Technology adoption by lower income populations
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Technology adoption by lower income populations. APHSA-ISM Annual Conference October 8, 2013 Aaron Smith, Senior Researcher Pew Research Center. About Pew Internet. Part of the Pew Research Center, a non-partisan “ fact tank ” in Washington, DC Studies how people use digital technologies

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Technology adoption by lower income populations

Technology adoption by lower income populations

APHSA-ISM Annual Conference

October 8, 2013

Aaron Smith, Senior Researcher

Pew Research Center


About pew internet

About Pew Internet

  • Part of the Pew Research Center, a non-partisan “fact tank” in Washington, DC

  • Studies how people use digital technologies

  • Does not promote specific technologies or make policy recommendations

  • Research is primarily based on nationally representative telephone surveys


What do we mean by lower income

What do we mean by “lower income”?

  • Based on reported annual household income

  • Categories collected: <10k, 10-20k, 20-30k, 30-40k, 40-50k, 50-75k, 75-100k, 100-150k, and 150k+

  • Around 10-20% of respondents typically don’t report (or don’t know) income

  • Limited ability to subdivide the lower-income population. But it tends to skew towards non-white; youth and seniors; low education; urban/rural


Before we get started

Before we get started

  • Apologies for making you start your morning with charts…

  • But you don’t have to write anything down!

  • Because you can find these slides at pewinternet.org/presentations


1 internet use and home broadband adoption

1) Internet Use and Home Broadband Adoption


National averages

National averages

  • 85% of American adults are internet users

  • 70% of American adults have some sort of high-speed home internet connection (DSL, cable, FIOS, etc)

    Which means that…

  • 15% of Americans do not go online from any device/location (Group 1)

  • 15% of Americans go online, but do not have broadband at home (Group 2)


Internet use broadband by income

1

2

Internet use & broadband by income


Age has a huge impact on which group people fall into

Age has a huge impact on which group people fall into


In plain english

In plain English…

  • Around 1/3 of people making <$20k per year are not online at all. Non-users are heavily dominated by older adults.

  • Around 1/3 go online, but don’t have broadband at home.

  • So how is that group accessing online content?


Many of them turn to public institutions like libraries

Many of them turn to public institutions like libraries

  • 32% of lower-income (<$30k per year) Americans have accessed the internet for free from somewhere other than home, school or work in last 12 months

  • 81% of lower-income Americans say it is “very important”for the library to provide free access to the internet & computers

  • 35% of lower-income library users have used the internet or a computer at a library in the last 12 months


2 but mobile devices are also playing a big role

2) But mobile devices are also playing a big role


Cell ownership internet use

Cell ownership > internet use

+17

+13


Smartphone or non smart phone depends on your income

Smartphone or non-smart phone? Depends on your income…


But especially your age

…but especially your age

Smartphone ownership by age/income grouping


Smartphone ownership over time

Smartphone ownership over time

+14

+23

+23

+14

+10

+23

+20

+25

+8


Impact of smartphones on broadband adoption

Impact of smartphones on “broadband” adoption

+14

+12

+14


Biggest impact is among young and working age lower income adults

Biggest impact is among young and working-age lower income adults

Broadband/smartphone adoption among HH income of <$30k per year

+18

+19

+8


Almost everyone texts apps track with smartphone ownership

Almost everyone texts, apps track with smartphone ownership

% of cell owners in each income group who…


Texting and apps by lower income adults of different age groups

Texting and apps by lower-income adults of different age groups

Texting/apps use among cell owners with HH income of <$30k per year


Internet use on cell phones

Internet use on cell phones

% of cell owners in each income group who use the internet/email on their cell phone

45% of cell internet users in this income group go online mostly with their cell phone

27%

39%

30%


Tablets growing at the low end but still largely an elite device

Tablets – growing at the low end, but still largely an elite device

Tablet ownership by income category


Summary

Summary

  • Huge differences between young and old lower-income adults

  • Cell phones are common for all income ranges, but smartphones are mainly a young/working age phenomenon

  • Many lower-income adults (esp. younger ones) are using mobile devices as their primary gateway to online life


Resources

Resources

2013 Broadband update:

http://pewinternet.org/Reports/2013/Broadband.aspx

2013 Smartphone update:

http://pewinternet.org/Reports/2013/Smartphone-Ownership-2013.aspx

Mobile topics page (running list of latest and greatest):

http://pewinternet.org/topics/Mobile.aspx


Technology adoption by lower income populations

Aaron Smith

Senior Researcher

Pew Research Center’s Internet Project

[email protected]

@pewinternet

@pewresearch


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