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Communications & Attitudes: The Internet versus Print Media Presented to: PRIMIR John B. Horrigan Associate Director for Research. Key questions. When will everything be like Star Trek?

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Key questions

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  1. Communications & Attitudes:The Internet versus Print MediaPresented to: PRIMIR John B. HorriganAssociate Director for Research

  2. Key questions • When will everything be like Star Trek? • When reams of data are instantly available, easily analyzed, and accessed on a flexible and portable device. • Not any time soon, as people still: • Go to libraries • Buy books • Read newspapers . . . although less than before • What are frictions along the pathway to that vision?

  3. Two parts to the answer • Technology: depends on the evolution and convergence of three things: • Displays • RFIDs and sensors • Networks • Users: how they adopt new technology

  4. Technology I: Displays

  5. Technology II: Displays … electronic paper

  6. RFIDs and Sensors: the internet in things • Well deployed in business practices and supply chains. • Growing use among consumers, e.g., smart cards or EZ pass • Consumer concerns about privacy is issue: • Need to develop tools that let people control information about themselves

  7. Networks: Adoption of high-speed at home

  8. Access on the go(Sept 2007 survey) • 46% of internet users, in past year, have gone online someplace other than home or work. • For adults under 30, 68% have done this. • Of this group: • 65% have done this using their cell phones to access the web • 64% have done this using a laptop on a wireless broadband to access. • 20% have done this using a Blackberry, Palm, or PDA

  9. Impact of innovations takes time • Pathway of innovation: • Invention  disruption  investment  installation • This process can take up to 30 years, and we’re at the beginning of the “installation phase” in the information & communication technology revolution • Why? • Getting technology right • Getting the rules right • Drawing users in

  10. Wither old media?(% getting news yesterday)Pew Research Center for the People & Press, May 2006 survey

  11. Different media sources viewed differently by users • Newspapers • Seen as a relaxing activity • A habit • A thorough information source • Internet news • Convenience • Speed • Customizable • For adults under 30, internet is a main news source – relative to newspapers – for most news categories except local news.

  12. Why a typology? Information & communications technology Applications

  13. How we put it together • Large survey (n=4,001) that focused on three dimensions of use of information & communication technology (ICTs): • 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

  14. What we found … 10 groups of ICT users that fall broadly into three classes of users • Tech elite (4 groups) • 31% of the adult population • Middle-of-the-road users (2 groups) • 20% of the adult population • Low-tech users (4 groups) • 49% of the adult population

  15. The Tech-oriented groups • Omnivores (8%) … in their late twenties: • Have the latest gadgets • Use ICTs as a platform for creativity, participation, entertainment, socializing • Connectors (7%) … in their late 30s, mostly women: • Into emailing and cell phone use to stay in touch with others and connect to community groups • Lackluster Veterans (8%) … 40-ish men: • Don’t like the extra connectivity of ICTs • Use ICTs out of necessity • Productivity Enhancers (8%) … also 40-ish: • Highly positive view of ICTs as way to manage busy lives

  16. Middle of the road users • Mobile Centrics (8%) … in their early 30s: • Fully embrace functionality of cell phones • Low home broadband access (37%) makes internet less central to their tech habits • Connected but Hassled (10%) … mid-40s: • Lots of technology assets  80% with broadband • Not a lot of tech satisfaction  connectivity is a burden and many suffer from information overload

  17. Low tech groups • Inexperienced Experimenters (8%) … 50-ish women: • Not a lot of gadgets or online experience, but might do more with ICTs with more familiarity with applications. • Light but Satisfied (15%) … early 50s: • ICTs on the periphery of their lives, but they are content with occasional use to keep up with others • Indifferents (11%) … late 40s: • Infrequent users who find connectivity annoying • Off the Network (15%) … mostly women in mid-60s: • This group has neither cell phones or internet access

  18. Three key gaps across typology groups • Age • Attitudes about utility • Perceptions about usability

  19. Age and the Typology Groups

  20. Typology implications • Age matters, but it’s not the only explanatory factor • Gaps & frictions cut in different ways: • Many have more tech than they use • Some might do more with more technology and more experience • Many users will use ICTs only with lots of coaching & support. • Some are unlikely ever to embrace ICTs • Lots of tech capability idle in people’s hands & homes • Far from the “mature phase” of ICT adoption and use in the United States

  21. Implication for printing industries • Online resources complement traditional media, they don’t substitute completely for them. • Young people are: • more reliant on the internet and other information gadgets than older people. • less likely to form newspaper reading habit • Roughly one-third of the adult population are attuned to new media. • The day when electronics can enable highly portable and flexible displays is a way off. • The challenge for the printing industry is to be open to product and institutional innovation.

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