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KPurcell AZ State Library FINAL


									         Information on the Go:
         Digital technology trends
         impacting today’s libraries
         and librarians
         E-reader Summit and Technology Showcase
         Arizona State Library
         Phoenix, AZ
         September 20th, 2010

      Kristen Purcell, Ph.D.
   Associate Director, Research
Pew Internet & American Life Project
Pew Internet Project

• Part of the Pew Research Center, a
  nonpartisan “fact tank” based in Washington,
• Provide high quality, objective data to
  thought leaders and policy makers
• Funded by the Pew Charitable Trusts
• All US findings are based on nationally
  representative telephone surveys of…
   – US adults age 18+, or
   – US teens ages 12-17
   – Drawn from dual-frame (RDD/cell) samples
Today’s Discussion
1)       What’s Mobile Got to Do With It?
     –        U.S. cell phone and internet use trends
     –        The rise of social media
     –        E-readers, tablet computers, and apps

2)       The New Information Ecology
     –        What are the hallmarks of the new information ecology?
     –        Online information consumers
          •       who they are
          •       how they behave
          •       what they like

3)       Leveraging New Technologies
     –        Tips for success in the new information ecology
What’s Mobile Got to Do With It?
US Adult Cell Phone Use
Laptops are Becoming the Computer of Choice
Mobile Internet Use
US Adult Wireless Internet Use
       All adults      18-29        30-49        50-64        65+



% who connect to the internet wirelessly using a laptop or handheld device
What’s Mobile Got to Do With It?

• Overall, wireless internet users are more engaged in online

• Half of all African-American adults in the US (48%) have
  used their cell phone to access the internet, compared with
  40% of Hispanic adults and 31% of white adults

• Overall, African-American adults are the most active
  mobile internet users

• African-American mobile internet use is growing at a faster
  rate than non-Hispanic whites and Hispanics
US Teen Mobile Use
US Teen Mobile Use
US Adult and Teen Social Media Use
   Percent of internet users in each age group who use…
Blogging is Down For Young Adults
Content Sharing is Growing Among Adults
Summary of US Teen Online Activities
•   73% of online teens use SNS (up 50%)
•   14% blog (down 50%)
•   8% use Twitter
•   8% visit online virtual worlds

• 38% share content online (steady)

•   62% get news about current events and politics
•   48% buy things online
•   31% get health, dieting, fitness info
•   17% get info about sensitive health topics
 US Adult Gadget Ownership
  Percent of US adults 18+ who own each type of gadget…



                                                                 5%         4%

Cell Phone   Desktop     Laptop    MP3 Player   Game Console   e-Reader     Tablet

               Based on an August 2010 Pew Internet tracking survey
       Wireless Internet Other than Cell/Laptop
       Percent of Owners Who Use Each Device To Go Online…

                                                             In May
80%                                                          2010, 59%
                                                             of tablet
                                                      46%    reported
40%                              35%                         using their
                                                     29%     device to
20%        22%                                               access the
                                                     16%     internet
            11%                   15%
         December 2007      September 2009       May 2010

          Game Console          e-Book        MP3 Player
Adult E-Reader and Tablet Ownership (May 2010 data)
                   Percent With     Percent With
                    e-Readers     Tablet Computers
 Less than HS           0                1
 HS Grad                3                1
 Some college           2                4
 College Grad           9                4

 <$30,000               1                2
 $30,000-$49,999        2                1
 $50,000-$74,999        5                2
 $75,000+               8                5
Adult Apps Use

                        All adults

                   82% use cell phones

                      35% have apps

                      24% use apps

        35% of adults have apps on their phones,
            but only 24% actually use them
Who is Using Apps?
•   43% of US adult cell phone users have apps on their phones
     – 29% have downloaded an app to their phone
     – 38% have purchased a phone with preloaded apps

•   Among those who have apps, only 68% actually use them

•   One in ten adults with a cell phone (11%) are not sure if their
    phone is equipped with apps

•   Apps users are disproportionately male, young, affluent, and
    highly educated.

