four or more: the new demographic mary madden pew internet & american life project lita...
TRANSCRIPT
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Four or More: The New Demographic
Mary MaddenPew Internet & American Life ProjectLITA President’s ProgramALA – June 27, 2010
(and a bunch of other really interesting stuff)
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Four or More
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Four or More
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Four or More
Common assumptions about tech use:
• Everyone uses the internet• Every teen has a cell phone…• … and all teens text constantly, sending an insane
number of messages a day• Teens no longer call anyone on the phone• Teens and young adults have been supplanted by
older adults on social networks• The youngest are always the first tech adopters• Young adults don’t care about privacy, particularly
online
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Four or More
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Four or More
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Four or More
Young adults lead in cell phone adoption
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Four or More June 27, 2010 8
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Four or More
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Four or More
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Four or More June 27, 2010 12
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Four or More June 27, 2010 13
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Four or More June 27, 2010 14
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Four or More June 27, 2010 16
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Four or More June 27, 2010 17
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Four or More
Teens & young adults still more likely to use SNS
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Four or More
SNS use typically starts in high school…
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Four or More
Teens are not always the first adopters…
Twitter use among teens
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Four or More
Who gives a tweet?
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Four or More June 27, 2010 23
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Four or More
Thinking about the ways you use social networking sites… Do you ever…
All SNS users 18-29 30-49 50+
Change the privacy settings for your profile to limit what you share with others online 65 71 62 52
Delete people from your network or friends’ list 56 64 52 42
Keep some people from seeing certain updates 52 58 52 36
Filter updates posted by some of your friends 41 44 43 27
Delete comments that others have made on your profile 36 47 29 24
Remove your name from photos that have been tagged to identify you 30 41 24 16
Post updates, comments, photos or videos that you later regret sharing 12 19 9 4
Young adults are curators of content
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Four or More
Four or more: Who are they?
Under age 50Mostly
male
Racially diverse
Higher SES
*All analysis of the 4+ group based on September 2009 data
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Four or More
Younger than average, not as young as you might think
Age Four or More All Adults
18-29 40% 21%
30-49 49% 35%
50-64 8% 25%
65+ 1% 16%
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Four or More
Just as racially diverse as the general population
Race / ethnicity Four or More All Adults
White 69% 69%
African-American 10% 12%
Hispanic 12% 13%
Other 9% 6%
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Four or More
More typical indicators:
• Mostly men (64% vs. 36% - relative to 48% vs. 52% avg.)
• Somewhat more likely to be college grads (37% vs. 28% avg.)
• Somewhat more likely to earn $75K+ per yr. (33% vs. 21% avg.)
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Four or More
What devices are they using?
Among the four or more group:
– 97% own desktops (vs. 62%)
– 96% own laptops (vs. 47%)
– 98% own cell phones (vs. 84%)
– 97% own iPods/MP3 players (vs. 43%)
– 85% own game consoles (vs. 37%)
– 57% own portable gaming devices (vs. 18%)
– 13% own e-book readers (vs. 3%)
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Four or More
Mobile devices = mobile access
• Those who own multiple internet-enabled devices are almost all wireless internet users:
– Among those who have one device: 24% use wireless
– Two devices: 89% use wireless
– Three devices: 100% use wireless
– Four devices: 100% use wireless
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Four or More
Internet everywhere
• Among the four or more group:
– 91% go online daily (vs. 68%)
– 75% go online from both home and work (vs. 51%)
– 78% go online from someplace other than home/work (vs. 48%)
All rates are significantly higher than those for broadband users
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Four or More
Social media matters
– 77% have created their own profile on an SNS site (vs. 46%)
– 50% visit SNS sites on a typical day (vs. 27%)
– 39% use Twitter or status updating (vs. 19%)
– 24% have created a blog (vs. 11%)
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Four or More
Online reputation matters
– 77% have searched for information connected to their name online (vs. 57%)
– 50% say they take steps to limit the amount of information available about them online (vs. 33%)
– 33% work for a company that has a policy about self-presentation online (vs. 25%)
– 25% are required to promote themselves online as part of their job (vs. 12%)
– 16% have asked to have online content about them taken offline (vs. 8%)
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Four or More
Thinking about the ways you use social networking sites… Do you ever…
All SNS users
Four or more
Change the privacy settings for your profile to limit what you share with others online 65 72
Delete people from your network or friends’ list 56 67
Keep some people from seeing certain updates 52 61
Filter updates posted by some of your friends 41 55
Delete comments that others have made on your profile 36 41
Remove your name from photos that have been tagged to identify you 30 33
Post updates, comments, photos or videos that you later regret sharing 12 7
Four or more and profile management
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Four or More
Implications for libraries
Question broadly held assumptions about tech use (me and a friend don’t always make a trend)
Patrons will increasingly rely on multiple access points and cloud-supported apps
Mobile internet users are social media users
Privacy and reputation management are exceptionally important to the most tech-savvy groups
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Thanks!
Contact info:Mary Madden Email: [email protected]: http://www.pewinternet.orgTwitter: @mary_madden