1. THE NINE TRIBES OF THE INTERNET Lee Rainie – Director Pew Internet Project Washington Webmanagers Washington, D.C. June 10, 2009

2. New information ecosystem: Then and Now Industrial Age Info was: Scarce Expensive Institutionally oriented Designed for consumption Information Age Info is: Abundant Cheap Personally oriented Designed for participation

3. 2000 46% of adults use internet 5% with broadband at home 50% own a cell phone 0% connect to internet wirelessly <10% use “cloud” = slow, stationary connections built around my computer The internet is the asteroid: Then and now 2008 >75% of adults use internet >60% with broadband at home 85% own a cell phone 54% connect to internet wirelessly >53% use “cloud” = fast, mobile connections built around outside servers and storage

4. Nine tribes of the internet June 10, 20094 Ecosystem changes 1.Volume of information grows 2.Variety of information increases 3.Velocity of information speeds up 4.The times and places to experience media enlarge 5.People’s vigilance for information expands AND contracts

5. Nine tribes of the internet June 10, 20095 Ecosystem changes 6.The immersive qualities of media are more compelling 7.Relevance of information improves 8.The number of information “voices” explodes – and becomes more findable 9.Voting and ventilating are enabled 10.Social networks are more vivid

6. Nine tribes of the internet June 10, 20096 Behold Homo Connectus A different species with a different sense of … Expectation about access to info, availability of info, and “findability” of info Time use Place, distance, presence (more and less tied together) The possibilities of work, learning, and play Personal efficacy and personal effort The rewards and challenges of networking for social, economic, political, and cultural purposes

7. Nine tribes of the internet June 10, 20097 A general new pattern of communication and influence – the 4 As attention acquisition assessment action

8. Nine tribes of the internet June 10, 20098 How do you…. get his/her attention? – leverage your traditional platforms – offer alerts, updates, feeds – be available in relevant places – find pathways through his/her social network

9. Nine tribes of the internet June 10, 20099 How do you…. help him/her acquire information? – be findable in a “long tail” world – pursue new distribution methods – offer “link love” for selfish reasons – you want joint referrals – participate in conversations about your work

10. Nine tribes of the internet June 10, 200910 How do you…. help him/her assess information? – honor the ethics of your kind of data and culture – be transparent, link-friendly, and archive everything – aggregate the best related work – when you make mistakes seek forgiveness

11. Nine tribes of the internet June 10, 200911 How do you…. assist him/her act on information? – offer opportunities for feedback – offer opportunities for remixing and mash-ups – offer opportunities for community building – be open to the wisdom of crowds

12. Nine tribes of the internet June 10, 200912 New tech-user typology

13. Overall picture 39% are motivated by mobility 5 groups that are being drawn into deeper use thanks to mobile connections Wireless connections prompt them to use the internet more and feel better and better about its role in their lives Self expression and networking matters to them, but some have mixed feelings 61% are tied to stationary media 5 groups that do not feel the pull of mobility – or anything else – drawing them deeper in the digital world Some have lots of technology, but it is relatively peripheral in their lives. They have plateaued in internet use and enthusiasm -- or are on the outskirts of digital life

14. Nine tribes of the internet June 10, 200914 Motivated by mobility – Group 1 Digital collaborators (8% of population) Tech lifestyle attributes With the most tech assets, Digital Collaborators use them to work with and share their creations with others. The lead the pack in every dimension of our analysis: assets, actions, attitudes towards technology. Always-on broadband and always-present cell connection is key to their lives. These veteran users are enthusiastic about how ICTs help them connect with others and confident in how to manage digital devices and information.

