Research Specialist Aaron Smith recently was part of a panel at RTIP discussing how people actually use social media and ways in which the racing industry can use it to their advantage.

1. Online participation in the social media era Racetrack Industry Program December 10, 2009

3. The internet then and now 2000 46% of adults use internet 5% with broadband at home 50% own a cell phone 0% connect to internet wirelessly <10% use “cloud” = slow, stationary connections built around my computer 2009 77-79% of adults use internet 63% with broadband at home 85% own a cell phone 54-56% connect to internet wirelessly >two-thirds use “cloud” = fast, mobile connections built around outside servers and storage

4. Online activity pyramid Today’s internet is built on communication, sharing and creativity Basic online entertainment (online videos, playing games) E-commerce (online shopping, banking, and travel reservations) Research and information gathering (product research, news, health and religious information searches) Email and search Active engagement with social media (visit SNS, create SNS profile, create blogs) More advanced online entertainment (download videos, music and podcasts) More advanced communication and passive social media use (instant messaging, visit SNS, read blogs)

5. The social web is built on people posting content about things that interest them

9. Online social networks have “democratized” since 2005 Skews female (54% female vs. 46% male) Skew male (55% vs. 45%) Despite growth among older cohorts, young adults actually make up a greater proportion of SNS users than in 2005 Skews towards under-45 Same No racial/ethnic differences Rural areas lag slightly, but urban tilt has largely disappeared Concentrated in urban areas (41% vs. 32% of all internet users) Education levels look just like the rest of the online population Highly educated (45% have college degree, vs. 35% of online population) SNS users, 2009 SNS users, 2005

11. Content creation activities 26 Post comments to an online news group, website, blog or photo site 30 Share something online that you created yourself, such as your own artwork, photos, stories or videos 15 Take material you find online—like songs, text or images—and remix it into your own artistic creation 11 Create or work on your own online journal or blog 14 Create or work on your own webpage 15 Create or work on webpages or blogs for others % of internet users Activity

14. Content creators are mobile and connected to others

15. OK, so people post stuff online…what’s the big deal and why should I care?

16. Participation  Changes in attitudes 47% 22% I would not be as involved in this campaign as much if it weren’t for the internet 54% 28% The internet helps me feel more personally connected to my candidate or campaign of choice Agree (participatory class) Agree (all internet users)

17. Participation  Changes in behavior