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My Digital Library:Leveraging Today’s Mobile and Participatory Information Ecosystem<br />Digital Libraries a la Carte<br />TICER<br />Tilburg University, Tilburg Netherlands<br />July 29th, 2010<br />Kristen Purcell, Ph.D.<br />Associate Director, Research<br />Pew Internet Project<br />

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Pew Internet Project<br />Part of the Pew Research Center, a nonpartisan “fact tank” based in Washington, DC <br />Provide high quality, objective data to thought leaders and policy makers<br />Funded by the Pew Charitable Trusts<br />All US findings are based on nationally representative telephone surveys of… <br />US adults age 18+, or <br />US teens ages 12-17<br />Drawn from dual-frame (RDD/cell) samples<br />

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Today’s Discussion<br />What’s Mobile Got to Do With It?<br />Global cell phone use trends<br />US cell phone and internet use trends<br />The importance of social media<br />Highlights of the New Information Ecology<br />What are the hallmarks of the new information ecology?<br />Online information consumers<br />who they are<br />how they behave<br />what they like<br />Leveraging New Technologies<br />Tips for success in the new information ecology<br />

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What’s Mobile Got to Do With It?<br />

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Global Mobile Subscriptions<br />

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Mobile Penetration by Region<br />

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Worldwide Mobile Subscriptions, 2005-2009<br />Number of mobile subscriptions per 100 inhabitants. <br />Source: International Telecommunications Union, 2010. <br />

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Mobile Subscriptions, Select Countries<br />Source: ITU World Telecommunication/ICT Indicators Database, 2009 figures. <br />Worldwide average is 68 subscriptions per 100 people. <br />Worldwide ratio of cell subscription to fixed line is almost 4:1. <br />Total worldwide cell phone subscriptions is 4,676,174,400, up from 1,763,978,500 in 2004. <br />

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Global IT Trends<br />

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Mobile Broadband Subscriptions, 2005-2009<br />Number of mobile broadband subscriptions per 100 inhabitants. Source: International Telecommunications Union, 2010. <br />

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Internet Users, 2005-2009<br />Number of internet users per 100 inhabitants. <br />Source: International Telecommunications Union, 2010. <br />

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Internet Use, Western Europe<br />Source: ITU World Telecommunication/ICT Indicators Database, 2009 figures. <br />Western Europe average is 42 (24 if you include CIS). <br />

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Internet Access Via Cell, 16-74 Year-Olds<br />Source: <br />Eurostat, 2009 figures. <br />

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Internet Access Via Laptop, 16-74 Year-Olds<br />Source: <br />Eurostat, 2009 figures. <br />

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THE BIG 5 MOBILE YOUTH ECONOMIES<br />255m<br />$58b<br />$31b<br />281m<br />97m<br />CHINA<br />$21b<br />THE MOBILEYOUTH® REPORT 2010<br />$21b<br />32<br />USA<br />$19b<br />76m<br />JAPAN<br />INDIA<br />SUBSCRIPTIONS (AGE <30)<br />VALUE $BN PA<br />BRAZIL<br />15<br />SOURCE MOBILEYOUTH DATA 2010 AGES 5-29<br />

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MOBILE YOUTH: TEENS & STUDENTS<br />MILLIONS OF SUBSCRIPTIONS 2010<br />119.7<br />47.5<br />99.4<br />22.4<br />41.7<br />12<br />13<br />28.6<br />30.8<br />22.9<br />EAST EUROPE<br />139.8<br />NE ASIA<br />36.6<br />WEST EUROPE<br />THE MOBILEYOUTH® REPORT 2010<br />20<br />NORTH AMERICA<br />CHINA HK<br />60.1<br />63.7<br />52.9<br />MENA<br />32.1<br />38.2<br />STUDENTS (19-24)<br />TEENS (14-18)<br />31.7<br />15<br />LATIN AMERICA<br />SUB SAH AFRICA<br />SOUTH ASIA<br />ASIAN PACIFIC<br />SOURCE MOBILEYOUTH DATA 2010 BASED ON SUBSCRIPTIONS (ACCOUNTS) RATHER THAN SUBSCRIBERSTEENS 14-18 STUDENTS 19-24<br />16<br />

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www.mobileYouthreport.com<br />Published by mobileYouthStatistics on youth mobile usageAvailable for download<br />

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US Teen Mobile Use<br />

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US Teen Mobile Use<br />

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US Teen Gadget Use<br />

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US Teen Internet Access<br />

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US Adult Cell Phone Use<br />

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US Adult Wireless Internet Use<br />

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What’s Mobile Got to Do With It?<br />Overall, US wireless internet users are more engaged in online activities<br />Half of all African-American adults in the US (48%) have used their cell phone to access the internet, compared with 40% of Hispanic adults and 31% of white adults<br />Overall, African-American adults in the US are the most active mobile internet users<br />In the US, African-American mobile internet use is growing at a faster rate than non-Hispanic whites and Hispanics<br />

