1. The Impact of the Internet--Year Five Report, 2005 Surveying the Digital Future—The World Internet Project USC Annenberg Center for the Digital Future “Surveying the Digital Future: A Project of The Center for the Digital Future at USC Annenberg, 2005 Surveying the Digital Future: The Impact of the Internet Year Five: Trends in Internet Use Jeffrey Cole, Ph.D. Director, The Center for the Digital Future at USC Annenberg Cross-Platform Media Teams: Strategic Thinking for a Multi-Platform World June 22, 2005 Reston, VA

2. The Impact of the Internet--Year Five Report, 2005 Surveying the Digital Future—The World Internet Project USC Annenberg Center for the Digital Future “Surveying the Digital Future: A Project of The Center for the Digital Future at USC Annenberg, 2005 Lost Research Opportunity A Longitudinal Study of Television, beginning in 1948 could have found –Where the time for television came from –How it affected … consumer behavior, connection to the civic process, desire to travel, career goals and much else

3. The Impact of the Internet--Year Five Report, 2005 Surveying the Digital Future—The World Internet Project USC Annenberg Center for the Digital Future “Surveying the Digital Future: A Project of The Center for the Digital Future at USC Annenberg, 2005 We are undertaking the study of the Internet that should have been conducted on television in the late 1940s

4. The Impact of the Internet--Year Five Report, 2005 Surveying the Digital Future—The World Internet Project USC Annenberg Center for the Digital Future “Surveying the Digital Future: A Project of The Center for the Digital Future at USC Annenberg, 2005 Countries and Regions in Current Comparisons  United States  Singapore  Italy  Sweden  Japan  Taiwan  Great Britain  India  Iran  Australia  Bolivia  Hong Kong  Mainland China*  Macao  South Korea  Germany  Hungary  Spain  Chile  Argentina  Brazil  Philipines  Portugual  Africa about to join

5. The Impact of the Internet--Year Five Report, 2005 Surveying the Digital Future—The World Internet Project USC Annenberg Center for the Digital Future “Surveying the Digital Future: A Project of The Center for the Digital Future at USC Annenberg, 2005 Trend # 1 Broadband Changes Everything

6. The Impact of the Internet--Year Five Report, 2005 Surveying the Digital Future—The World Internet Project USC Annenberg Center for the Digital Future “Surveying the Digital Future: A Project of The Center for the Digital Future at USC Annenberg, 2005 Broadband Changes Everything Bigger gap between dial-up and broadband than between non-user and dial-up Dial-up is disruptive — broadband integrative Broadband determines how often people log on, how long they stay on, what they do online and where they log on from Broadband predicts purchasing behavior and overall relationship to Internet

7. The Impact of the Internet--Year Five Report, 2005 Surveying the Digital Future—The World Internet Project USC Annenberg Center for the Digital Future “Surveying the Digital Future: A Project of The Center for the Digital Future at USC Annenberg, 2005 Broadband vs. Dial-up Broadband users on 17.3 hours a week vs. 10.6 for dialup Dial-up users on 2-4 times a day, broadband 16-30+ Broadband users do more of everything except using medical information and distance learning

8. The Impact of the Internet--Year Five Report, 2005 Surveying the Digital Future—The World Internet Project USC Annenberg Center for the Digital Future “Surveying the Digital Future: A Project of The Center for the Digital Future at USC Annenberg, 2005 Trend #2 Media use (especially television) has shown profound change

9. The Impact of the Internet--Year Five Report, 2005 Surveying the Digital Future—The World Internet Project USC Annenberg Center for the Digital Future “Surveying the Digital Future: A Project of The Center for the Digital Future at USC Annenberg, 2005 Offline Media Use Continues to Change  Television displacement changing  Newspaper and magazine use drops for second year  Book use declining slightly for first time  Radio and home film watching remains stable  Age makes enormous difference

10. The Impact of the Internet--Year Five Report, 2005 Surveying the Digital Future—The World Internet Project USC Annenberg Center for the Digital Future “Surveying the Digital Future: A Project of The Center for the Digital Future at USC Annenberg, 2005 Average Hours per Week Spent Watching Television: Users vs. Non-Users HTV x Usenet – 7 extra questions (10-22-03) 13.0 18.3 11.8 20.9 10.2 16.2 20.4 14.1 12.9 15.5 15.9 20.2 15.5 14.5 18.7 22.9 17.5 26.3 18.1 24.3 15.6 23.0 0 5 10 15 20 25 30 BritainChile (Santiago) GermanyHungaryJapanKoreaMacaoSingaporeSwedenTaiwanUSA Number of Hours UsersNon-users

11. The Impact of the Internet--Year Five Report, 2005 Surveying the Digital Future—The World Internet Project USC Annenberg Center for the Digital Future “Surveying the Digital Future: A Project of The Center for the Digital Future at USC Annenberg, 2005 During a typical week, about how many hours of your leisure time, if any, do you spend with the following activities OFFLINE? (Use) Q690 (K-4)

12. The Impact of the Internet--Year Five Report, 2005 Surveying the Digital Future—The World Internet Project USC Annenberg Center for the Digital Future “Surveying the Digital Future: A Project of The Center for the Digital Future at USC Annenberg, 2005 During a typical week, about how many hours of your leisure time, if any, do you spend with the following activities OFFLINE? (Age) Q690 (K-5)

13. The Impact of the Internet--Year Five Report, 2005 Surveying the Digital Future—The World Internet Project USC Annenberg Center for the Digital Future “Surveying the Digital Future: A Project of The Center for the Digital Future at USC Annenberg, 2005 Online Media making a Real Impact  Online newspaper readership rising  Magazine and radio use climbing  Online books, telephone and television use still very low  Online game use very high, but drops slightly in 4 th year  For young, some online media use VERY high

