Young and Wired / The PEW Foundation

Slide 1: Young and Wired How today’s young tech elite will influence the libraries of tomorrow 11.03.06 Mary Madden Tampa Bay Library Consortium Annual Meeting

Slide 2: Way back in 1993, the internet was… “headless, anarchic, million-limbed” and “spreading like bread-mold” - Bruce Sterling Young and Wired November 3, 2006 2

Slide 3: Internet Marketing 101 Why use the internet? • Freedom • Free information and communication tools • It belonged to everyone and no one These are some of the same values we associate with libraries… Young and Wired November 3, 2006 3

Slide 4: Libraries are the living internet… Libraries are connected nodes of information and community exchange that we use to communicate, collaborate, share resources and preserve knowledge. Young and Wired November 3, 2006 4

Slide 5: Internet and Broadband Adoption 1996-2006 80% All internet - 147 mill. 70% 60% 50% 40% 30% Broadband - 83 mill. 20% 10% 0% Mar-95 Mar-97 Mar-99 Mar-00 Mar-01 Mar-02 Mar-96 Mar-98 Mar-03 Mar-04 Mar-05 Mar-06 Young and Wired November 3, 2006 5

Slide 6: Internet Access at Libraries • 98.4% of public library branches in the U.S. now offer public internet access • 63.3% of public library branches offer connection speeds of greater than 769kbps http://www.ii.fsu.edu Young and Wired November 3, 2006 6

Slide 7: Beyond the Digital Divide • Libraries are well-equipped to serve patrons at the most crucial points in technology adoption – during introductory and educational stages and at times when a high-quality, reliable connection is otherwise unavailable • Internet access is best understood as a spectrum, rather than a simple online vs. offline divide. Young and Wired November 3, 2006 7

Slide 8: Libraries and Information Overload The more we become overwhelmed with information and gadget overload, the more we need librarians to help us make sense of it all… Young and Wired November 3, 2006 8

Slide 9: Libraries & Teens • Teens need libraries, but are among the least likely to recognize what they have to offer. • OCLC study finds that teens and college students consider search engines a better “lifestyle fit” for their information needs. • While more than 50% described search engines as a perfect information source, just 17% described libraries this way. • Teenagers are increasingly becoming library immigrants in a land of library natives. Young and Wired November 3, 2006 9

Slide 10: Where Teens and Libraries Meet Teens  Technology  Libraries 1. Both use technology to connect to people and information Young and Wired November 3, 2006 10

Slide 11: Where Teens and Libraries Meet 2. Both Teens and Libraries have experienced a great deal of change in a very short period of time: • Internet connectivity at public libraries rose from 20.9% to essentially 100% in less than 10 years (FSU, “Public Libraries and the Internet 2006”). • Teens are also in the midst of major changes in identity and expectations. Young and Wired November 3, 2006 11

Slide 12: Where Teens and Libraries Meet 3. Both Teens and Libraries will always know something the other doesn’t know. • Teens can’t find everything they need to know with Google. • Libraries can learn from teens who are ambitious internet explorers and often at the leading edge of technology trends. Young and Wired November 3, 2006 12

Slide 13: Today’s Teen – Born 1990 Personal computers Tim Berners-Lee writes World are 15 years old Wide Web program Young and Wired November 3, 2006 13

Slide 14: Today’s Teen – First Grade 1996 Palm Pilot goes on the market Young and Wired November 3, 2006 14

Slide 15: Today’s Teen – Fourth Grade 1999 Sean Fanning creates Napster Young and Wired November 3, 2006 15

Slide 16: Today’s Teen – Starts Middle School 2001 Wikipedia - 2001 Young and Wired November 3, 2006 16

Slide 17: Today’s Teen – Middle School 2001 Young and Wired November 3, 2006 17

Slide 18: Today’s Teen – Middle School 2003 Skype - 2003 Young and Wired November 3, 2006 18

Slide 19: Today’s Teen – Starts High School 2004 Podcasts – 2004 Young and Wired November 3, 2006 19

Slide 20: Today’s Teen – Sophomore Year 2005 YouTube – 2005 Young and Wired November 3, 2006 20

Slide 21: Today’s Teen – Junior Year 2006 The Year of MySpace: • More than 100 million accounts created • Third most popular site in the U.S. (after Yahoo and Google) Young and Wired November 3, 2006 21

Slide 22: Teen Reality #1 Teens are technology-rich and enveloped by a wired world: • 83% of all teens say that “most” of the people they know use the internet • 10% say that “some” of the people they know use the internet. • Just 6% say that very few of the people they know use the internet. Young and Wired November 3, 2006 22

Slide 23: Teen Reality #2 Mobile gadgets allow them to enjoy media and communicate anywhere • 84% report owning at least one personal media device: a desktop or laptop computer, a cell phone or a Personal Digital Assistant • 44% say they have two or more devices Young and Wired November 3, 2006 23

Slide 24: Laptops • 32% of teens own laptops • 30% of adults own laptops Young and Wired November 3, 2006 24

Slide 25: MP3 Players • 45% of teens own MP3 Players • 20% of adults own MP3 players CBSMarketwatch survey 6.13.06 Young and Wired November 3, 2006 25

Slide 26: Teen Reality #3 Teens are multimedia multi-taskers: Multi-tasking is a way of life – and people live in a state of “continuous partial attention” --- Linda Stone Young and Wired November 3, 2006 26

Slide 27: Kaiser Family Foundation, Generation M, March 2005 Young and Wired November 3, 2006 27

Slide 28: Kaiser Family Foundation, Generation M, March 2005 Young and Wired November 3, 2006 28

Slide 29: Teen Reality #4 Teens know that ordinary citizens can be publishers, movie makers, artists, song creators, and storytellers 57% of online teens have created some kind of content for the internet Young and Wired November 3, 2006 29

Slide 30: Sharing Creative Work • 33% of online teens share their own creations online, such as artwork, photos, stories, or videos Young and Wired November 3, 2006 30

Slide 31: Working for Others • 32% have created or worked on webpages or blogs for others, including those for groups they belong to, friends or school assignments Young and Wired November 3, 2006 31

Slide 32: Personal Webpages • 22% report keeping their own personal webpage Young and Wired November 3, 2006 32

Slide 33: Creating a Blog • 19% have created their own online journal or blog Young and Wired November 3, 2006 33

Slide 34: Remixing • 19% of all online teens say they remix content they find online into their own artistic creations • 35% of teen bloggers remix content Young and Wired November 3, 2006 34

Slide 35: Teen Reality #5 Today's online teens have grown up amidst the chaos of the digital copyright debate, and it shows Young and Wired November 3, 2006 35

Slide 36: Impact and Implications • Those who have grown up with interactive media want to manipulate, remix, and share content. • Ideas about intellectual property and fair use change • They expect to be in conversation with other creators. Young and Wired November 3, 2006 36

Slide 37: Impact and Implications • Conversations, research, and learning never end • Expectations about another’s “availability” change and spontaneous communications increase • Teens hope they can get help from peers and teachers and librarians whenever they need it Young and Wired November 3, 2006 37

Slide 38: Libraries 2.0 The library of the future is… • Web-enabled and participatory • Valued as a physical space • Made of people! Young and Wired November 3, 2006 38

Slide 39: Thank you! Mary Madden Senior Research Specialist Pew Internet & American Life Project 1615 L Street NW Suite 700 Washington, DC 20036 mmadden@pewinternet.org 202-419-4500 Young and Wired November 3, 2006 39