TRENDS IN HOW PEOPLE USE THE INTERNET Lee Rainie Director – Pew Internet Project Public Radio Program Directors Cleveland, Ohio 9.16.09.

TRENDS IN HOW PEOPLE USE THE INTERNET Lee Rainie Director – Pew Internet Project Public Radio Program Directors Cleveland, Ohio

New information ecosystem: Then and Now
Industrial Age Info was: Scarce Expensive Institutionally oriented Designed for consumption Information Age Info is: Abundant Cheap Personally oriented Designed for participation Abiotic Sunlight Temperator Precipitation Soil water chemistry Biotic components Primary producers Herbivores Carnivoers Omnivores Detritivores In biological real ecosystems, the process that dominates is the flow of energy and heat In the digital ecosystem, the process that dominates is the flow of information Desktop 65% Laptop 37% Cell phone 75% 62% digital camera 41% video camera 38% DVR 34% MP3 player 11% PDA like blackberry or Palm September 16, 2009

The internet is the asteroid: Then and now
2000 46% of adults use internet 5% with broadband at home 50% own a cell phone 0% connect to internet wirelessly <10% use “cloud” = slow, stationary connections built around my computer 2009 79% of adults use internet 63% with broadband at home 85% own a cell phone 56% connect to internet wirelessly >two-thirds use “cloud” = fast, mobile connections built around outside servers and storage September 16, 2009

Media ecology – then (industrial age)
Product Route to home Display Local storage TV stations phone TV Cassette/ 8-track broadcast TV radio broadcast radio stereo Vinyl album News mail Advertising newspaper delivery phone paper Radio Stations non-electronic Tom Wolzien, Sanford C. Bernstein & Co September 16, 2009

Media ecology – now (information age)
Product Route to home Display Local storage cable TiVo (PVR) VCR TV stations DSL TV Satellite radio player Info wireless/phone radio DVD “Daily me” broadcast TV PC Web-based storage content books iPod /MP3 server/ TiVo (PVR) Cable Nets broadcast radio stereo PC Web sites satellite monitor web storage/servers Local news mail headphones CD/CD-ROM Content from express delivery pager satellite player cell phone memory individuals iPod / storage portable gamer MP3 player / iPod Peer-to-peer subcarriers / WIFI cell phone pagers - PDAs Advertising newspaper delivery cable box Radio stations camcorder/camera PDA/Palm game console game console paper Satellite radio e-reader / Kindle storage sticks/disks e-reader/Kindle Adapted from Tom Wolzien, Sanford C. Bernstein & Co September 16, 2009

Myth 1: Everyone is online Reality: Digital gaps are persistent
Pew Internet & American Life Project – April 2009 survey September 16, 2009

Pew Internet & American Life Project – December 2008 survey September 16, 2009

Pew Internet & American Life Project – April 2009 survey September 16, 2009

Pew Internet & American Life Project – April 2009 survey
Myth 2: Everyone is online every day Reality: Some are casual and infrequent users 27% of internet users do NOT use the internet on an average day More than 40% of those with home internet connections do NOT go online every day 28% of home broadband users do NOT go online every day More than 30% of those with work internet connections do NOT go online every day Pew Internet & American Life Project – April 2009 survey September 16, 2009

Myth 3: Non-internet users are far removed from online life Reality: Some are drop-outs, some are second-hand users 21% of non-internet users were at one time in their lives internet users No longer interested Computer or connection didn’t work Too expensive Too frustrating 13% of non-internet users live in households with internet connections – other members of the family use the internet in the house Pew Internet & American Life Project – April 2009 survey September 16, 2009

Myth 4: All non-users want to go online Reality: Surprising numbers have no such wish 86% of non-internet users say they have no desire to go online Don’t want it Don’t need it (don’t know what is helpful) Can’t afford it Like other methods of gathering information and communicating Too complicated Too scary Pew Internet & American Life Project – April 2009 survey September 16, 2009

Younger users dominate
Myth 5: Younger users dominate the internet Reality: In many cases, they don’t Younger users dominate Games Social network sites Music downloading Job information Go online for fun/diversion Blog writing and reading Watching and creating video Participating in virtual worlds Instant messaging Older users dominate Health information Buying goods Banking Using government websites Religious information Twitter Weather Political news September 16, 2009

