Digital differences. New data and trends. Kathryn Zickuhr, Research Specialist Pew Research Center s Internet & American Life Project

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1 Digital differences New data and trends Kathryn Zickuhr, Research Specialist Pew Research Center s Internet & American Life Project American Library Association Spectrum Leadership Institute Anaheim, CA - June 25, 2012

2 Kathryn Zickuhr Research Specialist Pew Internet & American @pewresearch

3 About Pew Internet Part of the Pew Research Center, a non-partisan fact tank in Washington, DC Studies how people use digital technologies Does not promote specific technologies or make policy recommendations Data for this talk is from nationally representative telephone surveys of U.S. adults and teens (on landlines and cell phones) All slides and reports are available at pewinternet.org

4 PewResearchCenter Public opinion attitudes toward the press, politics and public policy issues (people-press.org) The performance of the U.S. press (journalism.org) The impact of technology (pewinternet.org) Worldwide public opinion (pewglobal.org) Religion and public life (pewforum.org) The U.S. Hispanic population (pewhispanic.org) Social and demographic trends (pewsocialtrends.org) More: pewresearch.org

6 Factors Age group Race/ethnicity Household income Educational attainment Quality of access

7 Internet

8 Internet use over time ( ) % of adults ages 18+ who go online 90% 80% 70% 82% (April 2012) 60% 50% 40% 30% 20% 10% 14% (June 1995) 0% Source: Pew Internet surveys

9 Almost two-thirds of adults have home broadband % of adults ages 18+ who go online at home via dial-up or broadband 80% Dial-up Broadband 70% 60% 66% 50% 40% 30% 20% 10% 0% 3% June 2000 April 2001 March 2002 March 2003 April 2004 March 2005 March 2006 March 2007 April 2008 April 2009 May 2010 Aug 2011 April 2012 Source: Pew pewinternet.org

10 Internet use vs home broadband by age Use Internet Have home broadband % of all adults 18+ Source: Pew Internet April pewinternet.org

11 Internet use vs home broadband by race/ethnicity Use Internet White, Non- Hispanic Black, Non- Hispanic Hispanic (English- and Spanish- speaking) % of all adults 18+ Source: Pew Internet April 2012 survey. Have home broadband pewinternet.org

12 Internet use vs home broadband by yearly household income Use Internet Have home broadband Less than $30,000 $30k- $49,999 $50k- $74,999 $75,000+ % of all adults 18+ Source: Pew Internet April pewinternet.org

13 Internet use vs home broadband by educational attainment No high school diploma Use Internet Have home broadband 90 High school grad Some College College % of all adults 18+ Source: Pew Internet April 2012 survey.

14 What is the MAIN reason you do not use the internet? (asked of non-users) Just not interested Don't have a computer Too expensive Too difficult It's a waste of time Don't have time to learn Don't have a access Don t want/need it Too old to learn Physically unable Just don't know how Worried about viruses/spam/etc 12% 10% 9% 7% 6% 6% 4% 4% 2% 2% 1% 31% 0% 5% 10% 15% 20% 25% 30% 35% Source: Pew Internet May pewinternet.org

15 Gadgets

16 Adult gadget ownership, % 80% 60% 40% 20% 0% 73% 68% 30% 2% 3% 57% 55% 19% 19% 88% Apr- 06 Dec- 07 Apr- 08 Apr- 09 Sep- 09 May- 10 Sep- 10 May- 11 Aug- 11 Jan- 12 Feb- 12 Cell phone (total) Desktop computer Laptop computer e- Book reader Tablet computer Source: Pew Internet surveys. Data is for adults age 18+. pewinternet.org

17 Gadget ownership by age group 100% Ages Age Ages Age % 80% 70% 60% 50% 40% 30% 20% 10% 0% Cell phones Desktops Laptops E-readers Tablets Source: Pew Internet surveys. Data is for adults age 18+. pewinternet.org

18 Amost nine in ten adults (and threequarters of teens) have a cell phone 100% 90% 80% 70% 60% 50% 40% 30% 20% 10% 0% 77% 88% Teens (12-17) Adults (18+) Teen data: July 2011 Adult data: Feb 2012 Source: Pew Internet surveys. pewinternet.org

19 Cell phones by age group % 95% 94% 86% 67% Teen data: July 2011 Adult data: Feb 2012 Source: Pew Internet surveys. pewinternet.org

20 Gadgets by household income 120% < $30k/yr $30k-$49,999 $50k-$74,999 $75k+ 100% 80% 60% 40% 20% 0% Cell phones Desktops Laptops E-readers Tablets Source: Pew Internet surveys. Data is for adults age 18+. pewinternet.org

21 Gadget ownership by education 100% No high school diploma High school grad Some college College + 90% 80% 70% 60% 50% 40% 30% 20% 10% 0% Cell phones Desktops Laptops E-readers Tablets Source: Pew Internet surveys. Data is for adults age 18+. pewinternet.org

22 Gadget ownership by race/ethnicity 100% White Black Hispanic* 90% 80% 70% 60% 50% 40% 30% 20% 10% 0% Cell phones Desktops Laptops E-readers Tablets Source: Pew Internet surveys. Data is for adults age 18+. * English- and Spanish- speaking

