2.0 AND THE INTERNET WORLD Lee Rainie – Director Pew Internet Project Internet Librarian 2007 October 29, 2007

2.0 and the Internet World October 29, Who’s blogging this? Writings of a Loud Librarian – October 31, 2005 Indiana Librarian Marissa Priddis

2.0 and the Internet World October 29, “Rainie was funny, at ease, informative and we found ourselves do a lot of ‘Huh...I didn't know that’ during his speech. Very, very cool.”

“Good crisp presentation … backed with some actual research and drawing out the implications for educators, a list of which should be posted on the wall of every school ….”

2.0 and the Internet World October 29, “He’s a lot older than I imagined.” “Looks like a typical Foundation suit.”

2.0 and the Internet World October 29, “While he may look older than some expected, and appears to be just another Foundation suit, he's a very intelligent man, and worth paying attention to.”

Beth Carpenter “Hey, Rainie, this is for you: "A fast- paced, informative session from a knowledgeable and entertaining speaker! I feel like this was just the tip of the iceberg, like there's so much more we could learn from Mr. Rainie if we only had more time…." :) ”

2.0 and the Internet World October 29, Eight hallmarks of the new digital ecosystem

2.0 and the Internet World October 29, Hallmark 1 Media and gadgets are ubiquitous parts of everyday life

2.0 and the Internet World October 29, Home media ecology Product Route to home Display Local storage TV stations phone TVCassette/ 8-track broadcast TV radio broadcast radio stereoVinyl album News mail Advertising newspaper delivery phone paper Radio Stationsnon-electronic Tom Wolzien, Sanford C. Bernstein & Co

2.0 and the Internet World October 29, Home media ecology – now Product Route to home Display Local storage cableTiVo (PVR)VCR TV stations DSLTV Info wireless/phoneradioDVD “Daily me” broadcast TVPCWeb-based storage content iPod /MP3server/ TiVo (PVR) Cable Nets broadcast radiostereoPC Web sites satellitemonitorweb storage Local news mailheadphonesCD/CD-ROM Content from express deliverypager individuals iPod / storageportable gamerMP3 player / iPod Peer-to-peer subcarriers / WIFIcell phonepagers - PDAs Advertising newspaper deliveryphonecable box Radio stations camcorder/cameraPDA/Palmgame console game console paper Satellite radionon-electronicstorage sticks/disks Adapted from Tom Wolzien, Sanford C. Bernstein & Co

2.0 and the Internet World October 29, Hallmark 2 The internet, especially broadband connectivity, is at the center of the revolution

2.0 and the Internet World October 29, Internet and broadband adoption All internet mill. Broadband at home- 96 mill.

2.0 and the Internet World October 29, Hallmark 3 New gadgets allow people to enjoy media, gather information, and carry on communication anywhere. Wirelessness is its own adventure.

2.0 and the Internet World October 29, Wireless connectivity

2.0 and the Internet World October 29, Mobile devices – college student ownership 88% of college students own cell phones 81% own digital cameras 63 own MP3 players 55% own video cameras 55% own laptops 27% of college students own a PDA or Blackberry % of college students play games online

2.0 and the Internet World October 29, Hallmark 4 Ordinary citizens have a chance to be publishers, movie makers, artists, song creators, and story tellers

2.0 and the Internet World October 29, % of online teens have created their own profile on a social network site like MySpace or Facebook % of online adults have such profiles Content creation

2.0 and the Internet World October 29, SNS Profiles: Dashboards for social life

2.0 and the Internet World October 29, % of young adult internet users have uploaded photos to the internet % of all users have done this Content creation

2.0 and the Internet World October 29, % of online teens share their own creations online, such as artwork, photos, stories, or videos % of online adults have done this Content creation

2.0 and the Internet World October 29, % have created or worked on webpages or blogs for others, including those for groups they belong to, friends or school assignments % of online adults do this Content creation

2.0 and the Internet World October 29, % of college students keep blogs and regularly post 54% read blogs % of online adults have a blog 35% read them Content creation

2.0 and the Internet World October 29, % of online teens report keeping their own personal webpage % of online adults have their own page Content creation

2.0 and the Internet World October 29, Content creation 26% say they remix content they find online into their own artistic creations % of online adults have done this

2.0 and the Internet World October 29, % of online young adults have created an avatar that interacts with others online % of all adult internet users have done this Content creation

2.0 and the Internet World October 29, % of young adult internet users have uploaded videos to the web % of all adult internet users have done this Content creation

2.0 and the Internet World October 29, Content creation by age

2.0 and the Internet World October 29, Hallmark 5 All those content creators have an audience. Even more internet users are accessing the material created by others

2.0 and the Internet World October 29, % of college students have read blogs % of all adults do that Accessing new information content

2.0 and the Internet World October 29, % of young adult internet users seek information at Wikipedia sites % of all adults use them Accessing new information content

2.0 and the Internet World October 29, % of young internet users download podcasts % of all adults do Accessing new information content

2.0 and the Internet World October 29, Hallmark 6 Many are sharing what they know and what they feel online and that is building conversations and communities

