1. 2.0 AND THE INTERNET WORLD Lee Rainie – Director Pew Internet Project Internet Librarian 2007 October 29, 2007

2. 2.0 and the Internet World October 29, 20072 Who’s blogging this? Writings of a Loud Librarian – October 31, 2005 Indiana Librarian Marissa Priddis http://theloudlibrarian.net/2005/10/monterey-learning-stuff.html

3. 2.0 and the Internet World October 29, 20073 “Rainie was funny, at ease, informative and we found ourselves do a lot of ‘Huh...I didn't know that’ during his speech. Very, very cool.”

4. “Good crisp presentation … backed with some actual research and drawing out the implications for educators, a list of which should be posted on the wall of every school ….”

5. 2.0 and the Internet World October 29, 20075 “He’s a lot older than I imagined.” -------------------- “Looks like a typical Foundation suit.”

6. 2.0 and the Internet World October 29, 20076 “While he may look older than some expected, and appears to be just another Foundation suit, he's a very intelligent man, and worth paying attention to.”

7. Beth Carpenter “Hey, Rainie, this is for you: "A fast- paced, informative session from a knowledgeable and entertaining speaker! I feel like this was just the tip of the iceberg, like there's so much more we could learn from Mr. Rainie if we only had more time…." :) ”

8. 2.0 and the Internet World October 29, 20078 Eight hallmarks of the new digital ecosystem

9. 2.0 and the Internet World October 29, 20079 Hallmark 1 Media and gadgets are ubiquitous parts of everyday life

10. 2.0 and the Internet World October 29, 200710 Home media ecology - 1975 Product Route to home Display Local storage TV stations phone TVCassette/ 8-track broadcast TV radio broadcast radio stereoVinyl album News mail Advertising newspaper delivery phone paper Radio Stationsnon-electronic Tom Wolzien, Sanford C. Bernstein & Co

11. 2.0 and the Internet World October 29, 200711 Home media ecology – now Product Route to home Display Local storage cableTiVo (PVR)VCR TV stations DSLTV Info wireless/phoneradioDVD “Daily me” broadcast TVPCWeb-based storage content iPod /MP3server/ TiVo (PVR) Cable Nets broadcast radiostereoPC Web sites satellitemonitorweb storage Local news mailheadphonesCD/CD-ROM Content from express deliverypager individuals iPod / storageportable gamerMP3 player / iPod Peer-to-peer subcarriers / WIFIcell phonepagers - PDAs Advertising newspaper deliveryphonecable box Radio stations camcorder/cameraPDA/Palmgame console game console paper Satellite radionon-electronicstorage sticks/disks Adapted from Tom Wolzien, Sanford C. Bernstein & Co

12. 2.0 and the Internet World October 29, 200712 Hallmark 2 The internet, especially broadband connectivity, is at the center of the revolution

13. 2.0 and the Internet World October 29, 200713 Internet and broadband adoption 1995-2007 All internet - 142 mill. Broadband at home- 96 mill.

14. 2.0 and the Internet World October 29, 200714 Hallmark 3 New gadgets allow people to enjoy media, gather information, and carry on communication anywhere. Wirelessness is its own adventure.

15. 2.0 and the Internet World October 29, 200715 Wireless connectivity 2004-2007

16. 2.0 and the Internet World October 29, 200716 Mobile devices – college student ownership 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

17. 2.0 and the Internet World October 29, 200717 Hallmark 4 Ordinary citizens have a chance to be publishers, movie makers, artists, song creators, and story tellers

18. 2.0 and the Internet World October 29, 200718 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 Content creation

19. 2.0 and the Internet World October 29, 200719 SNS Profiles: Dashboards for social life

20. 2.0 and the Internet World October 29, 200720 51% of young adult internet users have uploaded photos to the internet ---- 37% of all users have done this Content creation

21. 2.0 and the Internet World October 29, 200721 39% of online teens share their own creations online, such as artwork, photos, stories, or videos ---- 22% of online adults have done this Content creation

22. 2.0 and the Internet World October 29, 200722 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 Content creation

23. 2.0 and the Internet World October 29, 200723 33% of college students keep blogs and regularly post 54% read blogs ---- 12% of online adults have a blog 35% read them Content creation

24. 2.0 and the Internet World October 29, 200724 27% of online teens report keeping their own personal webpage ---- 14% of online adults have their own page Content creation

25. 2.0 and the Internet World October 29, 200725 Content creation 26% say they remix content they find online into their own artistic creations ---- 9% of online adults have done this

26. 2.0 and the Internet World October 29, 200726 19% of online young adults have created an avatar that interacts with others online ---- 9% of all adult internet users have done this Content creation

27. 2.0 and the Internet World October 29, 200727 15% of young adult internet users have uploaded videos to the web ---- 8% of all adult internet users have done this Content creation

