Successfully reported this slideshow.
We use your LinkedIn profile and activity data to personalize ads and to show you more relevant ads. You can change your ad preferences anytime.

Digital differences

1,046 views

Published on

How America is using the net...latest stats

Published in: Business, Technology
  • Be the first to comment

Digital differences

  1. 1. DigitaldifferencesNew data and trendsKathryn Zickuhr, Research SpecialistPew Research Center’s Internet & American Life ProjectAmerican Library Association Spectrum Leadership InstituteAnaheim, CA - June 25, 2012
  2. 2. Kathryn ZickuhrResearch SpecialistPew Internet & American Life Projectkzickuhr@pewinternet.org@kzickuhr@pewinternet@pewresearch
  3. 3. About Pew Internet• Part of the Pew Research Center, a non-partisan “fact tank” in Washington, DC• Studies how people use digital technologies• Does not promote specific technologies or make policy recommendations• Data for this talk is from nationally representative telephone surveys of U.S. adults and teens (on landlines and cell phones)All slides and reports are available atpewinternet.org
  4. 4. PewResearchCenter• Public opinion attitudes toward the press, politics and public policy issues (people-press.org)• The performance of the U.S. press (journalism.org)• The impact of technology (pewinternet.org)• Worldwide public opinion (pewglobal.org)• Religion and public life (pewforum.org)• The U.S. Hispanic population (pewhispanic.org)• Social and demographic trends (pewsocialtrends.org)More: pewresearch.org
  5. 5. Factors• Age group• Race/ethnicity• Household income• Educational attainment• Quality of access
  6. 6. Internet
  7. 7. Internet use over time (1995-2012)% of adults ages 18+ who go online 82% (April 2012) 14% (June 1995)Source: Pew Internet surveys
  8. 8. Almost two-thirds of adults have home broadband% of adults ages 18+ who go online at home via dial-up or broadband 66% 3%Source: Pew Internet surveys@kzickuhr @pewinternet pewinternet.org
  9. 9. Internet use vs home broadband by age% of all adults 18+ @kzickuhr @pewinternetSource: Pew Internet April 2012 survey. pewinternet.org
  10. 10. Internet use vs home broadband byrace/ethnicity% of all adults 18+ @kzickuhr @pewinternetSource: Pew Internet April 2012 survey. pewinternet.org
  11. 11. Internet use vs home broadband byyearly household income% of all adults 18+ @kzickuhr @pewinternetSource: Pew Internet April 2012 survey. pewinternet.org
  12. 12. Internet use vs home broadband byeducational attainment % of all adults 18+@kzickuhr @pewinternet Source: Pew Internet April 2012 survey.
  13. 13. What is the MAIN reason you do not usethe internet? (asked of non-users)Source: Pew Internet May 2010 survey.@kzickuhr @pewinternet pewinternet.org
  14. 14. Gadgets
  15. 15. Adult gadget ownership, 2006-2012Source: Pew Internet surveys. Data is for adults age 18+. pewinternet.org
  16. 16. Gadget ownership by age groupSource: Pew Internet surveys. Data is for adults age 18+. pewinternet.org
  17. 17. Amost nine in ten adults (and three-quarters of teens) have a cell phone Teen data: July 2011 Adult data: Feb 2012Source: Pew Internet surveys. pewinternet.org
  18. 18. Cell phones by age group Teen data: July 2011 Adult data: Feb 2012Source: Pew Internet surveys. pewinternet.org
  19. 19. Gadgets by household incomeSource: Pew Internet surveys. Data is for adults age 18+. pewinternet.org
  20. 20. Gadget ownership by educationSource: Pew Internet surveys. Data is for adults age 18+. pewinternet.org
  21. 21. Gadget ownership by race/ethnicitySource: Pew Internet surveys. Data is for adults age 18+. * English- and Spanish-speaking
  22. 22. Cell phone ownership (total) by race/ethnicity% of all adults 18+Source: Pew Internet February 2012 survey.
  23. 23. Cell phone activities by race/ethnicity% of adult cell phone owners 18+ within each group who do the following activities with their cell phone White, non- Black, non- Hispanic Hispanic Hispanic (n=196)Send or receive text messages 70 76 83*Take a picture 71 70 79*Access the internet 39 56* 51*Send a photo or video to someone 52 58 61*Send or receive email 34 46* 43*Download an app 28 36* 36*Play a game 31 43* 40*Play music 27 45* 47*Record a video 30 41* 42*Access a social networking site 25 39* 35*Watch a video 21 33* 39*Post a photo or video online 18 30* 28*Check bank balance or do online banking 15 27* 25**indicates statistically significant differences compared with whites.Source: Pew Internet May 2011 survey
