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Communications & Attitudes:The Internet versus Print Media
Presented to: PRIMIR
John B. HorriganAssociate Director for Research
PRIMIR, December 2007 2
Key questionsKey questions
• When will everything be like Star Trek? – When reams of data are instantly available, easily
analyzed, and accessed on a flexible and portable device.
– Not any time soon, as people still:• Go to libraries• Buy books• Read newspapers . . . although less than before
• What are frictions along the pathway to that vision?
PRIMIR, December 2007 3
Two parts to the answerTwo parts to the answer
• Technology: depends on the evolution and convergence of three things:1. Displays
2. RFIDs and sensors
3. Networks
• Users: how they adopt new technology
PRIMIR, December 2007 4
Technology I: DisplaysTechnology I: Displays
PRIMIR, December 2007 5
Technology II: Displays … electronic paperTechnology II: Displays … electronic paper
PRIMIR, December 2007 6
RFIDs and Sensors: the internet in thingsRFIDs and Sensors: the internet in things
• Well deployed in business practices and supply chains.
• Growing use among consumers, e.g., smart cards or EZ pass
• Consumer concerns about privacy is issue:– Need to develop tools that let people control
information about themselves
PRIMIR, December 2007 7
Networks: Adoption of high-speed at homeNetworks: Adoption of high-speed at homeHome Broadband & Dial-Up Penetration
(% of adult Americans)
0%
10%
20%
30%
40%
50%
60%
Broadband Dial Up
PRIMIR, December 2007 8
EDUCATION: Percent in each group with broadband at home(Sept 2007 survey)
26%
38%
62%
71%
0%
10%
20%
30%
40%
50%
60%
70%
80%
LT HS HS Grad Some college College +
PRIMIR, December 2007 9
INCOME: Percent in each group with broadband at home(Sept 2007 survey)
29%
46%
56%
66%
82%
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
LT $25K $25K-$40K $40K=$60K $60K-$100K GT $100K
PRIMIR, December 2007 10
AGE: Percent in each group with broadband at home(Sept 2007 survey)
59%
49%
16%
65%
0%
10%
20%
30%
40%
50%
60%
70%
18-29 30-49 50-64 65+
PRIMIR, December 2007 11
Access on the goAccess on the go (Sept 2007 survey)
• 46% of internet users, in past year, have gone online someplace other than home or work.– For adults under 30, 68% have done this.
• Of this group:– 65% have done this using their cell phones to access
the web
– 64% have done this using a laptop on a wireless broadband to access.
– 20% have done this using a Blackberry, Palm, or PDA
PRIMIR, December 2007 12
Impact of innovations takes timeImpact of innovations takes time
• Pathway of innovation:– Invention disruption investment installation
• This process can take up to 30 years, and we’re at the beginning of the “installation phase” in the information & communication technology revolution
• Why?– Getting technology right– Getting the rules right– Drawing users in
PRIMIR, December 2007 13
Wither old media?Wither old media?(% getting news yesterday)Pew Research Center for the People & Press, May 2006 survey
Age 18-29 30-49 50-64 65+
TV News 49% 53% 63% 69%
News-paper
24 36 47 58
Radio 26 43 39 27
Online news
24 29 21 10
PRIMIR, December 2007 14
Different media sources viewed differently Different media sources viewed differently by usersby users
• Newspapers– Seen as a relaxing activity– A habit– A thorough information source
• Internet news– Convenience– Speed– Customizable
• For adults under 30, internet is a main news source – relative to newspapers – for most news categories except local news.
PRIMIR, December 2007 15
Information & communications technology
Applications
Why a typology?Why a typology?
