Grounding Digital Information Trends

Transcription

1 Grounding Digital Information Trends Kristen Purcell, Ph.D. Associate Director, Research Pew Internet Project Museums and the Web 2011 April 7th, 2011 Philadelphia, PA

2 Part of the Pew Research Center, a nonpartisan fact tank based in Washington, DC Provide high quality, objective data to thought leaders and policy makers Funded by the Pew Charitable Trusts All findings are based on nationally representative telephone surveys of U.S. adults age 18+ or U.S. teens ages Drawn from dual-frame (landline/cell phone) samples

3 The Evolution of the Internet Broadband Mobile Social Networks Apps Today s Digital Information Portable Participatory Personal Museums 2011 Meeting Patrons in Digital Space

4 Internet Evolution

5 The Internet in % of adults used internet 5% had broadband connections at home <20% watched video online 53% owned a cell phone 0% connected to internet wirelessly 0% used social network sites Slow, stationary connections built around a desktop computer

6 By 2010, 74% Use the Internet Teen data Sept 2009 Adult data Nov 2010

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8 Stage One in Internet Evolution: Broadband By 2010, 65% Have Broadband at Home High-speed connection brings greater overall engagement in online activities Content creation meets the masses: Blogging (14% of online adults) Commenting (26%) Downloading music (37%) or video (27%) Watch online video (66%) Search becomes the norm (87%)

9 Important to remember: One in three adults have not been part of the broadband revolution

10 There Remains a Digital Divide Internet access is highest among Whites College graduates Those with incomes of $50,000+ Home broadband access is also most common in white, highly educated and more affluent households

11 Less Visible Digital Divides 2% of U.S. adults (able to participate in a telephone survey) have a disability or illness that makes it harder or impossible for them to use the internet At least 1 in 4 U.S. adults live with a disability that interferes with activities of daily living Of those, 54% use the internet compared with 81% of adults who report none of these disabilities U.S. adults living with chronic disease are significantly less likely than healthy adults to have access to the internet (62% vs. 81%)

12 69% of internet users (half of all US adults) watch videos online and not just funny cat videos 14% of internet users have uploaded their own video content (up from 8% in 2007) Video sharing as likely to occur on social networking sites as on specialized video sites

13 14% of adult internet users have posted video online, up from 8% in 2007 Biggest growth among older adults, women

14 Cell phone use is on the rise Stage Two in Internet Evolution: Mobile

15 By Cell 2011, phone 85% use is of on Adults the risehave a Cell Phone In 2000, 53% of adults owned a cell phone Teen data Sept 2009 Adult data Nov 2010 In 2011, ¼ of US households are cell only

16 Laptops are becoming the computer of choice For the first time in 2010, adults were more likely to own a laptop than a desktop

17 In 2000, there were no wireless internet users Today, 59% of adults go online wirelessly

18 Young Adults Lead the Way in Wireless Internet Use Based on Nov 2010 Pew Internet Tracking Survey

19 Among adults who use their cell phone to go online In April 2009, just 36% went online daily via their cell phone Based on May 2010 Pew Internet Tracking Survey

20 Overall, wireless internet users are more engaged in online activities Half of all African-American adults in the US (48%) have used their cell phone to access the internet, compared with 40% of Hispanic adults and 31% of white adults Overall, African-American adults are the most active mobile internet users African-American mobile internet use is growing at a faster rate than non-hispanic whites and Hispanics

21 Based on Sept 2009 Pew Internet Survey

22 Still some key mobile divides exist Teen cell phone use is highest among teens living in higher income households

23 How Are Teen Communication Channels Trending? Change Texting Talk landline Talk cell Face-to-Face Instant messaging Social networking site Texting is now the communication channel of choice The percent of teens who text friends daily has doubled in three years Other forms of daily communication have not grown nearly as much % of teens who report contacting friends daily using each channel

24 Focus groups indicated that Boys tend to text in instrumental ways Girls tend to text in more conversational ways

25 Girls have more fully embraced mobile phones for social communication Girls are more likely to Text friends daily (86% v. 64% boys) Call friends daily on cell (59% v. 42% boys) Have long text exchanges about personal matters (71% v. 62% boys)

26 % of teen cell owners who have each function on their phone: Texting (88%) Taking pictures (83%) Recording video (54%) Playing games (48%) Instant messaging (31%) SNS use (23%) (21%) Teen data Sept 2009

27 What about adults?

28 % of adult cell phone owners who use their phone to: Other cell phone uses Send a photo or video (54%) Access a SNS (23%) Watch video (20%) Post a photo or video online (15%) Purchase a product (11%) Make a charitable donation (11%) year-olds lead the way in every mobile activity

29 African-American and Hispanic adults lead the Text way in using their phones to Access the internet Play games Record videos Play music Instant message Use SNS Watch/Post video

30 New Kids on the Block Percent of US adults 18+ who own each type of gadget 85% 61% 57% 43% 38% Tablet ownership among U.S. adults rose from 4% to 7% between September 2010 and January % 6% Cell Phone Desktop Laptop MP3 Player Game Console Tablet Computer e-reader Based on Nov 2010 and Jan 2011 Pew Internet Surveys

31 Mobile changes our relationship to time and space I can get the information I need when I want it, where I want it Mobile has increased accessibility for some populations

32 Stage Three in Internet Evolution: Social Networking

33 Teens and young adults are the heaviest SNS users In 2000, there were no social network sites 8% of online adults used SNS in 2005, 35% in 2008 Today, 61% of online adults use SNS Teen data Sept 2009 Adult data Nov 2010 On typical day, nearly 40% of the adult online population goes to a SNS

34 The social networking population is becoming more diverse SNS use among adults 50+ almost doubled between 2009 and 2010 Older adults make up the fastest growing segment of SNS users

