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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


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


  • 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


  • Factors public policy issues (

  • Age group

  • Race/ethnicity

  • Household income

  • Educational attainment

  • Quality of access


Internet

Internet public policy issues (


Internet use over time (1995-2012) public policy issues (

% of adults ages 18+ who go online

82%

(April2012)

14% (June 1995)

Source: Pew Internet surveys


Almost two-thirds of adults have home broadband public policy issues (

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

66%

3%

Source: Pew Internet surveys

@kzickuhr @pewinternet


Internet use public policy issues (vs home broadband by age

% of all adults 18+

Source: Pew Internet April 2012 survey.


Internet use public policy issues (vs home broadband by race/ethnicity

% of all adults 18+

Source: Pew Internet April 2012 survey.


Internet use public policy issues (vs home broadband by yearly household income

% of all adults 18+

Source: Pew Internet April 2012 survey.


Internet use public policy issues (vs home broadband by educational attainment

% of all adults 18+

Source: Pew Internet April 2012 survey.

@kzickuhr @pewinternet


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

Source: Pew Internet May 2010 survey.

@kzickuhr @pewinternet


Gadgets

Gadgets public policy issues (


Adult gadget ownership 2006 2012
Adult gadget ownership, 2006-2012 public policy issues (

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


Gadget ownership by age group public policy issues (

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


Amost public policy issues ( 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


Cell phones by age group public policy issues (

Teen data: July 2011 Adult data: Feb 2012

Source: Pew Internet surveys. pewinternet.org


Gadgets by household income public policy issues (

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


Gadget ownership by education public policy issues (

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


Gadget ownership by race/ethnicity public policy issues (

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


Cell phone ownership (total) by race/ethnicity public policy issues (

% of all adults 18+

Source: Pew Internet February 2012 survey.



About half of adults public policy issues ((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 public policy issues (

Teen data: July 2011 Adult data: Feb 2012

Source: Pew Internet surveys. pewinternet.org


@kzickuhr @pewinternet public policy issues (


Cell phone ownership (total) by race/ethnicity public policy issues (

% of all adults 18+

Source: Pew Internet February 2012 survey.


Smartphone ownership by race/ ethnicity public policy issues (

% of all adults 18+

Source: Pew Internet February 2012 survey.


25% of smartphone owners say they public policy issues (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


Twitter use by race/ethnicity public policy issues (

% of internet users ages 18+

Source: Pew Internet February 2012 survey.

* English- and Spanish-speaking


Questions? public policy issues (

@kzickuhr

@pewinternet

@pewresearch


Libraries of today and tomorrow

Libraries public policy issues (of today and tomorrow


About our libraries research
About our libraries research public policy issues (

  • 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 public policy issues (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 public policy issues (e-reading


    Report the rise of e reading
    Report: The rise of e-reading public policy issues (

    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 public policy issues (

    % 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


    The book format used by readers on any given day is changing public policy issues (

    % 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? public policy issues (

    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


    How e-readers read their e-books public policy issues (% 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? public policy issues (

    • 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? public policy issues (

    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


    How device owners read their e-books public policy issues (% 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


    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


    “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


    E books at libraries

    E-books at libraries 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.”


    How people used the library in the past year 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.”

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


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

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


    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


    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


    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


    library and found that...Fast, easy,

    plentiful.”

    – E-book-borrowing patron


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


    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 public library?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 public library?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 public library?[could] mean for libraries


    “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


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

    – Library staff member


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

    – Library staff member


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

    – Library staff member


    “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 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.”“librarian of the future”

    Aggregator/

    Synthesizer

    Organizer

    Network node

    Facilitator


    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.”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 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.”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 TIMELINE 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.”Stage 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 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.”

    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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