28. 2.0 and the Internet World October 29, 200728 Content creation by age

29. 2.0 and the Internet World October 29, 200729 Hallmark 5 All those content creators have an audience. Even more internet users are accessing the material created by others

30. 2.0 and the Internet World October 29, 200730 54% of college students have read blogs --- 36% of all adults do that Accessing new information content

31. 2.0 and the Internet World October 29, 200731 44% of young adult internet users seek information at Wikipedia sites --- 36% of all adults use them Accessing new information content

32. 2.0 and the Internet World October 29, 200732 14% of young internet users download podcasts --- 12% of all adults do Accessing new information content

33. 2.0 and the Internet World October 29, 200733 Hallmark 6 Many are sharing what they know and what they feel online and that is building conversations and communities

34. 2.0 and the Internet World October 29, 200734 37% of young adult internet users have rated a person, product, or service online --- 32% of all adults have done so Information sharing and evaluation

35. 2.0 and the Internet World October 29, 200735 34% of online young adults have tagged online content --- 28% of all adults have done that Information sharing and evaluation

36. 2.0 and the Internet World October 29, 200736 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 Information sharing and evaluation

37. 2.0 and the Internet World October 29, 200737 Hallmark 7 Online Americans are customizing their online experiences thanks to Web 2.0 tools

38. 2.0 and the Internet World October 29, 200738 ~ 40% of younger internet users customize news and other information pages; ~ half are on specialty listservs Information customization

39. 2.0 and the Internet World October 29, 200739 ~ A quarter to a third of younger internet users get RSS feeds Information customization

40. 2.0 and the Internet World October 29, 200740 Hallmark 8 Different people use these technologies in different ways

41. 2.0 and the Internet World October 29, 200741 Information & communications technology Applications Why a tech-user typology?

42. 2.0 and the Internet World October 29, 200742 PIP’s tech-user typology  Assets oInternet (and broadband at home) oComputer use (laptop & desktop) oCell phones oiPods oWeb cams oVideo recorders & digital cameras  Actions oUser-generated content oGaming oCell phone applications  Attitudes oHelp me be productive? oGive me more control? oInformation overload?

43. 2.0 and the Internet World October 29, 200743 High end – Group 1 OMNIVORES (8% of the population) Data Profile Age: late 20s Gender: Male dominant Race: Diverse Home b-band: 89% Special traits –Students –Wireless –Photo and video freaks 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.

44. 2.0 and the Internet World October 29, 200744 Iconic OMNIVORE???

45. 2.0 and the Internet World October 29, 200745 High end – Group 2 CONNECTORS (7% of the population) 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. 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

46. 2.0 and the Internet World October 29, 200746 Iconic CONNECTOR??? Diane Keaton – “Something’s Gotta Give”

47. 2.0 and the Internet World October 29, 200747 High end – Group 3 LACKLUSTER VETERANS (8% of the population) They are frequent users of the internet and less avid about cell phones. They are not thrilled with ICT-enabled connectivity. 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

48. 2.0 and the Internet World October 29, 200748 Iconic LACKLUSTER VETERAN???

49. 2.0 and the Internet World October 29, 200749 High end – Group 4 PRODUCTIVITY ENHANCERS (8% of population) They have strongly positive views about how technology lets them keep up with others, do their jobs, and learn new things. 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

50. 2.0 and the Internet World October 29, 200750 Iconic PRODUCTIVITY ENHANCER???

51. 2.0 and the Internet World October 29, 200751 Middle end – Group 1 MOBILE CENTRICS (10% of the population) They fully embrace the functionality of their cell phones. They use the internet, but not often, and like how ICTs connect them to others. 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

52. 2.0 and the Internet World October 29, 200752 Iconic MOBILE CENTRIC??? Alicia Silverstone – “Clueless”

53. 2.0 and the Internet World October 29, 200753 Middle end – Group 2 CONNECTED BUT HASSLED (10% of population) They have invested in a lot of technology, but they find the connectivity intrusive and information something of a burden. 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

54. 2.0 and the Internet World October 29, 200754 Iconic CONNECTED BUT HASSLED???

55. 2.0 and the Internet World October 29, 200755 Low end – Group 1 INEXPERIENCED EXPERIMENTERS (8% of population) They occasionally take advantage of interactivity, but if they had more experience, they might do more with ICTs. 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

56. 2.0 and the Internet World October 29, 200756 Iconic INEXPERIENCED EXPERIMENTER???

57. 2.0 and the Internet World October 29, 200757 Low end – Group 2 LIGHT BUT SATISFIED (15% of population) 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. 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

58. 2.0 and the Internet World October 29, 200758 Iconic LIGHT BUT SATISFIED??? Your oldest tech- wary relative’s picture here ?