•   Apps users also skew slightly Hispanic compared with other cell

•   The app downloader population skews even more toward being
    male and young
App Use Still Ranks Low
Apps use ranks low among non-voice cell phone activities
% of adult cell phone users who do each of the following on their phone…

Take a picture                                                         76%
Send or receive text messages                                           72
Access the internet                                                     38
Play a game                                                             34
Send or receive email                                                   34
Record a video                                                          34
Play music                                                              33
Send or receive instant messages                                        30
Use an app                                                              29
 How Many Apps Do Adults Have?
The average adult has 18 apps, young adults have more
Mean and median number of apps for each group…

                                                 Median   Mean
All adults with apps                               10      18

Age 18-29                                          12      22
Age 30-49                                          10      16
Age 50+                                            8       13
Which Apps Are Most Popular?
• According the Nielsen Apps Playbook, the most popular
  apps among US adults are…
   – games
   – news/weather
   – maps/navigation
   – social networking
   – music
• Women and young adults in their sample were the
  heaviest social networking and game apps users
• Older and higher income adults in their sample were most
  likely to use map/navigation apps and news/weather apps
Highlights of the New Information Ecology
Then and Now
  Industrial Age     Information Age
     Info was:           Info is:
      Scarce           Abundant
    Expensive            Cheap
   Institutionally     Personally
      oriented          oriented
   Designed for       Designed for
   consumption        participation
The “New” Information Ecology

Volume of
 The “New” Information Ecology

Venues of
 intersecting with
 information and
 people multiply and
 the availability of
 information expands
 to all hours of the
 day and all places
 people are
    The “New” Information Ecology

Valence (relevance)
  of information
  improves – search
  and customization
  get better as we
  create the “Daily
  Me” and “Daily Us”

     ~40% of online adults get RSS feeds
 ~35% customize web pages for info they want
     The “New” Information Ecology

 Voting on and
  ventilating about
  proliferates as
  tagging, rating, and
  commenting occurs
  and collective
  intelligence asserts
31% of online adults rated person, product, service
The “New” Information Ecology

                                Where Americans
                                get their news
                                and information
                                on a typical day
                   59%           Online and Offline
                                 Offline Only
                                 Online Only
                                 No News
 The Online News/Information Consumer
   71% of American adults          The majority of online
ever get news or information      news and information
           online              consumers are under age 50
 The Online News/Information Consumer
   71% of American adults           Almost a third of online
ever get news or information       news and information
           online               consumers are under age 30

*The median age of online news/info consumers is 40
Online News/Information Consumers in the US…

•    Are more educated than other online
     adults and other adults in general
•    Have higher incomes than other online
     adults and other adults in general
•    Are disproportionately white and
•    Are much more likely than other online
     adults to have home broadband access
     and to have premium broadband service
The Online News/Information Consumer

Most Popular Online Sources for News and Information

            Portal Sites                                       56

     TV News Org Site                                    46

    Special Topic Site                              38

       Newspaper Site                               38

  Indiv or Org on SNS                          30

    Int'l News Org site                 18

 % of Online News/Info Consumers Who Use Each Site on a Typical Day
 The Online News/Information Consumer
What Are the Most Popular Online News/Information Topics?

% of Online Adults Who Get News/Information Online About Each Topic
    The Online News/Information Consumer
       Most Popular Features of Online News Sites
Links to related material                                                 68
    Multi-media content                                       48
Portal/News aggregator                                        48
   Easily share content                                  44
                                                                     57             Total
       Customize news                                         48                    18-29
     Interactive material                          38
     Ability to comment                            37
   Follow on soc media                    25

        % of Online News/Info Consumers Who Say Each Feature is Important
The Online News/Information Consumer

Online News/Info Consumers are…
•    Efficient Grazers (78% routinely rely on five or fewer
     websites for their news/info and portals are most
•    Hunters and Gatherers (71% go online specifically
     to get news/information at least a few times a week)
•    Serendipitous News/Info Discoverers (80% come
     across news/information at least a few times a week
     while they are online doing other things)
•    News/Info Receivers (44% get news/information
     forwarded to them through email, automatic updates
     and alerts, or posts on social networking sites at least
     a few times a week)
Online News and Information

                  Online News and
                  Information is…
                  •     Portable
                  •     Participatory
                  •     Personalized
Online Information is Portable

