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Museums and the Web: Grounding Digital Information Trends


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Associate Director Kristen Purcell's keynote address at the Museums and the Web annual conference, held April 6-10 in Philadelphia, PA.

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Museums and the Web: Grounding Digital Information Trends

  1. Grounding Digital Information Trends Kristen Purcell, Ph.D. Associate Director, Research Pew Internet Project Museums and the Web 2011 April 7th, 2011 Philadelphia, PA
  2. <ul><li>Part of the Pew Research Center, a nonpartisan “fact tank” based in Washington, DC </li></ul><ul><li>Provide high quality, objective data to thought leaders and policy makers </li></ul><ul><li>Funded by the Pew Charitable Trusts </li></ul><ul><li>All findings are based on nationally representative telephone surveys of… </li></ul><ul><ul><li>U.S. adults age 18+ or U.S. teens ages 12-17 </li></ul></ul><ul><ul><li>Drawn from dual-frame (landline/cell phone) samples </li></ul></ul>
  3. The Evolution of the Internet Broadband Mobile Social Networks Apps Today’s Digital Information Portable Participatory Personal Museums 2011 Meeting Patrons in Digital Space
  4. Internet Evolution
  5. <ul><li>46% of adults used internet </li></ul><ul><li>5% had broadband connections at home </li></ul><ul><li><20% watched video online </li></ul><ul><li>53% owned a cell phone </li></ul><ul><li>0% connected to internet wirelessly </li></ul><ul><li>0% used social network sites </li></ul>The Internet in 2000 Slow, stationary connections built around a desktop computer
  6. By 2010, 74% Use the Internet Teen data Sept 2009 Adult data Nov 2010
  7. <ul><ul><li>High-speed connection brings greater overall engagement in online activities </li></ul></ul><ul><ul><li>Content creation meets the masses: </li></ul></ul><ul><ul><li>Blogging (14% of online adults) </li></ul></ul><ul><ul><li>Commenting (26%) </li></ul></ul><ul><ul><li>Downloading music (37%) or video (27%) </li></ul></ul><ul><ul><li>Watch online video (66%) </li></ul></ul><ul><ul><li>Search becomes the norm (87%) </li></ul></ul>By 2010, 65% Have Broadband at Home <ul><ul><li>Stage One in Internet Evolution: Broadband </li></ul></ul>
  8. <ul><li>Important to remember: </li></ul><ul><li>One </li></ul><ul><li>in three </li></ul><ul><li>adults have not been part of the broadband revolution </li></ul>
  9. <ul><li>Internet access is highest among </li></ul><ul><ul><ul><li>Whites </li></ul></ul></ul><ul><ul><ul><li>College graduates </li></ul></ul></ul><ul><ul><ul><li>Those with incomes of $50,000+ </li></ul></ul></ul>Home broadband access is also most common in white, highly educated and more affluent households There Remains a Digital Divide
  10. <ul><li>2% of U.S. adults (able to participate in a telephone survey) have a disability or illness that makes it harder or impossible for them to use the internet </li></ul>At least 1 in 4 U.S. adults live with a disability that interferes with activities of daily living Of those, 54% use the internet – compared with 81% of adults who report none of these disabilities <ul><ul><li>U.S. adults living with chronic disease are significantly less likely than healthy adults to have access to the internet </li></ul></ul><ul><ul><li>(62% vs. 81%) </li></ul></ul>Less Visible Digital Divides
  11. 69% of internet users (half of all US adults) watch videos online – and not just funny cat videos 14% of internet users have uploaded their own video content (up from 8% in 2007) Video sharing as likely to occur on social networking sites as on specialized video sites
  12. 14% of adult internet users have posted video online, up from 8% in 2007 Biggest growth among older adults, women
  13. Cell phone use is on the rise <ul><ul><li>Stage Two in Internet Evolution: Mobile </li></ul></ul>
  14. Cell phone use is on the rise Teen data Sept 2009 Adult data Nov 2010 By 2011, 85% of Adults Have a Cell Phone In 2000, 53% of adults owned a cell phone In 2011, ¼ of US households are cell only
  15. Laptops are becoming the computer of choice For the first time in 2010, adults 18-29 were more likely to own a laptop than a desktop
  16. In 2000, there were no “wireless internet users” Today, 59% of adults go online wirelessly
  17. Young Adults Lead the Way in Wireless Internet Use Based on Nov 2010 Pew Internet Tracking Survey
  18. Among adults who use their cell phone to go online… Based on May 2010 Pew Internet Tracking Survey In April 2009, just 36% went online daily via their cell phone
  19. <ul><li>Overall, wireless internet users are more engaged in online activities </li></ul><ul><li>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 </li></ul><ul><li>Overall, African-American adults are the most active mobile internet users </li></ul><ul><li>African-American mobile internet use is growing at a faster rate than non-Hispanic whites and Hispanics </li></ul>
  20. Based on Sept 2009 Pew Internet Survey
  21. Still some key mobile divides exist… Teen cell phone use is highest among teens living in higher income households
  22. How Are Teen Communication Channels Trending? Texting is now the communication channel of choice The percent of teens who text friends daily has doubled in three years Other forms of daily communication have not grown nearly as much 2006 2009 Change Texting 27 54 +27 Talk landline 39 30 -9 Talk cell 34 38 +4 Face-to-Face 31 33 +2 Instant messaging 28 34 +6 Email 14 11 -3 Social networking site 21 25 +4 % of teens who report contacting friends daily using each channel
  23. Girls tend to text in more conversational ways Focus groups indicated that… Boys tend to text in instrumental ways
  24. Girls have more fully embraced mobile phones for social communication Girls are more likely to… Text friends daily (86% v. 64% boys) Call friends daily on cell (59% v. 42% boys) Have long text exchanges about personal matters (71% v. 62% boys)
  25. % of teen cell owners who have each function on their phone: Texting (88%) Taking pictures (83%) Recording video (54%) Playing games (48%) Instant messaging (31%) SNS use (23%) Email (21%) Teen data Sept 2009