59. 2.0 and the Internet World October 29, 200759 Low end – Group 3 INDIFFERENTS (11% of population) Despite having either cell phones or online access, these users use ICTs only intermittently and find connectivity annoying. 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?

60. 2.0 and the Internet World October 29, 200760 Iconic INDIFFERENT??? 'Here's the concern -- in our society now, so many things come up on Web sites and Internet,' [Herm] Edwards said. 'First of all, I don't even have the Internet. I wouldn't even know how to use it.'

61. 2.0 and the Internet World October 29, 200761 Low end – Group 4 OFF THE NETWORK (15% of population) Those with neither cell phones nor internet connectivity tend to be older adults who are content with old media. 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

62. 2.0 and the Internet World October 29, 200762 Iconic OFF THE NETWORK???

63. 2.0 and the Internet World October 29, 200763 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 http://www.pewinternet.org/quiz/quiz.asp

64. 2.0 and the Internet World October 29, 200764 What all this connectivity does to us It changes our relationship to information It changes our relationship to each other

65. 2.0 and the Internet World October 29, 200765 Life changes in 10 important ways 1.Volume of info grows – “long tail” expands 2.Velocity of info increases – “smart mobs” emerge 3.Venues of intersecting with info and people multiply – place shifting and time shifting occurs… “absent presence” occurs 4.Venturing for info changes – search strategies and search expectations spread in the Google era

66. 2.0 and the Internet World October 29, 200766 5.Vigilance for info transforms – attention is truncated (“continuous partial attention”) and elongated (“deep dives”) 6.Valence (relevance) of info improves – “Daily Me” and “Daily Us” gets made 7.Vetting of info becomes more “social” – credibility tests change as people ping their social networks Life changes in 10 important ways – cont.

67. 2.0 and the Internet World October 29, 200767 8.Viewing of info is disaggregated and becomes more “horizontal” (Allen Renear UI-Champaign-Urbana) – new reading strategies emerge as coping mechanisms 9.Voting on and ventilating about info proliferates – tagging, rating, and commenting on material is enabled – collective intelligence emerges Life changes in 10 important ways – cont.

68. 2.0 and the Internet World October 29, 200768 10.inVention of info and the visibility of new creators is enabled – the read/write, Web 2.0 world is about participation Life changes in 10 important ways – cont.

69. 2.0 and the Internet World October 29, 200769 Action item Think of yourself as a news node for information and interaction

70. 2.0 and the Internet World October 29, 200770 Action item Think of yourself as a social network node for people looking for “friendsters” --- We are entering a world of “networked individualism” and the internet is “personified” in some people’s social networks

71. 2.0 and the Internet World October 29, 200771 Action item Think of yourself as an information hub -- an aggregator and a linker to others who have useful, interesting material --- Links are the currency of the internet, partnerships/affiliate relations are the norm

72. 2.0 and the Internet World October 29, 200772 Action item Embrace multi-modal multi-plexity in media --- Channels of information feed each other, interact, and blur

73. 2.0 and the Internet World October 29, 200773 Action item Experiment with Web 2.0 applications – blogs, wikis, tagging, reputation/rating, widgets, and social networking --- Watch your usage data and the psychographics of users. Solicit feedback and show you are listening to responses

74. 2.0 and the Internet World October 29, 200774 Action item Listen to your youngest employees. They are “digital natives” who can translate for and teach older “digital immigrants”

75. 2.0 and the Internet World October 29, 200775 Action item Monitor the pushback against technology as a time sink and interruption enabler --- Be participants in the new conversations about etiquette and social norms in the digital age and

76. 2.0 and the Internet World October 29, 200776 Action item Be confident in what you already know about how to meet people’s reference and entertainment (enlightenment) needs

77. 2.0 and the Internet World October 29, 200777 Thank you! Lee Rainie Director Pew Internet & American Life Project 1615 L Street NW Suite 700 Washington, DC 20036 Lrainie@pewinternet.org 202-419-4500

78. 2.0 and the Internet World October 29, 200778 5 issues libraries and all online participants must struggle to address – thanks to library blogger Pam Berger http://www.infosearcher.com/

79. 2.0 and the Internet World October 29, 200779 Challenges of Web 2.0 1. Navigation--transitioning from linear to nonlinear in format

80. 2.0 and the Internet World October 29, 200780 Challenges of Web 2.0 2. Context--learning to see connections

81. 2.0 and the Internet World October 29, 200781 Challenges of Web 2.0 3. Focus--practicing reflection & deep thinking

82. 2.0 and the Internet World October 29, 200782 Challenges of Web 2.0 4. Skepticism--learning to evaluate information

83. 2.0 and the Internet World October 29, 200783 Challenges of Web 2.0 5. Ethical behavior-- understanding the rules of cyberspace