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 Eight hallmarks of the new digital ecosystem

3. 2.0 and the Internet World October 29, 20073 Hallmark 1 Media and gadgets are ubiquitous parts of everyday life

4. 2.0 and the Internet World October 29, 20074 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

5. 2.0 and the Internet World October 29, 20075 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

6. 2.0 and the Internet World October 29, 20076 Hallmark 2 The internet, especially broadband connectivity, is at the center of the revolution

7. 2.0 and the Internet World October 29, 20077 Internet and broadband adoption 1995-2007 All internet - 142 mill. Broadband at home- 96 mill.

8. 2.0 and the Internet World October 29, 20078 Hallmark 3 New gadgets allow people to enjoy media, gather information, and carry on communication anywhere. Wirelessness is its own adventure.

9. 2.0 and the Internet World October 29, 20079 Wireless connectivity 2004-2007

10. 2.0 and the Internet World October 29, 200710 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

11. 2.0 and the Internet World October 29, 200711 Hallmark 4 Ordinary citizens have a chance to be publishers, movie makers, artists, song creators, and story tellers

12. 2.0 and the Internet World October 29, 200712 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

13. 2.0 and the Internet World October 29, 200713 SNS Profiles: Dashboards for social life

14. 2.0 and the Internet World October 29, 200714 51% of young adult internet users have uploaded photos to the internet ---- 37% of all users have done this Content creation

15. 2.0 and the Internet World October 29, 200715 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

16. 2.0 and the Internet World October 29, 200716 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

17. 2.0 and the Internet World October 29, 200717 33% of college students keep blogs and regularly post 54% read blogs ---- 12% of online adults have a blog 35% read them Content creation

18. 2.0 and the Internet World October 29, 200718 27% of online teens report keeping their own personal webpage ---- 14% of online adults have their own page Content creation

19. 2.0 and the Internet World October 29, 200719 Content creation 26% say they remix content they find online into their own artistic creations ---- 9% of online adults have done this

20. 2.0 and the Internet World October 29, 200720 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

21. 2.0 and the Internet World October 29, 200721 15% of young adult internet users have uploaded videos to the web ---- 8% of all adult internet users have done this Content creation

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

23. 2.0 and the Internet World October 29, 200723 Hallmark 5 All those content creators have an audience. Even more internet users are accessing the material created by others

24. 2.0 and the Internet World October 29, 200724 54% of college students have read blogs --- 36% of all adults do that Accessing new information content

25. 2.0 and the Internet World October 29, 200725 44% of young adult internet users seek information at Wikipedia sites --- 36% of all adults use them Accessing new information content

26. 2.0 and the Internet World October 29, 200726 14% of young internet users download podcasts --- 12% of all adults do Accessing new information content

27. 2.0 and the Internet World October 29, 200727 Hallmark 6 Many are sharing what they know and what they feel online and that is building conversations and communities

28. 2.0 and the Internet World October 29, 200728 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

29. 2.0 and the Internet World October 29, 200729 34% of online young adults have tagged online content --- 28% of all adults have done that Information sharing and evaluation

30. 2.0 and the Internet World October 29, 200730 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

31. 2.0 and the Internet World October 29, 200731 Hallmark 7 Online Americans are customizing their online experiences thanks to Web 2.0 tools

32. 2.0 and the Internet World October 29, 200732 ~ 40% of younger internet users customize news and other information pages; ~ half are on specialty listservs Information customization

33. 2.0 and the Internet World October 29, 200733 ~ A quarter to a third of younger internet users get RSS feeds Information customization

34. 2.0 and the Internet World October 29, 200734 Hallmark 8 Different people use these technologies in different ways

35. 2.0 and the Internet World October 29, 200735 Information & communications technology Applications Why a tech-user typology?

36. 2.0 and the Internet World October 29, 200736 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?

37. 2.0 and the Internet World October 29, 200737 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.

38. 2.0 and the Internet World October 29, 200738 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

39. 2.0 and the Internet World October 29, 200739 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

40. 2.0 and the Internet World October 29, 200740 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

41. 2.0 and the Internet World October 29, 200741 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

42. 2.0 and the Internet World October 29, 200742 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

43. 2.0 and the Internet World October 29, 200743 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

44. 2.0 and the Internet World October 29, 200744 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

45. 2.0 and the Internet World October 29, 200745 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?

46. 2.0 and the Internet World October 29, 200746 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

47. 2.0 and the Internet World October 29, 200747 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

48. 2.0 and the Internet World October 29, 200748 What all this connectivity does to us It changes our relationship to information It changes our relationship to each other

49. 2.0 and the Internet World October 29, 200749 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

50. 2.0 and the Internet World October 29, 200750 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.

51. 2.0 and the Internet World October 29, 200751 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.

52. 2.0 and the Internet World October 29, 200752 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.

53. 2.0 and the Internet World October 29, 200753 Action item Be confident in what you already know about how to meet people’s reference and entertainment (enlightenment) needs

54. 2.0 and the Internet World October 29, 200754 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