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Four or More: The New Demographic
The document discusses common assumptions about technology use, particularly among different age groups, highlighting that young adults are significant users of social networking sites and mobile technology. It emphasizes the importance of privacy and reputation management among tech-savvy users, with many actively managing their online presence. The analysis also reveals demographic insights about the 'four or more' group that consistently accesses the internet through multiple devices.
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Four or More: The New Demographic
- 1. Four or More:The New Demographic Mary Madden Pew Internet & American Life Project LITA President’s Program ALA – June 27, 2010 (and a bunch of other really interesting stuff)
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- 4. Common assumptions abouttech use: Everyone uses the internet Every teen has a cell phone… … and all teens text constantly, sending an insane number of messages a day Teens no longer call anyone on the phone Teens and young adults have been supplanted by older adults on social networks The youngest are always the first tech adopters Young adults don’t care about privacy, particularly online June 27, 2010
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- 7. Young adults leadin cell phone adoption
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- 18. Teens & youngadults still more likely to use SNS
- 19. SNS use typicallystarts in high school…
- 20. Teens are notalways the first adopters… Twitter use among teens
- 21. Who gives atweet?
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- 24. Young adults arecurators of content Thinking about the ways you use social networking sites… Do you ever… All SNS users 18-29 30-49 50+ Change the privacy settings for your profile to limit what you share with others online 65 71 62 52 Delete people from your network or friends’ list 56 64 52 42 Keep some people from seeing certain updates 52 58 52 36 Filter updates posted by some of your friends 41 44 43 27 Delete comments that others have made on your profile 36 47 29 24 Remove your name from photos that have been tagged to identify you 30 41 24 16 Post updates, comments, photos or videos that you later regret sharing 12 19 9 4
- 25. Four or more:Who are they? Under age 50 Mostly male Racially diverse Higher SES *All analysis of the 4+ group based on September 2009 data
- 26. Younger than average,not as young as you might think June 27, 2010 Age Four or More All Adults 18-29 40% 21% 30-49 49% 35% 50-64 8% 25% 65+ 1% 16%
- 27. Just as raciallydiverse as the general population June 27, 2010 Race / ethnicity Four or More All Adults White 69% 69% African-American 10% 12% Hispanic 12% 13% Other 9% 6%
- 28. More typical indicators:Mostly men (64% vs. 36% - relative to 48% vs. 52% avg.) Somewhat more likely to be college grads (37% vs. 28% avg.) Somewhat more likely to earn $75K+ per yr. (33% vs. 21% avg.) June 27, 2010
- 29. What devices arethey using? Among the four or more group: 97% own desktops (vs. 62%) 96% own laptops (vs. 47%) 98% own cell phones (vs. 84%) 97% own iPods/MP3 players (vs. 43%) 85% own game consoles (vs. 37%) 57% own portable gaming devices (vs. 18%) 13% own e-book readers (vs. 3%)
- 30. Mobile devices =mobile access Those who own multiple internet-enabled devices are almost all wireless internet users: Among those who have one device : 24% use wireless Two devices : 89% use wireless Three devices : 100% use wireless Four devices : 100% use wireless
- 31. Internet everywhere Amongthe four or more group: 91% go online daily (vs. 68%) 75% go online from both home and work (vs. 51%) 78% go online from someplace other than home/work (vs. 48%) All rates are significantly higher than those for broadband users
- 32. Social media matters77% have created their own profile on an SNS site (vs. 46%) 50% visit SNS sites on a typical day (vs. 27%) 39% use Twitter or status updating (vs. 19%) 24% have created a blog (vs. 11%)
- 33. Online reputation matters77% have searched for information connected to their name online (vs. 57%) 50% say they take steps to limit the amount of information available about them online (vs. 33%) 33% work for a company that has a policy about self-presentation online (vs. 25%) 25% are required to promote themselves online as part of their job (vs. 12%) 16% have asked to have online content about them taken offline (vs. 8%)
- 34. Four or more and profile management Thinking about the ways you use social networking sites… Do you ever… All SNS users Four or more Change the privacy settings for your profile to limit what you share with others online 65 72 Delete people from your network or friends’ list 56 67 Keep some people from seeing certain updates 52 61 Filter updates posted by some of your friends 41 55 Delete comments that others have made on your profile 36 41 Remove your name from photos that have been tagged to identify you 30 33 Post updates, comments, photos or videos that you later regret sharing 12 7
- 35. Implications for librariesQuestion broadly held assumptions about tech use (me and a friend don’t always make a trend) Patrons will increasingly rely on multiple access points and cloud-supported apps Mobile internet users are social media users Privacy and reputation management are exceptionally important to the most tech-savvy groups
- 36. Thanks! Contact info:Mary Madden Email: mmadden@pewinternet.org Web: http://www.pewinternet.org Twitter: @mary_madden