2.0 AND THE INTERNET WORLD Lee Rainie – Director Pew Internet Project Internet Librarian 2007 October 29, 2007

2.0 AND THE INTERNET WORLD

Lee Rainie – Director Pew Internet ProjectInternet Librarian 2007October 29, 2007

October 29, 2007 22.0 and the Internet World

Who’s blogging this?

Writings of a Loud Librarian – October 31, 2005

Indiana Librarian Marissa Priddis

http://theloudlibrarian.net/2005/10/monterey-learning-stuff.html

http://theloudlibrarian.net/2005/10/monterey-learning-stuff.html


“Rainie was funny, at ease, informative and we found

ourselves do a lot of ‘Huh...I didn't know that’ during his speech.

Very, very cool.”

“Good crisp presentation … backed with some actual research and drawing out the implications for educators, a list of which should be posted on the wall of

every school ….”


“He’s a lot older than I imagined.”--------------------

“Looks like a typical Foundation suit.”


“While he may look older than some expected, and appears to be just

another Foundation suit, he's a very intelligent man, and worth paying

attention to.”

Beth Carpenter

“Hey, Rainie, this is for you: "A fast-paced, informative session from a knowledgeable and entertaining

speaker! I feel like this was just the tip of the iceberg, like there's so much

more we could learn from Mr. Rainie if we only had more time…." :) ”


Eight hallmarks of

the new digital ecosystem


Hallmark 1

Media and gadgets are ubiquitous parts of

everyday life


Home media ecology - 1975Product Route to home Display Local storage

TV stations phone TV Cassette/ 8-track

broadcast TV radio

broadcast radio stereo Vinyl album

News mail

Advertising newspaper delivery phone

paper

Radio Stations non-electronic

Tom Wolzien, Sanford C. Bernstein & Co


Home media ecology – nowProduct Route to home Display Local storage

cable TiVo (PVR) VCRTV stations DSL TVInfo wireless/phone radio DVD“Daily me” broadcast TV PC Web-based storage content iPod /MP3server/ TiVo (PVR)Cable Nets broadcast radio stereo PCWeb sites satellite monitor web storageLocal news mail headphones CD/CD-ROMContent from express delivery pager individuals iPod / storage portable gamer MP3 player / iPodPeer-to-peer subcarriers / WIFI cell phone pagers - PDAsAdvertising newspaper delivery phone cable boxRadio stations camcorder/camera PDA/Palm game console

game console paperSatellite radio non-electronic storage sticks/disks

Adapted from Tom Wolzien, Sanford C. Bernstein & Co


Hallmark 2

The internet, especially broadband connectivity, is

at the center of the revolution


0%

10%

20%

30%

40%

50%

60%

70%

80%

Mar-9

5

Mar-9

6

Mar-9

7

Mar-9

8

Mar-9

9

Mar-0

0

Mar-0

1

Mar-0

2

Mar-0

3

Mar-0

4

Mar-0

5

Mar-0

6

Mar-0

7

Internet and broadband adoption 1995-2007

All internet - 142 mill.

Broadband at home- 96 mill.


Hallmark 3

New gadgets allow people to enjoy media, gather

information, and carry on communication anywhere.

Wirelessness is its own adventure.


Wireless connectivity 2004-2007

Connect to the internet wirelessly

15%

20%

25%

30%

35%

40%

2004 2005 2006 2007


Mobile devices – college student ownership

• 88% of college students own cell phones• 81% own digital cameras• 63 own MP3 players• 55% own video cameras• 55% own laptops• 27% of college students own a PDA or Blackberry

----• 77% of college students play games online


Hallmark 4

Ordinary citizens have a chance to be publishers,

movie makers, artists, song creators, and story

tellers


55% of online teens have created their own profile on a social network site like MySpace or Facebook

----20% of online adults

have such profiles

Content creation


SNS Profiles: Dashboards for social life


33% of college students keep blogs and regularly post

54% read blogs----12% of online adults

have a blog35% read them

Content creation


19% of online young adults have created an avatar that interacts with others online

