Data to Live By: Understanding the Social Media + Technology Landscape

1. Data to Live By: Understanding the Social Media + Technology Landscape Mary Madden, Senior Researcher Pew Research Center’s Internet and American Life Project Lawlor Symposium St. Thomas School of Law June 12, 2013

2. About Pew Internet • Part of the Pew Research Center, a non-partisan “fact tank” in Washington, DC • Studies how people use digital technologies • Does not promote specific technologies or make policy recommendations • Research is primarily based on nationally representative surveys of adults + teens

3. 1993 “headless, anarchic, million-limbed” and “spreading like bread-mold” - Bruce Sterling, describing the internet

4. 2013 “a system that you reveal yourself to in order to fully enjoy” “It is a TV that watches you.” -Edward Snowden, describing the internet (Washington Post 6/10/13)

5. 1 Social Media + Tech Use Among Adults 2 Facebook Fatigue 3 Orgs + Social Media 4 Teens, Social Media + Privacy 5 Parents + Privacy

6. Part One: Social Media + Tech Use Among Adults Who uses what?

7. State of the Internet 2013 85% of adults are online. Internet adoption still varies greatly by age and education. More than two-thirds of all adults have broadband at home. Increasing numbers of adults are “cell mostly” – relying on their phones as a primary point of access.

8. Adults who have high-speed at home 3%

9. Gadget ownership over time

10. Smartphone ownership over time % of all U.S. adults who own…

12. How many adults use social media? • 67% of online adults use a social networking site, representing more than half of the entire adult population in the U.S. • Young people are the heaviest users of social networking sites (SNS). • Facebook is still the dominant platform. But other sites attract a wider variety of demographic groups.

13. SNS Users Which groups are most likely? • Internet users under 50 • 18-29 most likely of any demographic cohort (83%) • Women • Urban more likely than rural

14. Twitter Users • 16% of internet users are on Twitterthis has doubled since Nov. 2010 Which groups are most likely? • Those under 50, especially 18-29 • African-Americans are more likely than whites • Urban-dwellers

15. Pinterest Users • 15% of internet users are on Pinterest Which groups are most likely? • Whites • Under 50 – but 18-29 do not stand out • Well-educated • Higher Income • Women - 5x more likely than men

16. Instagram Users • 13% of internet users are on Instagram Which groups are most likely? • Women • Those under 50, especially 18-29 • African-Americans and Hispanics more likely than whites • Urban-dwellers

17. Tumblr Users • Just 6% of internet users are on Tumblr Which groups are most likely? • Those 18-29 (13%)

18. Facebook Users • Facebook remains the most-used SNS platform – two-thirds of online adults are Facebook users (67%) Which groups are most likely? • Women • Those under 50, especially 18-29

19. Part Two: Facebook Fatigue Taking a break or breaking the habit

20. Coming and Going on Facebook • Facebook fasting: 61% of current Facebook users say that at one time or another in the past they have voluntarily taken a break from using Facebook for a period of several weeks or more. • Facebook dropouts: 20% of the online adults who do not currently use Facebook say they once used the site but no longer do so. • Future Facebook users: 8% of online adults who do not currently use Facebook are interested in becoming Facebook users in the future.

21. Reasons for Facebook Breaks • 61% of Facebook users have voluntarily taken a multi-week break from the site in the past. Here’s why:

22. How important is Facebook to you? • 59% of Facebook users say the social networking site is about as important to them as it was a year ago. 53% say the amount of time they spend on Facebook is about the same as last year. • 28% of Facebook users say the site has been less important to them than it was a year ago. 34% of users say the amount of time they spend on Facebook has decreased over the past year. • 12% of Facebook users say the site has become more important to them than it was a year ago. 13% of users say the amount of time they spend on Facebook has increased over the past year.

23. Women are more likely than men to report increased importance and time spent on Facebook. • 42% of Facebook users ages 18-29 and 34% of those ages 30-49 say their time spent on Facebook has decreased over the past year. • Just 23% of Facebook users over age 50 reported decreased Facebook usage.

24. In the coming year: 3% of Facebook users say they plan to spend more time on the site. 27% say they plan to spend less time on the site. 69% plan to spend the same amount of time on the site. Young people are the most likely to say their time spent on Facebook will decrease.

