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Are consumers really networked? And, if they are, should you care? Jim JansenSenior Fellow Pew Internet & American Life Project (they are and you should)
Thanks! Great to be here!
Who’s Jim Jansen? Senior Fellow at the Pew Research Center (Pew Internet & American Life Project) - http://www.pewinternet.org Associate professor at College of Information Sciences and Technology, The Pennsylvania State University, USA Active research and teaching efforts in the web area - http://ist.psu.edu/faculty_pages/jjansen/ New book, Understanding Sponsored Search (Cambridge University Press) … theory of keyword advertising Recent Pew Internet reports focusing on purchasing digital content, income effect on internet usage, online product research. Forthcoming report, the religious and their technologies
What is Pew Internet? Part of the Pew Research Center  A nonpartisan ‘fact tank’ based in Washington, DC  Provide quality and objective data to thought leaders and policy makers Pew Internet & American Life is one project of the Center All findings are based on nationally representative telephone surveys … U.S. adults age 18+ or U.S. teens ages 12-17 Drawn from dual-frame (landline/cell phone) samples  English or English and Spanish Study how technology is shaping society and individuals
Are consumers really networked? Yes, they are …
In fact, …. 71% of online adults now use video-sharing sites(e.g., YouTube) 65% of online adults use social networking sites(e.g., Facebook, LinkedIn) 58%of Americans with smart phones use mobile and social location-based services (e.g., FourSquare)  the networked consumer is engaged, via technology, with the ‘offline’ world (getting harder to separate offline from online)
Is this important? Yes, it is …
In fact, …. 95% of those earning $75,000 or more a year use the internet at least occasionally, compared with 70%for those earning less than $75,000. 88% of those earning $75,000 or more a year conduct online product research compared to 58% for the overall internet population Many other reasons on why the networked consumer is important. Income is just one example. There is a positive correlation between incomeand …  use of the web, use of the internet,and ownership of electronic devices.  The more income =more networked.
Before we look at the details, … Let’s examine the contextin which this is occurring. There are three on-going revolutionsin technologyand access …
#1 Internet and Broadband Revolution 10
Check out these usage rates! Probably slow growth for years ahead  Has stabilized  Pulling downthe average
70%  66%  Broadband access at home transformational, internet becomes a central hub for: ,[object Object]
communication
entertainmentChanged the commercial landscape! More importantly, made efficient ecommerce a reality!
#2 Wireless Connectivity Revolution 13
Cell phone owners: 85% of adults 96% 90% Cell phone ownership has outpaced or is on par with internet access for all age groups! 85% 58% Near 100% marketshare for many age groups
Mobile internet connectors: 57% of adults 62% Mobile internet connectivity with: ,[object Object]
 Laptop, etc. – 87%59% 55% Highest among non-white demographics Always on!–accessanytime and anywhere! … and at increasingly significant bandwidth (ex. 4G wireless is exponentially faster than a T1 line)
#3 Social Networking Revolution 16
Amazing growth in 6 years! 48% of American adults use social networking sites. The fastest growing is the 50+ age cohort!
And, folks aren’t using just one SNS! If trends continue, the majority of American adult internet users will have profiles on multiple social network sites. Currently, a majority of social networking site users already do (52%).  Changing social roles, workforce, culture, politics, news sources, community, participation, and commerce
The impact on information … Dramatic effects on people’s relationship to information, communication, and commerce
So, what does this mean for networked consumer? This is what we are seeing …
Snapshot of the networked consumer 79% of American adults use the internet Nearly half of adults (47%) or 59% of internet users, say they use at least one social network site (92% use Facebook) Half of all adult cell owners (51%) use their phone to access information 92% of smart phone users send or receive text messages
The networked consumer: cell phones Interesting tidbit: 82% of American adult cell phones owners have bumped into another person or an object because they were distracted by talking or texting on their phones. What’s left? Visual communication Get/Share information Entertainment Transacting Miscellaneous
Take Aways Technology and access is changing (has changed) the value, dissemination, and relationshipattributes of information The networked consumer is leveraging technology, especially social, to engagewith the physical world. Near majorities of American adults are now (or soon will be) networked consumers. For some networked activities and consumer demographic groups, near saturation levels.

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Jjansen networked consumer_2011