  24. 24. About half of adults (and almost aquarter of teens) have a smartphone Teen data: July 2011 Adult data: Feb 2012Source: Pew Internet surveys. pewinternet.org
  25. 25. Smartphones by age group Teen data: July 2011 Adult data: Feb 2012Source: Pew Internet surveys. pewinternet.org
  26. 26. Smartphone ownership by age and income/education % of adults within each group who own a smartphone 18-29 30-49 50-64 65+ (n=336) (n=601) (n=639) (n=626) All adults 66% 59% 34% 13% Household Income Less than $30,000/yr 58 42 16 5 $30,000 or more/yr 72 69 44 27 Educational Attainment High school grad or less 63 43 22 8 Some college or college grad 70 71 44 20 Adult data: Feb 2012@kzickuhr @pewinternet pewinternet.org
  27. 27. Cell phone ownership (total) by race/ethnicity% of all adults 18+Source: Pew Internet February 2012 survey.
  28. 28. Smartphone ownership by race/ethnicity% of all adults 18+Source: Pew Internet February 2012 survey.
  29. 29. 25% of smartphone owners saythey mostly go online with theirsmartphone.About one third of them do not have a traditionalhigh-speed broadband connection at home. Groups that are more likely to say their phone is their main source of internet access: • Young adults • Minorities • Those with no college experience • Those in lower-income households
  30. 30. Twitter use by race/ethnicity% of internet users ages 18+Source: Pew Internet February 2012 survey. * English- and Spanish-speaking
  31. 31. Questions?@kzickuhr@pewinternet@pewresearch
  32. 32. Librariesof today and tomorrow
  33. 33. About our libraries research• Goal: To study the changing role of public libraries and library users in the digital age• Funded by a three-year, $1.4 million grant from the Bill and Melinda Gates Foundation libraries.pewinternet.org
  34. 34. RESEARCH TIMELINEStage I (August 2011-July 2012)Libraries + new technologies • The rise of e-reading (April 2012)• E-books, patrons, and libraries – JUST PUBLISHED – Includes quotes from librarians and patrons – Available online at libraries.pewinternet.org• Library use in different community types (summer)• The habits of younger library users (summer)
  35. 35. The rise of e-reading
  36. 36. Report: The rise of e-readingOne in five adults has read an e-book in the past yearNote: Due to multiple responses, categories do not add up to 100%
  37. 37. Book reading by age group% of each age group who have read a book (in any format) in whole or in partin the past 12 monthsSource: Pew Internet December 2011 survey. libraries.pewinternet.org
  38. 38. The book format used by readers on any given day is changing % of adult book readers (age 18+) using this format on an average day, as of June 2010 and December 2011Source: Pew Internet December 2011 survey. libraries.pewinternet.org
  39. 39. Who reads e-books?-book readers are more likely than otherreaders to be: Under age 50 College educated Living in households earning $50K+ther key characteristics:Source: Pew Internet December 2011 survey. libraries.pewinternet.org
  40. 40. How e-readers read their e-books % of all Americans age 16 and older who read an e-book in the past 12 months, as of December 2011Source: Pew Internet December 2011 survey. libraries.pewinternet.org
  41. 41. Who owns tablets and e-readers? 29% of US adults own a specialized e-reading device (either a tablet or an e-reader) 19% of adults own an e-reader 19% of adults own a tablet computer
  42. 42. Who owns tablets and e-readers? E-reader and tablet ownership are strongly correlated with income & education, as well as age— both devices are most popular with adults under 50. Women are more likely than men to own e-readers Parents are more likely than non-parents to own tablets
  43. 43. How device owners read their e-books% of owners of each device who read e-books on that devicewhoread an e-book in the past 12 months, as of December 2011 * = among people who own that device
  44. 44. Which is better for these purposes, a printedbook or an e-book?Among people ages 16+ who read both an e-book & a print book in the past year
  45. 45. “My Kindle fits in my purse, so Ican carry my Kindle places Iwouldn’t carry a book. I findmyself taking it almosteverywhere I go so if I findmyself with a free couple ofminutes, I can read a couple ofpages.” – E-book borrower
