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APHSA-ISM Annual ConferenceOctober 8, 2013
Aaron Smith, Senior ResearcherPew Research Center
Technology adoption by lower income populations
About Pew Internet• Part of the Pew Research Center, a
non-partisan “fact tank” in Washington, DC
• Studies how people use digital technologies
• Does not promote specific technologies or make policy recommendations
• Research is primarily based on nationally representative telephone surveys
What do we mean by “lower income”?
• Based on reported annual household income
• Categories collected: <10k, 10-20k, 20-30k, 30-40k, 40-50k, 50-75k, 75-100k, 100-150k, and 150k+
• Around 10-20% of respondents typically don’t report (or don’t know) income
• Limited ability to subdivide the lower-income population. But it tends to skew towards non-white; youth and seniors; low education; urban/rural
Before we get started• Apologies for making you start your
morning with charts…
• But you don’t have to write anything down!
• Because you can find these slides at pewinternet.org/presentations
1) Internet Use and Home Broadband Adoption
National averages• 85% of American adults are internet users
• 70% of American adults have some sort of high-speed home internet connection (DSL, cable, FIOS, etc)
Which means that…
• 15% of Americans do not go online from any device/location (Group 1)
• 15% of Americans go online, but do not have broadband at home (Group 2)
Internet use & broadband by income
<$10k $10,000 - $19,999
$20,000 - $29,999
$30,000 - $39,999
$40,000 - $49,999
$50,000 - $74,999
$75,000 - $99,999
$100,000 - $149,999
$150k or more0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
42%
54%
64% 63%
77%
84% 85%90% 90%
70% 70%
85% 84%
92%94%
96% 97% 96%
Broadband at home Use the internet
1
2
Age has a huge impact on which group people fall into
1%
5%
8%
11%
24%
48%
Non users: Half 65+ yrs old
18-24 25-34 35-44 45-54 55-64 65+
16%
17%
15%22%
14%
14%
Online, no broadband: Half <45 yrs old
18-24 25-34 35-44 45-54 55-64 65+
In plain English…• Around 1/3 of people making <$20k per
year are not online at all. Non-users are heavily dominated by older adults.
• Around 1/3 go online, but don’t have broadband at home.
• So how is that group accessing online content?
Many of them turn to public institutions like libraries
• 32% of lower-income (<$30k per year) Americans have accessed the internet for free from somewhere other than home, school or work in last 12 months
• 81% of lower-income Americans say it is “very important” for the library to provide free access to the internet & computers
• 35% of lower-income library users have used the internet or a computer at a library in the last 12 months
2) But mobile devices are also playing a big role
Cell ownership > internet use
<$10k $10,000 - $19,999
$20,000 - $29,999
$30,000 - $39,999
$40,000 - $49,999
$50,000 - $74,999
$75,000 - $99,999
$100,000 - $149,999
$150k or more0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
70% 70%
85% 84%
92% 94% 96% 97% 96%
83%87% 87% 89%
92%96%
98% 98% 97%
Use the internet Own a cell phone
+17+13
Smartphone or non-smart phone? Depends on your income…
LT $10k $10,000 - $19,999
$20,000 - $29,999
$30,000 - $39,999
$40,000 - $49,999
$50,000 - $74,999
$75,000 - $99,999
$100,000 - $149,999
$150k+0%
20%
40%
60%
80%
100%
17% 13% 14% 11% 9%4% 2% 2% 3%
49%
44%37%
38%37%
35%
25%16% 16%
34%43%
49% 51% 54%61%
73%82% 81%
No cell phone Cell, not a smartphone Smartphone
…but especially your age
18-29 30-49 50-64 65+0%
20%
40%
60%
80%
100%
77%
47%
22%
8%
81%
68%
40%
21%
90%87%
72%
43%
Less than $30,000 $30,000-$74,999 $75,000 or more
Smartphone ownership by age/income grouping
Smartphone ownership over time
<$10k $10,000 - $19,999
$20,000 - $29,999
$30,000 - $39,999
$40,000 - $49,999
$50,000 - $74,999
$75,000 - $99,999
$100,000 - $149,999
$150k or more0%
20%
40%
60%
80%
100%
21% 20%
26%
37%
44%
38%
53%57%
73%
35%
43%
49% 51%54%
61%
73%
82% 81%
May 2011 May 2013
+14 +8+25+20+23+10+14+23+23
Impact of smartphones on “broadband” adoption
<$10k $10,000 - $19,999
$20,000 - $29,999
$30,000 - $39,999
$40,000 - $49,999
$50,000 - $74,999
$75,000 - $99,999
$100,000 - $149,999
$150k or more0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
42%
54%
64% 63%
77%
84% 85%90% 90%
56%
66%
78%74%
85%
91%94% 95% 96%
Broadband at home Broadband OR Smartphone
+14
+12
+14
Biggest impact is among young and working-age lower income adults
18-29 30-49 50-64 65+0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
74%
60%
47%
24%
92%
79%
55%
25%
Broadband at home Broadband OR Smartphone
+18
+19
+8
Broadband/smartphone adoption among HH income of <$30k per year
Almost everyone texts, apps track with smartphone ownership
<$10k $10,000 - $19,999
$20,000 - $29,999
$30,000 - $39,999
$40,000 - $49,999
$50,000 - $74,999
$75,000 - $99,999
$100,000 - $149,999
$150k or more0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
80%75%
80% 80% 81%
88%85%
90% 90%
33%
43%46% 46%
49% 50%
59%
73%68%
Use text messaging Download apps
% of cell owners in each income group who…
Texting and apps by lower-income adults of different age groups
18-29 30-49 50-64 65+0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100% 98%
92%
68%
19%
78%
41%
14%
4%
Use text messaging Download apps
Texting/apps use among cell owners with HH income of <$30k per year
Internet use on cell phones
<$10k $10,000 - $19,999
$20,000 - $29,999
$30,000 - $39,999
$40,000 - $49,999
$50,000 - $74,999
$75,000 - $99,999
$100,000 - $149,999
$150k or more0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
50% 51%
63%60% 59%
63%
72%
83% 84%
45% of cell internet users in this income group go online mostly with
their cell phone
39% 27%30%
% of cell owners in each income group who use the internet/email on their cell phone
Tablets – growing at the low end, but still largely an elite device
<$10k $10,000 - $19,999
$20,000 - $29,999
$30,000 - $39,999
$40,000 - $49,999
$50,000 - $74,999
$75,000 - $99,999
$100,000 - $149,999
$150k or more0%
20%
40%
60%
80%
5% 5%
12%16%
14%
22%
28%
34%
45%
17%15%
26% 25%
33%
38%
50%
57%
65%
May 2012 May 2013
Tablet ownership by income category
Summary• Huge differences between young and old
lower-income adults
• Cell phones are common for all income ranges, but smartphones are mainly a young/working age phenomenon
• Many lower-income adults (esp. younger ones) are using mobile devices as their primary gateway to online life
Resources2013 Broadband update:http://pewinternet.org/Reports/2013/Broadband.aspx
2013 Smartphone update:http://pewinternet.org/Reports/2013/Smartphone-Ownership-2013.aspx
Mobile topics page (running list of latest and greatest):http://pewinternet.org/topics/Mobile.aspx
Aaron SmithSenior Researcher
Pew Research Center’s Internet Project
@pewinternet@pewresearch