Digital differences new data and trends
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Digital differences New data and trends. Kathryn Zickuhr, Research Specialist Pew Research Center’s Internet & American Life Project American Library Association Spectrum Leadership Institute Anaheim, CA - June 25, 2012. Kathryn Zickuhr Research Specialist

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Digital differences new data and trends

Digital differencesNew data and trends

Kathryn Zickuhr, Research Specialist

Pew Research Centers Internet & American Life Project

American Library Association Spectrum Leadership Institute Anaheim, CA - June 25, 2012


Digital differences new data and trends

Kathryn Zickuhr

Research Specialist

Pew Internet & American Life Project

[email protected]

@kzickuhr

@pewinternet

@pewresearch


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

  • Data for this talk is from nationally representative telephone surveys of U.S. adults and teens (on landlines and cell phones)

    All slides and reports are available at

    pewinternet.org


Digital differences new data and trends

  • Public opinion attitudes toward the press, politics and public policy issues (people-press.org)

  • The performance of the U.S. press (journalism.org)

  • The impact of technology (pewinternet.org)

  • Worldwide public opinion (pewglobal.org)

  • Religion and public life (pewforum.org)

  • The U.S. Hispanic population (pewhispanic.org)

  • Social and demographic trends (pewsocialtrends.org)

  • More: pewresearch.org

PewResearchCenter


Digital differences new data and trends

  • Factors

  • Age group

  • Race/ethnicity

  • Household income

  • Educational attainment

  • Quality of access


Internet

Internet


Digital differences new data and trends

Internet use over time (1995-2012)

% of adults ages 18+ who go online

82%

(April2012)

14% (June 1995)

Source: Pew Internet surveys


Digital differences new data and trends

Almost two-thirds of adults have home broadband

% of adults ages 18+ who go online at home via dial-up or broadband

66%

3%

Source: Pew Internet surveys

@kzickuhr @pewinternet


Digital differences new data and trends

Internet use vs home broadband by age

% of all adults 18+

Source: Pew Internet April 2012 survey.


Digital differences new data and trends

Internet use vs home broadband by race/ethnicity

% of all adults 18+

Source: Pew Internet April 2012 survey.


Digital differences new data and trends

Internet use vs home broadband by yearly household income

% of all adults 18+

Source: Pew Internet April 2012 survey.


Digital differences new data and trends

Internet use vs home broadband by educational attainment

% of all adults 18+

Source: Pew Internet April 2012 survey.

@kzickuhr @pewinternet


Digital differences new data and trends

What is the MAIN reason you do not use the internet? (asked of non-users)

Source: Pew Internet May 2010 survey.

@kzickuhr @pewinternet


Gadgets

Gadgets


Adult gadget ownership 2006 2012

Adult gadget ownership, 2006-2012

Source: Pew Internet surveys. Data is for adults age 18+. pewinternet.org


Digital differences new data and trends

Gadget ownership by age group

Source: Pew Internet surveys. Data is for adults age 18+. pewinternet.org


Digital differences new data and trends

Amost nine in ten adults (and three-quarters of teens) have a cell phone

Teen data: July 2011 Adult data: Feb 2012

Source: Pew Internet surveys. pewinternet.org


Digital differences new data and trends

Cell phones by age group

Teen data: July 2011 Adult data: Feb 2012

Source: Pew Internet surveys. pewinternet.org


Digital differences new data and trends

Gadgets by household income

Source: Pew Internet surveys. Data is for adults age 18+. pewinternet.org


Digital differences new data and trends

Gadget ownership by education

Source: Pew Internet surveys. Data is for adults age 18+. pewinternet.org


Digital differences new data and trends

Gadget ownership by race/ethnicity

Source: Pew Internet surveys. Data is for adults age 18+. * English- and Spanish-speaking


Digital differences new data and trends

Cell phone ownership (total) by race/ethnicity

% of all adults 18+

Source: Pew Internet February 2012 survey.