15. Nine tribes of the internet June 10, 200915 Motivated by mobility – Group 1 Digital collaborators (8% of population) Demographics Male: 56% Median age: 39 Race: Diverse Education: 61% college + Household income: 53% make > $75K Employment status: 70% employed FT Community type: 52% suburb; 36% urb. Funky facts: 12 years online 73% married 51% parents minor children

16. Nine tribes of the internet June 10, 200916 Motivated by mobility – Group 1 Digital collaborators (8% of population) How to be a node in their network Be a place for them to jack into the grid Give them the tools to collaborate and share Enlist their help in giving you coaching and feedback on the experiments with technology you want to try

17. Nine tribes of the internet June 10, 200917 Motivated by mobility – Group 2 Ambivalent networkers (7% of population) Tech lifestyle attributes Ambivalent Networkers have folded mobile devices into how they run their social lives, whether though texting or social networking tools online. They tie for first or take second in all assets and actions categories. They also rely on ICTs for entertainment. But they also express worries about connectivity; and some find that mobile devices are intrusive. Many think it is good to take a break from online use. Their keyword about technology might be “obligation” – can’t afford to be off the grid, even though they want to be.

18. Nine tribes of the internet June 10, 200918 Motivated by mobility – Group 2 Ambivalent networkers (7% of population) Demographics Male: 60% Median age: 29 (youngest) Race: Little more minority than DigCollab. Education: 23% college + Household income: 44% make < $50K Employment status: 64% employed FT Community type: 44% suburb; 45% urb. Funky facts: 30% are students 34% are NOT email users 83% are cell texters

19. Nine tribes of the internet June 10, 200919 Motivated by mobility – Group 2 Ambivalent networkers (7% of population) How to be a node in their network Be a sanctuary – and a place where they have permission to go offline Think about ways to reach them through games -- 54% of them own video game console Help them figure out the new etiquette of online social networking -- 54% have SNS profile Help them navigate information overload

20. Nine tribes of the internet June 10, 200920 Motivated by mobility – Group 3 Media movers (7% of population) Tech lifestyle attributes Media Movers have a wide range of online and mobile habits, and they are bound to find or create an information nugget, such as a digital photo, and pass it on. These social exchanges are central to this group’s use of ICTs – rather than work- related uses. Cyberspace, as a path to personal productivity or an outlet for creativity, is less important. They are not into online content creation the way Digital Collaborators are, yet they are big-time sharers.

21. Nine tribes of the internet June 10, 200921 Motivated by mobility – Group 3 Media movers (7% of population) Demographics Male: 56% Median age: 34 (second youngest) Race: Diverse Education: 32% college+ (average) Household income: 56% make > $50K Employment status: 70% employed FT Community type: 55% suburb; 30% urb. Funky facts: 31% record video on cell 87% own dig. camera 90% online health seekers

22. Nine tribes of the internet June 10, 200922 Motivated by mobility – Group 3 Media movers (7% of population) How to be a node in their network Help them find outlets for sharing their creations – maybe simple mashup tools Help them navigate to material that they can pass along to others They are socializers, so social networking is a “making connections” experience for them and your material is social currency for them

23. Nine tribes of the internet June 10, 200923 Motivated by mobility – Group 4 Roving nodes (9% of population) Tech lifestyle attributes Roving Nodes are active managers of their social and work lives using their mobile device. They get the most out of basic applications with their assets – such as email or texting – and find them great for arranging the logistics of their lives and enhancing personal productivity. They love email and texting, but are too busy to blog or create other content. Think “working Little League mother”, or caregiver for aging parent when you think of Roving Nodes

24. Nine tribes of the internet June 10, 200924 Motivated by mobility – Group 4 Roving nodes (9% of population) Demographics Female: 56% Median age: 39 Race: Diverse > Latino Education: 44% college+ (2nd highest) Household income: 52% make > $50K Employment status: 68% employed FT Community type: 48% suburb; 39% urb. Funky facts: 100% have cell phones heavy internet use at home and work – hard to give up say tech gives them control

