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
Four or More
Four or More
Common assumptions about tech use: • Everyone uses the internet h • 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 older adults on social networks • The youngest are always the first tech adopters Th l h fi h d • Young adults don’t care about privacy, particularly online online Four or More June 27, 2010 4
Four or More
Four or More
Young adults lead in cell phone adoption d l l d ll h d Four or More
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Four or More
Four or More
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Teens & young adults still more likely to use SNS d l ll l k l Four or More
SNS use typically starts in high school… ll h h h l Four or More
Teens are not always the first adopters… Twitter use among teens Twitter use among teens Four or More
Who gives a tweet? Who gives a tweet? Four or More
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Young adults are curators of content Young adults are curators of content All SNS Thinking about the ways you use social networking 18 ‐ 29 30 ‐ 49 50+ users sites… Do you ever… y Change the privacy settings for your profile to limit 65 71 62 52 what you share with others online 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 36 47 29 24 profile Remove your name from photos that have been 30 41 24 16 tagged to identify you Post updates comments photos or videos that Post updates, comments, photos or videos that 12 19 9 4 you later regret sharing Four or More
Four or more: Who are they? Four or more: Who are they? Under Under Mostly age 50 male Racially Higher diverse SES *All analysis of the 4+ group based on September 2009 data Four or More
Younger than average, not as young as you might think Age Four or More All Adults 18-29 40% 21% 30-49 30 49 49% 49% 35% 35% 50-64 8% 25% 65+ 1% 16% Four or More June 27, 2010 26
Just as racially diverse as the general population Race / ethnicity Four or More All Adults White 69% 69% African-American Af i A i 10% 10% 12% 12% Hispanic 12% 13% Other 9% 6% Four or More June 27, 2010 27
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 June 27, 2010 28
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
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
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
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
Online reputation matters – 77% have searched for information connected to their name online (vs. 57%) – 50% say they take steps to limit the amount of information available about them online (vs. 33%) – 33% work for a company that has a policy 33% k f th t h li about self-presentation online (vs. 25%) – 25% are required to promote themselves 25% are required to promote themselves online as part of their job (vs. 12%) – 16% have asked to have online content – 16% have asked to have online content about them taken offline (vs. 8%) Four or More
Four or more and profile management Four or more and profile management All SNS Four or Thinking about the ways you use social networking sites… users users more more Do you ever… Do you ever Change the privacy settings for your profile to limit what 65 72 you share with others online 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 30 33 identify you Post updates comments photos or videos that you later Post updates, comments, photos or videos that you later 12 7 regret sharing Four or More
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
Thanks! Contact info: Mary Madden y Email: mmadden@pewinternet.org Web: http://www.pewinternet.org Twitter: @mary_madden
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