1. Books or Nooks? How Americans’ reading habits are shifting in a digital world Ocean County Library Staff Development Day May 18, 2012 Kristen Purcell, Ph.D. Associate Director, Research Pew Internet Project

2. Part of the Pew Research Center, a nonpartisan “fact tank” based in Washington, DC PRC’s mission is to provide high quality, objective data to thought leaders and policymakers Data for this talk is from nationally representative telephone surveys of U.S. adults and teens (on landlines and cell phones) Presentation slides and all data are available at pewinternet.org

3. About our libraries research… Study the changing role of public libraries and library users in the digital age Funded by a three-year, $1.4 million grant from the Bill and Melinda Gates Foundation More information available at libraries.pewinternet.org

4. The Internet: Then and Now

5. 46% of US adults used the internet 5% had home broadband connections 53% owned a cell phone 0% connected to internet wirelessly 0% used social network sites _________________________ Information flowed mainly one way Information consumption was a stationary activity Internet Use in the U.S. in 2000 Slow, stationary connections built around a desktop computer

6. 82% of US adults use the internet 2/3 have broadband at home 88% have a cell phone; 46% are smartphone users 19% have a tablet computer 19% have an e-reader 2/3 are wireless internet users 65% of online adults use SNS The Internet in 2012 Mobile devices have fundamentally changed the relationship between information, time and space Information is now portable, participatory, and personal

7. % of American adults (age 18+) who use the internet, over time. As of August 2011, 78% of adults use the internet. Source: Pew Internet & American Life Project Surveys, March 2000-August 2011. Internet adoption, 1995-2011

8. In May 2010, 21% of American adults age 18+ did not use the internet. (This number is 22% as of August 2011.) When asked the main reason they do not go online (in their own words), these are the factors they cite. % of offline adults What is the MAIN reason you don't use the internet or email? Just not interested 31% Don't have a computer12 Too expensive10 Too difficult9 It's a waste of time7 Don't have access6 Don't have time to learn6 Too old to learn4 Don’t want/need it4 Just don't know how2 Physically unable2 Worried about viruses/spyware/spam1 Other6 Source: Pew Research Center's Internet & American Life Project, April 29-May 30, 2010 Tracking Survey. N=2,252 adults 18 and older (n=496 for non-internet users). The main reasons non-internet users do not use the internet

9. GADGETS

10. Adult gadget ownership over time (2006-2012) % of American adults age 18+ who own each device Source: Pew Internet surveys, 2006-2012

11. % of American adults age 18+ who own each device Source: The Pew Research Center’s Internet & American Life Project surveys. Gadget ownership snapshot for adults age 18+

12. Mobile is the Needle: 88% of US Adults Have a Cell Phone Teen data July 2011 Adult data Feb 2012 % in each age group who have a cell phone 46% of US adults now own SMARTPHONES, up from 35% in Spring 2011 Highest rates among: 18-24 year-olds (67%) 25-34 year-olds (71%) 23% of all teens age 12- 17 have a smartphone 31% of 14-17 year-olds have a smartphone, compared with just 8% of 12-13 year-olds

13. Overall, if you had to use one single word to describe how you feel about your cell phone, what would that one word be?

14. Smartphone ownership by age & income/education % of adults within each group who own a smartphone (for example, 58% of 18-29 year olds with a household income of less than $30,000 per year are smartphone owners) 18-29 (n=336) 30-49 (n=601) 50-64 (n=639) 65+ (n=626) All adults66%59%34%13% Annual Household Income Less than $30,0005842165 $30,000 or more72694427 Educational Attainment High school grad or less6343228 Some college or college graduate70714420 Source: Pew Research Center’s Internet & American Life Project January 20-February 19, 2012 tracking survey. N=2,253 adults age 18 and older, including 901 interviews conducted on respondent’s cell phone. Interviews conducted in both English and Spanish.

15. In the last 30 days, have you used the internet on ____? % of all teens age 12-17 who used this gadget in past 30 days to access the internet Source: The Pew Research Center's Internet & American Life Project, April 19 – July 14, 2011 Teen Survey. n=799 teens 12-17 and a parent or guardian. Interviews were conducted in English and Spanish, by landline and cell phone, and included an oversample of minority families. Gadgets Teens Use to Access the Internet

16. 29% of US adults own a specialized device for e-reading (either a tablet or an e- reader) –19% of adults own an e-book reader –19% of adults own a tablet computer E-book reader and tablet ownership are strongly correlated with income and education, and these devices are most popular with adults under age 50 Women are more likely than men to own e- readers, and parents are more likely than non-parents to own tablets Tablet and E-reader Use is on the Rise