PRIMIR, December 2007 16
How we put it togetherHow we put it together• Large survey (n=4,001) that focused on three dimensions of use
of information & communication technology (ICTs): Assets
o Internet (and broadband at home)o Computer use (laptop & desktop)o Cell phoneso iPodso Web camso Video recorders & digital cameras
Actionso User-generated contento Gamingo Cell phone applications
Attitudes
PRIMIR, December 2007 17
What we found …What we found …
10 groups of ICT users that fall broadly into three classes of users
• Tech elite (4 groups)– 31% of the adult population
• Middle-of-the-road users (2 groups)– 20% of the adult population
• Low-tech users (4 groups)– 49% of the adult population
PRIMIR, December 2007 18
The Tech-oriented groupsThe Tech-oriented groups
• Omnivores (8%) … in their late twenties:– Have the latest gadgets– Use ICTs as a platform for creativity, participation,
entertainment, socializing• Connectors (7%) … in their late 30s, mostly women:
– Into emailing and cell phone use to stay in touch with others and connect to community groups
• Lackluster Veterans (8%) … 40-ish men:– Don’t like the extra connectivity of ICTs– Use ICTs out of necessity
• Productivity Enhancers (8%) … also 40-ish:– Highly positive view of ICTs as way to manage busy lives
PRIMIR, December 2007 19
Middle of the road usersMiddle of the road users
• Mobile Centrics (8%) … in their early 30s:– Fully embrace functionality of cell phones
– Low home broadband access (37%) makes internet less central to their tech habits
• Connected but Hassled (10%) … mid-40s:– Lots of technology assets 80% with broadband
– Not a lot of tech satisfaction connectivity is a burden and many suffer from information overload
PRIMIR, December 2007 20
Low tech groupsLow tech groups• Inexperienced Experimenters (8%) … 50-ish women:
– Not a lot of gadgets or online experience, but might do more with ICTs with more familiarity with applications.
• Light but Satisfied (15%) … early 50s:– ICTs on the periphery of their lives, but they are
content with occasional use to keep up with others• Indifferents (11%) … late 40s:
– Infrequent users who find connectivity annoying• Off the Network (15%) … mostly women in mid-60s:
– This group has neither cell phones or internet access
PRIMIR, December 2007 21
Three key gaps across typology groupsThree key gaps across typology groups
AgeAttitudes about utilityPerceptions about usability
PRIMIR, December 2007 22
Age and the Typology GroupsAge and the Typology Groups
0.0%
5.0%
10.0%
15.0%
20.0%
25.0%
30.0%
Omni
vore
s
Conne
ctor
s
Lack
luste
r Vet
s
ProdE
nhan
cers
Mob
ileCen
tric
Conne
cted
/Has
sled
InxE
xp
Light
/Sat
isfie
d
Indif
fere
nt
Off Net
% population % of over 50 pop
PRIMIR, December 2007 23
Percent in selected groups who say information & communication technology helps "a lot" in making them more productive
72%66%
83%
20%
9%
1%5%
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
Omnivores Connectors ProductivityEnhancers
LacklusterVeterans
Connectedbut Hassled
Light ButSatisfied
Indifferents
PRIMIR, December 2007 24
Need help in getting gadgets to work
13%
31%
51%
0%
10%
20%
30%
40%
50%
60%
High Tech Mid-Tech Low Tech
PRIMIR, December 2007 25
Typology implicationsTypology implications
• Age matters, but it’s not the only explanatory factor• Gaps & frictions cut in different ways:
– Many have more tech than they use– Some might do more with more technology and more
experience– Many users will use ICTs only with lots of coaching &
support.– Some are unlikely ever to embrace ICTs
• Lots of tech capability idle in people’s hands & homes
• Far from the “mature phase” of ICT adoption and use in the United States
PRIMIR, December 2007 26
Implication for printing industriesImplication for printing industries • Online resources complement traditional media,
they don’t substitute completely for them.• Young people are:
– more reliant on the internet and other information gadgets than older people.
– less likely to form newspaper reading habit• Roughly one-third of the adult population are
attuned to new media.• The day when electronics can enable highly
portable and flexible displays is a way off.• The challenge for the printing industry is to be
open to product and institutional innovation.