The mobile difference Lee Rainie, Director, Pew Internet Project SEFLIN – librarian webinar

“ Tell the truth, and trust the people” -- Joseph N. Pew, Jr.

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Best/Worst 5

Distracted walking - % of cell owners 7

Overall mobile picture

Mobile Revolution Mobile – 91% … smartphone 56% … tablets 34% Total U.S. population: 319 million 2012

Changes in smartphone ownership

Smartphone ownership by income/age

% who say their phone is an iPhone % who say their phone is an Android All cell owners (n=2,076)25% 28% Gender aMen (n=967)24 31 b bWomen (n=1,109)26 Age a18-24 (n=238)31 ef 43 cdef b25-34 (n=279)34 def 40 def c35-44 (n=283)29 ef 33 ef d45-54 (n=354)25 f 27 ef e55-64 (n=392)19 f 17 f f65+ (n=478)11 7 Race/ethnicity aWhite, Non-Hispanic (n=1,440)27 b 26 bBlack, Non-Hispanic (n=238)16 42 ac cHispanic (n=235)26 b 27 Education attainment aLess than high school (n=144)1125 bHigh school grad (n=565)17 a 27 cSome College (n=545)27 ab 31 dCollege + (n=799)38 abc 29 Household income aLess than $30,000/yr (n=504)13 28 b$30,000-$49,999 (n=345)23 a 27 c$50,000-$74,999 (n=289)25 a 31 d$75,000+ (n=570)40 abc 31

Cell internet users - 57% of all adults

Mobile internet access points the % of cell internet users vs. all cell owners who say they “mostly” access the internet on their phone % of cell internet users % of all cell phone owners Mostly on cell phone34%21% Mostly on something else53%34% Both equally11%7% More likely to be Latinos, younger adults, less affluent, lesser educational attainment

Apps > 50% of adults

Cell Phone Activities The % of cell phone owners who use their cell phone to… 81%send or receive text messages 60%access the internet 52%send or receive 50%download apps 49% get directions, recommendations, or other location- based information 48%listen to music 21%participate in a video call or video chat 8%“check in” or share your location

More data that show how integrated mobile connectivity is to everyday life

Location services 74% of adult smartphone owners use their phone to get directions or other information based on their current location. 30% say that at least one of their accounts is currently set up to include their location in their posts, up from 14% who said this in 2011.up from 14% who said this in % of adult smartphone owners say they use a geosocial service to “check in” to certain locations or share their location with friends – down from 18% of smartphone owners who reported this in 2012.

Just-in-time shopping in stores (% of cell owners)

Online and mobile banking

Other key parts of life 52% of cell owners are two-screen TV watchers 31% of cell owners / 52% of smartphone owners have used it for health and medical information – 19% have health apps – 9% have texted for health 27% of cell owners used their phones for political information in 2012 election – 19% text messages on politics – also fact checking / social networking 9% of cell owners have texted charitable donations 10% of campaign donors gave via text

Mobile devices and privacy 54% of app users have decided to not install a cell phone app when they discovered how much personal information they would need to share in order to use it 30% of app users have uninstalled an app that was already on their cell phone because they learned it was collecting personal information that they didn’t wish to share

Personal pathologies - % of cell owners

Tablet ownership over time

Mobile and libraries

Current state of play – patrons % who have visited a library or bookmobile in person in the past year All Americans ages % a Men (n=1,059)48% b Women (n=1,193) 59 a Age a (n=101) 62% de b (n=369)57% e c (n=586) 59% de d (n=628)51% e e 65+ (n=531)40% Education attainment a No high school diploma (n=254)43% b High school grad (n=610)46% c Some College (n=562) 58% ab d College + (n=812) 63% ab Parent of minor a Parent (n=584) 64% b b Non-parent (n=1,667)49% 53% 59% 40% 58% 63% 64%

Current state of play – website users % who have ever visited a library website All Americans ages % Men (n=1,059)33 Women (n=1,193) 44 a Age (n=101) 47 de (n=369) 48 de (n=586) 47 de (n=628) 32 e 65+ (n=531)19 Household income Less than $30,000/yr (n=629)30 $30,000-$49,999 (n=363) 37 a $50,000-$74,999 (n=314) 44 a $75,000+ (n=567) 52 abc Education attainment No high school diploma (n=254)24 High school grad (n=610)22 Some College (n=562) 44 ab College + (n=812) 60 abc Parent of minor Parent (n=584) 46 b Non-parent (n=1,667)36 39% 44% 19% 52% 60% 46%

Current state of play – Mobile connectors Flickr % of those 16+ – Those under 50 – Those with college degrees – Those in non- rural areas

What new services patrons say they’d use

Pre-loaded e-book readers Classes on how to download e-books Personalize, Amazon-style recommendations Digital media lab to digitize personal material Instruction on how to use e-reading devices

Attention zones change – “Continuous partial attention” – Deep dives – Info snacking Real-time, just-in-time searches Augmented reality highlights the merger of data world and real world Impact on patrons and librarians

Be not afraid