Four or More: The New Demographic (and a bunch of other really - - PowerPoint PPT Presentation

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Four or More: The New Demographic (and a bunch of other really interesting stuff) Mary Madden Pew Internet & American Life Project Pew Internet & American Life Project LITA Presidents Program ALA June 27, 2010 Four or More Four or

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Four or More: The New Demographic

(and a bunch of other really interesting stuff)

Mary Madden Pew Internet & American Life Project Pew Internet & American Life Project LITA President’s Program ALA – June 27, 2010

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Four or More

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Four or More

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Common assumptions about tech use:

h

Everyone uses the internet
Every teen has a cell phone…
and all teens text constantly sending an insane
… and all teens text constantly, sending an insane

number of messages a day

Teens no longer call anyone on the phone
Teens and young adults have been supplanted by
lder adults on social networks

Th l h fi h d

The youngest are always the first tech adopters
Young adults don’t care about privacy, particularly
nline

Four or More

nline

June 27, 2010 4

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Four or More

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Four or More

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d l l d ll h d Young adults lead in cell phone adoption

Four or More

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Four or More

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Four or More

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Four or More

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Four or More

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Four or More

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Four or More

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Four or More

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Four or More

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Four or More

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Four or More

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d l ll l k l Teens & young adults still more likely to use SNS

Four or More

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ll h h h l SNS use typically starts in high school…

Four or More

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Teens are not always the first adopters…

Twitter use among teens Twitter use among teens

Four or More

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Who gives a tweet? Who gives a tweet?

Four or More

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Four or More

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Four or More

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Young adults are curators of content

Thinking about the ways you use social networking sites… Do you ever…

All SNS users 18‐29 30‐49 50+

Young adults are curators of content

y Change the privacy settings for your profile to limit what you share with others online 65 71 62 52 Delete people from your network or friends’ list 56 64 52 42 Keep some people from seeing certain updates 52 58 52 36 Filter updates posted by some of your friends 41 44 43 27 Delete comments that others have made on your profile 36 47 29 24 Remove your name from photos that have been tagged to identify you 30 41 24 16 Post updates comments photos or videos that

Four or More

Post updates, comments, photos or videos that you later regret sharing 12 19 9 4

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Four or more: Who are they? Four or more: Who are they?

Under Under age 50 Mostly male Racially diverse Higher SES

Four or More

*All analysis of the 4+ group based on September 2009 data

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Younger than average, not as young as you might think

Age Four or More All Adults 18-29 40% 21% 30 49 49% 35% 30-49 49% 35% 50-64 8% 25% 65+ 1% 16%

Four or More

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Just as racially diverse as the general population

Race / ethnicity Four or More All Adults White 69% 69% Af i A i 10% 12% African-American 10% 12% Hispanic 12% 13% Other 9% 6%

Four or More

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More typical indicators:

Mostly men (64% vs. 36% - relative to 48% vs. 52% avg.)
Somewhat more likely to be college grads (37% vs 28% avg )

Somewhat more likely to be college grads (37% vs. 28% avg.)

Somewhat more likely to earn $75K+ per yr. (33% vs. 21% avg.)

Four or More

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What devices are they using?

Among the four or more group:

– 97% own desktops (vs. 62%) p ( ) – 96% own laptops (vs. 47%) – 98% own cell phones (vs. 84%) – 97% own iPods/MP3 players (vs. 43%) p y ( ) – 85% own game consoles (vs. 37%) – 57% own portable gaming devices (vs. 18%) – 13% own e-book readers (vs. 3%) ( )

Four or More

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Mobile devices = mobile access

Those who own multiple internet-

enabled devices are almost all wireless internet users: wireless internet users:

– Among those who have one device: 24% use wireless device: 24% use wireless – Two devices: 89% use wireless – Three devices: 100% use wireless – Four devices: 100% use wireless Four devices: 100% use wireless

Four or More

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Internet everywhere

Among the four or more group:
Among the four or more group:

– 91% go online daily (vs. 68%) – 75% go online from both home and work (vs. 51%) – 78% go online from someplace other than home/work (vs. 48%) All rates are significantly higher than those for broadband users

Four or More

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Social media matters

– 77% have created their own profile on an SNS site (vs. 46%) – 50% visit SNS sites on a typical day (vs. 27%) – 39% use Twitter or status updating (vs. 19%) – 24% have created a blog (vs. 11%)

