The role of libraries in a networked world Lee Rainie – Director Pew Internet Project Texas Library Association April 17, 2008
May 07, 2015
The role of libraries in a networked world
Lee Rainie – Director Pew Internet ProjectTexas Library AssociationApril 17, 2008
April 17, 2008 2The role of libraries in a networked world
Eight hallmarks of
the new digital ecosystem
April 17, 2008 3The role of libraries in a networked world
Hallmark 1
Media and gadgets are ubiquitous parts of
everyday life
April 17, 2008 4The role of libraries in a networked world
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
April 17, 2008 5The role of libraries in a networked world
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
April 17, 2008 6The role of libraries in a networked world
Hallmark 2
The internet, especially broadband connectivity, is
at the center of the revolution
April 17, 2008 7The role of libraries in a networked world
Internet and broadband adoption 1995-2007
0%
10%
20%
30%
40%
50%
60%
70%
80%
Ad
ult
s
Go Online Broadband at home
Internet users
Broadband at home
April 17, 2008 8The role of libraries in a networked world
Hallmark 3
People can enjoy media, gather information, and carry on communication
anywhere. Wirelessness is its own adventure.
April 17, 2008 9The role of libraries in a networked world
Wireless connectivity 2004-2007
Connect to the internet wirelessly
15%
20%
25%
30%
35%
40%
2004 2005 2006 2007
April 17, 2008 10The role of libraries in a networked world
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
April 17, 2008 11The role of libraries in a networked world
Hallmark 4
Ordinary citizens have a chance to be publishers,
movie makers, artists, song creators, and story
tellers
April 17, 2008 12The role of libraries in a networked world
62% of young adult internet users have uploaded photos to the internet
----
34% of all users have done this
Content creation
April 17, 2008 13The role of libraries in a networked world
58% of online teens have created their own profile on a social network site like MySpace or Facebook
----33% of online adults
have such profiles
Content creation
April 17, 2008 14The role of libraries in a networked world
39% of online teens share their own creations online, such as artwork, photos, stories, or videos
----21% of online adults
have done this
Content creation
April 17, 2008 15The role of libraries in a networked world
33% of college students keep blogs and regularly post
----
12% of online adults have a blog
Content creation
April 17, 2008 16The role of libraries in a networked world
28% of young adult internet users have uploaded videos to the web
----
14% of all adult internet users have done this
Content creation
April 17, 2008 17The role of libraries in a networked world
26% of online teens report keeping their own personal webpage
----
14% of online adults have their own page
Content creation
April 17, 2008 18The role of libraries in a networked world
26% of young adults have created or worked on webpages or blogs for others, including those for groups they belong to, friends or school assignments
----13% of online adults do
this
Content creation
April 17, 2008 19The role of libraries in a networked world
Content creation
20% of online young adults say they remix content they find online into their own artistic creations
----
11% of online adults have done this
April 17, 2008 20The role of libraries in a networked world
19% of online young adults have created an avatar that interacts with others online
----6% of all adult
internet users have done this
Content creation
April 17, 2008 21The role of libraries in a networked world
15% of young adult internet users have uploaded videos to the web
----
8% of all adult internet users have done this
Content creation
April 17, 2008 22The role of libraries in a networked world
Hallmark 5
All those content creators have an audience.
April 17, 2008 23The role of libraries in a networked world
55% of young adult internet users use video-sharing sites
---
33% of all adults go to such sites
Accessing new information content
April 17, 2008 24The role of libraries in a networked world
54% of college students have read blogs
---
36% of all adults do that
Accessing new information content
April 17, 2008 25The role of libraries in a networked world
44% of young adult internet users seek information at Wikipedia sites
---
36% of all adults use them
Accessing new information content
April 17, 2008 26The role of libraries in a networked world
14% of young internet users download podcasts
---
12% of all adults do
Accessing new information content
April 17, 2008 27The role of libraries in a networked world
Hallmark 6
Many are sharing what they know and what they feel
online and that is building conversations and
communities
April 17, 2008 28The role of libraries in a networked world
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
April 17, 2008 29The role of libraries in a networked world
34% of online young adults have tagged online content
---
28% of all adults have done that
Information sharing and evaluation
April 17, 2008 30The role of libraries in a networked world
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
Information sharing and evaluation
April 17, 2008 31The role of libraries in a networked world
Hallmark 7
Online Americans are customizing their online experiences thanks to
Web 2.0 tools
April 17, 2008 32The role of libraries in a networked world
~ 40% of younger internet users customize news and other information pages; ~ half are on specialty listservs
Information customization
April 17, 2008 33The role of libraries in a networked world
~ A quarter to a third of younger internet users get RSS feeds
Information customization
April 17, 2008 34The role of libraries in a networked world
Hallmark 8
Different people use these technologies in different
ways
April 17, 2008 35The role of libraries in a networked world
Information & communications technology
Applications
Why a tech-user typology?