25. Nine tribes of the internet June 10, 200925 Motivated by mobility – Group 4 Roving nodes (9% of population) How to be a node in their network Help them be efficient generally – and especially as parents Transactions online help – as do “push” functions like alerts, reminders Give them access to technology so they can check in and check up on things Cloud functions are particularly useful to them

26. Nine tribes of the internet June 10, 200926 Motivated by mobility – Group 5 Mobile newbies (8% of population) Tech lifestyle attributes This group rates low on tech assets, but its members really like their cell phones. Mobile Newbies, many of whom acquired a cell in the past year, like how the device helps them be more available to others. The act of getting a cell phone was like a conversion experience for them in the way it opened up the world. They would be hard pressed to give up the cell phone. And they express general support for the role technology can play in people’s lives even though most do NOT use the internet.

27. Nine tribes of the internet June 10, 200927 Motivated by mobility – Group 5 Mobile newbies (8% of population) Demographics Female: 55% Median age: 50 (oldest MBM group) Race: A bit weighted to minorities Education: 72% HS or less Household income: 45% make <$40K Employment status: 53% employed FT Community type: 24% rural Funky facts: just 39%=internet users 46% use computers none create internet content love new connectedness

28. Nine tribes of the internet June 10, 200928 Motivated by mobility – Group 5 Mobile newbies (8% of population) How to be a node in their network Offer “how-to” material, coaching, and mentoring Offer technology access and then offer tech support Offer pathways to the wonders of the web. They are just getting their feet wet and do not know much about the useful and fun stuff they can find online

29. Nine tribes of the internet June 10, 200929 Stationary media majority – Group 1 Desktop veterans (13% of population) Tech lifestyle attributes This group of older, veteran online users is content to use a high-speed connection and a desktop computer to explore the internet and stay in touch with friends. They are happy to be connected with they are stationary and sitting. So, they place their cell phone and mobile applications in the background. For them, online life hit its zenith about 3-5 years ago when they first got broadband connections. And their 2004 cell phone still serves its primary purpose for them – making phone calls.

30. Nine tribes of the internet June 10, 200930 Stationary media majority – Group 1 Desktop veterans (13% of population) Demographics Male: 55% Median age: 46 Race: Skews white Education: 41% college+ (3 rd highest) Household income: 32% make >$75K Employment status: 56% employed FT Community type: 52% sub.; 30% urb. Funky facts: just 77% have cells int. user 10.5 years heavy int. users at home and work average content creators

31. Nine tribes of the internet June 10, 200931 Stationary media majority – Group 1 Desktop veterans (13% of population) How to be a node in their network Offer them access to good computers with good connections They are self sufficient and don’t need a lot of hand holding on search and browsing – the kind of people who will use self-serve transactions May want help/tutorials with content creation (social media) and new applications

32. Nine tribes of the internet June 10, 200932 Stationary media majority – Group 2 Drifting surfers (14% of population) Tech lifestyle attributes Many have the requisite tech assets, such as broadband or a cell phone, but Drifting Surfers are infrequent online users. They also are not big fans of mobile connectivity. When they use technology, it is for basic information gathering. It wouldn’t bother the typical Drifting Surfer to give up the internet or cell phone. Likely to be secondary user of technology in household.

33. Nine tribes of the internet June 10, 200933 Stationary media majority – Group 2 Drifting surfers (14% of population) Demographics Female: 56% Median age: 42 Race: Diverse Education: 33% college+; 33% HS Household income: 46% make >$50K Employment status: 66% employed FT Community type: 46% sub.; 35% urb. Funky facts: 85% have home broadbd 86% have cells below aver. tech user tech doesn’t help much 46%=“good to take break”

34. Nine tribes of the internet June 10, 200934 Stationary media majority – Group 2 Drifting surfers (14% of population) How to be a node in their network Don’t force-feed them tech applications Your traditional services are what most appeals to them about you Tech support might be appealing – they report problems with gadgetry that prompts them to give up hope

35. Nine tribes of the internet June 10, 200935 Stationary media majority – Group 3 Information encumbered (10% of population) Tech lifestyle attributes Most people in this group suffer from information overload and think taking time off from the internet is a good thing. Their attitudes about the role of technology in the world have worsened since 2006 and they see no great benefits from technology in their personal lives. The Information Encumbered are firmly rooted in old media to get information and communicate.