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US Social Network Site Use<br />

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Percent of Online Adults Who Use Social Media<br />US Adult Social Media Use<br />

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US Adult Social Media Use, by Race<br />Percent of Online Adults Who Use Social Media<br />

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US Teens Aren’t That Into Twitter<br />

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US Adults 18-24 Are Into Twitter<br />

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US Teens are More Into Content Creation<br />

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Content Sharing is Growing Among Adults<br />

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Remixing is Flat<br />

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SNS Takes the Place of Blogging?<br />

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Blogging is Also Down For Young Adults<br />

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Summary of US Teen Online Activities<br />73% of online teens use SNS (up 50%)<br />14% blog (down 50%)<br />8% use Twitter<br />8% visit online virtual worlds<br />38% share content online (steady)<br />21% remix content (steady)<br />62% get news about current events and politics<br />48% buy things online<br />31% get health, dieting, fitness info<br />17% get info about sensitive health topics<br />

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Hallmarks of the New Information Ecology<br />

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Then and Now<br />

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The “New” Information Ecology<br />Blurring line between “news” and “information”<br />Information is “free”<br />Information is “at my fingertips”<br />Information is available when I want it<br />Information is available from multiple sources<br />

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The “New” Information Ecology<br />Volume of information grows<br />

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The “New” Information Ecology<br />The variety of info sources increases and democratizes and the visibilityof new creators is enhanced in the age of social media.<br />

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The “New” Information Ecology<br />People’s vigilance for information changes in two directions:<br />1) attention is truncated (Linda Stone)<br />2) attention is elongated (Andrew Keen; Terry Fisher)<br />

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The “New” Information Ecology<br />Venues of intersecting with information andpeople multiply and the availabilityof information expands to all hours of the day and all places people are<br />

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The “New” Information Ecology<br />The vibrance and immersive qualities of media environments makes them more compelling places to hang out and interact<br />

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The “New” Information Ecology<br />Valence (relevance) of information improves – search and customization get better as we create the “Daily Me” and “Daily Us” <br />~40% of online adults get RSS feeds <br />~35% customize web pages for info they want<br />

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The “New” Information Ecology<br />Voting on and ventilating about information proliferates as tagging, rating, and commenting occurs and collective intelligenceasserts itself<br />31% of online adults rated person, product, service<br />

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The “New” Information Ecology<br />Nine in ten American adults (92%) get news/info from multiple platforms on a typical day<br />For six in ten American adults (59%), one of those platforms is the internet<br />*Platforms include print newspapers, television, radio and the internet<br />

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The “New” Information Ecology<br />Where Americans get their news and information on a typical day<br />

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The “New” Information Ecology<br />The internet has not replaced/ displaced traditional media <br />but…<br />It is fundamentally changing the way people consume and interact with information<br />

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The Online News/Info Consumer<br />71% of American adults ever get news or information online<br />The majority of online news and information consumers are under age 50<br />

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The Online News/Info Consumer<br />71% of American adults ever get news or information online<br />Almost a third of online news and information consumers are under age 30<br />

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The Online News/Info Consumer<br />71% of American adults ever get news or information online<br />Almost a third of online news and information consumers are under age 30<br />*The median age of online news/info consumers is 40<br />

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Online News/Information Consumers in the US…<br /><ul><li> Are more educated than other online adults and other adults in general

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Have higher incomes than other online adults and other adults in general

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Are disproportionately white and Hispanic

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Are much more likely than other online adults to have home broadband access and to have premium broadband service</li></li></ul><li>The Online News/Info Consumer<br />Most Popular Online Sources for News and Information<br />% of Online News/Info Consumers Who Use Each Site on a Typical Day<br />

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The Online News/Info Consumer<br />What Are the Most Popular Online News/Information Topics?<br />% of Online Adults Who Get News/Information Online About Each Topic<br />

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The Online News/Info Consumer<br />Most Popular Features of Online News Sites<br />% of Online News/Info Consumers Who Say Each Feature is Important<br />

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The Online News/Info Consumer<br />How many websites, if any, do you routinely rely on for news and information?<br />% of Online News/Info Consumers <br />

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The Online News/Info Consumer<br />Online News/Info Consumers are…<br /><ul><li>Efficient Grazers

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Hunters and Gatherers(71% go online specifically to get news/information at least a few times a week)

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Serendipitous News/Info Discoverers(80% come across news/information at least a few times a week while they are online doing other things)

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News/Info Receivers(44% get news/information forwarded to them through email, automatic updates and alerts, or posts on social networking sites at least a few times a week)</li></li></ul><li>Online News and Information<br />Online News and Information is…<br /><ul><li>Portable

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Participatory

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Personalized</li></li></ul><li>Online information is portable<br />“On the Go” News/Info Consumers<br />26% of adults access news/information on their cell phones<br />Among this population, 73% use social networking sites and 29% use Twitter<br />Typically a white male, age 34, employed full-time<br />One in ten adults gets news alerts sent to his or her phone<br />The mobile phone allows anytime/anywhere access to information<br />Info is consumed on the individual’s terms, when they want, where they want<br />