Generations are pretty equally engaged
Myth 5: Younger users dominate the internet Reality: In many cases, they don’t Generations are pretty equally engaged Search engines Product research News Travel reservations Job-related activities Maps Hobby information Online classifieds Auctions Podcasts Genealogy September 16, 2009

Information and media ecosystem changes
Volume of information grows Variety of information increases Velocity of information speeds up The times and places to experience media enlarge People’s vigilance for information expands AND contracts expand September 16, 2009

Information and media ecosystem changes
The immersive qualities of media are more compelling Relevance of information improves The number of information “voices” explodes – and the voices become “louder” and more findable Voting and ventilating are enabled Social networks are more vivid expand September 16, 2009

Behold Networked Individuals … those with a different sense of …
Expectation about access to, availability of, and pathways to information Place, distance, presence, intimacy – it’s all ambient Time use The possibilities of work, learning, and play The scalability of conversation and community The persistence of “digital me” and “digital you” Personal efficacy and the payoff for personal effort Boundaries and contexts – public and private The rewards and challenges of networking for social, economic, political, and cultural purposes – new layers and new audiences 1. Persistence. What you say sticks around. This is great for asynchronicity, not so great when everything you've ever said has gone down on your permanent record. The bits-wise nature of social media means that a great deal of content produced through social media is persistent by default. 2. Replicability. You can copy and paste a conversation from one medium to another, adding to the persistent nature of it. This is great for being able to share information, but it is also at the crux of rumor-spreading. Worse: while you can replicate a conversation, it's much easier to alter what's been said than to confirm that it's an accurate portrayal of the original conversation. 3. Searchability. My mother would've loved to scream search into the air and figure out where I'd run off with friends. She couldn't; I'm quite thankful. But with social media, it's quite easy to track someone down or to find someone as a result of searching for content. Search changes the landscape, making information available at our fingertips. This is great in some circumstances, but when trying to avoid those who hold power over you, it may be less than ideal. 4. Scalability. Social media scales things in new ways. Conversations that were intended for just a friend or two might spiral out of control and scale to the entire school or, if it is especially embarrassing, the whole world. Of course, just because something can scale doesn't mean that it will. Politicians and marketers have learned this one the hard way. 5. (de)locatability. With the mobile, you are dislocated from any particular point in space, but at the same time, location-based technologies make location much more relevant. This paradox means that we are simultaneously more and less connected to physical space. September 16, 2009

Behold Networked Individuals … those with a different way of getting the news
September 16, 2009

People-Press news consumer typology
Behold Networked Individuals … those with a different way of getting the news People-Press news consumer typology September 16, 2009

A general new pattern of communication and influence – the 4 As
attention acquisition assessment action September 16, 2009

leverage your traditional platforms and narrative style
How do you…. get his/her attention? leverage your traditional platforms and narrative style offer alerts, updates, feeds be available in relevant places find pathways through his/her social network September 16, 2009

help him/her acquire information? be findable in a “long tail” world
How do you…. help him/her acquire information? be findable in a “long tail” world pursue new distribution methods offer “link love” for selfish reasons – you want joint referrals participate in conversations about your work September 16, 2009

help him/her assess information?
How do you…. help him/her assess information? honor the ethics of your kind of data and culture be transparent, link-friendly, and archive everything aggregate the best related work when you make mistakes seek forgiveness September 16, 2009

assist him/her act on information? offer opportunities for feedback
How do you…. assist him/her act on information? offer opportunities for feedback offer opportunities for remixing and mash-ups offer opportunities for community building be open to the wisdom of crowds September 16, 2009

A handy tech-user typology
September 16, 2009

What we measured Assets Actions Attitudes September 16, 2009

39% are motivated by mobility 61% are tied to stationary media
Overall picture 39% are motivated by mobility 5 groups that are being drawn into deeper use thanks to mobile connections Wireless connections prompt them to use the internet more and feel better and better about its role in their lives Self expression and networking matters to them, but some have mixed feelings 61% are tied to stationary media 5 groups that do not feel the pull of mobility – or anything else – drawing them deeper in the digital world Some have lots of technology, but it is relatively peripheral in their lives They have plateaued in internet use and enthusiasm -- or are on the outskirts of digital life

Tech lifestyle attributes
Motivated by mobility – Group 1 Digital collaborators (8% of population) Tech lifestyle attributes With the most tech assets, Digital Collaborators use them to work with and share their creations with others. The lead the pack in every dimension of our analysis: assets, actions, attitudes towards technology. Always-on broadband and always-present cell connection is key to their lives. These veteran users are enthusiastic about how ICTs help them connect with others and confident in how to manage digital devices and information. September 16, 2009

