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Sla encore2011

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  • 1. Future Ready: The New Retiree
    Stephen Abram, MLS
    SLA Annual Conference
    Encore Caucus
    June 14, 2011
  • 2. These slides are available at Stephen’s Lighthouse blog
  • 3. March 19,2010
    3
    The changing Boomer audience: Thenand now
    2000
    40% use internet
    <5% broadband at home
    34% own a cell phone
    0% connect to internet wirelessly
    <10% use “cloud”
    = slow, stationary connections that are built around my computer
    2010
    74% use internet
    63% broadband at home
    81% own a cell phone
    46% connect to internet wirelessly
    >50% use “cloud”
    = fast, mobile connections that are moving to outside servers and storage
  • 4. March 19,2010
    4
    The changing Boomer role: Thenand now
    2000
    Boomers were 28% of the internet population
    and 24% of the traffic on a typical day
    2010
    Boomers are 34% of the internet population
    and 32% of the traffic on a typical day
  • 5. March 19,2010
    5
    Boomer internet use intensifies: Thenand now
    2000
    24% online aver. day
    5% online several times/day
    20% go online from time to time just for fun
    2010
    69% online aver. day
    36% online several times/day
    47% go online from time to time just for fun
    2002
    34% say it would be “very hard” to give up the internet
    33% say “very hard” to give up their cell phone
    2008
    42% say it would be “very hard” to give up the internet
    46% say “very hard” to give up their cell phone
  • 6. Boomers are often like other internet users
  • 7. Boomers and e-commerce
  • 8. Boomers and social media
  • 9. 1/28/2009
    9
    Activity pyramid: Online pursuits by generation
    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.
    While there are always exceptions, older generations typically do not engage with the internet past e-commerce.
    The vast majority of online adults from all generations uses email and search engines.
    Generations Online in 2009
  • 10. 1/28/2009
    10
    Activity grid: Online pursuits by generation
    Above this line, over 50% of internet users in the given generation engage in this online activity (see table on slide 10 for percentages)
    Generations Online in 2009
  • 11. 1/28/2009
    11
    Activity diagram: Overall online pursuits
    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.
    Generations Online in 2009
  • 12. 1/28/2009
    12
    Table: Overall online pursuits
    Types of Activities:
    Generations Online in 2009
  • 13. 1/28/2009
    13
    Generations in 2009
    Generations Online in 2009
  • 14. 1/28/2009
    14
    Generations online in 2009
    Generations Online in 2009
    1/28/2009
  • 15. 1/28/2009
    15
    Americans online by age
    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).
    Generations Online in 2009
  • 16. 1/28/2009
    16
    Americans with home broadband by age
    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.).
    Generations Online in 2009
  • 17. 1/28/2009
    17
    Home internet users with broadband at home
    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.).
    Generations Online in 2009
  • 18. 1/28/2009
    18
    Generational differences in online activities
    Generations Online in 2009
  • 19. 1/28/2009
    19
    Methodology
    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:
    Generations Online in 2009
  • 20.
  • 21.
  • 22. Facilitated Discussion
  • 23. What is Different?
    Approach to world.
  • 24. 5 and 10 To Go
  • 25. Stephen Abram, MLS, FSLA
    VP strategic partnerships and markets
    Cengage Learning (Gale)
    Cel: 416-669-4855
    stephen.abram@cengage.com
    Stephen’s Lighthouse Blog
    http://stephenslighthouse.com
    Facebook: Stephen Abram
    LinkedIn / Plaxo: Stephen Abram
    Twitter: sabram
    SlideShare: StephenAbram1