Upload
shauna
View
24
Download
0
Tags:
Embed Size (px)
DESCRIPTION
FRIENDING LIBRARIES The newest nodes in people’s social networks Lee Rainie – Director Pew Internet Project Computers in Libraries – Arlington, VA March 30, 2009. The internet is the asteroid: Then and now. 2000 46% of adults use internet 5% with broadband at home 50% own a cell phone - PowerPoint PPT Presentation
Citation preview
FRIENDING LIBRARIESThe newest nodes in people’s social networks
Lee Rainie – Director Pew Internet ProjectComputers in Libraries – Arlington, VA March 30, 2009
3.30.2009 2Friending libraries
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
The internet is the asteroid: Then and now
2008
75% of adults use internet
57% with broadband at home
82% own a cell phone
62% connect to internet wirelessly
>53% use “cloud”
= fast, mobile connections built around outside servers
and storage
3.30.2009 3Friending libraries
Ecosystem changes
1.Volume of information grows2.Variety of information increases3.Velocity of information speeds up4.The times and places to experience
media enlarge5.People’s vigilance for information
expands AND contracts
3.30.2009 4Friending libraries
Ecosystem changes
6.The immersive qualities of media are more compelling
7.Relevance of information improves8.The number of information “voices”
explodes – and becomes more findable
9.Voting and ventilating are enabled10.Social networks are more vivid
3.30.2009 5Friending libraries
Behold Homo Connectus
A different species with a different sense of … • Expectation about access to information • Place and distance• Presence with others• Possibilities of play• Time use • Personal efficacy• Social networking possibilities
3.30.2009 6Friending libraries
New tech-user typology
Overall picture39% are motivated by
mobility5 groups that are being
drawn into deeper use thanks to mobile connections
Wireless connections prompt them to use the internet more and feel better and better about its role in their lives
Self expression and networking matters to them, but some have mixed feelings
61% are tied to stationary media
5 groups that do not feel the pull of mobility – or anything else – drawing them deeper in the digital world
Some have lots of technology, but it is relatively peripheral in their lives.
They have plateaued in internet use -- or are on the outskirts of digital life
3.30.2009 8Friending libraries
Motivated by mobility – Group 1Digital collaborators (8% of population)
Tech lifestyle attributes
With the most tech assets, Digital Collaborators use them to work with and share their creations with others.
The lead the pack in every dimension of our analysis: assets, actions, attitudes towards technology.
Always-on broadband and always-present cell connection is key to their lives.
These veteran users are enthusiastic about how ICTs help them connect with others and confident in how to manage digital devices and information.
3.30.2009 9Friending libraries
Motivated by mobility – Group 1Digital collaborators (8% of population)
Demographics• Male: 56%• Median age: 39• Race: Diverse• Education: 61% college +• Household income: 53% make > $75K• Employment status: 70% employed FT• Community type: 52% suburb; 36% urb.• Funky facts: 12 years online
73% married 51% parents minor children
3.30.2009 10Friending libraries
Motivated by mobility – Group 1Digital collaborators (8% of population)
How to be a node in their network
• Be a place for them to jack into the grid
• Give them a place to collaborate and share
• Enlist their help in giving you coaching and feedback on the experiments with technology you want to try
3.30.2009 11Friending libraries
Motivated by mobility – Group 2Ambivalent networkers (7% of population)
Tech lifestyle attributes
Ambivalent Networkers have folded mobile devices into how they run their social lives, whether though texting or social networking tools online.
They tie for first or take second in all assets and actions categories.
They also rely on ICTs for entertainment. But they also express worries about
connectivity; and some find that mobile devices are intrusive.
Many think it is good to take a break from online use.
Their keyword about technology might be “obligation” – can’t afford to be off the grid, even though they want to be.
3.30.2009 12Friending libraries
Motivated by mobility – Group 2Ambivalent networkers (7% of population)
Demographics• Male: 60%• Median age: 29 (youngest)• Race: Little more minority than DigCollab.• Education: 23% college +• Household income: 44% make < $50K• Employment status: 64% employed FT• Community type: 44% suburb; 45% urb.• Funky facts: 30% are students
34% are NOT email users 83% are cell texters
3.30.2009 13Friending libraries
Motivated by mobility – Group 2Ambivalent networkers (7% of population)
How to be a node in their network
• Be a sanctuary – and a place where they have permission to go offline
• Offer gaming haven (54% of them own video game console)
• Help them figure out the new etiquette of online social networking (54% have SNS profile)
• Help them navigate information overload
3.30.2009 14Friending libraries
Motivated by mobility – Group 3Media movers (7% of population)
Tech lifestyle attributes
Media Movers have a wide range of online and mobile habits, and they are bound to find or create an information nugget, such as a digital photo, and pass it on.
