Communications & Attitudes: The Internet versus Print Media Presented to: PRIMIR John B. Horrigan Associate Director for Research

When will everything be like Star Trek? Key questions When will everything be like Star Trek? When reams of data are instantly available, easily analyzed, and accessed on a flexible and portable device. Not any time soon, as people still: Go to libraries Buy books Read newspapers . . . although less than before What are frictions along the pathway to that vision? PRIMIR, December 2007

Two parts to the answer Technology: depends on the evolution and convergence of three things: Displays RFIDs and sensors Networks Users: how they adopt new technology PRIMIR, December 2007

Technology I: Displays PRIMIR, December 2007

Technology II: Displays … electronic paper PRIMIR, December 2007

RFIDs and Sensors: the internet in things Well deployed in business practices and supply chains. Growing use among consumers, e.g., smart cards or EZ pass Consumer concerns about privacy is issue: Need to develop tools that let people control information about themselves PRIMIR, December 2007

Networks: Adoption of high-speed at home PRIMIR, December 2007

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Access on the go (Sept 2007 survey) 46% of internet users, in past year, have gone online someplace other than home or work. For adults under 30, 68% have done this. Of this group: 65% have done this using their cell phones to access the web 64% have done this using a laptop on a wireless broadband to access. 20% have done this using a Blackberry, Palm, or PDA PRIMIR, December 2007

Impact of innovations takes time Pathway of innovation: Invention  disruption  investment  installation This process can take up to 30 years, and we’re at the beginning of the “installation phase” in the information & communication technology revolution Why? Getting technology right Getting the rules right Drawing users in PRIMIR, December 2007

Wither old media? (% getting news yesterday) Pew Research Center for the People & Press, May 2006 survey Age 18-29 30-49 50-64 65+ TV News 49% 53% 63% 69% News-paper 24 36 47 58 Radio 26 43 39 27 Online news 29 21 10 PRIMIR, December 2007

Different media sources viewed differently by users Newspapers Seen as a relaxing activity A habit A thorough information source Internet news Convenience Speed Customizable For adults under 30, internet is a main news source – relative to newspapers – for most news categories except local news. PRIMIR, December 2007

Why a typology? Information & communications technology Applications PRIMIR, December 2007

How we put it together Large survey (n=4,001) that focused on three dimensions of use of information & communication technology (ICTs): Assets Internet (and broadband at home) Computer use (laptop & desktop) Cell phones iPods Web cams Video recorders & digital cameras Actions User-generated content Gaming Cell phone applications Attitudes PRIMIR, December 2007

What we found … 10 groups of ICT users that fall broadly into three classes of users Tech elite (4 groups) 31% of the adult population Middle-of-the-road users (2 groups) 20% of the adult population Low-tech users (4 groups) 49% of the adult population PRIMIR, December 2007

The Tech-oriented groups Omnivores (8%) … in their late twenties: Have the latest gadgets Use ICTs as a platform for creativity, participation, entertainment, socializing Connectors (7%) … in their late 30s, mostly women: Into emailing and cell phone use to stay in touch with others and connect to community groups Lackluster Veterans (8%) … 40-ish men: Don’t like the extra connectivity of ICTs Use ICTs out of necessity Productivity Enhancers (8%) … also 40-ish: Highly positive view of ICTs as way to manage busy lives PRIMIR, December 2007

Middle of the road users Mobile Centrics (8%) … in their early 30s: Fully embrace functionality of cell phones Low home broadband access (37%) makes internet less central to their tech habits Connected but Hassled (10%) … mid-40s: Lots of technology assets  80% with broadband Not a lot of tech satisfaction  connectivity is a burden and many suffer from information overload PRIMIR, December 2007

Low tech groups Inexperienced Experimenters (8%) … 50-ish women: Not a lot of gadgets or online experience, but might do more with ICTs with more familiarity with applications. Light but Satisfied (15%) … early 50s: ICTs on the periphery of their lives, but they are content with occasional use to keep up with others Indifferents (11%) … late 40s: Infrequent users who find connectivity annoying Off the Network (15%) … mostly women in mid-60s: This group has neither cell phones or internet access PRIMIR, December 2007

Three key gaps across typology groups Age Attitudes about utility Perceptions about usability PRIMIR, December 2007

Age and the Typology Groups PRIMIR, December 2007

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Typology implications Age matters, but it’s not the only explanatory factor Gaps & frictions cut in different ways: Many have more tech than they use Some might do more with more technology and more experience Many users will use ICTs only with lots of coaching & support. Some are unlikely ever to embrace ICTs Lots of tech capability idle in people’s hands & homes Far from the “mature phase” of ICT adoption and use in the United States PRIMIR, December 2007

Implication for printing industries Online resources complement traditional media, they don’t substitute completely for them. Young people are: more reliant on the internet and other information gadgets than older people. less likely to form newspaper reading habit Roughly one-third of the adult population are attuned to new media. The day when electronics can enable highly portable and flexible displays is a way off. The challenge for the printing industry is to be open to product and institutional innovation. PRIMIR, December 2007