  46. 46. E-books atlibraries
  47. 47. How people used the library inthe past yearThe % of Americans ages 16+ who used the library for the followingpurposes in the past year
  48. 48. 12% of e-book readers borrow e-books from the librarySource: Pew Internet December 2011 survey. libraries.pewinternet.org
  49. 49. When you want to read a particulare-book, where do you look first?Among all people ages 16+ who read an e-book in the past year
  50. 50. When you want to read a particulare-book, where do you look first?Among people who borrowed an e-book from the library in the past year n=111
  51. 51. Have you ever wanted to borrow a particulare-book from the library and found that...Among e-book borrowersSource: Pew Internet December 2011 survey. libraries.pewinternet.org
  52. 52. “Fast, easy, plentiful.” – E-book-borrowing patron
  53. 53. 62% of all Americans ages16 and older, including 58%of library card holders, saythey do not know if theirlibrary lends e-books.
  54. 54. What is the main reason you do not borrowe-books from your public library?Among e-book readers who do not get e-books at the public library % of e-book readers whoReason do not get e-books at the public libraryInconvenient / easier to get another way 22%Didn’t know I could / didn’t know library offered e-books 19Don’t use library / no library nearby 8No interest / no real need 7Just found out about it / haven’t had a chance to try it yet 6E-books still new to me / no time to learn 5Just never thought to 5Don’t read a lot / don’t use e-reader much 4Prefer to own my own copy 4My library doesn’t offer e-books 4Prefer print books 3Poor e-book selection at library 2Do not have format I need 2Cumbersome process / wait list / short borrowing period 2Other 6
  55. 55. Among those who do not currently borrow e-booksfrom libraries, the % who say they would be likely to…
  56. 56. Among those who do not currently borrow e-booksfrom libraries, the % who say they would be likely to… All three ideas are most popular with: African-Americans and Hispanics Those under age 65 Those in households making less than $30k per year Those who had not completed high school Parents of minor children
  57. 57. What thesechanges[could] meanfor libraries
  58. 58. “Our customers are still usingthe library but in different ways.They browse our catalog online,place reserves on the items theywant, then pick them up at theirlocation of choice. Many fewerbrowse the collection in person,” – E-book-borrowing patron
  59. 59. “People are asking for digitalcontent. Anything digital. Theyare hungry for it.” – Library staff member
  60. 60. “We spend a significant part ofour day explaining how to getlibrary books onto e-bookreaders.” – Library staff member
  61. 61. “The greatest change hasbeen the need not only forcomputer access, butcomputer assistance.” – Library staff member
  62. 62. “It all feels pretty murky. Someclarity and good advice wouldbe nice. It’s OK for libraries withbig budgets to plunge into e-book readers. As a small librarywith limited collection funds, wehave to be more careful.” – Library staff member
  63. 63. Imagining the “librarian of the future”Aggregator/ Organizer Network node FacilitatorSynthesizer
  64. 64. “Our library is a criticallink in our community.It provides access tobooks, computers,[and] knowledge, and isa critical social center.” – E-book-borrowing patron
  65. 65. RESEARCH TIMELINEStage II (May-November 2012) The changing world of library services • The evolving role of libraries in communities – New library services – People’s expectations of libraries – “The library of the future” • The role of libraries in the life of special populations – Lower-income users, minorities, rural residents, senior citizens
  66. 66. RESEARCH TIMELINEStage III (Sept. 2012–April 2013) A closer analysis of who does – and does not – use libraries • A “library user” typology – Different user “types” based on: • What their local libraries are like • How they use libraries • Attitudes about libraries in general • An updated, in-depth portrait of how teens & young adults use libraries
  67. 67. Thank you!Kathryn ZickuhrResearch SpecialistPew Internet & American Life Projectkzickuhr@pewinternet.org@kzickuhr @pewinternet @pewresearchAll data, slides, and reports available atpewinternet.org

×