 • “On the Go” News/Info Consumers
    – 26% of adults access news/information on their cell
    – Among this population, 73% use social networking
      sites and 29% use Twitter
    – Typically a white male, age 34, employed full-time
    – One in ten adults gets news alerts sent to his or her
 • The mobile phone allows anytime/anywhere
   access to information
 • Info is consumed on the individual’s terms,
   when they want, where they want
Online Information is Participatory
 • “News Participators”
    – 37% of internet users have contributed to the creation of
      news, commented on it, or disseminated it via postings
      on social network sites like Facebook or Twitter
    – Half of all online African-Americans (46%) are news
      participators (disproportionately high SNS use)
    – Overall, 71% of internet users get news and information
      through email or posts on social networking sites
    – 42% of online news/info consumers say being able to easily
      share material is something they look for in a news site
    – 65% look for news sites with links to related material
    – 36% look for news sites with interactive material
    – 35% look for news sites where they can comment on stories.
Online Information is Participatory

 • “News Participators” are standing in the information

 • Thanks to them, your story/information has an organic
   life beyond your presentation of it
Online Information is Personalized

 • “The Daily Me” Takes Shape
    – 28% of internet users have customized their
      homepage to include news and information of
      particular interest to them
    – 39% say being able to customize content is
      something they look for in an online news site

    – 42% of online news/info consumers say being able to customize
      information is something they look for in a news site
Leveraging New Technologies
        1996 Benton Foundation report:
         “Buildings, books, and bytes”

 "If you plopped a library down. . .30 years from
      now. . .there would be cobwebs growing
everywhere because people would look at it and
   wouldn't think of it as a legitimate institution
       because it would be so far behind. . ."
              -- Experienced library user.
How Technology Changes the Role of Libraries

• Makes it possible for organizations like
  libraries to become “nodes” in people’s
  networks that can help them solve problems
  and make decisions
• Allows for immediate, spontaneous creation of
  networks that can include libraries
• Gives people a sense that there are more
  “friends” in their networks like librarians that
  they can access when they have needs
No longer think like this…
Now think like this…
Being a Node in a Social Network

• You are a friend, not an institution
• Your strengths are being an expert, a filter, a
  recommender (linker), and a facilitator
• Your audience is bigger than the available
  evidence provides – lurkers and future arrivals are
  part of the mix
• Your information can have an organic life beyond
  your presentation of it
• You can build communities with your material
Being a Node in a Social Network

• You can participate in the Web 2.0 world
• There is a move towards mobility, constant
  connectivity, perpetual contact
   – This changes the realities of time and space
     and presence
• You can ask for feedback
• You can act on/respond to that feedback
• You can create opportunities for interaction with
  and customization of material
• You can facilitate information sharing
The Four A’s of Online Information Flow
• Get Attention
   –   Leverage your services and knowledge
   –   Offer alerts, updates, feeds
   –   Have a presence in relevant places
   –   Find pathways to people through their social network

• Enable Acquisition
   –   Offer services and media in many places
   –   Pursue new distribution methods for your collections
   –   Point people to good material through links
   –   Participate in conversations about your work/material
       with your patrons
The Four A’s of Online Information Flow
• Help with Information Assessment
   – Exploit your skills in knowing the highest quality
     material (70% of adults say they are overwhelmed by the amount
     of news and information available today)
   – Aggregate the best related work

• Facilitate Action
   – Offer opportunities for feedback
   – Offer opportunities for remixing, customization,
   – Offer opportunities for community building
   – Offer opportunities to learn how to use social media
The internet, mobile technology and social media grant access
  to populations that have been traditionally hard to reach:

It’s not about cobwebs.... It’s
  about social webs …. And
     libraries can be at the
         center of them!
Available at
• The Rise of Apps Culture

• Cell Phones and American Adults

• Mobile Access 2010

• Understanding the Participatory News Consumer

• Social Media and Young Adults

• Teens and Mobile Phones 2004-2009

• Wireless Internet Use
Thank you!
Kristen Purcell, Ph.D.
Associate Director, Research
Pew Research Center’s Internet & American Life
1615 L Street NW
Suite 700
Washington, DC 20036

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