35 Twitter is not as popular as SNS Total online adults 8% Other key demos: African-Americans (13%) Hispanics (18%) Urbanites (11%) Teen data Sept 2009 Adult data Nov 2010

36 Location-Based Services: The Next Big Thing? In January 2011, 17% of adult internet users said they use a geo-location service or function such as Foursquare or Google Latitude to share their location with friends

37 SNS are Information Game Changers For networked individuals, information is embedded and ambient

38 Stage Four in Internet Evolution: Apps All adults 84% use cell phones 35% have apps According to the Nielsen Mobile Insights Survey, the most popular apps are Games 24% use apps 35% of adults have apps on their phones, but only 24% say they actually use them News/Weather Map/Navigation Social Networking Based on May 2010 Pew Internet Tracking Survey

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40 Based on May 2010 Pew Internet Tracking Survey 11% of cell owners are not sure if their phone is equipped with apps 29% of cell owners have downloaded an app and 13% have paid to download an app Among those with apps, the average adult has 18 App users are disproportionately male (57% male v. 43% female) They are also more likely to be college graduates and have incomes of $75, year-olds make up one quarter of the total U.S. adult population but almost half (44%) of the app using population

41 From Superhighway to Bypass? Apps provide direct connections to the information we want most They can be web browsers, but they can also bypass the web Apps can bypass search help answer questions help solve problems help accomplish tasks

42 Online News/Information Consumption

43 Industrial Age Info was: Scarce Expensive Institutionally oriented Designed for consumption Information Age Info is: Abundant Cheap Personally oriented Designed for participation

44 Who Gets Their News/Info Online? 71% of American adults ever get news or information online 38% get their news/info offline only on a typical 59% get their news/info online and offline on a typical day Based on Jan 2010 Pew Internet Survey The majority are under age 50 Almost 1/3 are under age 30 The median age of ONC is 40 Compared to other adults, they are more educated more affluent disproportionately white and Hispanic more likely to have broadband

45 Most Popular Online Sources for News and Information % of ONC Who Use Each Type of Site on a Typical Day Based on Jan 2010 Pew Internet Survey

46 Most Popular Features of Online News/Info Sites Links to related material Multi-media content 48% 57% Portal/News aggregator 48% 55% Easily share content 44% 57% Customize news 42% 48% Interactive material 38% 45% Ability to comment 37% 51% Follow on soc media 25% 39% % of ONC Who Say Each Feature is Important 68% 72% The most popular features allow people to interact with, share, and customize their information. This is especially true for young adults. Total Based on Jan 2010 Pew Internet Survey

47 Four Styles of Online News/Info Consumption Efficient Grazers Most use multiple sites, have no favorite, and portals rank high as a favorite online news feature Hunters and Gatherers 71% go online specifically to get news/information at least a few times a week Serendipitous News/Info Discoverers 80% come across news/information at least a few times a week while they are online doing other things News/Info Receivers 44% get news/information forwarded through , automatic updates and alerts, or posts on social networking sites at least a few times a week Based on Jan 2010 Pew Internet Survey

48 Three Emergent Themes of Information Consumption Portable Participatory Personalized

49 On the Go News/Info Consumers % of adults access news/info on their cell phones Among this population, 73% use social networking sites and 29% use Twitter Typically a white male, age 34, employed full-time % access local news or information on their cell phones Based on Jan 2010 Pew Internet Survey and Jan 2011 Pew Internet/PEJ Survey

50 News/Info Participators 37% of internet users have contributed news content, commented on it, or disseminated it via SNS Half of all online African-Americans (46%) are news participators Overall, 71% of internet users get news/info through or posts on SNS Remember 42% of ONC like sites where they can easily share material and 35% look for sites where they can comment on stories Based on Jan 2010 Pew Internet Survey

51 The Daily Me 28% of internet users have customized their homepage to include news/info of particular interest to them 39% say being able to customize content is something they look for in a news or information site 70% of adults say they are overwhelmed by the amount of news and information available today Based on Jan 2010 Pew Internet Survey

52 Museums 2011 Meeting Patrons and Conveying Information in Digital Spaces

53 Role #1: Filter People still need trusted experts to help them discern when information is accurate and trustworthy People also need filters to explain how information relates to them Show people how/why information is relevant Allow people to customize information to meet their own needs Provide people with direct access to the information that means the most to them

54 Role #2: Curator Be a one-stop shop Collect all relevant work/info (not just your own content) Provide links to primary and related sources and material Recommend other sources, experts and places People seek both aggregation and deep dives into information

55 Role #3: Node in a Network Be a node in a network Each person you touch represents an entire network Make your information easy to share Your information can have an organic life beyond your presentation of it package it with that in mind Networking can be multi-layered Be prepared to loosen control but monitor conversations around your content

56 Role #4: Community Builder Create your own networks and build communities around your content Facilitate shared experiences, connect people with shared interests Get, listen to, and respond to feedback You can identify and meet people s needs by tuning in to the online conversation

57 Role #5: Lifesaver Provide timely information when and where people need it most Make your information portable Operate in a 24/7 world in which there is constant connectivity

58 Role #6: Tour Guide Geo-location changes everything In-gallery tours and information provision AND Connecting your content to real-world locations, sending the information to the patron Create opportunities for information immersion and augmented realities

59 Available at pewinternet.org How Mobile Devices are Changing Community Information Environments How the Public Perceives Community Information Systems Generations and their Gadgets Mobile Access Understanding the Participatory News Consumer Social Media and Young Adults

60 Thank You! Kristen Purcell, Ph.D. Associate Director, Research Pew Research Center s Internet & American Life Project kpurcell@pewinternet.org