  • 1. Are consumers really networked? And, if they are, should you care? Jim JansenSenior Fellow Pew Internet & American Life Project (they are and you should)
  • 2. Thanks! Great to be here!
  • 3. Who’s Jim Jansen? Senior Fellow at the Pew Research Center (Pew Internet & American Life Project) - http://www.pewinternet.org Associate professor at College of Information Sciences and Technology, The Pennsylvania State University, USA Active research and teaching efforts in the web area - http://ist.psu.edu/faculty_pages/jjansen/ New book, Understanding Sponsored Search (Cambridge University Press) … theory of keyword advertising Recent Pew Internet reports focusing on purchasing digital content, income effect on internet usage, online product research. Forthcoming report, the religious and their technologies
  • 4. What is Pew Internet? Part of the Pew Research Center A nonpartisan ‘fact tank’ based in Washington, DC Provide quality and objective data to thought leaders and policy makers Pew Internet & American Life is one project of the Center All findings are based on nationally representative telephone surveys … U.S. adults age 18+ or U.S. teens ages 12-17 Drawn from dual-frame (landline/cell phone) samples English or English and Spanish Study how technology is shaping society and individuals
  • 5. Are consumers really networked? Yes, they are …
  • 6. In fact, …. 71% of online adults now use video-sharing sites(e.g., YouTube) 65% of online adults use social networking sites(e.g., Facebook, LinkedIn) 58%of Americans with smart phones use mobile and social location-based services (e.g., FourSquare)  the networked consumer is engaged, via technology, with the ‘offline’ world (getting harder to separate offline from online)
  • 7. Is this important? Yes, it is …
  • 8. In fact, …. 95% of those earning $75,000 or more a year use the internet at least occasionally, compared with 70%for those earning less than $75,000. 88% of those earning $75,000 or more a year conduct online product research compared to 58% for the overall internet population Many other reasons on why the networked consumer is important. Income is just one example. There is a positive correlation between incomeand …  use of the web, use of the internet,and ownership of electronic devices. The more income =more networked.
  • 9. Before we look at the details, … Let’s examine the contextin which this is occurring. There are three on-going revolutionsin technologyand access …
  • 10. #1 Internet and Broadband Revolution 10
  • 11. Check out these usage rates! Probably slow growth for years ahead Has stabilized Pulling downthe average
  • 12.
  • 14. entertainmentChanged the commercial landscape! More importantly, made efficient ecommerce a reality!
  • 15. #2 Wireless Connectivity Revolution 13
  • 16. Cell phone owners: 85% of adults 96% 90% Cell phone ownership has outpaced or is on par with internet access for all age groups! 85% 58% Near 100% marketshare for many age groups
  • 17.
  • 18. Laptop, etc. – 87%59% 55% Highest among non-white demographics Always on!–accessanytime and anywhere! … and at increasingly significant bandwidth (ex. 4G wireless is exponentially faster than a T1 line)
  • 19. #3 Social Networking Revolution 16
  • 20. Amazing growth in 6 years! 48% of American adults use social networking sites. The fastest growing is the 50+ age cohort!
  • 21. And, folks aren’t using just one SNS! If trends continue, the majority of American adult internet users will have profiles on multiple social network sites. Currently, a majority of social networking site users already do (52%). Changing social roles, workforce, culture, politics, news sources, community, participation, and commerce
  • 22. The impact on information … Dramatic effects on people’s relationship to information, communication, and commerce
  • 23. So, what does this mean for networked consumer? This is what we are seeing …
  • 24. Snapshot of the networked consumer 79% of American adults use the internet Nearly half of adults (47%) or 59% of internet users, say they use at least one social network site (92% use Facebook) Half of all adult cell owners (51%) use their phone to access information 92% of smart phone users send or receive text messages
  • 25. The networked consumer: cell phones Interesting tidbit: 82% of American adult cell phones owners have bumped into another person or an object because they were distracted by talking or texting on their phones. What’s left? Visual communication Get/Share information Entertainment Transacting Miscellaneous
  • 26. Take Aways Technology and access is changing (has changed) the value, dissemination, and relationshipattributes of information The networked consumer is leveraging technology, especially social, to engagewith the physical world. Near majorities of American adults are now (or soon will be) networked consumers. For some networked activities and consumer demographic groups, near saturation levels.
  • 27. Follow-on Discussion Happy to chat (either today or contact me) Email jjansen@acm.org LinkedIn http://www.linkedin.com/in/jjansen Twitter jimjansen
  • 28. Related Reports Available at Pew Internet Use of the internet in higher-income households http://www.pewinternet.org/Reports/2010/Better-off-households.aspx Online product research http://www.pewinternet.org/Reports/2010/Online-Product-Research.aspx Generations and their gadgets http://www.pewinternet.org/Reports/2011/Generations-and-gadgets.aspx Adults and cell phone distractions http://www.pewinternet.org/Reports/2010/Cell-Phone-Distractions/Major-Findings/5-Bumping-into-people-and-objects.aspx Generations 2010 http://www.pewinternet.org/Reports/2010/Generations-2010.aspx Pew Interest uses a ‘freemium’ model. All reports, surveys, and data are available and free. Material from 2000 to the present!
  • 29. Thanks! (welcome questions!) Consumers are increasingly networked… and you shouldcare! Jim JansenSenior Fellow Pew Internet & American Life Project

Editor's Notes

  1. Rise of broadband at home was transformative – internet becomes a central info and communications hub in the home after the switch from dial-up. People do more stuff online; privilege the internet over other info sources in many cases; report better outcomes from internet use, and, most importantly become content creators. Two thirds of adults and 80% of teens are content creators. This is the big change the internet has introduced to media landscape. Probably take a minute to say this.
  2. Quick rundown of growth of cell ownership – 30 seconds
  3. Rundown of mobile connectivity Cell phones – 39% of cell owners Laptops – 87% of laptop ownersOverall that adds up to 57% of adults
  4. Quick rundown of our data on rise of social networking. This amplifies long term trends dating to 20th century in technology, new social roles, workforce structure, politics and culture. Right now, 48% of American adults use social networking sites and fastest growth is taking place in the 50+ age cohort