The role of libraries in a networked world Lee Rainie – Director Pew Internet Project Texas Library Association April 17, 2008

The role of libraries in a networked world April 17, Eight hallmarks of the new digital ecosystem

The role of libraries in a networked world April 17, Hallmark 1 Media and gadgets are ubiquitous parts of everyday life

The role of libraries in a networked world April 17, Home media ecology 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

The role of libraries in a networked world April 17, 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

The role of libraries in a networked world April 17, Hallmark 2 The internet, especially broadband connectivity, is at the center of the revolution

The role of libraries in a networked world April 17, Internet and broadband adoption Internet users Broadband at home

The role of libraries in a networked world April 17, Hallmark 3 People can enjoy media, gather information, and carry on communication anywhere. Wirelessness is its own adventure.

The role of libraries in a networked world April 17, Wireless connectivity

The role of libraries in a networked world April 17, 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 % of college students play games online

The role of libraries in a networked world April 17, Hallmark 4 Ordinary citizens have a chance to be publishers, movie makers, artists, song creators, and story tellers

The role of libraries in a networked world April 17, % of young adult internet users have uploaded photos to the internet % of all users have done this Content creation

The role of libraries in a networked world April 17, % of online teens have created their own profile on a social network site like MySpace or Facebook % of online adults have such profiles Content creation

The role of libraries in a networked world April 17, % of online teens share their own creations online, such as artwork, photos, stories, or videos % of online adults have done this Content creation

The role of libraries in a networked world April 17, % of college students keep blogs and regularly post % of online adults have a blog Content creation

The role of libraries in a networked world April 17, % of young adult internet users have uploaded videos to the web % of all adult internet users have done this Content creation

The role of libraries in a networked world April 17, % of online teens report keeping their own personal webpage % of online adults have their own page Content creation

The role of libraries in a networked world April 17, % of young adults have created or worked on webpages or blogs for others, including those for groups they belong to, friends or school assignments % of online adults do this Content creation

The role of libraries in a networked world April 17, Content creation 20% of online young adults say they remix content they find online into their own artistic creations % of online adults have done this

The role of libraries in a networked world April 17, % of online young adults have created an avatar that interacts with others online % of all adult internet users have done this Content creation

The role of libraries in a networked world April 17, % of young adult internet users have uploaded videos to the web % of all adult internet users have done this Content creation

The role of libraries in a networked world April 17, Hallmark 5 All those content creators have an audience.

The role of libraries in a networked world April 17, % of young adult internet users use video-sharing sites % of all adults go to such sites Accessing new information content

The role of libraries in a networked world April 17, % of college students have read blogs % of all adults do that Accessing new information content

The role of libraries in a networked world April 17, % of young adult internet users seek information at Wikipedia sites % of all adults use them Accessing new information content

The role of libraries in a networked world April 17, % of young internet users download podcasts % of all adults do Accessing new information content

The role of libraries in a networked world April 17, Hallmark 6 Many are sharing what they know and what they feel online and that is building conversations and communities

The role of libraries in a networked world April 17, % of young adult internet users have rated a person, product, or service online % of all adults have done so Information sharing and evaluation

The role of libraries in a networked world April 17, % of online young adults have tagged online content % of all adults have done that Information sharing and evaluation

The role of libraries in a networked world April 17, % of younger internet users have commented on videos They also post comments on blogs and photos % of all adults have commented on videos Information sharing and evaluation

The role of libraries in a networked world April 17, Hallmark 7 Online Americans are customizing their online experiences thanks to Web 2.0 tools

The role of libraries in a networked world April 17, ~ 40% of younger internet users customize news and other information pages; ~ half are on specialty listservs Information customization

The role of libraries in a networked world April 17, ~ A quarter to a third of younger internet users get RSS feeds Information customization

The role of libraries in a networked world April 17, Hallmark 8 Different people use these technologies in different ways

The role of libraries in a networked world April 17, Information & communications technology Applications Why a tech-user typology?

The role of libraries in a networked world April 17, 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?

The role of libraries in a networked world April 17, 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.

The role of libraries in a networked world April 17, 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 – fanatics + IM –Cell phones –Media experiences by other means –Suspect their gadgets can do more; sometimes need help

The role of libraries in a networked world April 17, 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

The role of libraries in a networked world April 17, 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

The role of libraries in a networked world April 17, 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

The role of libraries in a networked world April 17, 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

The role of libraries in a networked world April 17, Low end – Group 1 INEXPERIENCED EXPERIMENTERS (8% of pop.) 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

The role of libraries in a networked world April 17, 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

The role of libraries in a networked world April 17, 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?

The role of libraries in a networked world April 17, 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

The role of libraries in a networked world April 17, What all this connectivity does to us It changes our relationship to information It changes our relationship to each other

The role of libraries in a networked world April 17, 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

The role of libraries in a networked world April 17, 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.

The role of libraries in a networked world April 17, 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.

The role of libraries in a networked world April 17, inVention of info and the visibility of new creators is enhanced – the read/write, Web 2.0 world is about participation Life changes in 10 important ways – cont.

The role of libraries in a networked world April 17, What role does this leave for libraries? Libraries can plug into people’s social networks – Be a “node” in people’s networks – or “weak tie”

The role of libraries in a networked world April 17, Background of research Institute for Museum and Library Services grant UIC partnership Government Printing Office query 231/report_display.asp

The role of libraries in a networked world April 17, Visited library in the past year 53% of American adults Gen. (ages) Gen Y (18-30) Gen X (31-42) Trailing Boomers (43-52) Leading Boomers (53-61) Matures (62-71) After Work (72+) % who visited a public library 62%59%57%46%42%32%

The role of libraries in a networked world April 17, Who turns to libraries for problem solving Young adults (18-29) = 21% Oldest (over 70) = 15% Blacks = 26% Latinos = 22% Lower income (HH <$40,000) = 17%

The role of libraries in a networked world April 17, Once they are at the library, they are active AND happy 69% got help from library staff 68% used computers – 38% got one-on-one instruction 58% sought reference materials 42% used newspapers and magazines

The role of libraries in a networked world April 17, What role does this leave for libraries? Libraries can plug into people’s social networks They can help teach new literacies

The role of libraries in a networked world April 17, Graphic literacy – the language of the screen. 2.Navigation – the transition to non-linear format. 3.Context – the importance of seeing connections. 4.Focus – the value of reflection. 5.Skepticism – the capacity to evaluate 6.Ethical behavior – the will to be responsible Librarian blogger Pam Berger’s list

The role of libraries in a networked world April 17, Personal literacy – understanding your digital footprints Pew Internet’s add-on

The role of libraries in a networked world April 17, Thank you! Lee Rainie Director Pew Internet & American Life Project 1615 L Street NW Suite 700 Washington, DC