Cell phone activities by race ethnicity

Cell phone activities by race/ethnicity


Digital differences new data and trends

About half of adults (and almost a quarter of teens) have a smartphone

Teen data: July 2011 Adult data: Feb 2012

Source: Pew Internet surveys. pewinternet.org


Smartphones by age group

Smartphones by age group

Teen data: July 2011 Adult data: Feb 2012

Source: Pew Internet surveys. pewinternet.org


Digital differences new data and trends

@kzickuhr @pewinternet


Digital differences new data and trends

Cell phone ownership (total) by race/ethnicity

% of all adults 18+

Source: Pew Internet February 2012 survey.


Digital differences new data and trends

Smartphone ownership by race/ ethnicity

% of all adults 18+

Source: Pew Internet February 2012 survey.


Digital differences new data and trends

25% of smartphone owners say they mostly go online with their smartphone.

About one third of them do not have a traditional high-speed broadband connection at home.

  • Groups that are more likely to say their phoneis their main source of internet access:

    • Young adults

    • Minorities

    • Those with no college experience

    • Those in lower-income households


Digital differences new data and trends

Twitter use by race/ethnicity

% of internet users ages 18+

Source: Pew Internet February 2012 survey.

* English- and Spanish-speaking


Digital differences new data and trends

Questions?

@kzickuhr

@pewinternet

@pewresearch


Libraries of today and tomorrow

Librariesof today and tomorrow


About our libraries research

About our libraries research

  • Goal: To 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

    libraries.pewinternet.org


Research timeline stage i august 2011 july 2012

RESEARCH TIMELINE Stage I (August 2011-July 2012)

Libraries + new technologies

  • The rise of e-reading (April 2012)

  • E-books, patrons, and libraries JUST PUBLISHED

    • Includes quotes from librarians and patrons

    • Available online at libraries.pewinternet.org

  • Library use in different community types (summer)

  • The habits of younger library users (summer)


  • The rise of e reading

    The rise of e-reading


    Report the rise of e reading

    Report: The rise of e-reading

    One in five adults has read an e-book in the past year

    Note: Due to multiple responses, categories do not add up to 100%


    Book reading by age group

    Book reading by age group

    % of each age group who have read a book (in any format) in whole or in part in the past 12 months

    Source: Pew Internet December 2011 survey.libraries.pewinternet.org


    Digital differences new data and trends

    The book format used by readers on any given day is changing

    % of adult book readers (age 18+) using this format on an average day, as of June 2010 and December 2011

    Source: Pew Internet December 2011 survey.libraries.pewinternet.org


    Who reads e books

    Who reads e-books?

    E-book readers 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

    • More likely to buy their books than borrow

    Source: Pew Internet December 2011 survey.libraries.pewinternet.org


    Digital differences new data and trends

    How e-readers read their e-books% of all Americans age 16 and older who read an e-book in the past 12 months, as of December 2011

    Source: Pew Internet December 2011 survey.libraries.pewinternet.org


    Who owns tablets and e readers

    Who owns tablets and e-readers?

    • 29% of US adults own a specialized e-reading device (either a tablet or an e-reader)

      • 19% of adults own ane-reader

      • 19% of adults own a tablet computer


    Who owns tablets and e readers1

    Who owns tablets and e-readers?

    E-reader and tablet ownership are strongly correlated with income & education, as well as ageboth devices are most popular with adults under 50.

    Women are more likely than men to own e-readers

    Parents are more likely than non-parents to own tablets


    Digital differences new data and trends

    How device owners read their e-books% of owners of each device who read e-books on that devicewho read an e-book in the past 12 months, as of December 2011

    * = among people who own that device


    Digital differences new data and trends

    Which is better for these purposes, a printed book or an e-book?

    Among people ages 16+ who read both an e-book & a print book in the past year


    Digital differences new data and trends

    My Kindle fits in my purse, so I can carry my Kindle places I wouldnt carry a book. I find myself taking it almost everywhere I go so if I find myself with a free couple of minutes, I can read a couple of pages.

