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Oregon Broadband: The Power of Adoption


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Oregon Broadband: The Power of Adoption

  1. 1. Broadband: The Power of Adoption Lee Rainie, Director, Pew Internet Project 10.27.11 Hood River, OR Email: [email_address] Twitter: @Lrainie
  2. 2. Executive summary <ul><li>Broadband adoption has a(n) … </li></ul><ul><ul><li>Broad economic payoff </li></ul></ul><ul><ul><li>Information-access payoff </li></ul></ul><ul><ul><li>Social payoff (probably) </li></ul></ul><ul><ul><li>Civic and participatory payoff </li></ul></ul><ul><ul><li>Health payoffs </li></ul></ul><ul><li>We don’t know if broadband adoption has an … </li></ul><ul><ul><li>Educational payoff (data are mixed and weak) </li></ul></ul>
  3. 3. <ul><li>The spread of broadband and its impact is tied to two other revolutions in digital technology that have occurred in the past decade </li></ul>
  4. 4. Revolution #1 Internet and Broadband
  5. 5. Digital Revolution 1 Internet (78%) and Broadband at home (62%) 64% 62%
  6. 6. Home b-band Oregon = 70% (2009) http://
  7. 7. Home broadband adoption by community type
  8. 8. Demographic factors correlated w/ broadband adoption Source: Pew Internet Project, April 2009 tracking survey 10/5/2010 Trends in Home Broadband Adoption Positive correlation (in order of importance) Negative correlation (in order of importance) Household income of $75,000 or more per year Having high school degree or less College degree Senior citizen (age 65+) Parent with minor child at home Rural resident Married or living with partner Disabled Employed full time African-American
  9. 9. Consequences for info ecosystem Explosion of creators and niches
  10. 10. Networked creators among internet users <ul><li>65% are social networking site users </li></ul><ul><li>55% share photos </li></ul><ul><li>37% contribute rankings and ratings </li></ul><ul><li>33% create content tags </li></ul><ul><li>30% share personal creations </li></ul><ul><li>26% post comments on sites and blogs </li></ul><ul><li>15% have personal website </li></ul><ul><li>15% are content remixers </li></ul><ul><li>14% are bloggers </li></ul><ul><li>13% use Twitter </li></ul><ul><li>6% location services – 9% allow location awareness from social media </li></ul>
  11. 11. Revolution #2 Wireless Connectivity
  12. 12. Digital Revolution 3 Mobile – 84% 327.6 Total U.S. population: 315.5 million
  13. 13. Cell phone owners – 84% adults 96 % 90% 85% 58% Urban-84% Suburban-86% Rural-77%
  14. 14. 35% own “smartphones”
  15. 15. Main internet use device 10/13/2011 Which Device Do You Mostly Use to Go Online? (among smartphone owners)
  16. 16. Revolution #3 Social Networking
  17. 17. The social networking population is more diverse than you might think 2/22/2011 5x 5x 7x 5x Urban-64% Suburban-65% Rural-49%
  18. 19. How do you convince non-users to adopt broadband?
  19. 20. By the numbers: Who’s not online? Source: Pew Internet Project, May 2010 tracking survey 10/5/2010 Trends in Home Broadband Adoption 22% … of American adults are not online 34% of them have some past or current contact w/ internet 10% of them want to use the internet in the future 61% of them would need assistance getting online
  20. 21. Relevance & digital literacy are primary factors for not going online Source: Pew Internet Project, May 2010 tracking survey 10/5/2010 Trends in Home Broadband Adoption
  21. 25. Social media as a “hook” for seniors <ul><li>Older adults are among the most resistant, but once converted they often come to see broadband as an everyday utility </li></ul><ul><li>Renewed connections can provide a support network for people nearing retirement or beginning a new career </li></ul><ul><li>Those with a chronic disease are especially likely to reach out for support online </li></ul><ul><li>Social media bridges generational gaps and provides a shared space for interactions </li></ul>10/5/2010 Trends in Home Broadband Adoption
  22. 26. <ul><li>Back to my executive summary </li></ul>
  23. 27. Community economic payoff <ul><li>21% of GDP growth last 5 years – mostly in traditional industries </li></ul><ul><li>10% productivity gain in medium and small biz </li></ul><ul><li>$500 per capita GDP growth in 15 years (took Industrial Rev. 50 years to have same effect) </li></ul><ul><li>More than 2.4 jobs created for every one destroyed </li></ul><ul><li>U.S. consumer “surplus” of $64B </li></ul>
  24. 28. Information access payoff <ul><li>Pervasive sense of availability of information and media </li></ul><ul><li>30% growth in digital info/year </li></ul><ul><li>3.5 times more information in a person’s life now than in 1980 </li></ul><ul><li>More time with media and multitasking 7.5 hrs/day </li></ul><ul><li>Miracle of search – 92% / 59% </li></ul><ul><li>Rise of amateur experts </li></ul>
  25. 29. Social payoff: What? Me isolated? <ul><li>Internet users have bigger, more diverse social networks </li></ul><ul><li>More close ties </li></ul><ul><li>More trusting </li></ul><ul><li>More civic involvement </li></ul><ul><li>More social support </li></ul><ul><li>MySpace – more open to others’ views … and everybody else the same </li></ul>
  26. 30. Civic, participatory payoff <ul><li>Spread of broadband is associated with … </li></ul><ul><ul><li>greater civic engagement (but not civic contentment!) </li></ul></ul><ul><ul><li>focus on government performance and transparency </li></ul></ul><ul><ul><li>more involvement with schools </li></ul></ul><ul><ul><li>greater patronage of libraries </li></ul></ul><ul><ul><li>SNS and more diverse involvement </li></ul></ul>
  27. 31. Health outcomes payoff <ul><li>Monitoring </li></ul><ul><li>Interventions and reinforcement </li></ul><ul><li>Skills training – meds/devices </li></ul><ul><li>Emotional and social support among peers </li></ul><ul><li>“ Information prescriptions” </li></ul><ul><li>Amateur research contributions – online recruitment, communities and clinical trials </li></ul>
  28. 32. Health outcomes payoff <ul><li>Have you or has anyone you know been HELPED by following medical advice or health information found on the internet? </li></ul><ul><li>Major help – 10% </li></ul><ul><li>Moderate help – 20% </li></ul><ul><li>Minor help – 11% </li></ul><ul><li>No help – 50% </li></ul><ul><li>Don’t know – 4% </li></ul><ul><li>Have you or has anyone you know been HARMED by following medical advice or health information found on the internet? </li></ul><ul><li>Major harm – 1% </li></ul><ul><li>Moderate harm – 1% </li></ul><ul><li>Minor harm – 1% </li></ul><ul><li>No harm – 94% </li></ul><ul><li>Don’t know – 3% </li></ul>41% 3%
  29. 33. Educational attainment payoff? <ul><li>Different learners and learning spaces </li></ul><ul><li>More self directed, less top-down </li></ul><ul><li>Better arrayed to capture new information inputs </li></ul><ul><li>More reliant on feedback and response </li></ul><ul><li>More inclined to collaboration </li></ul><ul><li>More open to cross discipline insights and creating their own “tagged” taxonomies </li></ul><ul><li>More oriented towards people being their own individual nodes of production </li></ul>
  30. 35. Revolution #4 Post PC, new interfaces, better search (including images/videos), local awareness, augmented reality, social graph
  31. 36. Revolution #5 Internet of things, big data
  32. 37. <ul><li>Thank you! </li></ul><ul><li>Questions? </li></ul>