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Four or More: The New Demographic Mary Madden Pew Internet & American Life Project LITA President’s Program ALA – June 27, 2010. (and a bunch of other really interesting stuff). Common assumptions about tech use:. Everyone uses the internet Every teen has a cell phone…
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Four or More: The New DemographicMary MaddenPew Internet & American Life ProjectLITA President’s ProgramALA – June 27, 2010 (and a bunch of other really interesting stuff)
Common assumptions about tech use: • Everyone uses the internet • Every teen has a cell phone… • … and all teens text constantly, sending an insane number of messages a day • Teens no longer call anyone on the phone • Teens and young adults have been supplanted by older adults on social networks • The youngest are always the first tech adopters • Young adults don’t care about privacy, particularly online
Teens are not always the first adopters… Twitter use among teens
Four or more: Who are they? Under age 50 Mostly male Racially diverse Higher SES *All analysis of the 4+ group based on September 2009 data
More typical indicators: • Mostly men (64% vs. 36% - relative to 48% vs. 52% avg.) • Somewhat more likely to be college grads (37% vs. 28% avg.) • Somewhat more likely to earn $75K+ per yr. (33% vs. 21% avg.)
What devices are they using? Among the four or more group: • 97% own desktops (vs. 62%) • 96% own laptops (vs. 47%) • 98% own cell phones (vs. 84%) • 97% own iPods/MP3 players (vs. 43%) • 85% own game consoles (vs. 37%) • 57% own portable gaming devices (vs. 18%) • 13% own e-book readers (vs. 3%)
Mobile devices = mobile access • Those who own multiple internet-enabled devices are almost all wireless internet users: • Among those who have one device: 24% use wireless • Two devices: 89% use wireless • Three devices: 100% use wireless • Four devices: 100% use wireless
Internet everywhere • Among the four or more group: • 91% go online daily (vs. 68%) • 75% go online from both home and work (vs. 51%) • 78% go online from someplace other than home/work (vs. 48%) • All rates are significantly higher than those for broadband users
Social media matters • 77% have created their own profile on an SNS site (vs. 46%) • 50% visit SNS sites on a typical day (vs. 27%) • 39% use Twitter or status updating (vs. 19%) • 24% have created a blog (vs. 11%)
Online reputation matters • 77% have searched for information connected to their name online (vs. 57%) • 50% say they take steps to limit the amount of information available about them online (vs. 33%) • 33% work for a company that has a policy about self-presentation online (vs. 25%) • 25% are required to promote themselves online as part of their job (vs. 12%) • 16% have asked to have online content about them taken offline (vs. 8%)
Implications for libraries • Question broadly held assumptions about tech use (me and a friend don’t always make a trend) • Patrons will increasingly rely on multiple access points and cloud-supported apps • Mobile internet users are social media users • Privacy and reputation management are exceptionally important to the most tech-savvy groups
Contact info: Mary Madden Email: mmadden@pewinternet.org Web: http://www.pewinternet.org Twitter: @mary_madden Thanks!