libraries 2020: imagining the library of the (not too distant) future
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Kristen Purcell, Ph.D. Associate Director, Research Pew Internet Project SUNY Library Association Annual Conference June 7, 2012TRANSCRIPT
Libraries 2020 Imagining the library of the
(not too distant) future
SUNY Library AssociationAnnual Conference
June 7, 2012
Kristen Purcell, Ph.D.Associate Director, Research
Pew Internet Project
• Part of the Pew Research Center, a nonpartisan “fact tank” based in Washington, DC
• PRC’s mission is to provide high quality, objective data to thought leaders and policymakers
• Data for this talk is from nationally representative telephone surveys of U.S. adults and teens (on landlines and cell phones)
• Presentation slides and all data are available at pewinternet.org
About our libraries research…
• 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
• More information available at libraries.pewinternet.org
The Internet:Then and Now
46% of US adults used the internet
5% had home broadband connections
53% owned a cell phone
0% connected to internet wirelessly
0% used social network sites_________________________
Information flowed mainly one wayInformation consumption was a
stationary activity
Internet Use in the U.S. in 2000
Slow, stationary connections built around a desktop
computer
82% of US adults use the internet
2/3 have broadband at home
88% have a cell phone; 46% are smartphone users
19% have a tablet computer
19% have an e-reader
2/3 are wireless internet users
65% of online adults use SNS
The Internet in 2012Mobile devices have
fundamentally changed the relationship between
information, time and space
Information is now portable, participatory, and
personal
The Very Nature of Information Has Changed
All around us
Cheap or free
Shaped and controlled by consumers and networks
Designed for sharing, participation and feedback
Immediate
Embedded in our worlds
Scarce
Expensive
Shaped and controlled by elites
Designed for one-way, mass consumption
Slow moving
External to our worlds
Information was…
Information is…
Information is Woven Into Our LivesMobile is the needle, Social Networks are the thread
Social Networks…Surround us with
information through our many connections
Bring us information from multiple, varied
sources
Provide instant feedback, meaning and context
Allow us to shape and create information
ourselves and amplify others’ messages
Mobile…Moves information
with us
Makes information accessible ANYTIME
and ANYWHERE
Puts information at our fingertips
Magnifies the demand for timely information
Makes information location-sensitive
GADGETS
Adult gadget ownership over time (2006-2012)
% of American adults age 18+ who own each device
Source: Pew Internet surveys, 2006-2012
% of American adults age 18+ who own each device
Source: The Pew Research Center’s Internet & American Life Project surveys.
Gadget ownership snapshot for adults age 18+
Subset of cell
phones
Mobile is the Needle: 88% of US Adults Have a Cell Phone
Teen data July 2011 Adult data Feb 2012
% in each age group who have a cell phone46% of US adults now
own SMARTPHONES, up from 35% in
Spring 2011
Highest rates among:18-24 year-olds (67%)25-34 year-olds (71%)
23% of all teens age 12-17 have a smartphone
31% of 14-17 year-olds have a smartphone,
compared with just 8% of 12-13 year-olds
Smartphone ownership by age & income/education% of adults within each group who own a smartphone (for example, 58% of 18-29 year olds with a household income of less than $30,000 per year are smartphone owners)
18-29 (n=336)
30-49 (n=601)
50-64 (n=639)
65+ (n=626)
All adults 66% 59% 34% 13%
Annual Household Income
Less than $30,000 58 42 16 5
$30,000 or more 72 69 44 27
Educational Attainment
High school grad or less 63 43 22 8
Some college or college graduate 70 71 44 20
Source: Pew Research Center’s Internet & American Life Project January 20-February 19, 2012 tracking survey. N=2,253 adults age 18 and older, including 901 interviews conducted on respondent’s cell phone. Interviews conducted in both English and Spanish.
Overall, if you had to use one single word to describe how you feel about your cell phone, what would that one word be?
% of US adult cell owners who use their phones to…
Mobile is the Needle That Weaves Information Throughout Our World
% of adult cell phone owners age 18+ within each group who do the following activities with their cell phone
White, non- Hispanic
(n=1343)
Black, non-Hispanic (n=232)
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: The Pew Research Center's Internet & American Life Project, April 26 – May 22, 2011 Spring Tracking Survey. n=2,277 adults ages 18 and older, including 755 cell phone interviews. Interviews were conducted in English and Spanish.