These social exchanges are central to this group’s use of ICTs – rather than work-related uses.
Cyberspace, as a path to personal productivity or an outlet for creativity, is less important.
They are not into online content creation the way Digital Collaborators are, yet they are big-time sharers.
3.30.2009 15Friending libraries
Motivated by mobility – Group 3Media movers (7% of population)
Demographics• Male: 56%• Median age: 34 (second youngest)• Race: Diverse• Education: 32% college+ (average)• Household income: 56% make > $50K• Employment status: 70% employed FT• Community type: 55% suburb; 30% urb.• Funky facts: 31% record video on cell
87% own dig. camera 90% online health seekers
3.30.2009 16Friending libraries
Motivated by mobility – Group 3Media movers (7% of population)
How to be a node in their network
• Help them find outlets for sharing their creations
• Help them navigate to material that they can pass along to others
• Social networking is a socializing experience for them and information sharing is a social currency
3.30.2009 17Friending libraries
Motivated by mobility – Group 4Roving nodes (9% of population)
Tech lifestyle attributes
Roving Nodes are active managers of their social and work lives using their mobile device.
They get the most out of basic applications with their assets – such as email or texting – and find them great for arranging the logistics of their lives and enhancing personal productivity.
They love email and texting, but are too busy to blog or create other content.
Think working Little League mother, or caregiver for aging parent.
3.30.2009 18Friending libraries
Motivated by mobility – Group 4Roving nodes (9% of population)
Demographics• Female: 56%• Median age: 39• Race: Diverse >Latino• Education: 44% college+ (2nd highest)• Household income: 52% make > $50K• Employment status: 68% employed FT• Community type: 48% suburb; 39% urb.• Funky facts: 100% have cell phones
heavy internet use at home and work – hard to give up
say tech gives them control
3.30.2009 19Friending libraries
Motivated by mobility – Group 4Roving nodes (9% of population)
How to be a node in their network
• Help them be efficient• Give them access to technology
so they can check in and check up on things
• Help them be more efficient parents
• Teach them about using the cloud applications
3.30.2009 20Friending libraries
Motivated by mobility – Group 5Mobile newbies (8% of population)
Tech lifestyle attributes
This group rates low on tech assets, but its members really like their cell phones.
Mobile Newbies, many of whom acquired a cell in the past year, like how the device helps them be more available to others. The act of getting a cell phone was like a conversion experience for them in the way it opened up the world.
They would be hard pressed to give up the cell phone. And they express general support for the role technology can play in people’s lives even though most do NOT use the internet.
3.30.2009 21Friending libraries
Motivated by mobility – Group 5Mobile newbies (8% of population)
Demographics• Female: 55%• Median age: 50 (oldest MBM group)• Race: A bit weighted to minorities• Education: 72% HS or less• Household income: 45% make <$40K• Employment status: 53% employed FT• Community type: 24% rural• Funky facts: just 39%=internet users
46% use computersnone create internet content
love new connectedness
3.30.2009 22Friending libraries
Motivated by mobility – Group 5Mobile newbies (8% of population)
How to be a node in their network
• Offer how-to material, coaching, and mentoring
• Offer technology access• Offer tech support• Offer pathways to the wonders of
the web – they are just getting their feet wet and do not know much about the useful and fun stuff they can find online
3.30.2009 23Friending libraries
Stationary media majority – Group 1Desktop veterans (13% of population)
Tech lifestyle attributes
This group of older, veteran online users is content to use a high-speed connection and a desktop computer to explore the internet and stay in touch with friends.
They are happy to be connected with they are stationary and sitting. So, they place their cell phone and mobile applications in the background.
For them, online life hit its zenith about 3-5 years ago when they first got broadband connections.
And their 2004 cell phone still serves its primary purpose for them – making phone calls.
3.30.2009 24Friending libraries
Stationary media majority – Group 1Desktop veterans (13% of population)
Demographics• Male: 55%• Median age: 46• Race: Skews white• Education: 41% college+ (3rd highest)• Household income: 32% make >$75K• Employment status: 56% employed FT• Community type: 52% sub.; 30% urb.• Funky facts: just 77% have cells
int. user 10.5 years heavy int. users at home
and work average content creators
3.30.2009 25Friending libraries
Stationary media majority – Group 1Desktop veterans (13% of population)
How to be a node in their network
• Offer them access to good computers with good connections
• They are self sufficient and don’t need a lot of hand holding on search and browsing – kind of people who will use self-serve checkout and reserved material
• May want help/tutorials with content creation and new applications
3.30.2009 26Friending libraries
Stationary media majority – Group 2Drifting surfers (14% of population)
Tech lifestyle attributes
Many have the requisite tech assets, such as broadband or a cell phone, but Drifting Surfers are infrequent online users.
