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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 Center’s Internet & American Life Project

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

slide2

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

slide4

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

slide6

Factors

  • Age group
  • Race/ethnicity
  • Household income
  • Educational attainment
  • Quality of access
slide8

Internet use over time (1995-2012)

% of adults ages 18+ who go online

82%

(April2012)

14% (June 1995)

Source: Pew Internet surveys

slide9

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

slide10

Internet use vs home broadband by age

% of all adults 18+

Source: Pew Internet April 2012 survey.

slide11

Internet use vs home broadband by race/ethnicity

% of all adults 18+

Source: Pew Internet April 2012 survey.

slide12

Internet use vs home broadband by yearly household income

% of all adults 18+

Source: Pew Internet April 2012 survey.

slide13

Internet use vs home broadband by educational attainment

% of all adults 18+

Source: Pew Internet April 2012 survey.

@kzickuhr @pewinternet

slide14

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

Source: Pew Internet May 2010 survey.

@kzickuhr @pewinternet

adult gadget ownership 2006 2012
Adult gadget ownership, 2006-2012

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

slide17

Gadget ownership by age group

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

slide18

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

slide19

Cell phones by age group

Teen data: July 2011 Adult data: Feb 2012

Source: Pew Internet surveys. pewinternet.org

slide20

Gadgets by household income

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

slide21

Gadget ownership by education

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

slide22

Gadget ownership by race/ethnicity

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

slide23

Cell phone ownership (total) by race/ethnicity

% of all adults 18+

Source: Pew Internet February 2012 survey.

slide25

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

slide28

Cell phone ownership (total) by race/ethnicity

% of all adults 18+

Source: Pew Internet February 2012 survey.

slide29

Smartphone ownership by race/ ethnicity

% of all adults 18+

Source: Pew Internet February 2012 survey.

slide30

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
slide31

Twitter use by race/ethnicity

% of internet users ages 18+

Source: Pew Internet February 2012 survey.

* English- and Spanish-speaking

slide32

Questions?

@kzickuhr

@pewinternet

@pewresearch

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)
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

slide39

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

slide41
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 age—both 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

slide44

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

slide45

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

slide46

“My Kindle fits in my purse, so I can carry my Kindle places I wouldn’t 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

slide48

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

slide49

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

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

slide50

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

slide51

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

slide52

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

slide53

“Fast, easy,

plentiful.”

– E-book-borrowing patron

slide54

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.

slide55

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

slide59

“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

slide60

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

– Library staff member

slide61

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

– Library staff member

slide62

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

– Library staff member

slide63

“It all feels pretty murky. Some clarity and good advice would be nice. It’s 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 the“librarian of the future”

Aggregator/

Synthesizer

Organizer

Network node

Facilitator

slide65

“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
    • People’s 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. 2012–April 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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