  26. What about adults?
  27. Other cell phone uses % of adult cell phone owners who use their phone to: Send a photo or video (54%) Access a SNS (23%) Watch video (20%) Post a photo or video online (15%) Purchase a product (11%) Make a charitable donation (11%) 18-29 year-olds lead the way in every mobile activity
  28. Text Access the internet Email Play games Record videos Play music Instant message Use SNS Watch/Post video African-American and Hispanic adults lead the way in using their phones to…
  29. Based on Nov 2010 and Jan 2011 Pew Internet Surveys Tablet ownership among U.S. adults rose from 4% to 7% between September 2010 and January 2011 New Kids on the Block Percent of US adults 18+ who own each type of gadget…
  30. Mobile changes our relationship to time and space I can get the information I need when I want it, where I want it Mobile has increased accessibility for some populations
  31. <ul><ul><li>Stage Three in Internet Evolution: </li></ul></ul><ul><ul><li>Social Networking </li></ul></ul>
  32. Teen data Sept 2009 Adult data Nov 2010 Teens and young adults are the heaviest SNS users In 2000, there were no “social network sites” 8% of online adults used SNS in 2005, 35% in 2008 Today, 61% of online adults use SNS On typical day, nearly 40% of the adult online population goes to a SNS
  33. The social networking population is becoming more diverse SNS use among adults 50+ almost doubled between 2009 and 2010 Older adults make up the fastest growing segment of SNS users
  34. Teen data Sept 2009 Adult data Nov 2010 Twitter is not as popular as SNS <ul><li>Other key demos: </li></ul><ul><ul><li>African-Americans (13%) </li></ul></ul><ul><ul><li>Hispanics (18%) </li></ul></ul><ul><ul><li>Urbanites (11%) </li></ul></ul>Total online adults 8%
  35. Location-Based Services: The Next Big Thing? In January 2011, 17% of adult internet users said they use a geo-location service or function such as Foursquare or Google Latitude to share their location with friends
  36. For networked individuals, information is embedded and ambient SNS are Information Game Changers
  37. 84% use cell phones 35% have apps 24% use apps All adults 35% of adults have apps on their phones, but only 24% say they actually use them According to the Nielsen Mobile Insights Survey, the most popular apps are… Games News/Weather Map/Navigation Social Networking Based on May 2010 Pew Internet Tracking Survey <ul><ul><li>Stage Four in Internet Evolution: Apps </li></ul></ul>
  39. 11% of cell owners are not sure if their phone is equipped with apps 29% of cell owners have downloaded an app and 13% have paid to download an app Among those with apps, the average adult has 18 App users are disproportionately male (57% male v. 43% female) They are also more likely to be college graduates and have incomes of $75,00+ 18-29 year-olds make up one quarter of the total U.S. adult population but almost half (44%) of the app using population Based on May 2010 Pew Internet Tracking Survey
  40. From Superhighway to Bypass? <ul><li>Apps provide direct connections </li></ul><ul><li>to the information we want most </li></ul><ul><li>They can be web browsers, </li></ul><ul><li>but they can also bypass the web </li></ul><ul><li>Apps can… </li></ul><ul><li>bypass search </li></ul><ul><li>help answer questions </li></ul><ul><li>help solve problems </li></ul><ul><li>help accomplish tasks </li></ul>
  41. Online News/Information Consumption
  43. 71% of American adults ever get news or information online The majority are under age 50 Almost 1/3 are under age 30 The median age of ONC is 40 Compared to other adults, they are… more educated more affluent disproportionately white and Hispanic more likely to have broadband Who Gets Their News/Info Online? Based on Jan 2010 Pew Internet Survey
  44. % of ONC Who Use Each Type of Site on a Typical Day Most Popular Online Sources for News and Information Based on Jan 2010 Pew Internet Survey
  45. Most Popular Features of Online News/Info Sites % of ONC Who Say Each Feature is Important Based on Jan 2010 Pew Internet Survey The most popular features allow people to interact with, share, and customize their information. This is especially true for young adults.