They also are not big fans of mobile connectivity.
When they use technology, it is for basic information gathering.
It wouldn’t bother the typical Drifting Surfer to give up the internet or cell phone.
Likely to be secondary user of technology in household.
3.30.2009 27Friending libraries
Stationary media majority – Group 2Drifting surfers (14% of population)
Demographics• Female: 56%• Median age: 42• Race: Diverse• Education: 33% college+; 33% HS• Household income: 46% make >$50K• Employment status: 66% employed FT• Community type: 46% sub.; 35% urb.• Funky facts: 85% have home broadbd
86% have cells below aver. tech user tech doesn’t help much
46%=“good to take break”
3.30.2009 28Friending libraries
Stationary media majority – Group 2Drifting surfers (14% of population)
How to be a node in their network
• Don’t force technology on them• Your traditional services are what
most appeals to them about you• Tech support might be appealing
– they report problems with gadgetry that prompts them to give up hope
3.30.2009 29Friending libraries
Stationary media majority – Group 3Information encumbered (10% of population)
Tech lifestyle attributes
Most people in this group suffer from information overload and think taking time off from the internet is a good thing.
Their attitudes about the role of technology in the world have worsened since 2006 and they see no great benefits from technology in their personal lives.
The Information Encumbered are firmly rooted in old media to get information and communicate.
3.30.2009 30Friending libraries
Stationary media majority – Group 3Information encumbered (10% of population)
Demographics• Male: 67% (highest)• Median age: 53• Race: Skews white• Education: 33% college+; 37% HS• Household income: 42% make <$40K• Employment status: 40% employed FT• Community type: 48% urb; 20% rural• Funky facts: 99% are int. users
75% are cell users only 52% online typ. day 52%
feel overloaded 62% need help new gad.
3.30.2009 31Friending libraries
Stationary media majority – Group 3Information encumbered (10% of population)
How to be a node in their network
• Sympathize that the world is changing rapidly
• Don’t force technology on them• Be their filters for information• They will appreciate classic
reference librarian skills• Be a referral service for them in a
stressful economy
3.30.2009 32Friending libraries
Stationary media majority – Group 4Tech indifferent (10% of population)
Tech lifestyle attributes
Members of this group are not heavy internet users.
Although most have cell phones, they don’t like their intrusiveness.
The Indifferent could easily do without modern gadgets and services. They are too much trouble with too little payoff.
3.30.2009 33Friending libraries
Stationary media majority – Group 4Tech indifferent (10% of population)
Demographics• Female: 55% • Median age: 59 (2nd oldest)• Race: Diverse (little higher Af-Am)• Education: 73% HS or less• Household income: 59% make <$50K• Employment status: 34% employed FT• Community type: 26% rural• Funky facts: just 39% are int. users
46% computer users but 86% are cell users
least likely users of everything
3.30.2009 34Friending libraries
Stationary media majority – Group 4Tech indifferent (10% of population)
How to be a node in their network
• See no benefits in technology because it is not relevant to their lives – at home or work
• High levels say discouraged and confused when technology doesn’t work
• Gentle tutorials might ease their views – Internet 101
• Libraries might be their only lifeline to digital age, but you have to make case technology can help
3.30.2009 35Friending libraries
Stationary media majority – Group 5Tech indifferent (10% of population)
Tech lifestyle attributes
Members of this group have neither cell phones nor online access, and tend to be older and low-income.
Some have experience with ICTs. They used to have online access and as many as one in five used to have a cell phone.
But it broke, or didn’t provide much enhancement to their worlds, so they did not return to using the technology.
3.30.2009 36Friending libraries
Stationary media majority – Group 5Tech indifferent (10% of population)
Demographics• Female: 57% (highest)• Median age: 67 (oldest)• Race: Skews to minorities• Education: 80% HS or less• Household income: 38% make <$20K• Employment status: 17% employed FT• Community type: 30% rural• Funky facts: just 16% have desktop or
laptop they see no lifestyle
improvements with technology
3.30.2009 37Friending libraries
Stationary media majority – Group 5Tech indifferent (10% of population)
How to be a node in their network
• Traditional library services are most essential and useful to them
• Community activities and socializing opportunities are probably their biggest needs from local institutions
• Computer 101 and Internet 101 courses might draw some of them to your library
3.30.2009 38Friending libraries
Friending libraries are 5+ things …
• Pathways to problem-solving information• Pathways to personal enrichment• Pathways to entertainment• Pathways to new kinds of social networks
built around people, media, and institutions• Pathways to the wisdom of crowds, so you
fill your own future here … ______________________________
3.30.2009 39Friending libraries
Thank you!
Lee RainieDirectorPew Internet & American Life Project1615 L Street NWSuite 700Washington, DC [email protected]