Cell Phone Activities by Race/Ethnicity
How Phones Function In Our Lives
% of US adult cell owners who had done each of the following in the 30 days prior to the survey…
% of cell owners in each age group who have performed these real-time activities in the previous 30 days
Source: Pew Research Center’s Internet & American Life Mobile Survey, March 15-April 3, 2012.
Using Phones for Real-Time Information
In the last 30 days, have you used the internet on ____? % of teens age 12-17 who used this gadget in past 30 days to access the internet
Source: The Pew Research Center's Internet & American Life Project, April 19 – July 14, 2011 Teen Survey. n=799 teens 12-17 and a parent or guardian. Interviews were conducted in English and Spanish, by landline and cell phone, and included an oversample of minority families.
Gadgets Teens Use to Access the Internet
Apps provide direct connections to information
% of app downloaders who have downloaded each type of app…
Based on August 2011 Pew Internet Tracking Survey
One in three US adults download apps to a cell phone or tablet computer
App downloading is highest among
young adults age 18-29
Apps: From Superhighway to Bypass
Apps, Geolocation and Augmented Reality
• 29% of adults own a specialized device for e-reading (either a tablet or an e-reader)
– 19% of adults own an e-book reader– 19% of adults own a tablet computer
• E-book reader and tablet ownership are strongly correlated with income and education, and these devices are most popular with adults under age 50
• Women are more likely than men to own e-readers, and parents are more likely than non-parents to own tablets
Tablet and E-reader Use is on the Rise
Percent of e-reader owners age 18+ who own each type of e-book
reader
What Kind of e-Reader Do You Own?
Just don't need one/don’t want one 24%Cost/can’t afford it 19Prefer books/print 16Don’t read/no time to read 10Don’t know what an e-reader is 5Don’t want to learn tech/don’t know how to use it 4Have enough other devices/use other devices 3Plan to get one/waiting for better features 3Have iPad/tablet 3Lack of time in general 2I’m too old 2Vision/health problems <1Other 3Don’t know/refused 5
Dec. 2011 results are from a survey of 2,986 people age 16 and older conducted November 16-December 21, 2011 conducted in English and Spanish on landline and cell phones. The margin of error is +/- 2 percentage points. N for non-owners of e-reading devices=2,290.
What is the main reason you do not currently have an e-reader?
% of Americans age 16+
who do not own an e-book
reader who cite each reason
85% of those who do not own
an e-book reader have no
plans to purchase one
Percent of tablet owners age 18+ who own each type of tablet
computer
What Kind of Tablet Computer Do You Own?
Just don't need one/don’t want one 35%Cost/can’t afford it 25Have enough devices/happy with current devices 20Don’t want to learn tech/don’t know how to use it 7Don’t know what a tablet computer is 2Plan to get one/waiting for better features 2I’m too old 2Lack of time in general 1Don’t read/no time to read <1Vision/health problems <1Prefer books/print <1Prefer to use library <1Other 2Don’t know/refused 3
Dec. 2011 results are from a survey of 2,986 people age 16 and older conducted November 16-December 21, 2011 conducted in English and Spanish on landline and cell phones. The margin of error is +/- 2 percentage points. N for non-owners of tablet computers=2,290.
What is the main reason you do not currently have a tablet computer?
% of Americans age 16+
who do not own a tablet
computer who cite each reason
81% of those who do not own
a tablet computer have
no plans to purchase one
SOCIAL NETWORKS =NETWORKED INDIVIDUALS, NETWORKED INFORMATION
Social Networks are the Threads That Connect Us
65% of online adults use social networking sites
Consistent rates across gender, race/ethnicity, and income groups
Why Adults 18+ Use Social Networks
A Pew study finds that contrary to fears the
internet isolates people...
• Facebook users are more trusting than other adults
• Facebook users have more close
relationships
• Facebook users get more social
support than other adults
For networked individuals, information is embedded and ambient
Social Networks and Social Cohesion
Teen social network and Twitter use – trends over timeBased on teen internet users
Source: The Pew Research Center Internet & American Life Project Teen & Parent surveys.