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Online information is participatory<br />“News Participators”<br />37% of internet users have contributed to the creation of news, commented on it, or disseminated it via postings on social media sites like Facebook or Twitter<br />Half of all online African-Americans (46%) are news participators (disproportionately high SNS use)<br />Overall, 71% of internet users get news and information through email or posts on social networking sites<br />Remember…<br />42% of online news consumers say being able to easily share material with others is something they look for in a news site<br />65% look for news sites with links to related material<br />36% look for news sites with interactive material<br />35% look for news sites where they can comment on stories.<br />

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Online information is participatory<br />“News Participators” are standing in the information stream<br />Thanks to them, your story/information has an organic life beyond your presentation of it<br />

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Online information is personalized<br />“The Daily Me” Takes Shape<br />28% of internet users have customized their homepage to include news and information of particular interest to them <br />39% say being able to customize content is something they look for in an online news site<br />

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Leveraging New Technologies<br />

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1996 Benton Foundation report: <br />“Buildings, books, and bytes”<br />"If you plopped a library down. . .30 years from now. . .there would be cobwebs growing everywhere because people would look at it and wouldn't think of it as a legitimate institution because it would be so far behind. . ."-- Experienced library user.<br />

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How Technology Changes the Role of Libraries<br />Makes it possible for organizations like libraries to become “nodes” in people’s networks that can help them solve problems and make decisions<br />Allows for immediate, spontaneous creation of networks that can include libraries<br />Gives people a sense that there are more “friends” in their networks like librarians that they can access when they have needs <br />

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No longer think like this…<br />

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Now think like this…<br />

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How to become a node in people’s social networks<br />

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Tips on becoming a node in a social network<br />Think like a friend, not an institution<br />Play to your strengths by being an expert, a filter, a recommender (linker), and a facilitator <br />Be aware that your audience is bigger than the available evidence provides – lurkers and future arrivals are part of the mix<br />Remember that your information can (will, should) have an organic life beyond your presentation of it<br />Look for opportunities to build communities with your material<br />

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More tips on becoming a node in a social network<br />Participate in the Web 2.0 world<br />Embrace the move towards mobility, constant connectivity, perpetual contact <br />This changes the realities of time and space and presence<br />Ask for feedback<br />Act on/respond to that feedback<br />Provide opportunities for interaction with and customization of material<br />Facilitate information sharing<br />

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The 4-Step Flow of Information<br />Attention<br />Acquisition<br />Assessment<br />Action<br />

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The Four A’s of Online Information Flow<br />Get Attention<br />Leverage your services and knowledge<br />Offer alerts, updates, feeds<br />Have a presence in relevant places<br />Find pathways to people through their social network<br />Enable Acquisition<br />Offer services and media in many places<br />Pursue new distribution methods for your collections<br />Point people to good material through links<br />Participate in conversations about your work with your patrons<br />

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The Four A’s of Online Information Flow<br />Help with Information Assessment<br />Exploit your skills in knowing the highest quality material<br />Aggregate the best related work<br />Facilitate Action<br />Offer opportunities for feedback<br />Offer opportunities for remixing, customization, interaction<br />Offer opportunities for community building<br />Offer opportunities to learn how to use social media<br />

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Finally….<br />BE READY FOR THE SPOTLIGHT!!<br />You never know when your material will go viral, be picked up by a major organization, or create/mobilize a community or following<br />

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Finally….<br />EMBRACE THE OPPORTUNITIES!!<br />The internet, mobile technology and social media grant access to populations that have been traditionally hard to reach:<br />

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Remember…<br />It’s not about cobwebs.... It’s about social webs …. And libraries can be at the center of them!<br />

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Available at www.pewinternet.org...<br />Understanding the Participatory News Consumer <br />http://www.pewinternet.org/Press-Releases/2010/Online-News.aspx<br />Social Media and Young Adultshttp://www.pewinternet.org/Reports/2010/Social-Media-and-Young-Adults.aspx<br />Teens and Mobile Phones 2004-2009http://www.pewinternet.org/Reports/2009/14--Teens-and-Mobile-Phones-Data-Memo.aspx<br />Wireless Internet Usehttp://www.pewinternet.org/Reports/2009/12-Wireless-Internet-Use.aspx<br />Chronic Disease and the Internethttp://www.pewinternet.org/Reports/2010/Chronic-Disease.aspx<br />The Social Life of Health Informationhttp://www.pewinternet.org/Reports/2009/8-The-Social-Life-of-Health-Information.aspx<br />

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Thank you!<br />Kristen Purcell, Ph.D.<br />Associate Director, Research<br />Pew Research Center’s Internet & American Life Project<br />1615 L Street NW<br />Suite 700<br />Washington, DC 20036<br />Email: kpurcell@pewinternet.org<br />Twitter: http://twitter.com/kristenpurcell <br />202-419-4500<br />