Sla encore2011

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Sla encore2011

  1. 1. Future Ready: The New Retiree <br />Stephen Abram, MLS<br />SLA Annual Conference<br />Encore Caucus<br />June 14, 2011<br />
  2. 2. These slides are available at Stephen’s Lighthouse blog<br />
  3. 3. March 19,2010<br />3<br />The changing Boomer audience: Thenand now<br />2000<br />40% use internet<br /><5% broadband at home<br />34% own a cell phone<br />0% connect to internet wirelessly<br /><10% use “cloud” <br />= slow, stationary connections that are built around my computer<br />2010<br />74% use internet<br />63% broadband at home<br />81% own a cell phone<br />46% connect to internet wirelessly<br />>50% use “cloud”<br />= fast, mobile connections that are moving to outside servers and storage<br />
  4. 4. March 19,2010<br />4<br />The changing Boomer role: Thenand now<br />2000<br />Boomers were 28% of the internet population<br />and 24% of the traffic on a typical day<br />2010<br />Boomers are 34% of the internet population <br />and 32% of the traffic on a typical day<br />
  5. 5. March 19,2010<br />5<br />Boomer internet use intensifies: Thenand now<br />2000<br />24% online aver. day<br />5% online several times/day<br />20% go online from time to time just for fun<br />2010<br />69% online aver. day<br />36% online several times/day <br />47% go online from time to time just for fun<br />2002<br />34% say it would be “very hard” to give up the internet<br />33% say “very hard” to give up their cell phone<br />2008<br />42% say it would be “very hard” to give up the internet<br />46% say “very hard” to give up their cell phone<br />
  6. 6. Boomers are often like other internet users<br />
  7. 7. Boomers and e-commerce<br />
  8. 8. Boomers and social media<br />
  9. 9. 1/28/2009<br />9<br />Activity pyramid: Online pursuits by generation<br />The majority of teens and Gen Y use SNS, but fewer maintain blogs. Less than a fifth of online adults older than Gen X use SNS.<br />While there are always exceptions, older generations typically do not engage with the internet past e-commerce.<br />The vast majority of online adults from all generations uses email and search engines.<br />Generations Online in 2009<br />
  10. 10. 1/28/2009<br />10<br />Activity grid: Online pursuits by generation<br />Above this line, over 50% of internet users in the given generation engage in this online activity (see table on slide 10 for percentages)<br />Generations Online in 2009<br />
  11. 11. 1/28/2009<br />11<br />Activity diagram: Overall online pursuits<br />Source: Qualitatively based on the combination of activities pursued by the majority (at least 50%) of each generation, based on type of activity. See next slide for more detail.<br />Generations Online in 2009<br />
  12. 12. 1/28/2009<br />12<br />Table: Overall online pursuits<br />Types of Activities:<br />Generations Online in 2009<br />
  13. 13. 1/28/2009<br />13<br />Generations in 2009<br />Generations Online in 2009<br />
  14. 14. 1/28/2009<br />14<br />Generations online in 2009<br />Generations Online in 2009<br />1/28/2009<br />
  15. 15. 1/28/2009<br />15<br />Americans online by age<br />Chart 1: Percentage of Americans online by age (Teens, 12-17, Nov. 2007-Feb. 2008, margin of error = ±3%. Adults, December 2008, margins of error differ by subgroup. See methodology).<br />Generations Online in 2009<br />
  16. 16. 1/28/2009<br />16<br />Americans with home broadband by age<br />Chart 2: Percentage of all Americans with broadband at home by age (Teens, 12-17, Nov. 2007-Feb. 2008, margin of error = ±3%. Adults, December 2008, margins of error differ by subgroup. See methodology.).<br />Generations Online in 2009<br />
  17. 17. 1/28/2009<br />17<br />Home internet users with broadband at home<br />Chart 3: Percentage of home internet users with broadband at home (Teen internet users, 12-17, Nov. 2007-Feb. 2008, margin of error = ±4%. Adults, December 2008, margins of error differ by subgroup. See methodology.).<br />Generations Online in 2009<br />
  18. 18. 1/28/2009<br />18<br />Generational differences in online activities<br />Generations Online in 2009<br />
  19. 19. 1/28/2009<br />19<br />Methodology<br />The results of this survey are based on data from a series of telephone interviews conducted by Princeton Survey Research Associates International primarily between August 2006 and December 2008. For all results based on adult internet users, the margin of error is ±3%. For results based on teen internet users (ages 12-17), conducted in October-November, 2004, and October-November, 2006, the margin of error is ±4%. For results based on teen internet users, conducted in November 2007-February, 2008, the margin of error is ±3%. The margin of error for each generational subgroup shown in the table on page four and discussed throughout the report, however, can be considerably higher than that for the sample of all internet users. Below is a list of the average margins of error (MOE) for each age group listed in the table:<br />Generations Online in 2009<br />
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  22. 22. Facilitated Discussion<br />
  23. 23. What is Different?<br />Approach to world.<br />
  24. 24. 5 and 10 To Go<br />
  25. 25. Stephen Abram, MLS, FSLA<br />VP strategic partnerships and markets<br />Cengage Learning (Gale)<br />Cel: 416-669-4855<br />stephen.abram@cengage.com<br />Stephen’s Lighthouse Blog<br />http://stephenslighthouse.com<br />Facebook: Stephen Abram<br />LinkedIn / Plaxo: Stephen Abram<br />Twitter: sabram<br />SlideShare: StephenAbram1<br />

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