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The Internet and Libraries: Snapshots from a new media landscape 2.06.08 Mary Madden Pew Internet & American Life Project BayNet and SLA-SF Meeting. It’s not a big truck…. …and it’s not a series of tubes!. Internet Researcher…. …a valid profession for people and cats.

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The Internet and Libraries:Snapshots from a new media landscape2.06.08Mary MaddenPew Internet & American Life ProjectBayNet and SLA-SF Meeting

it s not a big truck
It’s not a big truck…

…and it’s not a series of tubes!

internet researcher
Internet Researcher…

…a valid profession for people and cats.

who s online
Who’s Online?
  • 75% of adults in the U.S. use the internet
    • up from 46% in 2000
  • 93% of teens ages 12-17 use the internet
    • up from 73% in 2000
then and now
Then and Now…


5% with broadband at home

50% owned a cell phone

=slow and stationary connections


55% with broadband at home

80% own a cell phone

=fast and mobile connections

pew internet project libraries data
Pew Internet Project: Libraries Data
  • 53% of American adults reported going to a local public library in the past 12 months.
  • Public library patrons are more likely to be:
    • younger adults (ages 18-30)
    • those with higher income and education
    • those who are internet users
    • Parents with children living at home
  • No significant differences by race and ethnicity.
libraries and problem solving
Libraries and Problem Solving

Those who turn to libraries are successful and satisfied:They especially appreciate access to computers and the internet.

  • Library problem solvers are most likely to seek education-related information.
  • Generation Y is the most likely to turn to libraries for problem-solving information.
    • 40% of Gen Y said they would go to a library in the future for help compared with just 20% of those over age 30.
today s teen born 1990
Today’s Teen – Born 1990

Personal computers are 15 years old

Tim Berners-Lee writes World Wide Web program

today s teen first grade 1996
Today’s Teen – First Grade 1996

Palm Pilot goes on

the market

today s teen fourth grade 1999
Today’s Teen – Fourth Grade 1999

Sean Fanning creates


today s teen junior year 2006
Today’s Teen – Junior Year 2006

The Year of MySpace:

  • More than 200 million accounts created
  • Third most popular site in the U.S.
  • 55% of online teens use social networking sites
  • 48% of social networking teens use the sites every day
lesson 1 get creative
Lesson #1: Get Creative
  • 64% of online teens are content creators
  • Teens have embraced Web 2.0—blogging, remixing and sharing their creations without fear.
  • We give teens the time to play and make mistakes, and adults need this time, too.
lesson 2 start conversations
Lesson #2: Start Conversations

Teen content creators solicit feedback

  • Most teens receive feedback on the material they post, and most give feedback to others.
  • Web 2.0 tools offer libraries the opportunity to solicit feedback and shape conversations about their programs and catalogs.
lesson 3 reinforce relationships
Lesson #3: Reinforce Relationships
  • 91% of social networking teens use the sites to stay in touch with offline friends
  • Rather than replace offline relationships with online ones, social media tools work best when they augment relationships that have other dimensions.
lesson 4 cultivate semi public spaces
Lesson #4: Cultivate Semi-public Spaces

Teens are skilled navigators of the semi-public Web

  • Teens curate social spaces where they feel comfortable sharing ideas and expressing themselves.
  • Semi-public spaces like the Library 2.0 group on Ning offer librarians the opportunity to ask questions and hash out new ideas.
know your story online
Know your story online…

Self-literacy: A critical component of digital literacy in everyday life.

  • Search well and search often. Don’t wait until something bad or embarrassing happens.
digital footprints headline findings
“Digital Footprints”: Headline Findings
  • Study: More Americans Googling themselves
  • AP
    • u47% of adult internet users have searched for information about themselves online, up from just 22%, as reported by the Pew Internet Project in 2002.
  • Pew survey: Half of us have looked up people we know on Internet
  • SF Chronicle
    • u53% have searched for information connected to at least one key group of people in their lives.
  • U.S. Adults Too Busy Googling Each Other to Worry Much About Privacy
  • Information Week
    • u60% say they are not worried about how much information is available about them online.
other key findings
Other Key Findings
  • Few monitor their online presence with great regularity.
  • 60% of those who search for their names actually find relevant information about themselves.
  • One in ten internet users have a job that requires them to self-promote or market their name online.
take this as you go
Take this as you go…
  • Listen and learn from your users—even if they’re half your age
  • Make self-literacy part of digital media literacy for your staff and patrons
  • Give your staff time to play!
thank you
Thank you!

Mary Madden

Senior Research Specialist

Pew Internet & American Life Project

1615 L Street NW

Suite 700

Washington, DC 20036


photo credits
Photo Credits:

Slide 2: Uploaded by Jef Poskanzer. Available at:

Slide 3: Uploaded by McBeth. Available at:

Slide 4:”Librarians Rock” t-shirt available at:

Slide 8: Uploaded by London Public Library. Available at:

Slide 9: Photo credit #1: Uploaded by Justin Shearer. Available at: Photo credit #2: Uploaded by gwen. Available at:

Slide 21: “You looked better on MySpace” t-shirt available at:

Slide 27: Used with permission from

Slide 37: Uploaded by foxypar4. Available at: