The Mobile Difference

1. The mobile difference Lee Rainie, Director, Pew Internet Project 9.20.13 SEFLIN – librarian webinar Email: Lrainie@pewinternet.org Twitter: @Lrainie

2. “Tell the truth, and trust the people” -- Joseph N. Pew, Jr. http://bit.ly/dUvWe3 http://bit.ly/100qMub

5. Best/Worst 7% 7% 9% 26% 28% 65% 12% 14% 10% 22% 19% 17% 24% 26% 15% 21% 20% 11% 57% 53% 64% 31% 32% 6% 0% 20% 40% 60% 80% 100% Made it harder to focus on a single task without being distracted Made it harder to give people your undivided attention Made it harder to forget about work at home or on the weekends Made it easier to be productive while you are doing things like sitting in traffic, waiting in line, etc Made it easier to plan and schedule your daily routine Made it easier to stay in touch with the people you care about A lot Some Only a little Not at all5

6. 16% 4% 5% 4% 12% 15% 23% 18% 11% 14% 15% 18% 26% 27% 21% 23% 29% 31% 37% 39% 45% 21% 31% 33% 45% 43% 49% 60% 0% 10% 20% 30% 40% 50% 60% 7 Get help in an emergency situation Get up-to-the minute traffic or public transit info Look up sports score Look up something to settle an argument Decide whether or not to visit a business, such as restaurant Solve an unexpected problem Coordinate a gathering 18-29 30-49 50-64 65+

7. Distracted walking - % of cell owners 51% 36% 19% 19% 10% 4% 70% 55% 54% 48% 42% 27% 0% 20% 40% 60% 80% 100% 18-24 25-34 35-44 45-54 55-64 65+ Have bumped into a person or object because they were distracted Have been bumped into by someone because that person was distracted 7

8. Overall mobile picture

9. Mobile Revolution Mobile – 91% … smartphone 56% … tablets 34% 326.4 Total U.S. population: 319 million 2012

10. Changes in smartphone ownership 35% 48% 17% 46% 41% 12% 56% 35% 9% 0% 20% 40% 60% 80% Smartphone Other cell phone No cell phone May 2011 February 2012 May 2013

11. Smartphone ownership by income/age 77% 47% 22% 8% 81% 68% 40% 21% 90% 87% 72% 43% 0% 20% 40% 60% 80% 100% 18-29 30-49 50-64 65+ Less than $30,000 $30,000-$74,999 $75,000 or more

12. % who say their phone is an iPhone % who say their phone is an Android All cell owners (n=2,076) 25% 28% Gender a Men (n=967) 24 31b b Women (n=1,109) 26 26 Age a 18-24 (n=238) 31ef 43cdef b 25-34 (n=279) 34def 40def c 35-44 (n=283) 29ef 33ef d 45-54 (n=354) 25f 27ef e 55-64 (n=392) 19f 17f f 65+ (n=478) 11 7 Race/ethnicity a White, Non-Hispanic (n=1,440) 27b 26 b Black, Non-Hispanic (n=238) 16 42ac c Hispanic (n=235) 26b 27 Education attainment a Less than high school (n=144) 11 25 b High school grad (n=565) 17a 27 c Some College (n=545) 27ab 31 d College + (n=799) 38abc 29 Household income a Less than $30,000/yr (n=504) 13 28 b $30,000-$49,999 (n=345) 23a 27 c $50,000-$74,999 (n=289) 25a 31

13. Cell internet users - 57% of all adults 25% 34% 38% 44% 50% 52% 25% 38% 44% 53% 56% 60% 31% 43% 47% 55% 59% 63% 0% 10% 20% 30% 40% 50% 60% 70% Apr-09 May-10 May-11 Apr-12 Sep-12 May-13 Email Internet Total Cell Internet Use

14. Mobile internet access points the % of cell internet users vs. all cell owners who say they “mostly” access the internet on their phone % of cell internet users % of all cell phone owners Mostly on cell phone 34% 21% Mostly on something else 53% 34% Both equally 11% 7% More likely to be Latinos, younger adults, less affluent, lesser educational attainment

15. Apps > 50% of adults 22% 29% 38% 43% 50% 0% 10% 20% 30% 40% 50% 60% Sept 09 May 2010 Aug 2011 April 2012 May 2013

16. Cell Phone Activities The % of cell phone owners who use their cell phone to… 81% send or receive text messages 60% access the internet 52% send or receive email 50% download apps 49% get directions, recommendations, or other location- based information 48% listen to music 21% participate in a video call or video chat 8% “check in” or share your location

17. More data that show how integrated mobile connectivity is to everyday life

18. Location services • 74% of adult smartphone owners use their phone to get directions or other information based on their current location. • 30% say that at least one of their accounts is currently set up to include their location in their posts, up from 14% who said this in 2011. • 12% of adult smartphone owners say they use a geosocial service to “check in” to certain locations or share their location with friends – down from 18% of smartphone owners who reported this in 2012.