Motivated by mobility – Group 1 Digital collaborators (8% of population)
Demographics Male: 56% Median age: 39 Race: Diverse Education: 61% college + Household income: 53% make > $75K Employment status: 70% employed FT Community type: 52% suburb; 36% urb. Funky facts: 12 years online 73% married 51% parents minor children September 16, 2009

Motivated by mobility – Group 1 Digital collaborators (8% of population)
Important because They are your most consistent, prime consumers They are early adopters They are most potent influentials They are evangelists and their word of mouth really, really matters When you want to explore new editorial direction, they will give you feedback September 16, 2009

How to be a node in their network
Motivated by mobility – Group 1 Digital collaborators (8% of population) How to be a node in their network Stay true to your kind of story telling but use multiple platforms News to them is instrumental (important to their lives) and a social lubricant (driveway moments matter to them) Give them the tools to collaborate and share Enlist their help in giving you coaching and feedback on the experiments with technology you want to try September 16, 2009

Motivated by mobility – Group 2 Ambivalent networkers (7% of population) Tech lifestyle attributes Ambivalent Networkers have folded mobile devices into how they run their social lives, whether though texting or social networking tools online. They tie for first or take second in all assets and actions categories. They also rely on ICTs for entertainment. But they also express worries about connectivity; and some find that mobile devices are intrusive. Many think it is good to take a break from online use. Their keyword about technology might be “obligation” – can’t afford to be off the grid, even though they want to be. September 16, 2009

Motivated by mobility – Group 2 Ambivalent networkers (7% of population)
Demographics Male: 60% Median age: 29 (youngest) Race: Little more minority than DigCollab. Education: 23% college + Household income: 44% make < $50K Employment status: 64% employed FT Community type: 44% suburb; 45% urb. Funky facts: 30% are students 34% are NOT users 83% are cell texters September 16, 2009

Motivated by mobility – Group 2 Ambivalent networkers (7% of population)
Important because They are tomorrow’s primary customers and influencers They like you but haven’t yet solidified the bond They are the “net newsers” who prefer the internet to other news sources and will care about your online offerings September 16, 2009

Motivated by mobility – Group 2 Ambivalent networkers (7% of population) How to be a node in their network Think of yourself as a sanctuary where they can linger and focus on stories Help them navigate through information overload – aggregate and filter for them Think about ways to reach them through games -- 54% of them own video game console Help them feel less of an “obligation” to encounter your material September 16, 2009

Motivated by mobility – Group 3 Media movers (7% of population)
Tech lifestyle attributes Media Movers have a wide range of online and mobile habits, and they like to find or create an information nugget, such as a digital photo, and pass it on. These social exchanges are central to this group’s use of ICTs – rather than work-related uses. Cyberspace as a path to personal productivity or an outlet for creativity is less important. They are not into online content creation the way Digital Collaborators are, yet they are big-time sharers. September 16, 2009

Demographics Male: 56% Median age: 34 (second youngest) Race: Diverse Education: 32% college+ (average) Household income: 56% make > $50K Employment status: 70% employed FT Community type: 55% suburb; 30% urb. Funky facts: 31% record video on cell 87% own dig. camera 90% online health seekers September 16, 2009

Important because They are eager social networkers who pass along your material They add to the diversity of your audience September 16, 2009

How to be a node in their network Help them find outlets for sharing their creations – maybe simple mashup tools Help them navigate to material that they can pass along to others They are socializers, so social networking is an experience for “making connections” for them and your material is social currency for them September 16, 2009

Motivated by mobility – Group 4 Roving nodes (9% of population)
Tech lifestyle attributes Roving Nodes are active managers of their social and work lives using their mobile device. They get the most out of basic applications with their assets – such as or texting – and find them great for arranging the logistics of their lives and enhancing personal productivity. They love and texting, but are too busy to blog or create other content. Think “working Little League mother”, or caregiver for aging parent when you think of Roving Nodes September 16, 2009

Demographics Female: 56% Median age: 39 Race: Diverse > Latino Education: 44% college+ (2nd highest) Household income: 52% make > $50K Employment status: 68% employed FT Community type: 48% suburb; 39% urb. Funky facts: 100% have cell phones heavy internet use at home and work – hard to give up say tech gives them control September 16, 2009