Teens and Social Media Use
The percent of teens who use social network sites almost doubles between ages 12 and 13•45% of online 12-year-olds use social network sites•That jumps to 82% among 13-year-old internet users
Girls are twice as likely to use Twitter as boys•22% of online girls use Twitter v. 10% of online boys
Black teens are 3X as likely to be Twitter users as whites or Latinos•Among online teens, 34% of black teens use Twitter v. 11% of white and 13% of Latino teens
Twitter use is especially low among younger boys•2% of online boys ages 12-13 use Twitter
Facebook is the dominant social media site among teens •93% of teen social media users have a Facebook account•MySpace ranks a distant second at 24%
76% of ALL Teens Are Social Media Users
87% of parents of teens 12-17 use
the internet
67% of parents of teens use social
media sites
39% of parents have friended
their teenager on a social network
site
Other than LinkedIn, teens and adults maintain online social media accounts in the same placesBased on teens/adults who use social network site(s) and/or Twitter
Source: Teen data is from the Pew Research Center's Internet & American Life Teen-Parent survey, April 19-July 14, 2011. N=799 for teens 12-17 and parents, including oversample of minority families. Adult data is from Pew Internet’s August Tracking survey, July 25-August 26, 2011. Nationally representative, n=2260 adults 18+, includes cell phone & Spanish language interviews.
* indicates a statistically significant difference between age groups.
THEY AGREE ON SOMETHING!Adults and Teens Use the Same Social Media Sites
The volume of teen texting has
risen from 50 texts a day
in 2009 to 60 texts a day
in 2012 for the median
teen texter
Just 6% of teens use email daily, while 39% say they never use
Given So Many Choices, How do Teens Communicate?
The Age of Search
Search and Information GatheringOver time, search has remained one of the most popular internet
activities% of adult internet users who engage in each activity online
Source: The Pew Research Center's Internet & American Life Project tracking surveys, 2002-2012. Social network site use not tracked prior to February, 2005. “Get news online” and “buy a product online” have not yet been asked in 2012.
All online adults 91%Race/Ethnicity White 93*African American 89*Hispanic 79Age18-29 96*30-49 9150-64 9265+ 80EducationSome high school 78High school 88*Some college 94*College graduate 95*Household income< $30,000 84$30,000 - $49,999 93*$50,000 - $74,999 97*$75,000+ 95*
*Denotes statistically significant difference with other rows in that categorySource: Pew Research Center's Internet & American Life Project Tracking Survey, Jan 20-Feb 19, 2012. N=2,253 adults age 18 and older. Interviews conducted in English and Spanish.
Who Uses Search?
The vast majority of internet users are search users, but some demographic
groups are more likely than others to
use search….
Young adults have been raised on search
and are most likely to use it
% of online adults in each group who use search engines
% of adult search users who use a search engine….
Source: The Pew Research Center's Internet & American Life Project Tracking Survey, Jan 20-Feb 19, 2012. N=2,253 adults, age 18 and older. Interviews conducted in English and Spanish.
An asterisk (*) indicates a significant difference across years at the .95 confidence level.
Internet users are turning to search more frequently
Daily use of search engines is most common
among younger, more educated and more
affluent internet users
60% of internet users age 18-49 are daily search
users v. 40% of those 50+
70% of internet users who have graduated from college are daily search users v. 36% of those
who have never been to college
Daily
In general, do you think Internet search engines are a FAIR and UNBIASED source of information, or do you think search engines are NOT a fair and unbiased source?
In general, how much of the information you find using search engines do you think is ACCURATE or TRUSTWORTHY?
Source: The Pew Research Center's Internet & American Life Project Winter 2012 Tracking Survey, January 20-February 19, 2012. N=2,253 adults, age 18 and older, including 901 cell phone interviews. Interviews conducted in English and Spanish.
Most adult search users have faith in the fairness and accuracy of results
Younger search engine users have the most faith in the search results they get
72% of 18-29 year-olds say that search engines are a fair and unbiased source, v.