19. Just-in-time shopping in stores (% of cell owners) 38% 24% 25% 46% 28% 27% 0% 20% 40% 60% Call for advice about a purchase Use phone to look up product reviews Use phone to look up product pricing 2012 2013

20. Online and mobile banking 18% 61% 18% 35% 0% 10% 20% 30% 40% 50% 60% 70% Jun-00 May-02 Sep-02 Nov-04 Jan-05 Feb-05 Sep-07 Dec-08 Apr-09 May-10 May-11 Sep-12 May-13 Jul-13 online banking - internet users mobile banking - cell phone owners

21. Other key parts of life • 52% of cell owners are two-screen TV watchers • 31% of cell owners / 52% of smartphone owners have used it for health and medical information – 19% have health apps – 9% have texted for health • 27% of cell owners used their phones for political information in 2012 election – 19% text messages on politics – also fact checking / social networking • 9% of cell owners have texted charitable donations • 10% of campaign donors gave via text

22. Mobile devices and privacy • 54% of app users have decided to not install a cell phone app when they discovered how much personal information they would need to share in order to use it • 30% of app users have uninstalled an app that was already on their cell phone because they learned it was collecting personal information that they didn’t wish to share 59% 50% 33% 30% 15% 21% 14% 29% 7% 8% 0% 20% 40% 60% 80% Back up phone contents Have cleared browsing or search history Phone has been lost or stolen Have turned off location tracking Someone has accessed phone in a way that felt like privacy intrusion Smartphone owners Other cell owners

23. Personal pathologies - % of cell owners 61% 81% 59% 76% 42% 71% 42% 63% 34% 61% 22% 46% 0% 20% 40% 60% 80% 100% Sleep next to phone in order to not miss calls, texts or updates at night Check phone for messages or missed calls even though didn't notice it ringing 18-24 25-34 35-44 45-54 55-64 65+

24. Tablet ownership over time 3% 4% 5% 7% 8% 10% 14% 18% 25% 34% 0% 5% 10% 15% 20% 25% 30% 35% 40% May-10 Nov-10 May-11 Nov-11 May-12 Nov-12 May-13

25. Mobile and libraries

26. Current state of play – patrons % who have visited a library or bookmobile in person in the past year All Americans ages 16+ 53% a Men (n=1,059) 48% b Women (n=1,193) 59a Age a 16-17 (n=101) 62%de b 18-29 (n=369) 57%e c 30-49 (n=586) 59%de d 50-64 (n=628) 51%e e 65+ (n=531) 40% Education attainment a No high school diploma (n=254) 43% b High school grad (n=610) 46% c Some College (n=562) 58%ab d College + (n=812) 63%ab Parent of minor a Parent (n=584) 64%b b Non-parent (n=1,667) 49% 53% 59% 40% 58% 63% 64%

27. Current state of play – website users % who have ever visited a library website All Americans ages 16+ 39% Men (n=1,059) 33 Women (n=1,193) 44a Age 16-17 (n=101) 47de 18-29 (n=369) 48de 30-49 (n=586) 47de 50-64 (n=628) 32e 65+ (n=531) 19 Household income Less than $30,000/yr (n=629) 30 $30,000-$49,999 (n=363) 37a $50,000-$74,999 (n=314) 44a $75,000+ (n=567) 52abc Education attainment No high school diploma (n=254) 24 High school grad (n=610) 22 Some College (n=562) 44ab College + (n=812) 60abc Parent of minor Parent (n=584) 46b Non-parent (n=1,667) 36 39% 44% 19% 52% 60% 46%

28. Current state of play – Mobile connectors 13% of those 16+ – Those under 50 – Those with college degrees – Those in non- rural areas

29. What new services patrons say they’d use

30. 33% 34% 35% 35% 37% 30% 28% 34% 28% 36% 35% 36% 29% 35% 26% 0% 20% 40% 60% 80% 100% Very likely Somewhat likely Not too likely or not at all likely Cell app to use to access library services A tech “petting zoo” to try out new stuff Cell GPS app to navigate library Online research service – “ask a librarian” Kiosks (“Redbox”) around town for lib. checkouts

31. 23% 26% 26% 28% 29% 28% 32% 32% 29% 35% 48% 40% 39% 41% 34% 0% 20% 40% 60% 80% 100% Very likely Somewhat likely Not too likely or not at all likely Pre-loaded e-book readers Classes on how to download e-books Personalize, Amazon-style recommendations Digital media lab to digitize personal material Instruction on how to use e-reading devices

32. • Attention zones change – “Continuous partial attention” – Deep dives – Info snacking • Real-time, just-in-time searches • Augmented reality highlights the merger of data world and real world Impact on patrons and librarians

33. Be not afraid