17. Percent of e-reader owners age 18+ who own each type of e-book reader What Kind of e-Reader Do You Own?

18. Just don't need one/don’t want one 24% Cost/can’t afford it19 Prefer books/print16 Don’t read/no time to read10 Don’t know what an e-reader is5 Don’t want to learn tech/don’t know how to use it4 Have enough other devices/use other devices3 Plan to get one/waiting for better features3 Have iPad/tablet3 Lack of time in general2 I’m too old2 Vision/health problems<1 Other3 Don’t know/refused5 Dec. 2011 results are from a survey of 2,986 people age 16 and older conducted November 16- December 21, 2011 conducted in English and Spanish on landline and cell phones. The margin of error is +/- 2 percentage points. N for non-owners of e-reading devices=2,290. What is the main reason you do not currently have an e-reader? % of Americans age 16+ who do not own an e-book reader who cite each reason 85% of those who do not own an e-book reader have no plans to purchase one

19. Percent of tablet owners age 18+ who own each type of tablet computer What Kind of Tablet Computer Do You Own?

20. Just don't need one/don’t want one 35% Cost/can’t afford it25 Have enough devices/happy with current devices20 Don’t want to learn tech/don’t know how to use it7 Don’t know what a tablet computer is2 Plan to get one/waiting for better features2 I’m too old2 Lack of time in general1 Don’t read/no time to read<1 Vision/health problems<1 Prefer books/print<1 Prefer to use library<1 Other2 Don’t know/refused3 Dec. 2011 results are from a survey of 2,986 people age 16 and older conducted November 16- December 21, 2011 conducted in English and Spanish on landline and cell phones. The margin of error is +/- 2 percentage points. N for non-owners of tablet computers=2,290. What is the main reason you do not currently have a tablet computer? % of Americans age 16+ who do not own a tablet computer who cite each reason 81% of those who do not own a tablet computer have no plans to purchase one

21. WHAT WE DO WITH OUR GADGETS

22. % of US adult cell owners who use their phones to… Mobile is the Needle That Weaves Information Throughout Our World

23. % of adult cell phone owners age 18+ within each group who do the following activities with their cell phone White, non-Hispanic (n=1343) Black, non- Hispanic (n=232) Hispanic (n=196) Send or receive text messages707683* Take a picture717079* Access the internet3956*51* Send a photo or video to someone525861* Send or receive email3446*43* Download an app2836* Play a game3143*40* Play music2745*47* Record a video3041*42* Access a social networking site2539*35* Watch a video2133*39* Post a photo or video online1830*28* Check bank balance or do online banking1527*25* *indicates statistically significant differences compared with whites. Source: The Pew Research Center's Internet & American Life Project, April 26 – May 22, 2011 Spring Tracking Survey. n=2,277 adults ages 18 and older, including 755 cell phone interviews. Interviews were conducted in English and Spanish. Cell Phone Activities by Race/Ethnicity

24. How Phones Function In Our Lives % of US adult cell owners who had done each of the following in the past 30 days…

25. % of cell owners in each age group who have performed these real-time activities in the previous 30 days Source: Pew Research Center’s Internet & American Life Mobile Survey, March 15-April 3, 2012. Using Phones for Real-Time Information

26. Apps provide direct connections to information % of app downloaders who have downloaded each type of app… Based on August 2011 Pew Internet Tracking Survey One in three US adults download apps to a cell phone or tablet computer App downloading is highest among young adults age 18-29 Apps: From Superhighway to Bypass

27. Apps, Geolocation and Augmented Reality

28. Social Networks are the Threads That Connect Us 65% of US adults use social networking sites Consistent rates across gender, race/ethnicity, and income groups

29. Why We Use Social Networks

30. A Pew study finds that contrary to fears the internet isolates people... Facebook users are more trusting than other adults Facebook users have more close relationships Facebook users get more social support than other adults For networked individuals, information is embedded and ambient Social Networks and Social Cohesion

31. The volume of teen texting has risen from 50 texts a day in 2009 to 60 texts a day in 2012 for the median teen texter Just 6% of teens use email daily, while 39% say they never use email Given So Many Choices, How do Teens Communicate?

32. Search and Information Gathering Over time, search has remained one of the most popular internet activities % of adult internet users who engage in each activity online Source: The Pew Research Center's Internet & American Life Project tracking surveys, 2002-2012. Social network site use not tracked prior to February, 2005. “Get news online” and “buy a product online” have not yet been asked in 2012.