----9% of all adult

internet users have done this

Content creation


15% of young adult internet users have uploaded videos to the web

----

8% of all adult internet users have done this

Content creation


Content creation by age

0

10

20

30

40

50

60

70

80

90

Ages 12-17

Ages 18-29

Ages 30-38

Ages 39-48

Ages 49-60

Ages 61-69

Ages 70+

Per

cent

age

Internet users Total population


Hallmark 5

All those content creators have an audience. Even more internet users are accessing the material

created by others


54% of college students have read blogs

---

36% of all adults do that

Accessing new information content


44% of young adult internet users seek information at Wikipedia sites

---

36% of all adults use them



14% of young internet users download podcasts

---

12% of all adults do



Hallmark 6

Many are sharing what they know and what they feel

online and that is building conversations and

communities


37% of young adult internet users have rated a person, product, or service online

---

32% of all adults have done so

Information sharing and evaluation


34% of online young adults have tagged online content

---

28% of all adults have done that



25% of younger internet users have commented on videos

They also post comments on blogs and photos

---13% of all adults have

commented on videos



Hallmark 7

Online Americans are customizing their online experiences thanks to

Web 2.0 tools


~ 40% of younger internet users customize news and other information pages; ~ half are on specialty listservs

Information customization


~ A quarter to a third of younger internet users get RSS feeds

Information customization


Hallmark 8

Different people use these technologies in different

ways


Information & communications technology

Applications

Why a tech-user typology?


PIP’s tech-user typology Assets

o Internet (and broadband at home)o Computer use (laptop & desktop)o Cell phoneso iPodso Web camso Video recorders & digital cameras

Actionso User-generated contento Gamingo Cell phone applications

Attitudeso Help me be productive?o Give me more control?o Information overload?


High end – Group 1OMNIVORES (8% of the population)

Data Profile• Age: late 20s• Gender: Male dominant• Race: Diverse• Home b-band: 89%• Special traits

– Students– Wireless– Photo and video freaks

They have the most information gadgets and services, which they use voraciously to participate in cyberspace and express themselves online and do a range of Web 2.0 activities such as blogging or managing their own Web pages.


Iconic OMNIVORE???


High end – Group 2CONNECTORS (7% of the population)

Between featured-packed cell phones and frequent online use, they connect to people and manage digital content using ICTs – all with high levels of satisfaction about how ICTs let them work with community groups and pursue hobbies.

Data Profile• Age: late 30s• Gender: Female dominant• Race: Diverse (blacks)• SES: Upscale• Home b-band: 86%• Special traits

– Email fanatics + IM – Cell phones– Media experiences by other

means– Suspect their gadgets can do

more; sometimes need help


Iconic CONNECTOR???

Diane Keaton – “Something’s Gotta Give”


High end – Group 3LACKLUSTER VETERANS (8% of the population)

They are frequent users of the internet and less avid about cell phones. They are not thrilled with ICT-enabled connectivity.

Data Profile

• Age: 40ish

• Gender: Male dominant

• Race: Diverse, trending white

• SES: Upscale

• Home b-band: 77%

• Special traits

– Tech is necessary, not exiting

– Dislike “always on” world

– Parents (child at home)

– Trad. channels of chatter and info predominate


Iconic LACKLUSTER VETERAN???


High end – Group 4PRODUCTIVITY ENHANCERS (8% of population)

They have strongly positive views about how technology lets them keep up with others, do their jobs, and learn new things.

Data Profile• Age: 40ish• Gender: Parity• Race: Diverse (Latino)• SES: Upscale• Home b-band: 71%• Special traits

– Flip side of lackluster vets– Love tech for work use– Don’t have time or

inclination to create or browse for fun


Iconic PRODUCTIVITY ENHANCER???


Middle end – Group 1MOBILE CENTRICS (10% of the population)

They fully embrace the functionality of their cell phones. They use the internet, but not often, and like how ICTs connect them to others.

Data Profile• Age: early 30s• Gender: Parity• Race: Minorities rule• SES: Middle income• Home b-band: 37%• Special traits

– Phone texters and photo takers

– Not early adopters– More likely to be single– Not as many gadgets


Iconic MOBILE CENTRIC???

Alicia Silverstone – “Clueless”


Middle end – Group 2CONNECTED BUT HASSLED (10% of population)

They have invested in a lot of technology, but they find the connectivity intrusive and information something of a burden.

