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Joyce Raby, Consultant [email protected] - 571.765.0011 Molly French, Colorado Legal Services [email protected] - 303.866.9395. Recruiting, Retaining, and Serving Digital Natives. Internet Use Demographics. Demographics of Internet Users according to the

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Recruiting retaining and serving digital natives

Joyce Raby, Consultant

[email protected] - 571.765.0011

Molly French, Colorado Legal Services

[email protected] - 303.866.9395

Recruiting, Retaining, and Serving Digital Natives


Internet use demographics

Internet Use Demographics

Demographics of Internet Users according to the

Pew Internet and American Life Project

  • * Use the Internet - not necessarily have computer access at home

  • * Does not include whether single or family

57% of American adults making less than

$30,000 per year use Internet*


Internet use demographics1

Internet Use Demographics

July 2, 2008 Press Release

Pew Internet and American Life Project

"Among adults who live in households whose annual incomes are less than $20,000 annually, home broadband adoption stood at 25% in early 2008, compared to 28% in 2007." *

"Those with household incomes between $20k and $40k annual saw broadband penetration grow by 24% from 2007 to 2008.  Some 45% of those in that income range reported having broadband at home in April 2008."


Internet use demographics2

Internet Use Demographics

US Census Bureau

Table A - Households with a Computer and Internet Access by Selected Characteristics: 2003

"41% of households making less than $25,000 annual income have a computer with Internet access in the home"


Recruiting retaining and serving digital natives

What is a Digital Native?


Recruiting retaining and serving digital natives

Computers / Schools


Recruiting retaining and serving digital natives

Digital Natives

Using 15-24 year old's online behavior as a way to predict future telecommunications trends (CapGemini White Paper, July 2008)

  • 1) Control 

  • 2) Impatience

  • 3) Community interactions

  • 4) Originality

Changing Behavior - increase in the amount of time each week spent communicating (via online or cell phone)


Digital natives

Digital Natives

Harris Interactive and CTIA

The study was conducted online among a nationally representative sample of 2,089 teenagers across the U.S. who have cell phones (13-19).  More than 100 questions were asked on mobile phone usage, attitudes, behaviors, and teens' desires and aspirations for the future including mobile communications and entertainment. 

The study was conducted in July 2008 among teenagers who are part of the Harris Interactive Online Panel.


Digital natives results

Digital Natives - results

  • 46% use phone primarily to make and receive calls, and

  • 39% use phone primarily to send and receive text messages

  • 72% can text blindfolded! (using keyboard) 

  • 28% browse the web on their phone

  • 38% somewhat agree, 19% strongly agree (57%) having a cell phone has improved the quality of their life


Recruiting retaining and serving digital natives

Other Digitals...

Digital Settlers

Digital Immigrants


Recruiting retaining and serving digital natives

What are you?

Are you a...

Digital Native

Digital Settler

Digital Immigrant


Recruiting retaining and serving digital natives

Colorado Legal Services (CLS) Staff


Recruiting retaining and serving digital natives

Current Volunteers


Recruiting retaining and serving digital natives

Advocate Website Members


Recruiting retaining and serving digital natives

Example

“I regret to inform you that my Luddite unit objected vociferously to using IM and I allowed Democracy to prevail.”

Unit

A – Digital Natives

B – Digital Settlers

C – Digital Immigrants

Author Quote

A – Digital Native

B – Digital Settler

C – Digital Immigrant


Recruiting retaining and serving digital natives

Need to know...

What technologies to provide to staff, volunteers, other advocates, potential clients, clients, general public

Expectations of each of these groups

How to train each population – resources needed, information to provide (training materials)

What you need to have as a trainer – tools of patience and understanding key


Recruiting retaining and serving digital natives

Recruiting

Staff (attorneys / paralegals)

Online Recruitment

  • Job listings – post on multiple websites including:

  • Statewide advocate websites

  • Access to Justice Commission sites

  • Law school sites / undergraduate career placement sites

  • Local and State Bar sites

  • National sites (ABA, NLADA)

  • Beyond Job listings -

  • Organization wiki with benefits listed in detail

Outside of legal community

  • Local city and community paper sites

  • Idealist.org, monster.com


Recruiting retaining and serving digital natives

Recruiting

Volunteers (intake / substantive units)

  • Opportunities – post on multiple websites including:

  • Statewide advocate websites

  • Access to Justice Commission sites

  • Law school and undergraduate sites

  • Local and State Bar sites

  • National sites (ABA, NLADA)

