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The role of libraries in a networked world Lee Rainie Director Pew Internet Project Texas Library As

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Hallmark 3. People can enjoy media, gather information, and carry on communication anywhere. ... Hallmark 4 ... Hallmark 6 ... – PowerPoint PPT presentation

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Title: The role of libraries in a networked world Lee Rainie Director Pew Internet Project Texas Library As


1
The role of libraries in a networked
worldLee Rainie Director Pew Internet
ProjectTexas Library AssociationApril 17, 2008
2
  • Eight hallmarks of
  • the new digital ecosystem

3
Hallmark 1
  • Media and gadgets are ubiquitous parts of
    everyday life

4
Home media ecology - 1975
  • Product Route to home Display Local
    storage
  • TV stations phone TV Cassette/ 8-track
  • broadcast TV radio
  • broadcast radio stereo Vinyl album
  • News mail
  • Advertising newspaper delivery phone
  • paper
  • Radio Stations non-electronic

Tom Wolzien, Sanford C. Bernstein Co
5
Home media ecology now
  • Product Route to home Display Local
    storage
  • cable TiVo (PVR) VCR
  • TV stations DSL TV
  • Info wireless/phone radio DVD
  • Daily me broadcast TV PC Web-based
    storage
  • content iPod /MP3 server/
    TiVo (PVR)
  • Cable Nets broadcast radio stereo PC
  • Web sites satellite monitor web storage
  • Local news mail headphones CD/CD-ROM
  • Content from express delivery pager
  • individuals iPod / storage portable
    gamer MP3 player / iPod
  • Peer-to-peer subcarriers / WIFI cell
    phone pagers - PDAs
  • Advertising newspaper
    delivery phone cable box
  • Radio stations camcorder/camera PDA/Palm game
    console
  • game console paper
  • Satellite radio non-electronic storage
    sticks/disks

Adapted from Tom Wolzien, Sanford C. Bernstein
Co
6
Hallmark 2
  • The internet, especially broadband connectivity,
    is at the center of the revolution

7
Internet and broadband adoption 1995-2007
Internet users
Broadband at home
8
Hallmark 3
  • People can enjoy media, gather information, and
    carry on communication anywhere. Wirelessness is
    its own adventure.

9
Wireless connectivity 2004-2007
10
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
Hallmark 4
  • Ordinary citizens have a chance to be publishers,
    movie makers, artists, song creators, and story
    tellers

12
Content creation
  • 62 of young adult internet users have uploaded
    photos to the internet
  • ----
  • 34 of all users have done this

13
Content creation
  • 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

14
Content creation
  • 39 of online teens share their own creations
    online, such as artwork, photos, stories, or
    videos
  • ----
  • 21 of online adults have done this

15
Content creation
  • 33 of college students keep blogs and regularly
    post
  • ----
  • 12 of online adults have a blog

16
Content creation
  • 28 of young adult internet users have uploaded
    videos to the web
  • ----
  • 14 of all adult internet users have done this

17
Content creation
  • 26 of online teens report keeping their own
    personal webpage
  • ----
  • 14 of online adults have their own page

18
Content creation
  • 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

19
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
Content creation
  • 19 of online young adults have created an avatar
    that interacts with others online
  • ----
  • 6 of all adult internet users have done this

21
Content creation
  • 15 of young adult internet users have uploaded
    videos to the web
  • ----
  • 8 of all adult internet users have done this

22
Hallmark 5
  • All those content creators have an audience.

23
Accessing new information content
  • 55 of young adult internet users use
    video-sharing sites
  • ---
  • 33 of all adults go to such sites

24
Accessing new information content
  • 54 of college students have read blogs
  • ---
  • 36 of all adults do that

25
Accessing new information content
  • 44 of young adult internet users seek
    information at Wikipedia sites
  • ---
  • 36 of all adults use them

26
Accessing new information content
  • 14 of young internet users download podcasts
  • ---
  • 12 of all adults do

27
Hallmark 6
  • Many are sharing what they know and what they
    feel online and that is building conversations
    and communities

28
Information sharing and evaluation
  • 37 of young adult internet users have rated a
    person, product, or service online
  • ---
  • 32 of all adults have done so

29
Information sharing and evaluation
  • 34 of online young adults have tagged online
    content
  • ---
  • 28 of all adults have done that

30
Information sharing and evaluation
  • 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

31
Hallmark 7
  • Online Americans are customizing their online
    experiences thanks to Web 2.0 tools

32
Information customization
  • 40 of younger internet users customize news
    and other information pages half are on
    specialty listservs

33
Information customization
  • A quarter to a third of younger internet users
    get RSS feeds

34
Hallmark 8
  • Different people use these technologies in
    different ways

35
Why a tech-user typology?
Information communications technology
Applications
36
PIPs tech-user typology
  • Assets
  • Internet (and broadband at home)
  • Computer use (laptop desktop)
  • Cell phones
  • iPods
  • Web cams
  • Video recorders digital cameras
  • Actions
  • User-generated content
  • Gaming
  • Cell phone applications
  • Attitudes
  • Help me be productive?
  • Give me more control?
  • Information overload?