Data Profile• Age: mid-40s• Gender: Female dominant• Race: White• SES: Middle income• Home b-band: 80%• Special traits

– Go online less frequently– Tech is not fun – it’s stressful– Experience info overload


Iconic CONNECTED BUT HASSLED???


Low end – Group 1INEXPERIENCED EXPERIMENTERS (8% of population)

They occasionally take advantage of interactivity, but if they had more experience, they might do more with ICTs.

Data Profile• Age: 50ish• Gender: Female dominant• Race: Diverse• SES: Middle income• Home b-band: 15%• Special traits

– Less online experience– Fewer tech assets– Fascinated with tech, and

willing to try gadgets with coaching


Iconic INEXPERIENCED EXPERIMENTER???


Low end – Group 2LIGHT BUT SATISFIED (15% of population)

They have some technology, but it does not play a central role in their daily lives. They are satisfied with what ICTs do for them.

Data Profile• Age: mid-50s• Gender: Parity• Race: Whites• SES: Below average• Home b-band: 15%• Special traits

– Traditional media occupies time– Tech doesn’t do much for them– Late adopters


Iconic LIGHT BUT SATISFIED???

Your oldest tech-wary relative’s picture here?


Low end – Group 3INDIFFERENTS (11% of population)

Despite having either cell phones or online access, these users use ICTs only intermittently and find connectivity annoying.

Data Profile• Age: late 40s• Gender: Parity• Race: Whites• SES: Below average• Home b-band: 12%• Special traits

– Active tech resistors surrounded by gadgets

– Time pressed– Truthful?


Iconic INDIFFERENT???

'Here's the concern -- in our society now, so many things come up on Web sites and Internet,' [Herm] Edwards said. 'First of all, I don't

even have the Internet. I wouldn't even know how to use it.'


Low end – Group 4OFF THE NETWORK (15% of population)

Those with neither cell phones nor internet connectivity tend to be older adults who are content with old media.

Data Profile• Age: mid-60s+• Gender: Female dominant• Race: Diverse (blacks)• SES: Poorest group• Home b-band: 0%• Special traits

– Old media and tech are everything

– Tech wary or even hostile


Iconic OFF THE NETWORK???


What we learned …

• Surprises:

– Large low-tech crowd – 49%

– Small technophile group – 8%

• Far from the “mature phase” of ICT adoption and use in the United States

– Lots of tech capability idle in people’s hands & homes

• “Demand pull” dimension of technology adoption lags “supply push” considerably

• Take our quiz: http://www.pewinternet.org/quiz/quiz.asp


What all this connectivity does to us

• It changes our relationship to information

• It changes our relationship to each other


Life changes in 10 important ways

1.Volume of info grows – “long tail” expands2.Velocity of info increases – “smart mobs”

emerge3.Venues of intersecting with info and people

multiply – place shifting and time shifting occurs… “absent presence” occurs

4.Venturing for info changes – search strategies and search expectations spread in the Google era


5.Vigilance for info transforms – attention is truncated (“continuous partial attention”) and elongated (“deep dives”)

6.Valence (relevance) of info improves – “Daily Me” and “Daily Us” gets made

7.Vetting of info becomes more “social” – credibility tests change as people ping their social networks

Life changes in 10 important ways – cont.


8.Viewing of info is disaggregated and becomes more “horizontal” (Allen Renear UI-Champaign-Urbana) – new reading strategies emerge as coping mechanisms

9.Voting on and ventilating about info proliferates – tagging, rating, and commenting on material is enabled – collective intelligence emerges



10.inVention of info and the visibility of new creators is enabled – the read/write, Web 2.0 world is about participation



Action item

Think of yourself as a news node for information and interaction


Action item

Think of yourself as a social network node for people looking for

“friendsters”

---

We are entering a world of “networked individualism” and the internet is “personified” in some

people’s social networks


Action item

Be confident in what you already know about how to

meet people’s reference and entertainment

(enlightenment) needs


Thank you!

Lee Rainie

Director

Pew Internet & American Life Project

1615 L Street NW

Suite 700

Washington, DC 20036

[email protected]

202-419-4500

Documents

2.0 AND THE INTERNET WORLD Lee Rainie – Director Pew Internet Project Internet Librarian 2007 October 29, 2007