Communications & Attitudes:The Internet versus Print Media

Presented to: PRIMIR

John B. HorriganAssociate Director for Research

PRIMIR, December 2007 2

Key questionsKey questions

• When will everything be like Star Trek? – When reams of data are instantly available, easily

analyzed, and accessed on a flexible and portable device.

– Not any time soon, as people still:• Go to libraries• Buy books• Read newspapers . . . although less than before

• What are frictions along the pathway to that vision?

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Two parts to the answerTwo parts to the answer

• Technology: depends on the evolution and convergence of three things:1. Displays

2. RFIDs and sensors

3. Networks

• Users: how they adopt new technology

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Technology I: DisplaysTechnology I: Displays

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Technology II: Displays … electronic paperTechnology II: Displays … electronic paper

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RFIDs and Sensors: the internet in thingsRFIDs and Sensors: the internet in things

• Well deployed in business practices and supply chains.

• Growing use among consumers, e.g., smart cards or EZ pass

• Consumer concerns about privacy is issue:– Need to develop tools that let people control

information about themselves

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Networks: Adoption of high-speed at homeNetworks: Adoption of high-speed at homeHome Broadband & Dial-Up Penetration

(% of adult Americans)

0%

10%

20%

30%

40%

50%

60%

Broadband Dial Up

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EDUCATION: Percent in each group with broadband at home(Sept 2007 survey)

26%

38%

62%

71%

0%

10%

20%

30%

40%

50%

60%

70%

80%

LT HS HS Grad Some college College +

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INCOME: Percent in each group with broadband at home(Sept 2007 survey)

29%

46%

56%

66%

82%

0%

10%

20%

30%

40%

50%

60%

70%

80%

90%

LT $25K $25K-$40K $40K=$60K $60K-$100K GT $100K

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AGE: Percent in each group with broadband at home(Sept 2007 survey)

59%

49%

16%

65%

0%

10%

20%

30%

40%

50%

60%

70%

18-29 30-49 50-64 65+

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Access on the goAccess on the go (Sept 2007 survey)

• 46% of internet users, in past year, have gone online someplace other than home or work.– For adults under 30, 68% have done this.

• Of this group:– 65% have done this using their cell phones to access

the web

– 64% have done this using a laptop on a wireless broadband to access.

– 20% have done this using a Blackberry, Palm, or PDA

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Impact of innovations takes timeImpact of innovations takes time

• Pathway of innovation:– Invention disruption investment installation

• This process can take up to 30 years, and we’re at the beginning of the “installation phase” in the information & communication technology revolution

• Why?– Getting technology right– Getting the rules right– Drawing users in

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Wither old media?Wither old media?(% getting news yesterday)Pew Research Center for the People & Press, May 2006 survey

Age 18-29 30-49 50-64 65+

TV News 49% 53% 63% 69%

News-paper

24 36 47 58

Radio 26 43 39 27

Online news

24 29 21 10

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Different media sources viewed differently Different media sources viewed differently by usersby users

• Newspapers– Seen as a relaxing activity– A habit– A thorough information source

• Internet news– Convenience– Speed– Customizable

• For adults under 30, internet is a main news source – relative to newspapers – for most news categories except local news.

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Information & communications technology

Applications

Why a typology?Why a typology?

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How we put it togetherHow we put it together• Large survey (n=4,001) that focused on three dimensions of use

of information & communication technology (ICTs): Assets

o Internet (and broadband at home)o Computer use (laptop & desktop)o Cell phoneso iPodso Web camso Video recorders & digital cameras

Actionso User-generated contento Gamingo Cell phone applications

Attitudes

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What we found …What we found …

10 groups of ICT users that fall broadly into three classes of users

• Tech elite (4 groups)– 31% of the adult population

• Middle-of-the-road users (2 groups)– 20% of the adult population

• Low-tech users (4 groups)– 49% of the adult population

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The Tech-oriented groupsThe Tech-oriented groups

• Omnivores (8%) … in their late twenties:– Have the latest gadgets– Use ICTs as a platform for creativity, participation,

entertainment, socializing• Connectors (7%) … in their late 30s, mostly women:

– Into emailing and cell phone use to stay in touch with others and connect to community groups

• Lackluster Veterans (8%) … 40-ish men:– Don’t like the extra connectivity of ICTs– Use ICTs out of necessity

• Productivity Enhancers (8%) … also 40-ish:– Highly positive view of ICTs as way to manage busy lives

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Middle of the road usersMiddle of the road users

• Mobile Centrics (8%) … in their early 30s:– Fully embrace functionality of cell phones

– Low home broadband access (37%) makes internet less central to their tech habits

• Connected but Hassled (10%) … mid-40s:– Lots of technology assets 80% with broadband

– Not a lot of tech satisfaction connectivity is a burden and many suffer from information overload

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Low tech groupsLow tech groups• Inexperienced Experimenters (8%) … 50-ish women:

– Not a lot of gadgets or online experience, but might do more with ICTs with more familiarity with applications.

• Light but Satisfied (15%) … early 50s:– ICTs on the periphery of their lives, but they are

content with occasional use to keep up with others• Indifferents (11%) … late 40s:

– Infrequent users who find connectivity annoying• Off the Network (15%) … mostly women in mid-60s:

– This group has neither cell phones or internet access

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Three key gaps across typology groupsThree key gaps across typology groups

AgeAttitudes about utilityPerceptions about usability

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Age and the Typology GroupsAge and the Typology Groups

0.0%

5.0%

10.0%

15.0%

20.0%

25.0%

30.0%

Omni

vore

s

Conne

ctor

s

Lack

luste

r Vet

s

ProdE

nhan

cers

Mob

ileCen

tric

Conne

cted

/Has

sled

InxE

xp

Light

/Sat

isfie

d

Indif

fere

nt

Off Net

% population % of over 50 pop

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Percent in selected groups who say information & communication technology helps "a lot" in making them more productive

72%66%

83%

20%

9%

1%5%

0%

10%

20%

30%

40%

50%

60%

70%

80%

90%

Omnivores Connectors ProductivityEnhancers

LacklusterVeterans

Connectedbut Hassled

Light ButSatisfied

Indifferents

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Need help in getting gadgets to work

13%

31%

51%

0%

10%

20%

30%

40%

50%

60%

High Tech Mid-Tech Low Tech

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Typology implicationsTypology implications

• Age matters, but it’s not the only explanatory factor• Gaps & frictions cut in different ways:

– Many have more tech than they use– Some might do more with more technology and more

experience– Many users will use ICTs only with lots of coaching &

support.– Some are unlikely ever to embrace ICTs

• Lots of tech capability idle in people’s hands & homes

• Far from the “mature phase” of ICT adoption and use in the United States

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Implication for printing industriesImplication for printing industries • Online resources complement traditional media,

they don’t substitute completely for them.• Young people are:

– more reliant on the internet and other information gadgets than older people.

– less likely to form newspaper reading habit• Roughly one-third of the adult population are

attuned to new media.• The day when electronics can enable highly

portable and flexible displays is a way off.• The challenge for the printing industry is to be

open to product and institutional innovation.