Important because They are relatively eager audience members and are often your most engaged female consumers They are good indicators of the tolerances of your audience for editorial changes If they like what you have changed they will give you more attention September 16, 2009

How to be a node in their network Help them be efficient generally – and especially as parents They appreciate “push” functions like alerts, reminders Cloud functions are particularly useful to them because they can be accessed “on the go” September 16, 2009

Motivated by mobility – Group 5 Mobile newbies (8% of population)
Tech lifestyle attributes This group rates low on tech assets, but its members really like their cell phones. Mobile Newbies, many of whom acquired a cell in the past year, like how the device helps them be more available to others. The act of getting a cell phone was like a conversion experience for them in the way it opened up the world. They would be hard pressed to give up the cell phone. And they express general support for the role technology can play in people’s lives even though most do NOT use the internet. September 16, 2009

Demographics Female: 55% Median age: 50 (oldest MBM group) Race: A bit weighted to minorities Education: 72% HS or less Household income: 45% make <$40K Employment status: 53% employed FT Community type: 24% rural Funky facts: just 39%=internet users % use computers none create internet content love new connectedness September 16, 2009

Important because They greatly diversify your audience They are traditionally under-served media market September 16, 2009

How to be a node in their network Easy interfaces matter to them Offer “how-to” material, coaching, and mentoring Offer pathways to the wonders of the web. They are just getting their feet wet and do not know much about the useful and fun stuff they can find online September 16, 2009

Stationary media majority – Group 1 Desktop veterans (13% of population) Tech lifestyle attributes This group of older, veteran online users is content to use a high-speed connection and a desktop computer to explore the internet and stay in touch with friends. They are happy to be connected with they are stationary and sitting. So, they place their cell phone and mobile applications in the background. For them, online life hit its zenith about 3-5 years ago when they first got broadband connections. And their 2004 cell phone still serves its primary purpose for them – making phone calls. September 16, 2009

Stationary media majority – Group 1 Desktop veterans (13% of population)
Demographics Male: 55% Median age: 46 Race: Skews white Education: 41% college+ (3rd highest) Household income: 32% make >$75K Employment status: 56% employed FT Community type: 52% sub.; 30% urb. Funky facts: just 77% have cells int. user 10.5 years heavy int. users at home and work average content creators September 16, 2009

Stationary media majority – Group 1 Desktop veterans (13% of population)
Important because They are the second most enthusiastic consumers of news – especially on politics and community affairs They are influencers, too September 16, 2009

Stationary media majority – Group 1 Desktop veterans (13% of population) How to be a node in their network They like you already so offer them easy opportunities to experience you “off hours” They are self sufficient and don’t need a lot of hand holding on search and browsing May want help/tutorials with content creation (social media) and new applications September 16, 2009

Stationary media majority – Group 2 Drifting surfers (14% of population) Tech lifestyle attributes Many have the requisite tech assets, such as broadband or a cell phone, but Drifting Surfers are infrequent online users. They also are not big fans of mobile connectivity. When they use technology, it is for basic information gathering. It wouldn’t bother the typical Drifting Surfer to give up the internet or cell phone. Likely to be secondary user of technology in household. September 16, 2009

Stationary media majority – Group 2 Drifting surfers (14% of population)
Demographics Female: 56% Median age: 42 Race: Diverse Education: 33% college+; 33% HS Household income: 46% make >$50K Employment status: 66% employed FT Community type: 46% sub.; 35% urb. Funky facts: 85% have home broadbd % have cells below aver. tech user tech doesn’t help much %=“good to take break” September 16, 2009

Stationary media majority – Group 2 Drifting surfers (14% of population)
Important because They are still pretty engaged with news and public affairs, but they feel less empowered and you might be able to turn that around September 16, 2009

Stationary media majority – Group 2 Drifting surfers (14% of population) How to be a node in their network Don’t force-feed them material on various platforms They are episodic and casual visitors Your traditional offerings in traditional formats are what most appeals to them about you September 16, 2009

Stationary media majority – Group 3 Information encumbered (10% of population) Tech lifestyle attributes Most people in this group suffer from information overload and think taking time off from the internet is a good thing. Their attitudes about the role of technology in the world have worsened since 2006 and they see no great benefits from technology in their personal lives. The Information Encumbered are firmly rooted in old media to get information and communicate. September 16, 2009