65% of 30-49 year-olds, 67% of 50-64 year-olds,
54% of search users age 65+
Women are slightly more likely than men (76% v. 69%) to say all or most of their search
results are accurate and trustworthy
Search users living in the highest income households are also more likely than others
to believe that all or most of their search results can be trusted
Who has the most faith in the fairness and accuracy of search results?
Overall, in your experience, are search engine results getting MORE relevant and useful over time, LESS relevant and useful, or have you not seen any real difference over time?
Overall, in your experience, is the QUALITY of the information you get using search engines getting BETTER over time, WORSE over time, or have you not seen any real difference?
Source: The Pew Research Center's Internet & American Life Project Winter 2012 Tracking Survey, January 20-February 19, 2012. N=2,253 adults, age 18 and older, including 901 cell phone interviews. Interviews conducted in English and Spanish.
Most adult search engine users say the relevance and quality of results are improving over time
Books or
Nooks?
READING IN AMERICA
Library Research Timeline…Stage I (August 2011-July 2012)• Focus on libraries and new technologies
• The Rise of E-Reading - Published – Special focus on reading habits of e-reader and tablet
owners• E-books and libraries - June 2012
– Stories/quotes from library staff and patrons• Library use in different community types (forthcoming)• The habits of younger library users (forthcoming)
21% of American adults read an e-book in the last year
68% read a print book
11% listened to an audiobook
Overall, just 19% of adults say they read NO books in the past year,
in any format
First report: The rise of e-reading
% of each age group who have read a book in whole or in part in the past 12 months
Source: Pew Research Center’s Internet & American Life Reading Habits Survey, November 16-December 21, 2011. N=2,986 respondents age 16 and older. Interviews were conducted in English and Spanish and on landline and cells. The margin of error for the sample is +/- 2 percentage points.
Book reading by age
% of adult book readers (age 18+) using this format on an average day, as of June 2010 and December 2011The book format used by readers on any given
day is shifting over time
Source: Pew Research Center Surveys.
% of adult book readers (age 18+) who use each of these formats on an average day
Readers of e-books 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, and for a wider range of reasons• More likely to buy than borrow
Who are the readers behind the screens?
% of e-book readers age 16 and older who read e-books on each type of device
On what gadgets do e-readers read their books?
Asked of those16+ who have read both e-books and print books in last 12 months
Which is better – print or e-book?
% of e-book readers age 16+ who look first to each source
When you want to read a particular e-book, where do you look first?
Additional takeaways for librarians• The gadget doesn’t make the reader,
but it may change the reader
• 41% of tablet owners and 35% of e-reader owners said they are reading more since the advent of e-content
• A majority of print readers (54%) and e-book readers (61%) prefer to purchase their own copies of books
• Most audiobook listeners (61%) prefer to borrow their audiobooks
Some Takeaways for Libraries
Imagining the Library of the Not-Too-Distant Future
VolumeVelocity
Valence/Relevance
Functions: Helping Information Consumers with the “Three V’s”
Volume
70% of adults say they are overwhelmed by
the amount of information available
today
How do I separate the wheat from the chaff to find what’s
useful TO ME?
How do I keep up with the constant
stream of information in the
world today?
Anywhere Any Time Any Device
Real time, easily accessed, easily shared and synched information
The Operating System of the New Learning Environment
Sentries
The Role(s) of the Librarian in the Library of the Not-Too-Distant
Future
Evaluators Filters Certifiers
identifying and locating the highest quality information
Aggregator/Synthesizer
The Role(s) of the Librarian in the Library of the Not-Too-Distant
Future
Organizer Network Node Facilitator
helping patrons put information in action
From ALA:
Confronting the Future
Strategic Visions for the 21st Century Public Library
Available atwww.ala.org
The Library of the Not-Too-Distant
Future
Library Research Timeline…Stage II (May-November 2012)• Focus on the changing world of library services• The evolving role of libraries in communities• The role of libraries in the lives of special populations
Library Research Timeline…Stage III (Sept 2012–April 2013) • Library User Typology • An updated, in-depth portrait of young library users
Kristen Purcell, Ph.D.Associate Director, Research
Pew Research Center’s Internet & American Life Project
@pewinternet@kristenpurcell
All data available at: pewinternet.org
libraries.pewinternet.org