Digital differences New data and trends

Digital differencesNew data and trendsKathryn Zickuhr, Research SpecialistPew Research Center’s Internet & American Life Project

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

Kathryn ZickuhrResearch SpecialistPew Internet & American Life Project

kzickuhr@pewinternet.org

@kzickuhr@pewinternet@pewresearch

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 atpewinternet.org

PewResearchCenter• 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

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

Internet

% of adults ages 18+ who go online

Internet use over time (1995-2012)

14% (June 1995)

82%(April2012)

Source: Pew Internet surveys

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

Almost two-thirds of adults have home broadband

Source: Pew Internet surveys

66%

3%

@kzickuhr @pewinternet pewinternet.org

Internet use vs home broadband by age

% of all adults 18+Source: Pew Internet April 2012 survey. @kzickuhr @pewinternet

pewinternet.org

% of all adults 18+Source: Pew Internet April 2012 survey.

Internet use vs home broadband by race/ethnicity

@kzickuhr @pewinternetpewinternet.org

Internet use vs home broadband by yearly household income

% of all adults 18+Source: Pew Internet April 2012 survey. @kzickuhr @pewinternet

pewinternet.org

% of all adults 18+Source: Pew Internet April 2012 survey.

Internet use vs home broadband by educational attainment

@kzickuhr @pewinternet

@kzickuhr @pewinternet pewinternet.org

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

Source: Pew Internet May 2010 survey.

Gadgets

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

Adult gadget ownership, 2006-2012

Gadget ownership by age group

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

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

Cell phones by age group

Teen data: July 2011 Adult data: Feb 2012

Source: Pew Internet surveys. pewinternet.org

Gadgets by household income

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

Gadget ownership by education

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

Gadget ownership by race/ethnicity

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

% of all adults 18+Source: Pew Internet February 2012 survey.

Cell phone ownership (total) by race/ethnicity

% of adult cell phone owners 18+ within each group who do the following activities with their cell phone

White, non- Hispanic

Black, non-Hispanic

Hispanic (n=196)

Send or receive text messages 70 76 83*Take a picture 71 70 79*Access the internet 39 56* 51*Send a photo or video to someone 52 58 61*Send or receive email 34 46* 43*Download an app 28 36* 36*Play a game 31 43* 40*Play music 27 45* 47*Record a video 30 41* 42*Access a social networking site 25 39* 35*Watch a video 21 33* 39*Post a photo or video online 18 30* 28*Check bank balance or do online banking 15 27* 25*

*indicates statistically significant differences compared with whites.Source: Pew Internet May 2011 survey

Cell phone activities by race/ethnicity

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

Teen data: July 2011 Adult data: Feb 2012

Source: Pew Internet surveys. pewinternet.org

Smartphone ownership by age and income/education% of adults within each group who own a smartphone

18-29 (n=336)

30-49 (n=601)

50-64 (n=639)

65+ (n=626)

All adults 66% 59% 34% 13%

Household Income

Less than $30,000/yr 58 42 16 5

$30,000 or more/yr 72 69 44 27

Educational Attainment

High school grad or less 63 43 22 8Some college or college grad 70 71 44 20

Adult data: Feb 2012

@kzickuhr @pewinternet pewinternet.org

% of all adults 18+Source: Pew Internet February 2012 survey.

Cell phone ownership (total) by race/ethnicity

% of all adults 18+Source: Pew Internet February 2012 survey.

Smartphone ownership by race/ ethnicity

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

% of internet users ages 18+Source: Pew Internet February 2012 survey.

Twitter use by race/ethnicity

* English- and Spanish-speaking

Questions?@kzickuhr@pewinternet@pewresearch

Librariesof today and tomorrow

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)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

Report: The rise of e-reading

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

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

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

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?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

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

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?

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

19% of adults own ane-reader19% of adults own a tablet computer

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

* = among people who own that device

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

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

How people used the library in the past yearThe % 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

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

“Fast, easy, plentiful.”– E-book-borrowing patron

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.

Reason

% of e-book readers who do not get e-

books at the public library

Inconvenient / easier to get another way 22%

Didn’t know I could / didn’t know library offered e-books 19

Don’t use library / no library nearby 8

No interest / no real need 7

Just found out about it / haven’t had a chance to try it yet 6

E-books still new to me / no time to learn 5

Just never thought to 5

Don’t read a lot / don’t use e-reader much 4

Prefer to own my own copy 4

My library doesn’t offer e-books 4

Prefer print books 3

Poor e-book selection at library 2

Do not have format I need 2

Cumbersome process / wait list / short borrowing period 2

Other 6

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…

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

“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

Aggregator/Synthesizer

Organizer Network node Facilitator

Imagining the“librarian of the

future”

“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)

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)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 ZickuhrResearch SpecialistPew Internet & American Life Project

kzickuhr@pewinternet.org

@kzickuhr @pewinternet @pewresearch

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