Four or More: The New Demographic
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Four or More: The New Demographic

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Trends in social media and cloud computing are often examined through the lens of younger users and broadband users, who have consistently been more actively engaged online when compared with other ...

Trends in social media and cloud computing are often examined through the lens of younger users and broadband users, who have consistently been more actively engaged online when compared with other groups.

This presentation highlights new research on teens, young adults and social media use while also identifying a new leading edge group that deserves the same attention: those who own four or more internet-connected devices.

Those interested in how a future of “internet everywhere” might look should get to know this exceptionally connected early adopter group.

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Four or More: The New Demographic Four or More: The New Demographic Presentation Transcript

  • 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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  • Common assumptions about tech 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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  • Young adults lead in cell phone adoption
  • June 27, 2010
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  • June 27, 2010
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  • Teens & young adults still more likely to use SNS
  • SNS use typically starts in high school…
  • Teens are not always the first adopters… Twitter use among teens
  • Who gives a tweet?
  • June 27, 2010
  • June 27, 2010
  • Young adults are curators 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
  • 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
  • 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%
  • Just as racially diverse 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%
  • 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
  • What devices are they 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%)
  • 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
  • Internet everywhere
    • Among the 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
  • Social media matters
      • 77% 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%)
  • Online reputation matters
      • 77% 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%)
  • 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
  • Implications for libraries
      • Question 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
  • Thanks! Contact info: Mary Madden Email: mmadden@pewinternet.org Web: http://www.pewinternet.org Twitter: @mary_madden