25. Part Three: Orgs + Social Media We’re all in this together…

26. The social media platforms that arts organizations use Source: Pew Research Center’s Internet & American Life Project Arts Organizations Survey. Conducted between May 30-July 20, 2012. N for respondents who answered this question=1,202.

27. The number of platforms that arts orgs use The majority of arts organizations that use social media maintain profiles on at least four different social media sites.

28. What arts organizations do with social media

29. Part Four: Teens, Social Media + Privacy

30. Methodology • Nationally representative phone survey of 802 parents and 802 teens ages 12-17 in the same families. • Conducted between July 26 and September 30, 2012 and included an oversample of minority families. • Interviews in English and Spanish and on landline and cell phones. • Margin of error for the full sample is ± 4.5 percentage points.

31. Teens are sharing more information about themselves on social media sites than they did in the past. Social media profiles: What teens post — 2006 vs. 2012

32. Teen Twitter use has grown significantly: 24% of online teens use Twitter, up from 16% in 2011. Teen and adult use of SNS + Twitter — change over time

35. Focus group discussions with teens suggest that they have waning enthusiasm for Facebook. • Male (age 16): “A lot of friends convinced me to make a Twitter. Because everyone's saying Facebook's dead.” • Teens expressed negative views about: • the increasing adult presence • people sharing excessively • stressful “drama” associated with interactions on the site • …but they keep using it because participation is an important part of overall teenage socializing.

36. Female (age 19): “Yeah, that's why we go on Twitter and Instagram [instead of Facebook]. My mom doesn't have that.” Male (age 18): “Facebook doesn't have a limit to characters on it. So in Twitter, there's only so much you can say. On Facebook, they say so many details of things that you don't want to know. You'd be like, are you serious? No one really cares that much.” Female (age 14): "OK, here's something I want to say. I think Facebook can be fun, but also it's drama central. On Facebook, people imply things and say things, even just by a like, that they wouldn't say in real life.”

37. Teens, like adults, are finding ways to “diversify” their social media portfolio for different purposes. In some cases, it helps them to compartmentalize smaller groups of friends and certain kinds of interactions. In other cases, the newer platforms are appealing for the specific features and functionality they offer.

38. Female (age 15): “I like Tumblr because I don’t have to present a specific or false image of myself and I don’t have to interact with people I don’t necessarily want to talk to.” Male (age 17): “[Instagram] It’s more safe... It’s less social [than Facebook].” Female (age 17): [Snapchat] “And it's just kind of fun. Because it's like texting, but you get to use your face as the emoticon instead of an actual emoticon.”

39. Most teen FB users keep their profiles private and express confidence in their ability to manage settings. Facebook privacy settings Among teen Facebook users

40. The majority of teen Twitter users have public accounts. Tweets: Public or private? Among teen Twitter users

41. Many focus group participants felt they had the sharing of personal information “under control”. Male (age 13): “I think my understanding in general, my privacy on the Internet is pretty good.” Female (age 13): “Mine is completely private. I mean, if you want to see my profile, I have to accept you.” Female (age 13): “I feel like I kind of just have a filter in my brain. I just know that's not a good idea [to post revealing content].”

42. Teens take other steps to shape their reputation, manage their networks, and mask info 74% of teen social media users have deleted people from their network or friends list. 59% have deleted or edited something that they posted in the past. 53% have deleted comments from others on their profile or account. 45% have removed their name from photos that have been tagged to identify them. 31% have deleted or deactivated an entire profile or account. 19% have posted updates, comments, photos, or videos that they later regretted sharing.

43. The typical (median) teen Facebook user has 300 friends. Facebook network size Among teen Facebook users... Don’t know 2%

44. Types of Facebook friends

45. Teens with large FB networks visit SNS with greater frequency than those with smaller networks

46. Teens with large FB networks have profiles on a wider range of social media platforms

48. Teen social media users do not express a high level of concern about third-party access to their data; just 9% say they are “very” concerned. Focus group findings suggest that some teens have mixed feelings about advertising practices and may not have a good sense of whether the info they share on SNS is being used by third parties.

49. In broad measures of online experience, teens are considerably more likely to report positive experiences than negative ones. 52% of online teens say they have had an experience online that made them feel good about themselves. 17% of online teens report some kind of contact that made them feel scared or uncomfortable (24% girls vs. 10% for boys). 4% of online teens say they have shared sensitive information online that later caused a problem for themselves or other members of their family. 4% have posted information online that got them in trouble at school.

50. Part Five: Parents + Privacy