14. The Impact of the Internet--Year Five Report, 2005 Surveying the Digital Future—The World Internet Project USC Annenberg Center for the Digital Future “Surveying the Digital Future: A Project of The Center for the Digital Future at USC Annenberg, 2005 During a typical week, about how many minutes of your leisure time, if any, do you spend with the following activities online? (Year to Year) Q700 (K-2)

15. The Impact of the Internet--Year Five Report, 2005 Surveying the Digital Future—The World Internet Project USC Annenberg Center for the Digital Future “Surveying the Digital Future: A Project of The Center for the Digital Future at USC Annenberg, 2005 During a typical week, about how many minutes of your leisure time, if any, do you spend with the following activities online? (Age) Q700 (K-4)

16. The Impact of the Internet--Year Five Report, 2005 Surveying the Digital Future—The World Internet Project USC Annenberg Center for the Digital Future “Surveying the Digital Future: A Project of The Center for the Digital Future at USC Annenberg, 2005 Trend #3 Internet is the most important source of information (for Internet users)

17. The Impact of the Internet--Year Five Report, 2005 Surveying the Digital Future—The World Internet Project USC Annenberg Center for the Digital Future “Surveying the Digital Future: A Project of The Center for the Digital Future at USC Annenberg, 2005 Internet #1 Information Source  First place people go to for information  Broadband greatly accelerates this process  Want access to Internet everywhere  Growth is in information, not entertainment

18. The Impact of the Internet--Year Five Report, 2005 Surveying the Digital Future—The World Internet Project USC Annenberg Center for the Digital Future “Surveying the Digital Future: A Project of The Center for the Digital Future at USC Annenberg, 2005 How important is the Internet as a source of information? (Connection) Q530a (P-1)

19. The Impact of the Internet--Year Five Report, 2005 Surveying the Digital Future—The World Internet Project USC Annenberg Center for the Digital Future “Surveying the Digital Future: A Project of The Center for the Digital Future at USC Annenberg, 2005 Trend # 4 Reliability and credibility of media varies greatly based on source and in different countries

20. The Impact of the Internet--Year Five Report, 2005 Surveying the Digital Future—The World Internet Project USC Annenberg Center for the Digital Future “Surveying the Digital Future: A Project of The Center for the Digital Future at USC Annenberg, 2005 Reliability and Credibility of Media  Continuing to drop—a healthy trend  Credibility high in much of the world  Trust in information varies widely depending on familiarity with the source

21. The Impact of the Internet--Year Five Report, 2005 Surveying the Digital Future—The World Internet Project USC Annenberg Center for the Digital Future “Surveying the Digital Future: A Project of The Center for the Digital Future at USC Annenberg, 2005 How much of the information on the World Wide Web overall do you think is reliable and accurate? (Year to Year) (Users) Q160 (M-1)

22. The Impact of the Internet--Year Five Report, 2005 Surveying the Digital Future—The World Internet Project USC Annenberg Center for the Digital Future “Surveying the Digital Future: A Project of The Center for the Digital Future at USC Annenberg, 2005 Information on the Internet: Is it Reliable and Accurate? (Users Age 18 and above) Stage 5 – RELIA x Usenet (10-14-03)

23. The Impact of the Internet--Year Five Report, 2005 Surveying the Digital Future—The World Internet Project USC Annenberg Center for the Digital Future “Surveying the Digital Future: A Project of The Center for the Digital Future at USC Annenberg, 2005 How much of the information on the World Wide Web sites that you visit regularly do you think is reliable and accurate? Q170 (M-2)

24. The Impact of the Internet--Year Five Report, 2005 Surveying the Digital Future—The World Internet Project USC Annenberg Center for the Digital Future “Surveying the Digital Future: A Project of The Center for the Digital Future at USC Annenberg, 2005 How reliable and accurate are: News Pages posted by Established Media Q173-1 (M-1)

25. The Impact of the Internet--Year Five Report, 2005 Surveying the Digital Future—The World Internet Project USC Annenberg Center for the Digital Future “Surveying the Digital Future: A Project of The Center for the Digital Future at USC Annenberg, 2005 How reliable and accurate are: Government Websites Q173-3 (M-1)

26. The Impact of the Internet--Year Five Report, 2005 Surveying the Digital Future—The World Internet Project USC Annenberg Center for the Digital Future “Surveying the Digital Future: A Project of The Center for the Digital Future at USC Annenberg, 2005 How reliable and accurate are: Information Pages posted by Individuals Q173-2 (M-1)

27. The Impact of the Internet--Year Five Report, 2005 Surveying the Digital Future—The World Internet Project USC Annenberg Center for the Digital Future “Surveying the Digital Future: A Project of The Center for the Digital Future at USC Annenberg, 2005 The Internet 2005-2010  The advantages of experience will disappear  Much Internet time will move to “down time” and number of hours on-line will shrink and mean less and less  Internet users will reach television levels, but in 2030 not 2010 (most of those who want to be on-line are)

28. The Impact of the Internet--Year Five Report, 2005 Surveying the Digital Future—The World Internet Project USC Annenberg Center for the Digital Future “Surveying the Digital Future: A Project of The Center for the Digital Future at USC Annenberg, 2005 The Internet 2005-2010 (continued)  Push back from most advanced users (E-nuff already)  Surprising amount Internet use will move to mobile

29. The Impact of the Internet--Year Five Report, 2005 Surveying the Digital Future—The World Internet Project USC Annenberg Center for the Digital Future “Surveying the Digital Future: A Project of The Center for the Digital Future at USC Annenberg, 2005 CONTACT INFORMATION Web: http:/digitalcenter.org E-mail: cole@digitalcenter.orgcole@digitalcenter.org Phone: (213) 437-4433