37
High end Group 1OMNIVORES (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
High end Group 2CONNECTORS (7 of the
population)
  • 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

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.
39
High end Group 3LACKLUSTER VETERANS (8 of the
population)
  • 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

They are frequent users of the internet and less
avid about cell phones. They are not thrilled
with ICT-enabled connectivity.
40
High end Group 4PRODUCTIVITY ENHANCERS (8 of
population)
  • 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
  • Dont have time or inclination to create or
    browse for fun

They have strongly positive views about how
technology lets them keep up with others, do
their jobs, and learn new things.
41
Middle end Group 1MOBILE CENTRICS (10 of the
population)
  • 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

They fully embrace the functionality of their
cell phones. They use the internet, but not
often, and like how ICTs connect them to others.
42
Middle end Group 2CONNECTED BUT HASSLED (10
of population)
  • 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 its stressful
  • Experience info overload

They have invested in a lot of technology, but
they find the connectivity intrusive and
information something of a burden.
43
Low end Group 1INEXPERIENCED EXPERIMENTERS (8
of pop.)
  • 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

They occasionally take advantage of
interactivity, but if they had more experience,
they might do more with ICTs.
44
Low end Group 2LIGHT BUT SATISFIED (15 of
population)
  • Data Profile
  • Age mid-50s
  • Gender Parity
  • Race Whites
  • SES Below average
  • Home b-band 15
  • Special traits
  • Traditional media occupies time
  • Tech doesnt do much for them
  • Late adopters

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.
45
Low end Group 3INDIFFERENTS (11 of
population)
  • 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?

Despite having either cell phones or online
access, these users use ICTs only intermittently
and find connectivity annoying.
46
Low end Group 4OFF THE NETWORK (15 of
population)
  • 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

Those with neither cell phones nor internet
connectivity tend to be older adults who are
content with old media.
47
What all this connectivity does to us
  • It changes our relationship to information
  • It changes our relationship to each other

48
Life changes in 10 important ways
  • Volume of info grows -- long tail expands
  • Velocity of info increases smart mobs emerge
  • Venues of intersecting with info and people
    multiply place shifting and time shifting
    occurs absent presence occurs
  • Venturing for info changes search strategies
    and search expectations spread in the Google era

49
Life changes in 10 important ways cont.
  • Vigilance for info transforms attention is
    truncated (continuous partial attention) and
    elongated (deep dives)
  • Valence (relevance) of info improves Daily Me
    and Daily Us gets made
  • Vetting of info becomes more social
    credibility tests change as people ping their
    social networks

50
Life changes in 10 important ways cont.
  • Viewing of info is disaggregated and becomes more
    horizontal (Allen Renear UI-Champaign-Urbana)
    new reading strategies emerge as coping
    mechanisms
  • Voting on and ventilating about info proliferates
    tagging, rating, and commenting on material is
    enabled collective intelligence emerges

51
Life changes in 10 important ways cont.
  • inVention of info and the visibility of new
    creators is enhanced the read/write, Web 2.0
    world is about participation

52
What role does this leave for libraries?
  • Libraries can plug into peoples social networks
  • Be a node in peoples networks or weak tie

53
Background of research
  • Institute for Museum and Library Services grant
  • UIC partnership
  • Government Printing Office query
  • http//www.pewinternet.org/PPF/r/231/report_displa
    y.asp

54
Visited library in the past year
  • 53 of American adults

55
Who turns to libraries for problem solving
  • Young adults (18-29) 21
  • Oldest (over 70) 15
  • Blacks 26
  • Latinos 22
  • Lower income (HH

56
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
What role does this leave for libraries?
  • Libraries can plug into peoples social networks
  • They can help teach new literacies

58
Librarian blogger Pam Bergers list
http//www.infosearcher.com/
  • Graphic literacy the language of the screen.
  • Navigation the transition to non-linear format.
  • Context the importance of seeing connections.
  • Focus the value of reflection.
  • Skepticism the capacity to evaluate
  • Ethical behavior the will to be responsible

59
Pew Internets add-on
  • Personal literacy understanding your digital
    footprints

60
Thank you!
  • Lee Rainie
  • Director
  • Pew Internet American Life Project
  • 1615 L Street NW
  • Suite 700
  • Washington, DC 20036
  • Lrainie_at_pewinternet.org
  • 202-419-4500
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