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

3.
3

4.
4

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