Outside of legal community

  • Local community papers

  • volunteermatch.com and other sites


Recruiting retaining and serving digital natives

Recruiting

Staff or Volunteers

  • Other technologies

  • Post opportunity on local or national listserv

  • Start a Twitter group

  • Post to Facebook update

  • Use LinkedIn

Outside of legal community

  • Local community papers

  • Volunteermatch.com and other sites


Recruiting retaining and serving digital natives

Retention

Technology Expectations

  • Up-to-date and more advanced equipment including online tools (HotDocs form preparation, legal research sites, legalmeetings.com, skype.com)

  • Social networking tools and options

  • Remote working opportunities - mobile options; handheld devices, access to Internet and email

  • Online mentorships – communicate th/ technology, don't have to be local


Recruiting retaining and serving digital natives

Digital Natives / Settlers MIA

Working Through Resistance

1. Identify Resistance

Seems like they thought it would just be one more annoyance, and they would rather deal with an email when they could get to it then feel compelled to answer an IM now.

2. Persuade

It almost went over when Julianne happened by and said she loves it, as she is a known Neanderthal, but as soon as she left the atmosphere deflated again.

3. Phase in (Pilot) and Provide Example – Show Benefit!

Michael has to reach me every day to follow up on specific data entry questions (e.g. "I can't read this person's last name.") so I'm going to ask him to please use it, then we'll report back to the unit and probablyI'll again try to persuade them.

4.Train, and Follow Up


Potential clients clients

Potential Clients / Clients

But do our clients use the Internet?

  • Illinois - "49.1% of the low income households surveyed had access to the Internet, and 59% had used the Internet"

  • Montana - "83.9% had private, reliable access to a phone, 42.3% had private, reliable access to the Internet, 37.5% had private, reliable access to email"

  • Connecticut - "51% of callers had access to a computer", and “42% of callers had Internet access"

  • Colorado - "27% of callers had access to the Internet"


Broadband technology opportunities program btop

Broadband Technology Opportunities Program (BTOP)

The U.S. Congress has appropriated $4.7 billion to establish a Broadband Technology Opportunities Program for awards to eligible entities to develop and expand broadband services to unserved and underserved areas and improve access to broadband by public safety agencies. Of these funds, $250 million will be available for innovative programs that encourage sustainable adoption of broadband services; at least $200 million will be available to upgrade technology and capacity at public computing centers, including community colleges and public libraries; $10 million will be a transfer to the Office of Inspector General for the purposes of BTOP audits and oversight. Up to $350 million of the BTOP funding is designated for the development and maintenance of statewide broadband inventory maps.

  • http://www.ntia.doc.gov/broadbandgrants/


Towards 2020

Towards 2020

PC Magazine – December 16, 2008

"People are currently addicted to their Blackberry or iPhone devices, but by 2020, those devices will be the primary Internet connection for most people around the globe*”

*According to the Pew Internet and American Life Project


Towards 20201

Towards 2020

  • 6 Gadget Trends – mashable.com 2/10/2009

    • Social TV

    • High Definition geo-tagged content

    • Real-time Uploading

    • Gaming Immersion

    • Pico Projection

    • Pocket Band


Towards 20202

Towards 2020

  • Social Media for Social Causes Study*

    • Younger donors

    • Smaller donations

    • Donors use social media to discuss philanthropy

    • Prefer contact via email

    • Want to trust the organization (sm ranks highest)

    • Privacy not much of a concern

    • Looking for high quality information (to build trust)

  • *Community Philanthropy 2.0 – survey funded by The Columbus Foundation, the Saint Paul Foundation, and the San Francisco Foundation.


Social media for social causes

Social Media for Social Causes


Social media for social causes1

Social Media for Social Causes


Social media for social causes2

Social Media for Social Causes


Social media for social causes3

Social Media for Social Causes

  • Further respondents qualified the type of conversations for which they are looking. Those 30-49 wanted conversation about the following:

  • • 80% organizational impact

  • • 74% success stories

  • • 71% learning more about the organizations they are participating with

  • • 70% want information on causes they care about

  • • and 43% want information on financial accountability

  • Among the 50 and older bracket, we see similar types of conversations are wanted:

  • • 86% organizational impact

  • • 80% success stories

  • • 80% learning more about the organizations they are participating with

  • • 78% want information on causes they care about

  • • and 47% want information on financial accountability

  • Verifying this opportunity for content sources, 71 percent of 30-49-year-olds directly looked to the charity they support for information, and 63 percent trust referrals from friends. In comparison, 78 percent of those 50 and older directly look to their charities and 72 percent trust friends.


The physics of participation

The Physics of Participation

  • Clay Shirky, author of Here Comes Everybodyis there a cognitive surplus? If so, what people are doing with it?


Nielsen wire

Nielsen Wire


Recruiting retaining and serving digital natives

Bureau of Labor Survey


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