TRENDS IN HOW PEOPLE USE THE INTERNET Lee Rainie Director – Pew Internet Project Public Radio...

TRENDS IN HOW PEOPLE USE THE INTERNET

Lee RainieDirector – Pew Internet ProjectPublic Radio Program DirectorsCleveland, Ohio9.16.09

September 16, 2009 2Trends in internet use

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


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

The internet is the asteroid: Then and now

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


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


Media ecology – now (information age)Product Route to home Display Local storage

cable TiVo (PVR) VCRTV stations DSL TV Satellite radio playerInfo wireless/phone radio DVD“Daily me” broadcast TV PC Web-based storage content books iPod /MP3 server/ TiVo (PVR)Cable Nets broadcast radio stereo PCWeb sites satellite monitor web storage/serversLocal news mail headphones CD/CD-ROMContent from express delivery pager satellite player cell phone memory individuals iPod / storage portable gamer MP3 player / iPodPeer-to-peer subcarriers / WIFI cell phone pagers - PDAsAdvertising newspaper delivery cable boxRadio stations camcorder/camera PDA/Palm game console

game console paperSatellite radio e-reader / Kindle storage sticks/disks

e-reader/Kindle

Adapted from Tom Wolzien, Sanford C. Bernstein & Co


Myth 1: Everyone is online Reality: Digital gaps are persistent

Age gap

92%

42%

0%

20%

40%

60%

80%

100%

Age 18-29 Age 65+

Per

cen

t o

f p

op

ula

tio

n

Pew Internet & American Life Project – April 2009 survey



Income gap

60%

95%

0%

20%

40%

60%

80%

100%

<$30,000/yr >$75,000/yr

Per

cen

t o

f p

op

ula

tio

n




Education gap

64%

94%

0%

20%

40%

60%

80%

100%

HS diploma or less College degree or more

Per

cen

t o

f p

op

ula

tio

n




Pew Internet & American Life Project – December 2008 survey

Language gap

76%

44%

0%

20%

40%

60%

80%

100%

English speaking Spanish speaking

Perc

en

t o

f p

op

ula

tio

n




Community gap

77%65%

0%

20%

40%

60%

80%

100%

Suburban Rural

Per

cen

t o

f p

op

ula

tio

n




Racial gap - but race mostly isn't the reason

79%

67%

0%

20%

40%

60%

80%

100%

Whites Blacks

Pe

rce

nt

of

po

pu

lati

on


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



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



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



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


Myth 5: Younger users dominate the internet Reality: In many cases, they don’t

Generations are pretty equally engaged

• Email• Search engines• Product research• News• Travel reservations• Job-related activities

• Maps• Hobby information• Online classifieds• Auctions• Podcasts• Genealogy


Information and media ecosystem changes

1.Volume of information grows

2.Variety of information increases

3.Velocity of information speeds up

4.The times and places to experience media enlarge

5.People’s vigilance for information expands AND contracts


Information and media ecosystem changes

6.The immersive qualities of media are more compelling

7.Relevance of information improves8.The number of information “voices”

explodes – and the voices become “louder” and more findable

9.Voting and ventilating are enabled10.Social networks are more vivid


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


Behold Networked Individuals … those with a different way of getting the news


People-Press news consumer typology

Behold Networked Individuals … those with a different way of getting the news


A general new pattern of communication and influence – the 4 As

• attention

• acquisition

• assessment

• action


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


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


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


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


A handy tech-user typology

http://www.pewinternet.org/Reports/2009/5-The-Mobile-Difference--Typology.aspx


What we measured

• Assets

• Actions

• Attitudes

Overall picture39% 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


Motivated by mobility – Group 1Digital 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.



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



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



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


Motivated by mobility – Group 2Ambivalent networkers (7% of population)


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.



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 email users

83% are cell texters



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




• 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


Motivated by mobility – Group 3Media movers (7% of population)


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.



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



Important because

• They are eager social networkers who pass along your material

• They add to the diversity of your audience




• 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


Motivated by mobility – Group 4Roving nodes (9% of population)


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 email or texting – and find them great for arranging the logistics of their lives and enhancing personal productivity.

They love email 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



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



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




• 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”


Motivated by mobility – Group 5Mobile newbies (8% of population)


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.



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

46% use computersnone create internet content

love new connectedness



Important because

• They greatly diversify your audience

• They are traditionally under-served media market




• 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


Stationary media majority – Group 1Desktop veterans (13% of population)


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.



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



Important because

• They are the second most enthusiastic consumers of news – especially on politics and community affairs

• They are influencers, too




• 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


Stationary media majority – Group 2Drifting surfers (14% of population)


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.



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

86% have cells below aver. tech user tech doesn’t help much

46%=“good to take break”



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




• 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


Stationary media majority – Group 3Information encumbered (10% of population)


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.



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.



Important because

• They are the alienated and society functions better with their participation and involvement




• 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


Stationary media majority – Group 4Tech indifferent (10% of population)


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.



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



Important because

• They are on the far side of the digital divide even though they have some relationship to technology




• 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


Stationary media majority – Group 5Off the net (14% of population)


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.



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



Important because

• Your historic mission is to try to serve them: Public media was created to give them alternatives to commercial media




• 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


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


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


Thank you!

Lee Rainie

Director

Pew Internet & American Life Project

1615 L Street NW

Suite 700

Washington, DC 20036

Email: [email protected]

Twitter: http://twitter.com/lrainie

202-419-4500

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TRENDS IN HOW PEOPLE USE THE INTERNET Lee Rainie Director – Pew Internet Project Public Radio...

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