    E-book borrower


    E books at libraries

    E-books at libraries


    Digital differences new data and trends

    How people used the library in the past year

    The % of Americans ages 16+ who used the library for the following purposes in the past year


    Digital differences new data and trends

    12% of e-book readers borrow e-books from the library

    Source: Pew Internet December 2011 survey.libraries.pewinternet.org


    Digital differences new data and trends

    When you want to read a particular e-book, where do you look first?

    Among all people ages 16+ who read an e-book in the past year


    Digital differences new data and trends

    When you want to read a particular e-book, where do you look first?

    Among people who borrowed an e-book from the library in the past year

    n=111


    Digital differences new data and trends

    Have you ever wanted to borrow a particular e-book from the library and found that...

    Among e-book borrowers

    Source: Pew Internet December 2011 survey.libraries.pewinternet.org


    Digital differences new data and trends

    Fast, easy,

    plentiful.

    E-book-borrowing patron


    Digital differences new data and trends

    62% of all Americans ages 16 and older, including 58% of library card holders, say they do not know if their library lends e-books.


    Digital differences new data and trends

    What is the main reason you do not borrow e-books from your public library?

    Among e-book readers who do not get e-books at the public library


    Among those who do not currently borrow e books from libraries the who say they would be likely to

    Among those who do not currently borrow e-books from libraries, the % who say they would be likely to


    Among those who do not currently borrow e books from libraries the who say they would be likely to1

    Among those who do not currently borrow e-books from libraries, the % who say they would be likely to

    All three ideas are most popular with:

    African-Americans and Hispanics

    Those under age 65

    Those in households making less than $30k per year

    Those who had not completed high school

    Parents of minor children


    What these changes could mean for libraries

    What these changes [could] mean for libraries


    Digital differences new data and trends

    Our customers are still using the library but in different ways. They browse our catalog online, place reserves on the items they want, then pick them up at their location of choice. Many fewer browse the collection in person,

    E-book-borrowing patron


    Digital differences new data and trends

    People are asking for digital content. Anything digital. They are hungry for it.

    Library staff member


    Digital differences new data and trends

    We spend a significant part of our day explaining how to get library books onto e-book readers.

    Library staff member


    Digital differences new data and trends

    The greatest change has been the need not only for computer access, but computer assistance.

    Library staff member


    Digital differences new data and trends

    It all feels pretty murky. Some clarity and good advice would be nice. Its OK for libraries with big budgets to plunge into e-book readers. As a small library with limited collection funds, we have to be more careful.

    Library staff member


    Imagining the librarian of the future

    Imagining thelibrarian of the future

    Aggregator/

    Synthesizer

    Organizer

    Network node

    Facilitator


    Digital differences new data and trends

    Our library is a critical link in our community. It provides access to books, computers, [and] knowledge, and is a critical social center.

    E-book-borrowing patron


    Research timeline stage ii may november 2012

    RESEARCH TIMELINE Stage II (May-November 2012)

    The changing world of library services

    • The evolving role of libraries in communities

      • New library services

      • Peoples expectations of libraries

      • The library of the future

    • The role of libraries in the life of special populations

      • Lower-income users, minorities, rural residents, senior citizens


    Research timeline stage iii sept 2012 april 2013

    RESEARCH TIMELINEStage III (Sept. 2012April 2013)

    A closer analysis of who does and does not use libraries

    • A library user typology

      • Different user types based on:

        • What their local libraries are like

        • How they use libraries

        • Attitudes about libraries in general

    • An updated, in-depth portrait of how teens & young adults use libraries


    Thank you

    Kathryn Zickuhr

    Research Specialist

    Pew Internet & American Life Project

    [email protected]

    @kzickuhr @[email protected]

    All data, slides, and reports available at pewinternet.org

    Thank you!


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