Four or More

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Online reputation matters

– 77% have searched for information connected to their name online (vs. 57%) – 50% say they take steps to limit the amount

f information available about them online

(vs. 33%) 33% k f th t h li – 33% work for a company that has a policy about self-presentation online (vs. 25%) 25% are required to promote themselves – 25% are required to promote themselves

nline as part of their job (vs. 12%)

– 16% have asked to have online content

Four or More

– 16% have asked to have online content about them taken offline (vs. 8%)

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Four or more and profile management

Thinking about the ways you use social networking sites… Do you ever

All SNS users Four or more

Four or more and profile management

Do you ever…

users more

Change the privacy settings for your profile to limit what you share with others online 65 72 Delete people from your network or friends’ list 56 67 Keep some people from seeing certain updates 52 61 Filter updates posted by some of your friends 41 55 Delete comments that others have made on your profile 36 41 Remove your name from photos that have been tagged to identify you 30 33 Post updates comments photos or videos that you later

Four or More

Post updates, comments, photos or videos that you later regret sharing 12 7

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Implications for libraries

 Question broadly held assumptions about tech use (me and a friend don’t always make a trend)  Patrons will increasingly rely on multiple access points and cloud-supported apps  Mobile internet users are social media users  Privacy and reputation management are  Privacy and reputation management are exceptionally important to the most tech- savvy groups

Four or More

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Four or More: The New Demographic

(and a bunch of other really interesting stuff)

Mary Madden Pew Internet & American Life Project Pew Internet & American Life Project LITA President’s Program ALA – June 27, 2010

Common assumptions about tech use:

h

number of messages a day

Th l h fi h d

d l l d ll h d Young adults lead in cell phone adoption

d l ll l k l Teens & young adults still more likely to use SNS

ll h h h l SNS use typically starts in high school…

Teens are not always the first adopters…

Twitter use among teens Twitter use among teens

Who gives a tweet? Who gives a tweet?

Young adults are curators of content

All SNS users 18‐29 30‐49 50+

Young adults are curators of content

Four or more: Who are they? Four or more: Who are they?

Under Under age 50 Mostly male Racially diverse Higher SES

*All analysis of the 4+ group based on September 2009 data

Younger than average, not as young as you might think

Age Four or More All Adults 18-29 40% 21% 30 49 49% 35% 30-49 49% 35% 50-64 8% 25% 65+ 1% 16%

Just as racially diverse as the general population

Race / ethnicity Four or More All Adults White 69% 69% Af i A i 10% 12% African-American 10% 12% Hispanic 12% 13% Other 9% 6%

More typical indicators:

Somewhat more likely to be college grads (37% vs. 28% avg.)

What devices are they using?

Among the four or more group:

– 97% own desktops (vs. 62%) p ( ) – 96% own laptops (vs. 47%) – 98% own cell phones (vs. 84%) – 97% own iPods/MP3 players (vs. 43%) p y ( ) – 85% own game consoles (vs. 37%) – 57% own portable gaming devices (vs. 18%) – 13% own e-book readers (vs. 3%) ( )

Mobile devices = mobile access

enabled devices are almost all wireless internet users: wireless internet users:

– Among those who have one device: 24% use wireless device: 24% use wireless – Two devices: 89% use wireless – Three devices: 100% use wireless – Four devices: 100% use wireless Four devices: 100% use wireless

Internet everywhere

– 91% go online daily (vs. 68%) – 75% go online from both home and work (vs. 51%) – 78% go online from someplace other than home/work (vs. 48%) All rates are significantly higher than those for broadband users

Social media matters

– 77% have created their own profile on an SNS site (vs. 46%) – 50% visit SNS sites on a typical day (vs. 27%) – 39% use Twitter or status updating (vs. 19%) – 24% have created a blog (vs. 11%)

Online reputation matters

– 77% have searched for information connected to their name online (vs. 57%) – 50% say they take steps to limit the amount

(vs. 33%) 33% k f th t h li – 33% work for a company that has a policy about self-presentation online (vs. 25%) 25% are required to promote themselves – 25% are required to promote themselves

– 16% have asked to have online content

– 16% have asked to have online content about them taken offline (vs. 8%)

Four or more and profile management

All SNS users Four or more

Four or more and profile management

users more

Implications for libraries

Thanks!

Contact info: Mary Madden y Email: mmadden@pewinternet.org Web: http://www.pewinternet.org Twitter: @mary_madden