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

2. The role of libraries in a networked world April 17, 20082 Eight hallmarks of the new digital ecosystem

3. The role of libraries in a networked world April 17, 20083 Hallmark 1 Media and gadgets are ubiquitous parts of everyday life

4. The role of libraries in a networked world April 17, 20084 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. The role of libraries in a networked world April 17, 20085 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. The role of libraries in a networked world April 17, 20086 Hallmark 2 The internet, especially broadband connectivity, is at the center of the revolution

7. The role of libraries in a networked world April 17, 20087 Internet and broadband adoption 1995-2007 Internet users Broadband at home

8. The role of libraries in a networked world April 17, 20088 Hallmark 3 People can enjoy media, gather information, and carry on communication anywhere. Wirelessness is its own adventure.

9. The role of libraries in a networked world April 17, 20089 Wireless connectivity 2004-2007

10. The role of libraries in a networked world April 17, 200810 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. The role of libraries in a networked world April 17, 200811 Hallmark 4 Ordinary citizens have a chance to be publishers, movie makers, artists, song creators, and story tellers

12. The role of libraries in a networked world April 17, 200812 62% of young adult internet users have uploaded photos to the internet ---- 34% of all users have done this Content creation

13. The role of libraries in a networked world April 17, 200813 58% of online teens have created their own profile on a social network site like MySpace or Facebook ---- 33% of online adults have such profiles Content creation

14. The role of libraries in a networked world April 17, 200814 39% of online teens share their own creations online, such as artwork, photos, stories, or videos ---- 21% of online adults have done this Content creation

15. The role of libraries in a networked world April 17, 200815 33% of college students keep blogs and regularly post ---- 12% of online adults have a blog Content creation

16. The role of libraries in a networked world April 17, 200816 28% of young adult internet users have uploaded videos to the web ---- 14% of all adult internet users have done this Content creation

17. The role of libraries in a networked world April 17, 200817 26% of online teens report keeping their own personal webpage ---- 14% of online adults have their own page Content creation

18. The role of libraries in a networked world April 17, 200818 26% of young adults 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

19. The role of libraries in a networked world April 17, 200819 Content creation 20% of online young adults say they remix content they find online into their own artistic creations ---- 11% of online adults have done this

20. The role of libraries in a networked world April 17, 200820 19% of online young adults have created an avatar that interacts with others online ---- 6% of all adult internet users have done this Content creation

21. The role of libraries in a networked world April 17, 200821 15% of young adult internet users have uploaded videos to the web ---- 8% of all adult internet users have done this Content creation

22. The role of libraries in a networked world April 17, 200822 Hallmark 5 All those content creators have an audience.

23. The role of libraries in a networked world April 17, 200823 55% of young adult internet users use video-sharing sites --- 33% of all adults go to such sites Accessing new information content

24. The role of libraries in a networked world April 17, 200824 54% of college students have read blogs --- 36% of all adults do that Accessing new information content

25. The role of libraries in a networked world April 17, 200825 44% of young adult internet users seek information at Wikipedia sites --- 36% of all adults use them Accessing new information content

26. The role of libraries in a networked world April 17, 200826 14% of young internet users download podcasts --- 12% of all adults do Accessing new information content

27. The role of libraries in a networked world April 17, 200827 Hallmark 6 Many are sharing what they know and what they feel online and that is building conversations and communities

28. The role of libraries in a networked world April 17, 200828 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. The role of libraries in a networked world April 17, 200829 34% of online young adults have tagged online content --- 28% of all adults have done that Information sharing and evaluation

30. The role of libraries in a networked world April 17, 200830 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. The role of libraries in a networked world April 17, 200831 Hallmark 7 Online Americans are customizing their online experiences thanks to Web 2.0 tools

32. The role of libraries in a networked world April 17, 200832 ~ 40% of younger internet users customize news and other information pages; ~ half are on specialty listservs Information customization

33. The role of libraries in a networked world April 17, 200833 ~ A quarter to a third of younger internet users get RSS feeds Information customization

34. The role of libraries in a networked world April 17, 200834 Hallmark 8 Different people use these technologies in different ways

35. The role of libraries in a networked world April 17, 200835 Information & communications technology Applications Why a tech-user typology?

36. The role of libraries in a networked world April 17, 200836 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. The role of libraries in a networked world April 17, 200837 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. The role of libraries in a networked world April 17, 200838 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. The role of libraries in a networked world April 17, 200839 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. The role of libraries in a networked world April 17, 200840 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. The role of libraries in a networked world April 17, 200841 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. The role of libraries in a networked world April 17, 200842 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. The role of libraries in a networked world April 17, 200843 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

44. The role of libraries in a networked world April 17, 200844 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. The role of libraries in a networked world April 17, 200845 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. The role of libraries in a networked world April 17, 200846 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. The role of libraries in a networked world April 17, 200847 What all this connectivity does to us It changes our relationship to information It changes our relationship to each other

48. The role of libraries in a networked world April 17, 200848 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

49. The role of libraries in a networked world April 17, 200849 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.

50. The role of libraries in a networked world April 17, 200850 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.

51. The role of libraries in a networked world April 17, 200851 10.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.

52. The role of libraries in a networked world April 17, 200852 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”

53. The role of libraries in a networked world April 17, 200853 Background of research Institute for Museum and Library Services grant UIC partnership Government Printing Office query http://www.pewinternet.org/PPF/r/ 231/report_display.asp

54. The role of libraries in a networked world April 17, 200854 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%

55. The role of libraries in a networked world April 17, 200855 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%

56. The role of libraries in a networked world April 17, 200856 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

57. The role of libraries in a networked world April 17, 200857 What role does this leave for libraries? Libraries can plug into people’s social networks They can help teach new literacies

58. The role of libraries in a networked world April 17, 200858 1.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 http://www.infosearcher.com/

59. The role of libraries in a networked world April 17, 200859 7.Personal literacy – understanding your digital footprints Pew Internet’s add-on

60. The role of libraries in a networked world April 17, 200860 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