April 17, 2008 36The role of libraries in a networked world
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?
April 17, 2008 37The role of libraries in a networked world
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.
April 17, 2008 38The role of libraries in a networked world
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
April 17, 2008 39The role of libraries in a networked world
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
April 17, 2008 40The role of libraries in a networked world
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
April 17, 2008 41The role of libraries in a networked world
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
April 17, 2008 42The role of libraries in a networked world
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
April 17, 2008 43The role of libraries in a networked world
Low end – Group 1INEXPERIENCED EXPERIMENTERS (8% of pop.)
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
April 17, 2008 44The role of libraries in a networked world
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
April 17, 2008 45The role of libraries in a networked world
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?
April 17, 2008 46The role of libraries in a networked world
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
April 17, 2008 47The role of libraries in a networked world
What all this connectivity does to us
• It changes our relationship to information
• It changes our relationship to each other
April 17, 2008 48The role of libraries in a networked world
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
April 17, 2008 49The role of libraries in a networked world
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.
April 17, 2008 50The role of libraries in a networked world
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
Life changes in 10 important ways – cont.
April 17, 2008 51The role of libraries in a networked world
10.inVention of info and the visibility of new creators is enhanced – the read/write, Web 2.0 world is about participation
Life changes in 10 important ways – cont.
April 17, 2008 52The role of libraries in a networked world
What role does this leave for libraries?
• Libraries can plug into people’s social networks
– Be a “node” in people’s networks – or “weak tie”
April 17, 2008 53The role of libraries in a networked world
Background of research
• Institute for Museum and Library Services grant
• UIC partnership• Government
Printing Office query
http://www.pewinternet.org/PPF/r/231/report_display.asp
April 17, 2008 54The role of libraries in a networked world
Visited library in the past year
53% of American adults
Gen.
(ages)
Gen Y
(18-30)
Gen X
(31-42)
Trailing
Boomers
(43-52)
Leading
Boomers
(53-61)
Matures
(62-71)
After Work
(72+)
% who visited a public library
62% 59% 57% 46% 42% 32%
April 17, 2008 55The role of libraries in a networked world
Who turns to libraries for problem solving
• Young adults (18-29) = 21%
• Oldest (over 70) = 15%
• Blacks = 26%
• Latinos = 22%
• Lower income (HH <$40,000) = 17%
April 17, 2008 56The role of libraries in a networked world
Once they are at the library, they are active AND happy
• 69% got help from library staff• 68% used computers – 38% got
one-on-one instruction• 58% sought reference materials• 42% used newspapers and
magazines
April 17, 2008 57The role of libraries in a networked world
What role does this leave for libraries?
• Libraries can plug into people’s social networks
• They can help teach new literacies
April 17, 2008 58The role of libraries in a networked world
1.Graphic literacy – the language of the screen.
2.Navigation – the transition to non-linear format.
3.Context – the importance of seeing connections.
4.Focus – the value of reflection.
5.Skepticism – the capacity to evaluate
6.Ethical behavior – the will to be responsible
Librarian blogger Pam Berger’s list http://www.infosearcher.com/
April 17, 2008 59The role of libraries in a networked world
7.Personal literacy – understanding your digital footprints
Pew Internet’s add-on
April 17, 2008 60The role of libraries in a networked world
Thank you!
Lee Rainie
Director
Pew Internet & American Life Project
1615 L Street NW
Suite 700
Washington, DC 20036
202-419-4500