Download - The pyramid of online media consumption
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THE PYRAMID OF ONLINE MEDIA
CONSUMPTION
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from spectator… to player: what are the consumption patterns?
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Entire audience
Active minority
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Spectator
Player
Entire audience
Active minority
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I take a lookShort visits.
Non-targeted profiles, onlookers,
"stray" internet usersSpectator
Player
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Shorter visitsfocused on images
(photo & video)
Spectator
Player
I take a look
I consume
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Shorter visits,targeted,
focused on text.
Spectator
Player
I read
I take a look
I consume
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reach
Spectator
Player
I read
I take a look
I consume
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This content is useful to me. I store it one way or
another: 1.0 (bookmarks) or 2.0 (Delicious, Digg…)
Spectator
Player
I read
I take a look
I keep
I consume
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I advertise the content to people around me
(orally, by email, through social
networks…)
Spectator
Player
I read
I take a look
I keep
I share
I consume
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I vote for articles,take part in surveys
on the site…
Spectator
Player
I read
I take a look
I keep
I share
I rate
I consume
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Long visits, comments posted,participation in forums.
Regular profiles, experts,
activists, enthusiasts.
Spectator
Player
I read
I take a look
I keep
I share
I rate
I comment
I consume
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I read
I take a look
I keep
I share
I rate
I propose
I consume
I affect the editorial line:write to authors, suggest topics,
post new threads in forums,
moderate…
Spectator
Player
I comment
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audience
Spectator
Player
I read
I take a look
I keep
I share
I rate
I propose
I consume
I comment
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In brief…
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Spectator
audience
reach
Player
I read
I take a look
I keep
I share
I rate
I propose
I consume
I comment
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Relationship between individuals and the media
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I read
I take a look
I keep
I share
I rate
I propose
I consume
I comment
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Distraction
I read
I take a look
I keep
I share
I rate
I propose
I consume
I comment
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Distraction
Activeconsumption
I read
I take a look
I keep
I share
I rate
I propose
I consume
I comment
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Distraction
Involvement
Activeconsumption
I read
I take a look
I keep
I share
I rate
I propose
I consume
I comment
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Distraction
Participation
Involvement
Activeconsumption
I read
I take a look
I keep
I share
I rate
I propose
I consume
I comment
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Distraction
Participation
I’m on the site
Involvement
Activeconsumption
I read
I take a look
I keep
I share
I rate
I propose
I consume
I comment
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Distraction
Participation
I’m on the site
I use the siteInvolvement
Activeconsumption
I read
I take a look
I keep
I share
I rate
I propose
I consume
I comment
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Distraction
Participation
I’m on the site
I use the site
I’m in the site
Involvement
Activeconsumption
I read
I take a look
I keep
I share
I rate
I propose
I consume
I comment
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What effects explain the various stages of the pyramid?
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Spectator
I read
I take a look
I keep
I share
I rate
I propose
I consume
I comment
Player
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Spectator
SEO Buzz
Media coverage Advertising
I read
I take a look
I keep
I share
I rate
I propose
I consume
I comment
Player
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Spectator
P2P recommendations
LoyaltyMedia coverage
Identification
SEO Buzz
Media coverage Advertising
I read
I take a look
I keep
I share
I rate
I propose
I consume
I comment
Player
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Spectator
Strong identificationActivism
ExpertisePassion
P2P recommendations
LoyaltyMedia coverage
Identification
SEO Buzz
Media coverage Advertising
I read
I take a look
I keep
I share
I rate
I propose
I consume
I comment
Player
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The virtuous circleof online media
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Positioning
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Positioning
Content
Editorial strategyResources Monitoring
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Positioning
Content
Recruitment
SEOBuzzMediaAdvertising
Editorial strategyResources Monitoring
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Positioning
Content
Recruitment
SEOBuzzMediaAdvertising
Editorial strategyResources Monitoring
Repetition
Passive audience(distraction)
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Positioning
Content
Recruitment
Network effect
SEOBuzzMediaAdvertising
Editorial strategyResources Monitoring
Repetition
Passive audience(distraction)Active audience
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Positioning
Content
Recruitment
Network effect
SEOBuzzMediaAdvertising
Editorial strategyResources Monitoring
Repetition
Passive audience(distraction)Loyalty Active audience
Involved audience
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Positioning
Content
Recruitment
Participating audience
Network effect
SEOBuzzMediaAdvertising
Editorial strategyResources Monitoring
Repetition
Passive audience(distraction)
Involved audience
Identification
Loyalty Active audience
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Positioning
Content
Recruitment
Loyalty Active audience
Involved audience
Participating audience
Network effect
Identification
SEOBuzzMediaAdvertising
Editorial strategyResources Monitoring
Feedback
Repetition
Passive audience(distraction)
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