The document summarizes research on the cultural impact of social networking and computer usage on African American information consumers. It discusses findings from a survey conducted by the California Librarian's Black Caucus showing that African American computer and mobile device ownership has increased in the last decade. While some are concerned with privacy issues, most use social networks and find the information they need online. The document recommends libraries provide digital literacy programs, mobile apps, and partner with tech companies to better serve African American patrons.

1. Cultural Impact of Social
Networking and Computer Usage
on African American Information
Consumers
Presented November 4, 2012
California Library Association Annual Conference
San Jose, CA

2. Presenters
Joseph Atkinson
City of Los Angeles Public Library
Playa Vista Branch
jatkins@lapl.org
Sharon Johnson
County of Los Angeles Public Library
Compton Community Library
sjohnson@library.lacounty.gov
Pat Toney
San Francisco Public Library
Park Branch
ptoney@sfpl.org

3. Mission of CLA’s
African American Interest Group

4. Culturally Responsive

5. African American Interest
Group / CLA concerns
 Receptivity to use of devices
 Consuming content
 Share of time on the internet
 Perception of privacy issues

6. What is the cultural impact?

7. Impact
More ethnically targeted social media

8. Impact
Diversify promotion of library events and
activities

9. Impact
Participation in social networks will grow in
importance

10. Impact
Social norms may continue to predominate in
networks

11. Impact
General market networks participation based
only on as-needed or on-demand

12. Impact
Consider the value associated with use of
tools, content and technologies

13. Impact
African American consumers’ awareness of
being an advertising target

14. California Librarians
Black Caucus
Survey

15.
California Librarian’s Black Caucus’ past interest and
reporting on the effects of computer use and information
technology in the African American community
Bringing the Internet Home, LAPL – 1997
CLA Conference, Ontario – 2003

16. Leimert Park Book Fair 2012

17. Paper
Survey

18. Survey Results

19. Survey Results
 35 own a computer today
 18 owned a computer 10 years ago
 7 did not own a computer 10 years ago
 4 plan to purchase a computer in near future

20. Computer/Mobile Device Ownership

21. Survey Results
 Primary method of communication - cell phone
 Read e-books with computer/mobile device? – No
 Research with computer/mobile device? – Yes
 Purchase books/magazines? – Yes
 Use your device for gaming? – No
 Use device for contact with family/friends? – Yes
 Use Facebook/other social networks? – Yes
 Concerned with privacy? – Yes
 Find the answers you need? – Yes
 Visit the library ? - Yes

22. Observations
 Many respondents own computers today that did
not 10 years ago.
 Many still purchase book and magazines to read.
 Those concerned with privacy issues tended to be
older; younger people were not as concerned.
 Most believed they could find the answers they
need on their computer or mobile device.
 Most were library users.

23. Personal Observations
My story
Observations in the library community
Conclusion

24. Online
Focus Group

25. Online Survey

26. Online Survey Results
Gadget Ownership

27. Thoughts on Social Networking
 Is essential to libraries because
college students can become
intimidated to ask for reference
assistance in person
 Use Facebook, Twitter or other
chat services
 enjoy using digital technology
especially digitals cameras

28. Thoughts on Social Networking
“We (human beings) don't know how to relate
communicate to people anymore. Etiquette,
decorum, and articulation skills are being masked
behind the "Berlin Wall"- computers and other
electronic devices. Technology/electronic
communications/digital media is a great tool to access
information. However, it's an evil to our society:
increased sex crimes (especially among minors),
violated privacy, and wasted valuable time playing
video games. What happened to board games and
movie night with our family and friends? Simplicity of
life is rapidly being destroyed by social networking
and digital technology.”

29. Thoughts on Social Networking
 “I think social networks help me
stay in touch with people I would
otherwise lose track of, as well as
my close family and friends.”

30. Why Americans Use Social
Media
Pew Research – November 2011

31. Social Media Usage
 Connections with family and friends - 50%
 Connections about a shared hobby or -14%
interest
 Making friends - 9%
 Reading comments by public figures - 5%
 Finding potential romantic partners - 3%

32. Cultural Implications
 African Americans (15%) more likely than
average to use social media to make new
friends.
 One in ten black social media users (10%)
say that reading comments from public
figures is a major reason for social media

33. People I Follow

34. The Power of the African
American Consumer
Nielsen Wire
September 2011

35. 2010 U.S. African-American Population % Penetration by County

36. Mobile Phones

37. Smartphone Usage

38. Mobile
Activities

39. Internet Usage

40. Pew Internet: Mobile
September 2012

41. Gadget Ownership
Pew Research : Mobile Access 2012

42. Implications for Library
Programming & Services

43. Recommendations
 Programs related to  Text notifications
digital technology  Book a librarian or
literacy teen volunteer for
 Mobile App digital device
production & design instruction
 Partnering with tech  Collection
companies or development – tech
nonprofits books
internships– e.g.  Tech Mobiles
Black Girls Code

44. Further Study
American Libraries Live
February 14, 2013
Mobile Services : The Library in Your Pocket

45. Questions
&
Answers

46. Thank you for your attention!
clbc.org