33. All online adults91% Race/Ethnicity White93* African American89* Hispanic79 Age 18-2996* 30-4991 50-6492 65+80 Education Some high school78 High school88* Some college94* College graduate95* Household income < $30,00084 $30,000 - $49,99993* $50,000 - $74,99997* $75,000+95* *Denotes statistically significant difference with other rows in that category Source: Pew Research Center's Internet & American Life Project Tracking Survey, Jan 20-Feb 19, 2012. N=2,253 adults age 18 and older. Interviews conducted in English and Spanish. Who Uses Search? While the vast majority of internet users use search engines, some demographic groups are less likely than others to use search…. This includes online adults age 65+ and those in the lowest education and income categories. % of online adults in each group who use search engines

34. % of adult search users who use a search engine…. Source: The Pew Research Center's Internet & American Life Project Tracking Survey, Jan 20-Feb 19, 2012. N=2,253 adults, age 18 and older. Interviews conducted in English and Spanish. An asterisk (*) indicates a significant difference across years at the.95 confidence level. Internet users are turning to search engines more frequently Daily use of search engines is most common among younger, more educated and more affluent internet users. 60% of internet users age 18-49 are daily search users v. 40% of those 50+ 70% of internet users who have graduated from college are daily search users v. 36% of those who have never been to college

35. In general, do you think Internet search engines are a fair and unbiased source of information, or do you think search engines are NOT a fair and unbiased source? In general, how much of the information you find using search engines do you think is accurate or trustworthy? Source: The Pew Research Center's Internet & American Life Project Winter 2012 Tracking Survey, January 20-February 19, 2012. N=2,253 adults, age 18 and older, including 901 cell phone interviews. Interviews conducted in English and Spanish. Most adult search users have faith in the fairness and accuracy of results

36. Overall, in your experience, are search engine results getting MORE relevant and useful over time, LESS relevant and useful, or have you not seen any real difference over time? Overall, in your experience, is the QUALITY of the information you get using search engines getting BETTER over time, WORSE over time, or have you not seen any real difference? Source: The Pew Research Center's Internet & American Life Project Winter 2012 Tracking Survey, January 20-February 19, 2012. N=2,253 adults, age 18 and older, including 901 cell phone interviews. Interviews conducted in English and Spanish. Most adult search engine users say the relevance and quality of results are improving over time

37. Books or Nooks? READING IN AMERICA

38. Library Research Timeline…Stage I (August 2011-July 2012) Focus on libraries and new technologies The Rise of E-Reading - Published –Special focus on reading habits of e-reader and tablet owners E-books and libraries - June 2012 –Stories/quotes from library staff and patrons Library use in different community types (forthcoming) The habits of younger library users (forthcoming)

39. 21% of American adults read an e-book in the last year 68% read a print book 11% listened to an audiobook Overall, just 19% of adults say they read NO books in the past year, in any format First report: The rise of e-reading

40. % of each age group who have read a book in whole or in part in the past 12 months Source: Pew Research Center’s Internet & American Life Reading Habits Survey, November 16-December 21, 2011. N=2,986 respondents age 16 and older. Interviews were conducted in English and Spanish and on landline and cells. The margin of error for the sample is +/- 2 percentage points. Book reading by age

41. What do you like MOST about reading?

42. % of adult book readers (age 18+) using this format on an average day, as of June 2010 and December 2011 The book format used by readers on any given day is shifting over time Source: Pew Research Center Surveys. % of adult book readers (age 18+) who use each of these formats on an average day

43. Readers of e-books are more likely than other readers to be: Under age 50 College educated Living in households earning $50K+ Other key characteristics: They read more books, more often, and for a wider range of reasons More likely to buy than borrow Who are the readers behind the screens?

44. % of e-book readers age 16 and older who read e-books on each type of device On what gadgets do e-readers read their books?

45. Asked of those16+ who have read both e-books and print books in last 12 months Which is better – print or e-book?

46. % of e-book readers age 16+ who look first to each source When you want to read a particular e-book, where do you look first?

47. Additional takeaways for librarians The gadget doesn’t make the reader, but it may change the reader 41% of tablet owners and 35% of e- reader owners said they are reading more since the advent of e-content A majority of print readers (54%) and e-book readers (61%) prefer to purchase their own copies of books Most audiobook listeners (61%) prefer to borrow their audiobooks Some Takeaways for Libraries

48. Library Research Timeline…Stage II (May-November 2012) Focus on the changing world of library services The evolving role of libraries in communities –New library services –People’s expectations of libraries –“The library of the future” The role of libraries in the lives of special populations –Lower-income users, minorities, rural residents, seniors

49. Library Research Timeline…Stage III (Sept 2012–April 2013) Library User Typology –Different user “types” based on: Characteristics of respondent’s local library How respondent uses the library Respondent’s attitudes about libraries in general An updated, in-depth portrait of young library users

50. Kristen Purcell, Ph.D. Associate Director, Research Pew Research Center’s Internet & American Life Project kpurcell@pewinternet.org Twitter: @pewinternet @kristenpurcell All data available at: pewinternet.org libraries.pewinternet.org