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Eight hallmarks of the new digital ecosystem

2.0 AND THE INTERNET WORLD Lee Rainie – Director Pew Internet Project Internet Librarian 2007 October 29, 2007. Eight hallmarks of the new digital ecosystem. Hallmark 1. Media and gadgets are ubiquitous parts of everyday life. Home media ecology - 1975.

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Eight hallmarks of the new digital ecosystem

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  1. 2.0 AND THE INTERNET WORLDLee Rainie – Director Pew Internet ProjectInternet Librarian 2007October 29, 2007

  2. Eight hallmarks of the new digital ecosystem

  3. Hallmark 1 Media and gadgets are ubiquitous parts of everyday life

  4. Home media ecology - 1975 Product Route to homeDisplayLocal 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

  5. Home media ecology – now Product Route to homeDisplayLocal storage cable TiVo (PVR) VCR TV stations DSL TV Info wireless/phone radio DVD “Daily me” broadcast TV PC Web-based storage content iPod /MP3 server/ TiVo (PVR) Cable Nets broadcast radio stereo PC Web sites satellite monitor web storage Local news mail headphones CD/CD-ROM Content from express delivery pager individuals iPod / storage portable gamer MP3 player / iPod Peer-to-peer subcarriers / WIFI cell phone pagers - PDAs Advertising newspaper delivery phone cable box Radio stations camcorder/camera PDA/Palm game console game console paper Satellite radio non-electronic storage sticks/disks Adapted from Tom Wolzien, Sanford C. Bernstein & Co

  6. Hallmark 2 The internet, especially broadband connectivity, is at the center of the revolution

  7. Internet and broadband adoption 1995-2007 All internet - 142 mill. Broadband at home- 96 mill.

  8. Hallmark 3 New gadgets allow people to enjoy media, gather information, and carry on communication anywhere. Wirelessness is its own adventure.

  9. Wireless connectivity 2004-2007

  10. 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 Mobile devices – college student ownership

  11. Hallmark 4 Ordinary citizens have a chance to be publishers, movie makers, artists, song creators, and story tellers

  12. Content creation 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

  13. SNS Profiles: Dashboards for social life

  14. Content creation 51% of young adult internet users have uploaded photos to the internet ---- 37% of all users have done this

  15. Content creation 39% of online teens share their own creations online, such as artwork, photos, stories, or videos ---- 22% of online adults have done this

  16. Content creation 33% 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

  17. Content creation 33% of college students keep blogs and regularly post 54% read blogs ---- 12% of online adults have a blog 35% read them

  18. Content creation 27% of online teens report keeping their own personal webpage ---- 14% of online adults have their own page

  19. Content creation 26% say they remix content they find online into their own artistic creations ---- 9% of online adults have done this

  20. 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

  21. Content creation 15% of young adult internet users have uploaded videos to the web ---- 8% of all adult internet users have done this

  22. Content creation by age

  23. Hallmark 5 All those content creators have an audience. Even more internet users are accessing the material created by others

  24. Accessing new information content 54% of college students have read blogs --- 36% of all adults do that

  25. Accessing new information content 44% of young adult internet users seek information at Wikipedia sites --- 36% of all adults use them

  26. Accessing new information content 14% of young internet users download podcasts --- 12% of all adults do

  27. Hallmark 6 Many are sharing what they know and what they feel online and that is building conversations and communities

  28. Information sharing and evaluation 37% of young adult internet users have rated a person, product, or service online --- 32% of all adults have done so

  29. Information sharing and evaluation 34% of online young adults have tagged online content --- 28% of all adults have done that

  30. Information sharing and evaluation 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

  31. Hallmark 7 Online Americans are customizing their online experiences thanks to Web 2.0 tools

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

  33. Information customization ~ A quarter to a third of younger internet users get RSS feeds

  34. Hallmark 8 Different people use these technologies in different ways

  35. Why a tech-user typology? Information & communications technology Applications

  36. PIP’s tech-user typology • Assets • Internet (and broadband at home) • Computer use (laptop & desktop) • Cell phones • iPods • Web cams • Video recorders & digital cameras • Actions • User-generated content • Gaming • Cell phone applications • Attitudes • Help me be productive? • Give me more control? • Information overload?

  37. Data Profile Age: late 20s Gender: Male dominant Race: Diverse Home b-band: 89% Special traits Students Wireless Photo and video freaks High end – Group 1OMNIVORES(8% of the population) 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.

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

  39. High end – Group 3LACKLUSTER VETERANS(8% of the population) 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 They are frequent users of the internet and less avid about cell phones. They are not thrilled with ICT-enabled connectivity.

  40. High end – Group 4PRODUCTIVITY ENHANCERS(8% of population) 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 They have strongly positive views about how technology lets them keep up with others, do their jobs, and learn new things.

  41. Middle end – Group 1MOBILE CENTRICS(10% of the population) 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 They fully embrace the functionality of their cell phones. They use the internet, but not often, and like how ICTs connect them to others.

  42. Middle end – Group 2CONNECTED BUT HASSLED(10% of population) 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 They have invested in a lot of technology, but they find the connectivity intrusive and information something of a burden.

  43. Low end – Group 1INEXPERIENCED EXPERIMENTERS(8% of population) 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 They occasionally take advantage of interactivity, but if they had more experience, they might do more with ICTs.

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

  45. Low end – Group 3INDIFFERENTS(11% of population) 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? Despite having either cell phones or online access, these users use ICTs only intermittently and find connectivity annoying.

  46. Low end – Group 4OFF THE NETWORK(15% of population) 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 Those with neither cell phones nor internet connectivity tend to be older adults who are content with old media.

  47. 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

  48. What all this connectivity does to us • It changes our relationship to information • It changes our relationship to each other

  49. Life changes in 10 important ways • Volume of info grows – “long tail” expands • Velocity of info increases – “smart mobs” emerge • Venues of intersecting with info andpeople multiply – place shifting and time shifting occurs… “absent presence” occurs • Venturing for info changes – search strategies and search expectations spread in the Google era

  50. Life changes in 10 important ways – cont. • Vigilance for info transforms – attention is truncated (“continuous partial attention”) and elongated (“deep dives”) • Valence (relevance) of info improves – “Daily Me” and “Daily Us” gets made • Vetting of info becomes more “social” – credibility tests change as people ping their social networks

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