Stationary media majority – Group 3 Information encumbered (10% of population)
Demographics Male: 67% (highest) Median age: 53 Race: Skews white Education: 33% college+; 37% HS Household income: 42% make <$40K Employment status: 40% employed FT Community type: 48% urb; 20% rural Funky facts: 99% are int. users 75% are cell users only 52% online typ. day 52% feel overloaded 62% need help new gad. September 16, 2009

Stationary media majority – Group 3 Information encumbered (10% of population)
Important because They are the alienated and society functions better with their participation and involvement September 16, 2009

Stationary media majority – Group 3 Information encumbered (10% of population) How to be a node in their network Sympathize that the world is changing rapidly and perhaps build story telling around that Be their filters for information and navigators to information Be a referral service for them in a stressful economy September 16, 2009

Stationary media majority – Group 4 Tech indifferent (10% of population) Tech lifestyle attributes Members of this group are not heavy internet users. Although most have cell phones, they don’t like their intrusiveness. The Indifferent could easily do without modern gadgets and services. They are too much trouble with too little payoff. September 16, 2009

Stationary media majority – Group 4 Tech indifferent (10% of population)
Demographics Female: 55% Median age: 59 (2nd oldest) Race: Diverse (little higher Af-Am) Education: 73% HS or less Household income: 59% make <$50K Employment status: 34% employed FT Community type: 26% rural Funky facts: just 39% are int. users 46% computer users but 86% are cell users least likely users of everything September 16, 2009

Stationary media majority – Group 4 Tech indifferent (10% of population)
Important because They are on the far side of the digital divide even though they have some relationship to technology September 16, 2009

Stationary media majority – Group 4 Tech indifferent (10% of population) How to be a node in their network They see no benefits in technology because it is not relevant to their lives – at home or work Lots of them say they are discouraged and confused when technology doesn’t work Gentle tutorials might ease their views – internet 101 Work with public access locales – libraries and govt offices – as a lifeline to digital age, but you have to make case technology can help September 16, 2009

Stationary media majority – Group 5 Off the net (14% of population)
Tech lifestyle attributes Members of this group have neither cell phones nor online access, and tend to be older and low-income. Some have experience with ICTs. They used to have online access and as many as one in five used to have a cell phone. But it broke, or didn’t provide much enhancement to their worlds, so they did not return to using the technology. September 16, 2009

Demographics Female: 57% (highest) Median age: 67 (oldest) Race: Skews to minorities Education: 80% HS or less Household income: 38% make <$20K Employment status: 17% employed FT Community type: 30% rural Funky facts: just 16% have desktop or laptop they see no lifestyle improvements with technology September 16, 2009

Important because Your historic mission is to try to serve them: Public media was created to give them alternatives to commercial media September 16, 2009

How to be a node in their network Traditional services are most essential and useful to them Community activities and socializing opportunities are probably their biggest needs from local institutions Computer 101 and Internet 101 courses might draw some of them to your material September 16, 2009

8 tips on how to be a node in a social network
Think like a friend Remember your strengths and play to them by being an expert, a filter, and a recommender (linker) Be aware that your audience is bigger than the available evidence provides – lurkers and future arrivals are part of the mix Look for opportunities to provide support to users and chances to build communities with your material September 16, 2009

8 tips on how to be a node in a social network
Help people cope with technology Participate in the Web 2.0 world Embrace the move towards mobility, constant connectivity, perpetual contact This changes the realities of time and space and presence Ask for help/feedback September 16, 2009

Thank you! Lee Rainie Director Pew Internet & American Life Project
1615 L Street NW Suite 700 Washington, DC 20036 Twitter: September 16, 2009

Insert slides for public broadcast speech
News is declining – reality public news is growing… you have one of the meganiches to exploit with a more rabid and more voracious audience…. Trash doesn’t always rule (it did mass audiences, but not niches) and longform story telling is dead (not so in longtail and long-search era) News is an appointment activity with media September 16, 2009

TRENDS IN HOW PEOPLE USE THE INTERNET Lee Rainie Director – Pew Internet Project Public Radio Program Directors Cleveland, Ohio 9.16.09.

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TRENDS IN HOW PEOPLE USE THE INTERNET Lee Rainie Director – Pew Internet Project Public Radio Program Directors Cleveland, Ohio 9.16.09.

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