36. Nine tribes of the internet June 10, 200936 Stationary media majority – Group 3 Information encumbered (10% of population) Demographics Male: 67% (highest) Median age: 53 Race: Skews white Education: 33% college+; 37% HS Household income: 42% make <$40K Employment status: 40% employed FT Community type: 48% urb; 20% rural Funky facts: 99% are int. users 75% are cell users only 52% online typ. day 52% feel overloaded 62% need help new gad.

37. Nine tribes of the internet June 10, 200937 Stationary media majority – Group 3 Information encumbered (10% of population) How to be a node in their network Sympathize that the world is changing rapidly Don’t force technology and tech solutions on them Be their filters for information and navigators to information They will appreciate classic reference and info retrieval methods Be a referral service for them in a stressful economy

38. Nine tribes of the internet June 10, 200938 Stationary media majority – Group 4 Tech indifferent (10% of population) Tech lifestyle attributes Members of this group are not heavy internet users. Although most have cell phones, they don’t like their intrusiveness. The Indifferent could easily do without modern gadgets and services. They are too much trouble with too little payoff.

39. Nine tribes of the internet June 10, 200939 Stationary media majority – Group 4 Tech indifferent (10% of population) Demographics Female: 55% Median age: 59 (2 nd oldest) Race: Diverse (little higher Af-Am) Education: 73% HS or less Household income: 59% make <$50K Employment status: 34% employed FT Community type: 26% rural Funky facts: just 39% are int. users 46% computer users but 86% are cell users least likely users of everything

40. Nine tribes of the internet June 10, 200940 Stationary media majority – Group 4 Tech indifferent (10% of population) How to be a node in their network They see no benefits in technology because it is not relevant to their lives – at home or work Lots of them say they are discouraged and confused when technology doesn’t work Gentle tutorials might ease their views – internet 101 Public access – libraries and govt offices -- might be their only lifeline to digital age, but you have to make case technology can help

41. Nine tribes of the internet June 10, 200941 Stationary media majority – Group 5 Off the net (14% of population) Tech lifestyle attributes Members of this group have neither cell phones nor online access, and tend to be older and low-income. Some have experience with ICTs. They used to have online access and as many as one in five used to have a cell phone. But it broke, or didn’t provide much enhancement to their worlds, so they did not return to using the technology.

42. Nine tribes of the internet June 10, 200942 Stationary media majority – Group 5 Off the net (14% of population) Demographics Female: 57% (highest) Median age: 67 (oldest) Race: Skews to minorities Education: 80% HS or less Household income: 38% make <$20K Employment status: 17% employed FT Community type: 30% rural Funky facts: just 16% have desktop or laptop they see no lifestyle improvements with technology

43. Nine tribes of the internet June 10, 200943 Stationary media majority – Group 5 Off the net (14% of population) How to be a node in their network Traditional services are most essential and useful to them Community activities and socializing opportunities are probably their biggest needs from local institutions Computer 101 and Internet 101 courses might draw some of them to your library

44. Nine tribes of the internet June 10, 200944 Final action item: Think/act like journalists Can be your own story teller – and must be your own news hub Embrace new distribution platforms and strategies (e.g. aggregation, curation) Be ready for your close up Behave like a friend and be a node in social networks

45. Nine tribes of the internet June 10, 200945 Thank you! Lee Rainie Director Pew Internet & American Life Project 1615 L Street NW Suite 700 Washington, DC 20036 Email: Lrainie@pewinternet.orgLrainie@pewinternet.org Twitter: http://twitter.com/lrainiehttp://twitter.com/lrainie 202-419-4500