2.0 and the Internet World October 29, % of young adult internet users have rated a person, product, or service online % of all adults have done so Information sharing and evaluation

2.0 and the Internet World October 29, % of online young adults have tagged online content % of all adults have done that Information sharing and evaluation

2.0 and the Internet World October 29, % of younger internet users have commented on videos They also post comments on blogs and photos % of all adults have commented on videos Information sharing and evaluation

2.0 and the Internet World October 29, Hallmark 7 Online Americans are customizing their online experiences thanks to Web 2.0 tools

2.0 and the Internet World October 29, ~ 40% of younger internet users customize news and other information pages; ~ half are on specialty listservs Information customization

2.0 and the Internet World October 29, ~ A quarter to a third of younger internet users get RSS feeds Information customization

2.0 and the Internet World October 29, Hallmark 8 Different people use these technologies in different ways

2.0 and the Internet World October 29, Information & communications technology Applications Why a tech-user typology?

2.0 and the Internet World October 29, PIP’s tech-user typology  Assets oInternet (and broadband at home) oComputer use (laptop & desktop) oCell phones oiPods oWeb cams oVideo recorders & digital cameras  Actions oUser-generated content oGaming oCell phone applications  Attitudes oHelp me be productive? oGive me more control? oInformation overload?

2.0 and the Internet World October 29, High end – Group 1 OMNIVORES (8% of the population) Data Profile Age: late 20s Gender: Male dominant Race: Diverse Home b-band: 89% Special traits –Students –Wireless –Photo and video freaks They have the most information gadgets and services, which they use voraciously to participate in cyberspace and express themselves online and do a range of Web 2.0 activities such as blogging or managing their own Web pages.

2.0 and the Internet World October 29, Iconic OMNIVORE???

2.0 and the Internet World October 29, High end – Group 2 CONNECTORS (7% of the population) Between featured-packed cell phones and frequent online use, they connect to people and manage digital content using ICTs – all with high levels of satisfaction about how ICTs let them work with community groups and pursue hobbies. Data Profile Age: late 30s Gender: Female dominant Race: Diverse (blacks) SES: Upscale Home b-band: 86% Special traits – fanatics + IM –Cell phones –Media experiences by other means –Suspect their gadgets can do more; sometimes need help

2.0 and the Internet World October 29, Iconic CONNECTOR??? Diane Keaton – “Something’s Gotta Give”

2.0 and the Internet World October 29, High end – Group 3 LACKLUSTER VETERANS (8% of the population) They are frequent users of the internet and less avid about cell phones. They are not thrilled with ICT-enabled connectivity. Data Profile Age: 40ish Gender: Male dominant Race: Diverse, trending white SES: Upscale Home b-band: 77% Special traits –Tech is necessary, not exiting –Dislike “always on” world –Parents (child at home) –Trad. channels of chatter and info predominate

2.0 and the Internet World October 29, Iconic LACKLUSTER VETERAN???

2.0 and the Internet World October 29, High end – Group 4 PRODUCTIVITY ENHANCERS (8% of population) They have strongly positive views about how technology lets them keep up with others, do their jobs, and learn new things. Data Profile Age: 40ish Gender: Parity Race: Diverse (Latino) SES: Upscale Home b-band: 71% Special traits –Flip side of lackluster vets –Love tech for work use –Don’t have time or inclination to create or browse for fun

2.0 and the Internet World October 29, Iconic PRODUCTIVITY ENHANCER???

2.0 and the Internet World October 29, Middle end – Group 1 MOBILE CENTRICS (10% of the population) They fully embrace the functionality of their cell phones. They use the internet, but not often, and like how ICTs connect them to others. Data Profile Age: early 30s Gender: Parity Race: Minorities rule SES: Middle income Home b-band: 37% Special traits –Phone texters and photo takers –Not early adopters –More likely to be single –Not as many gadgets

2.0 and the Internet World October 29, Iconic MOBILE CENTRIC??? Alicia Silverstone – “Clueless”

2.0 and the Internet World October 29, Middle end – Group 2 CONNECTED BUT HASSLED (10% of population) They have invested in a lot of technology, but they find the connectivity intrusive and information something of a burden. Data Profile Age: mid-40s Gender: Female dominant Race: White SES: Middle income Home b-band: 80% Special traits –Go online less frequently –Tech is not fun – it’s stressful –Experience info overload

2.0 and the Internet World October 29, Iconic CONNECTED BUT HASSLED???

2.0 and the Internet World October 29, Low end – Group 1 INEXPERIENCED EXPERIMENTERS (8% of population) They occasionally take advantage of interactivity, but if they had more experience, they might do more with ICTs. Data Profile Age: 50ish Gender: Female dominant Race: Diverse SES: Middle income Home b-band: 15% Special traits –Less online experience –Fewer tech assets –Fascinated with tech, and willing to try gadgets with coaching

2.0 and the Internet World October 29, Iconic INEXPERIENCED EXPERIMENTER???