  46. Four Styles of Online News/Info Consumption Efficient Grazers Most use multiple sites, have no favorite, and portals rank high as a favorite online news feature Hunters and Gatherers 71% go online specifically to get news/information at least a few times a week Serendipitous News/Info Discoverers 80% come across news/information at least a few times a week while they are online doing other things News/Info Receivers 44% get news/information forwarded through email, automatic updates and alerts, or posts on social networking sites at least a few times a week Based on Jan 2010 Pew Internet Survey
  47. Three Emergent Themes of Information Consumption P ortable P articipatory P ersonalized
  48. <ul><ul><li>2010 - 26% of adults access news/info on their cell phones </li></ul></ul><ul><ul><li>Among this population, 73% use social networking sites and 29% use Twitter </li></ul></ul><ul><ul><li>Typically a white male, age 34, employed full-time </li></ul></ul><ul><ul><li>2011 – 47% access local news or information on their cell phones </li></ul></ul>“ On the Go” News/Info Consumers Based on Jan 2010 Pew Internet Survey and Jan 2011 Pew Internet/PEJ Survey
  49. <ul><li>37% of internet users have contributed news content, commented on it, or disseminated it via SNS </li></ul><ul><li>Half of all online African-Americans (46%) are news participators </li></ul><ul><li>Overall, 71% of internet users get news/info through email or posts on SNS </li></ul><ul><li>Remember…42% of ONC like sites where they can easily share material and 35% look for sites where they can comment on stories </li></ul>“ News/Info Participators” Based on Jan 2010 Pew Internet Survey
  50. <ul><ul><li>28% of internet users have customized their homepage to include news/info of particular interest to them </li></ul></ul><ul><ul><li>39% say being able to customize content is something they look for in a news or information site </li></ul></ul><ul><ul><li>70% of adults say they are overwhelmed by the amount of news and information available today </li></ul></ul>“ The Daily Me” Based on Jan 2010 Pew Internet Survey
  51. Museums 2011 Meeting Patrons and Conveying Information in Digital Spaces
  52. Role #1: Filter People still need trusted experts to help them discern when information is accurate and trustworthy People also need filters to explain how information relates to them Show people how/why information is relevant Allow people to customize information to meet their own needs Provide people with direct access to the information that means the most to them
  53. Role #2: Curator Be a one-stop shop Collect all relevant work/info (not just your own content) Provide links to primary and related sources and material Recommend other sources, experts and places People seek both aggregation and deep dives into information
  54. Role #3: Node in a Network Be a node in a network Each person you touch represents an entire network Make your information easy to share Your information can have an organic life beyond your presentation of it – package it with that in mind Networking can be multi-layered Be prepared to loosen control but monitor conversations around your content
  55. Role #4: Community Builder Create your own networks and build communities around your content Facilitate shared experiences, connect people with shared interests Get, listen to, and respond to feedback You can identify and meet people’s needs by tuning in to the online conversation
  56. Role #5: Lifesaver Provide timely information when and where people need it most Make your information portable Operate in a 24/7 world in which there is constant connectivity
  57. Role #6: Tour Guide Geo-location changes everything… In-gallery tours and information provision AND… Connecting your content to real-world locations, sending the information to the patron Create opportunities for information immersion and augmented realities
  58. <ul><li>How Mobile Devices are Changing Community Information Environments </li></ul><ul><li> </li></ul><ul><li>How the Public Perceives Community Information Systems </li></ul><ul><li> </li></ul><ul><li>Generations and their Gadgets </li></ul><ul><li> </li></ul><ul><li>Mobile Access 2010 </li></ul><ul><li> </li></ul><ul><li>Understanding the Participatory News Consumer </li></ul><ul><li> </li></ul><ul><li>Social Media and Young Adults </li></ul>Available at
  59. <ul><li>Kristen Purcell, Ph.D. </li></ul><ul><li>Associate Director, Research </li></ul><ul><li>Pew Research Center’s Internet & American Life Project </li></ul><ul><li>[email_address] </li></ul><ul><li>Twitter: @kristenpurcell </li></ul>Thank You!