Digital differences New data and trends

1. Digital differencesNew data and trends Kathryn Zickuhr, Research Specialist Pew Research Center’s Internet & American Life Project American Library Association Spectrum Leadership Institute Anaheim, CA - June 25, 2012

2. Kathryn Zickuhr Research Specialist Pew Internet & American Life Project kzickuhr@pewinternet.org @kzickuhr @pewinternet @pewresearch

3. 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 • Data for this talk is from nationally representative telephone surveys of U.S. adults and teens (on landlines and cell phones) All slides and reports are available at pewinternet.org

4. Public opinion attitudes toward the press, politics and public policy issues (people-press.org) • The performance of the U.S. press (journalism.org) • The impact of technology (pewinternet.org) • Worldwide public opinion (pewglobal.org) • Religion and public life (pewforum.org) • The U.S. Hispanic population (pewhispanic.org) • Social and demographic trends (pewsocialtrends.org) • More: pewresearch.org PewResearchCenter

6. Factors • Age group • Race/ethnicity • Household income • Educational attainment • Quality of access

7. Internet

8. Internet use over time (1995-2012) % of adults ages 18+ who go online 82% (April2012) 14% (June 1995) Source: Pew Internet surveys

9. Almost two-thirds of adults have home broadband % of adults ages 18+ who go online at home via dial-up or broadband 66% 3% Source: Pew Internet surveys @kzickuhr @pewinternet

10. Internet use vs home broadband by age % of all adults 18+ Source: Pew Internet April 2012 survey.

11. Internet use vs home broadband by race/ethnicity % of all adults 18+ Source: Pew Internet April 2012 survey.

12. Internet use vs home broadband by yearly household income % of all adults 18+ Source: Pew Internet April 2012 survey.

13. Internet use vs home broadband by educational attainment % of all adults 18+ Source: Pew Internet April 2012 survey. @kzickuhr @pewinternet

14. What is the MAIN reason you do not use the internet? (asked of non-users) Source: Pew Internet May 2010 survey. @kzickuhr @pewinternet

15. Gadgets

16. Adult gadget ownership, 2006-2012 Source: Pew Internet surveys. Data is for adults age 18+. pewinternet.org

17. Gadget ownership by age group Source: Pew Internet surveys. Data is for adults age 18+. pewinternet.org

18. Amost nine in ten adults (and three-quarters of teens) have a cell phone Teen data: July 2011 Adult data: Feb 2012 Source: Pew Internet surveys. pewinternet.org

19. Cell phones by age group Teen data: July 2011 Adult data: Feb 2012 Source: Pew Internet surveys. pewinternet.org

20. Gadgets by household income Source: Pew Internet surveys. Data is for adults age 18+. pewinternet.org

21. Gadget ownership by education Source: Pew Internet surveys. Data is for adults age 18+. pewinternet.org

22. Gadget ownership by race/ethnicity Source: Pew Internet surveys. Data is for adults age 18+. * English- and Spanish-speaking

23. Cell phone ownership (total) by race/ethnicity % of all adults 18+ Source: Pew Internet February 2012 survey.

24. Cell phone activities by race/ethnicity

25. About half of adults (and almost a quarter of teens) have a smartphone Teen data: July 2011 Adult data: Feb 2012 Source: Pew Internet surveys. pewinternet.org

26. Smartphones by age group Teen data: July 2011 Adult data: Feb 2012 Source: Pew Internet surveys. pewinternet.org

27. @kzickuhr @pewinternet

28. Cell phone ownership (total) by race/ethnicity % of all adults 18+ Source: Pew Internet February 2012 survey.

29. Smartphone ownership by race/ ethnicity % of all adults 18+ Source: Pew Internet February 2012 survey.

30. 25% of smartphone owners say they mostly go online with their smartphone. About one third of them do not have a traditional high-speed broadband connection at home. • Groups that are more likely to say their phoneis their main source of internet access: • Young adults • Minorities • Those with no college experience • Those in lower-income households

31. Twitter use by race/ethnicity % of internet users ages 18+ Source: Pew Internet February 2012 survey. * English- and Spanish-speaking

32. Questions? @kzickuhr @pewinternet @pewresearch

33. Librariesof today and tomorrow

34. About our libraries research • Goal: To study the changing role of public libraries and library users in the digital age • Funded by a three-year, $1.4 million grant from the Bill and Melinda Gates Foundation libraries.pewinternet.org

35. RESEARCH TIMELINE Stage I (August 2011-July 2012) Libraries + new technologies • The rise of e-reading (April 2012) • E-books, patrons, and libraries – JUST PUBLISHED • Includes quotes from librarians and patrons • Available online at libraries.pewinternet.org • Library use in different community types (summer) • The habits of younger library users (summer)

36. The rise of e-reading

37. Report: The rise of e-reading One in five adults has read an e-book in the past year Note: Due to multiple responses, categories do not add up to 100%

38. Book reading by age group % of each age group who have read a book (in any format) in whole or in part in the past 12 months Source: Pew Internet December 2011 survey. libraries.pewinternet.org

39. The book format used by readers on any given day is changing % of adult book readers (age 18+) using this format on an average day, as of June 2010 and December 2011 Source: Pew Internet December 2011 survey. libraries.pewinternet.org

40. Who reads e-books? E-book readers are more likely than other readers to be: • Under age 50 • College educated • Living in households earning $50K+ Other key characteristics: • They read more books, more often • More likely to buy their books than borrow Source: Pew Internet December 2011 survey. libraries.pewinternet.org

41. How e-readers read their e-books% of all Americans age 16 and older who read an e-book in the past 12 months, as of December 2011 Source: Pew Internet December 2011 survey. libraries.pewinternet.org

42. Who owns tablets and e-readers? • 29% of US adults own a specialized e-reading device (either a tablet or an e-reader) • 19% of adults own ane-reader • 19% of adults own a tablet computer

43. Who owns tablets and e-readers? E-reader and tablet ownership are strongly correlated with income & education, as well as age—both devices are most popular with adults under 50. Women are more likely than men to own e-readers Parents are more likely than non-parents to own tablets

44. How device owners read their e-books% of owners of each device who read e-books on that devicewho read an e-book in the past 12 months, as of December 2011 * = among people who own that device

45. Which is better for these purposes, a printed book or an e-book? Among people ages 16+ who read both an e-book & a print book in the past year

46. “My Kindle fits in my purse, so I can carry my Kindle places I wouldn’t carry a book. I find myself taking it almost everywhere I go so if I find myself with a free couple of minutes, I can read a couple of pages.” – E-book borrower

47. E-books at libraries

48. How people used the library in the past year The % of Americans ages 16+ who used the library for the following purposes in the past year

49. 12% of e-book readers borrow e-books from the library Source: Pew Internet December 2011 survey. libraries.pewinternet.org

50. When you want to read a particular e-book, where do you look first? Among all people ages 16+ who read an e-book in the past year