when libraries get social: how tech-savvy teens are shaping library culture 2.23.07 mary madden pew...
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When Libraries Get Social:How tech-savvy teens are shaping library culture
2.23.07Mary MaddenPew Internet & American Life Project
Florida State UniversityCollege of Information
February 23, 2007 2When Libraries Get Social
Way back in 1993, the internet was…
“headless, anarchic, million-limbed” and “spreading like bread-mold” - Bruce Sterling
February 23, 2007 3When Libraries Get Social
Internet Marketing 101
Why use the internet?
• Freedom• Free information and
communication tools• It belonged to everyone
and no one
These are some of the same values we associate with libraries…
February 23, 2007 4When Libraries Get Social
Libraries are the living internet…
Libraries are connected nodes of information and community exchange that we use to communicate, collaborate, share resources and preserve knowledge.
February 23, 2007 5When Libraries Get Social
Internet and Broadband Adoption 1996-2006
0%
10%
20%
30%
40%
50%
60%
70%
80%
Mar-
95
Mar-
96
Mar-
97
Mar-
98
Mar-
99
Mar-
00
Mar-
01
Mar-
02
Mar-
03
Mar-
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Mar-
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Mar-
06
All internet - 147 mill.
Broadband - 83 mill.
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Internet Access at Libraries
• 98.4% of public library branches in the U.S. now offer public internet access
• 63.3% of public library branches offerconnection speeds of greater than 769kbps
http://www.ii.fsu.edu
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Where do teens go online?
• 89% of online teens have access at home• 75% have internet access at school• 70% go online from a friend’s or relative’s house• 50% have gone online from a library• 9% go online from a community center or house
of worship
February 23, 2007 8When Libraries Get Social
Libraries & Teens
• Teens need libraries, but are among the least likely to recognize what they have to offer.
• OCLC study finds that teens and college students consider search engines a better “lifestyle fit” for their information needs.
• While more than 50% described search engines as a perfect information source, just 17% described libraries this way.
• Teenagers are increasingly becoming library immigrants in a land of library natives.
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Social Computing: Where Teens and Libraries Meet
Teens Technology Libraries
Using technology to connect to people and information
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Social Networking & Libraries
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Libraries 2.0
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Today’s Teen – Born 1990
Personal computers are 15 years old
Tim Berners-Lee writes World Wide Web program
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Today’s Teen – First Grade 1996
Palm Pilot goes onthe market
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Today’s Teen – Fourth Grade 1999
Sean Fanning creates Napster
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Today’s Teen – Starts Middle School 2001
Wikipedia - 2001
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Today’s Teen – Middle School 2001
February 23, 2007 17When Libraries Get Social
Today’s Teen – Middle School 2003
Skype - 2003
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Today’s Teen – Starts High School 2004
Podcasts – 2004
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Today’s Teen – Sophomore Year 2005
YouTube – 2005
February 23, 2007 20When Libraries Get Social
Today’s Teen – Junior Year 2006
The Year of MySpace:
• More than 100 million accounts created
• Third most popular site in the U.S. (after Yahoo and Google)
• 55% of online teens use social networking sites
• Of those who use social networking, 48% log on to the sites at least once a day or more
February 23, 2007 21When Libraries Get Social
What are teens doing on SNS?
• Reinforcing pre-existing relationships– 91% stay in touch with friends they see a lot– 82% stay in touch with friends they rarely see
in person• Meeting new people & flirting
– 49% make new friends • (more for boys, less for girls)
– 17% flirt • (mostly older boys – 29% of them flirt vs 13% of older
girls)
February 23, 2007 22When Libraries Get Social
Communicating on SNS
The profile as a switchboard for social life:
– 84% post messages on friend’s wall or page– 82% send private messages to a friend– 76% post comments to a friend’s blog– 72% make plans with friends– 61% send a bulletin or mass message to all
friends in the system– 33% wink, poke, give e-props or kudos to
friends
February 23, 2007 23When Libraries Get Social
All the world is not a stage…
• 66% of all teens with profiles online have in some way restricted access to it – includes hiding it completely, taking it down, or making it private
• 77% of profile-owning teens have a profile that is currently visible online
– Of those with a visible profile, 59% say only their friends can see their profile.
– 40% say anyone can see their profile
February 23, 2007 24When Libraries Get Social
Teen Reality #1
Teens are technology-rich and enveloped by a wired world:
• 83% of all teens say that “most” of the people they know use the internet
• 10% say that “some” of the people they know use the internet.
• Just 6% say that very few of the people they know use the internet.
February 23, 2007 25When Libraries Get Social
Teen Reality #2
Mobile gadgets allow them to enjoy media and communicate anywhere
• 84% report owning at least one personal media device: a desktop or laptop computer, a cell phone or a Personal Digital Assistant
• 44% say they have two or more devices
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Laptops
• 32% of teens own laptops
• 30% of adults own laptops
February 23, 2007 27When Libraries Get Social
MP3 Players
• 45% of teens own MP3 Players
• 20% of adults own MP3 players
CBSMarketwatch survey 6.13.06
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Teen Reality #3
Teens are multimedia multi-taskers:
Multi-tasking is a way of life – and people live in a state of “continuous partial attention”
--- Linda Stone
February 23, 2007 29When Libraries Get Social
Kaiser Family Foundation, Generation M, March 2005
February 23, 2007 30When Libraries Get Social
Kaiser Family Foundation, Generation M, March 2005
February 23, 2007 31When Libraries Get Social
Teen Reality #4
Teens know that ordinary citizens can be publishers, movie makers, artists, song
creators, and storytellers
57% of online teens have created some kind of content for the internet
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• 33% of online teens share their own creations online, such as artwork, photos, stories, or videos
Sharing Creative Work
February 23, 2007 33When Libraries Get Social
• 32% have created or worked on webpages or blogs for others, including those for groups they belong to, friends or school assignments
Working for Others
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• 22% report keeping their own personal webpage
Personal Webpages
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• 19% have created their own online journal or blog
Creating a Blog
February 23, 2007 36When Libraries Get Social
Remixing
• 19% of all online teens say they remix content they find online into their own artistic creations
• 35% of teen bloggers remix content
February 23, 2007 37When Libraries Get Social
Teen Reality #5
Today's online teens have grown up amidst the chaos of the digital copyright debate,
and it shows
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Impact and Implications
• Those who have grown up with interactive media want to manipulate, remix, and share content.
• Ideas about intellectual property and fair use change
• They expect to be in conversation with other creators.
February 23, 2007 39When Libraries Get Social
Impact and Implications
• Conversations, research, and learning never end• Expectations about another’s “availability”
change and spontaneous communications increase
• Teens hope they can get help from peers and teachers and librarians whenever they need it
February 23, 2007 40When Libraries Get Social
The library of the future is…
• Web-enabled and participatory• Valued as a physical space• Made of people!
February 23, 2007 41When Libraries Get Social
Thank you!
Mary Madden
Senior Research Specialist
Pew Internet & American Life Project
1615 L Street NW
Suite 700
Washington, DC 20036
202-419-4500