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THE NINE TRIBES OF. THE INTERNET. Lee Rainie Director Pe

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Title: THE NINE TRIBES OF. THE INTERNET. Lee Rainie Director Pe


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 Institut
ionally oriented Designed for consumption
Information Age Info is Abundant Cheap Personally
oriented Designed for participation
3
The internet is the asteroid Then and now
2000 46 of adults use internet 5 with broadband
at home 50 own a cell phone 0 connect to
internet wirelessly lt10 use cloud slow,
stationary connections built around my computer
2008 gt75 of adults use internet gt60 with
broadband at home 85 own a cell phone 54
connect to internet wirelessly gt53 use cloud
fast, mobile connections built around outside
servers and storage
4
Ecosystem changes
  • Volume of information grows
  • Variety of information increases
  • Velocity of information speeds up
  • The times and places to experience media enlarge
  • Peoples vigilance for information expands AND
    contracts

5
Ecosystem changes
  • The immersive qualities of media are more
    compelling
  • Relevance of information improves
  • The number of information voices explodes and
    becomes more findable
  • Voting and ventilating are enabled
  • Social networks are more vivid

6
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
A general new pattern of communication and
influence the 4 As
  • attention
  • acquisition
  • assessment
  • action

8
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
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
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
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
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
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
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 gt 75K
  • Employment status 70 employed FT
  • Community type 52 suburb 36 urb.
  • Funky facts 12 years online
  • 73 married
  • 51 parents minor children

16
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
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 cant afford to be off the grid,
    even though they want to be.

18
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 lt 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
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
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
    groups 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
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 gt 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
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
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
Motivated by mobility Group 4 Roving nodes (9
of population)
  • Demographics
  • Female 56
  • Median age 39
  • Race Diverse gt Latino
  • Education 44 college (2nd highest)
  • Household income 52 make gt 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
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
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 peoples lives even
    though most do NOT use the internet.

27
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 lt40K
  • Employment status 53 employed FT
  • Community type 24 rural
  • Funky facts just 39internet users 46
    use computers
  • none create internet content
  • love new connectedness

28
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
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
Stationary media majority Group 1 Desktop
veterans (13 of population)
  • Demographics
  • Male 55
  • Median age 46
  • Race Skews white
  • Education 41 college (3rd highest)
  • Household income 32 make gt75K
  • 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
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 dont 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
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 wouldnt bother the typical Drifting Surfer to
    give up the internet or cell phone.
  • Likely to be secondary user of technology in
    household.

33
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 gt50K
  • 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 doesnt help much
    46good to take break

34
Stationary media majority Group 2 Drifting
surfers (14 of population)
  • How to be a node in their network
  • Dont 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
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
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 lt40K
  • 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
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
  • Dont 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
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 dont like
    their intrusiveness.
  • The Indifferent could easily do without modern
    gadgets and services. They are too much trouble
    with too little payoff.

39
Stationary media majority Group 4 Tech
indifferent (10 of population)
  • Demographics
  • Female 55
  • Median age 59 (2nd oldest)
  • Race Diverse (little higher Af-Am)
  • Education 73 HS or less
  • Household income 59 make lt50K
  • 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
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 doesnt 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
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 didnt provide much enhancement
    to their worlds, so they did not return to using
    the technology.

42
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 lt20K
  • 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
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
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
Thank you!
  • Lee Rainie
  • Director
  • Pew Internet American Life Project
  • 1615 L Street NW
  • Suite 700
  • Washington, DC 20036
  • Email Lrainie_at_pewinternet.org
  • Twitter http//twitter.com/lrainie
  • 202-419-4500
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