroll back to 1965 and you can look at content they’ve updated from that year featuring the first NASA spacewalk. For any organisation with a long history this approach is a must. You can like it here.
Northycote Park and Country Park on Facebook – Wolverhampton Council’s parks team do a really good job of innovating using social media. They’ve been experimenting with creating Facebook pages for venues. This is Northycote Park and Country Park and has 200 likes a few weeks after it was launched. It has pictures of new born lambs and updates on events. You can like it here.
Monmouthshire Council Youth Service on Facebook – Hel Reynolds has flagged up this page. A youth worker updates it. Not a comms person. This means that it has a tone that suits the people it is aimed at and doesn’t come over as trendy uncle Monmouth breakdancing at a wedding. You can like it here.
US government’s EPA Documerica project on Flickr – In the early 1970s the Documerica project sent photographers to capture environmental issues across the country. They captured car jams, low flying planes, people meeting up in public spaces and other things. They’ve posted many of the images onto Flickr and they’re a time capsule of how the US was. You can see them here. To update them they have a blog to encourage a 2012 version here and a Flickr group here.
Torfaen Council on Flickr – Here’s a council that is posting images to Flickr routinely. They show a good range of images that residents can see. You can see them here.
WV11 on PACT meetings – The wv11 blog have worked with West Midlands Police to cover public meetings – known as PACT meetings – to allow residents to pose questions and see what is happening in their patch. It’s great work and shows how you can connect to people who want to be civic minded but struggle to reach meetings. You can read a blog of a meeting here and a storify here.
Oldham Council – It’s an excellent idea to make interactive council meetings. This Guardian pieces captures why.
Birmingham City Council – Comms officer Geoff Coleman has done some excellent work with live streaming council meetings. It opens up democracy and promotes transparency. It’s netted 10,000 views. You can read about it here.
Birmingham City Council’s election plans – This year plans to be a big year in Birmingham. There’s a chance of a change of administration and there will be great attention on the council and most importantly, how they communicate the changes in real time. What better way than crowd source what people want? You can read it here.
Caerphilly Council – Digital video clips are easy to consume but notoriously difficult to do effectively. Many have tried in local government but few have been as effective as Caerphilly Council with their nationally sigificant use of YouTube clips. One clip both pokes gentle fun at themselves and features a sheep with social media logos roaming the borough. It makes you smile. It keeps you informed. It’s fleecey brilliance.
Creative commons credits:
Road at Rifle, Ohio in 1972 http://www.flickr.com/photos/usnationalarchives/3815027813/
Documerica Photographer, David Hiser, at Dead Horse Point, 05/1972 http://www.flickr.com/photos/usnationalarchives/3814966348/