2.0 and the Internet World October 29, Low end – Group 2 LIGHT BUT SATISFIED (15% of population) They have some technology, but it does not play a central role in their daily lives. They are satisfied with what ICTs do for them. Data Profile Age: mid-50s Gender: Parity Race: Whites SES: Below average Home b-band: 15% Special traits –Traditional media occupies time –Tech doesn’t do much for them –Late adopters

2.0 and the Internet World October 29, Iconic LIGHT BUT SATISFIED??? Your oldest tech- wary relative’s picture here ?

2.0 and the Internet World October 29, Low end – Group 3 INDIFFERENTS (11% of population) Despite having either cell phones or online access, these users use ICTs only intermittently and find connectivity annoying. Data Profile Age: late 40s Gender: Parity Race: Whites SES: Below average Home b-band: 12% Special traits –Active tech resistors surrounded by gadgets –Time pressed –Truthful?

2.0 and the Internet World October 29, Iconic INDIFFERENT??? 'Here's the concern -- in our society now, so many things come up on Web sites and Internet,' [Herm] Edwards said. 'First of all, I don't even have the Internet. I wouldn't even know how to use it.'

2.0 and the Internet World October 29, Low end – Group 4 OFF THE NETWORK (15% of population) Those with neither cell phones nor internet connectivity tend to be older adults who are content with old media. Data Profile Age: mid-60s+ Gender: Female dominant Race: Diverse (blacks) SES: Poorest group Home b-band: 0% Special traits –Old media and tech are everything –Tech wary or even hostile

2.0 and the Internet World October 29, Iconic OFF THE NETWORK???

2.0 and the Internet World October 29, What we learned … Surprises: –Large low-tech crowd – 49% –Small technophile group – 8% Far from the “mature phase” of ICT adoption and use in the United States –Lots of tech capability idle in people’s hands & homes “Demand pull” dimension of technology adoption lags “supply push” considerably Take our quiz:

2.0 and the Internet World October 29, What all this connectivity does to us It changes our relationship to information It changes our relationship to each other

2.0 and the Internet World October 29, Life changes in 10 important ways 1.Volume of info grows – “long tail” expands 2.Velocity of info increases – “smart mobs” emerge 3.Venues of intersecting with info and people multiply – place shifting and time shifting occurs… “absent presence” occurs 4.Venturing for info changes – search strategies and search expectations spread in the Google era

2.0 and the Internet World October 29, Vigilance for info transforms – attention is truncated (“continuous partial attention”) and elongated (“deep dives”) 6.Valence (relevance) of info improves – “Daily Me” and “Daily Us” gets made 7.Vetting of info becomes more “social” – credibility tests change as people ping their social networks Life changes in 10 important ways – cont.

2.0 and the Internet World October 29, Viewing of info is disaggregated and becomes more “horizontal” (Allen Renear UI-Champaign-Urbana) – new reading strategies emerge as coping mechanisms 9.Voting on and ventilating about info proliferates – tagging, rating, and commenting on material is enabled – collective intelligence emerges Life changes in 10 important ways – cont.

2.0 and the Internet World October 29, inVention of info and the visibility of new creators is enabled – the read/write, Web 2.0 world is about participation Life changes in 10 important ways – cont.

2.0 and the Internet World October 29, Action item Think of yourself as a news node for information and interaction

2.0 and the Internet World October 29, Action item Think of yourself as a social network node for people looking for “friendsters” --- We are entering a world of “networked individualism” and the internet is “personified” in some people’s social networks

2.0 and the Internet World October 29, Action item Think of yourself as an information hub -- an aggregator and a linker to others who have useful, interesting material --- Links are the currency of the internet, partnerships/affiliate relations are the norm

2.0 and the Internet World October 29, Action item Embrace multi-modal multi-plexity in media --- Channels of information feed each other, interact, and blur

2.0 and the Internet World October 29, Action item Experiment with Web 2.0 applications – blogs, wikis, tagging, reputation/rating, widgets, and social networking --- Watch your usage data and the psychographics of users. Solicit feedback and show you are listening to responses

2.0 and the Internet World October 29, Action item Listen to your youngest employees. They are “digital natives” who can translate for and teach older “digital immigrants”

2.0 and the Internet World October 29, Action item Monitor the pushback against technology as a time sink and interruption enabler --- Be participants in the new conversations about etiquette and social norms in the digital age and

2.0 and the Internet World October 29, Action item Be confident in what you already know about how to meet people’s reference and entertainment (enlightenment) needs

2.0 and the Internet World October 29, Thank you! Lee Rainie Director Pew Internet & American Life Project 1615 L Street NW Suite 700 Washington, DC

2.0 and the Internet World October 29, issues libraries and all online participants must struggle to address – thanks to library blogger Pam Berger

2.0 and the Internet World October 29, Challenges of Web Navigation--transitioning from linear to nonlinear in format

2.0 and the Internet World October 29, Challenges of Web Context--learning to see connections

2.0 and the Internet World October 29, Challenges of Web Focus--practicing reflection & deep thinking

2.0 and the Internet World October 29, Challenges of Web Skepticism--learning to evaluate information

2.0 and the Internet World October 29, Challenges of Web Ethical behavior-- understanding the rules of cyberspace