23 Cell phone ownership (total) by race/ ethnicity 100% 90% 80% 70% 60% 50% 40% 30% 20% 10% 0% 87% 88% 88% White % of all adults 18+ Black Hispanic (English- and Spanish- speaking) Source: Pew Internet February 2012 survey. Cell phone (total)

24 Cell phone activities by race/ethnicity % of adult cell phone owners 18+ within each group who do the following activities with their cell phone White, non- Hispanic Black, non- Hispanic Hispanic (n=196) Send or receive text messages * Take a picture * Access the internet 39 56* 51* Send a photo or video to someone * Send or receive * 43* Download an app 28 36* 36* Play a game 31 43* 40* Play music 27 45* 47* Record a video 30 41* 42* Access a social networking site 25 39* 35* Watch a video 21 33* 39* Post a photo or video online 18 30* 28* Check bank balance or do online banking 15 27* 25* *indicates statistically significant differences compared with whites. Source: Pew Internet May 2011 survey

25 About half of adults (and almost a quarter of teens) have a smartphone 50% 45% 40% 35% 30% 25% 20% 15% 10% 5% 0% 23% 46% Teens (12-17) Adults (18+) Teen data: July 2011 Adult data: Feb 2012 Source: Pew Internet surveys. pewinternet.org

26 Smartphones by age group 80% 70% 60% 50% 40% 30% 20% 10% 0% 66% 59% 34% 23% 13% Teen data: July 2011 Adult data: Feb 2012 Source: Pew Internet surveys. pewinternet.org

27 Smartphone ownership by age and income/education % of adults within each group who own a smartphone (n=336) (n=601) (n=639) 65+ (n=626) All adults 66% 59% 34% 13% Household Income Less than $30,000/yr $30,000 or more/yr Educational Attainment High school grad or less Some college or college grad Adult data: pewinternet.org

28 Cell phone ownership (total) by race/ ethnicity 100% 90% 80% 70% 60% 50% 40% 30% 20% 10% 0% 87% 88% 88% White % of all adults 18+ Black Hispanic (English- and Spanish- speaking) Source: Pew Internet February 2012 survey. Cell phone (total)

29 Smartphone ownership by race/ ethnicity 100% 90% 80% 70% 60% 50% 40% 30% 20% 10% 0% 42% 39% 40% 44% 45% 49% White % of all adults 18+ Black Hispanic (English- and Spanish- speaking) Source: Pew Internet February 2012 survey. Other cell phone Smartphone

30 25% of smartphone owners say they mostly go online with their smartphone. About one third of them do not have a traditional high-speed broadband connection at home. Groups that are more likely to say their phone is their main source of internet access: Young adults Minorities Those with no college experience Those in lower-income households

31 Twitter use by race/ethnicity 30% 25% 28% 20% 15% 10% 5% 12% 14% 0% White Black Hispanic* % of internet users ages 18+ Source: Pew Internet February 2012 survey. * English- and Spanish- speaking

33 Libraries of today and tomorrow

34 About our libraries research Goal: To study the changing role of public libraries and library users in the digital age Funded by a three-year, $1.4 million grant from the Bill and Melinda Gates Foundation libraries.pewinternet.org

35 RESEARCH TIMELINE Stage I (August 2011-July 2012) Libraries + new technologies The rise of e-reading (April 2012) E-books, patrons, and libraries JUST PUBLISHED Includes quotes from librarians and patrons Available online at libraries.pewinternet.org Library use in different community types (summer) The habits of younger library users (summer)

36 The rise of e-reading

37 Report: The rise of e-reading One in five adults has read an e-book in the past year 80% 70% 68% 60% 50% 40% 30% 20% 10% 21% 11% 19% 0% Print book E-book Audiobook No book Note: Due to multiple responses, categories do not add up to 100%

38 Book reading by age group % of each age group who have read a book (in any format) in whole or in part in the past 12 months 100% 80% 60% 86% 82% 81% 77% 68% 40% 20% 0% Ages Ages Ages Ages Age 65+ Source: Pew Internet December 2011 survey. libraries.pewinternet.org

39 The book format used by readers on any given day is changing % of adult book readers (age 18+) using this format on an average day, as of June 2010 and December % 90% 80% 70% 60% 50% 40% 30% 20% 10% 0% 95% 84% 15% 4% 4% 4% Jun-10 Dec-11 Print book E- book Audiobook Source: Pew Internet December 2011 survey. libraries.pewinternet.org

40 Who reads e-books? E-book readers are more likely than other readers to be: Under age 50 College educated Living in households earning $50K+ Other key characteristics: They read more books, more often More likely to buy their books than borrow Source: Pew Internet December 2011 survey. libraries.pewinternet.org

41 How e-readers read their e-books % of all Americans age 16 and older who read an e-book in the past 12 months, as of December % 40% 42% 41% 30% 20% 10% 29% 23% 0% On a cell phone On a computer On an e-reader On a tablet Source: Pew Internet December 2011 survey. libraries.pewinternet.org

42 Who owns tablets and e-readers? 29% of US adults own a specialized e- reading device (either a tablet or an e- reader) 19% of adults own an e- reader 19% of adults own a tablet computer

43 Who owns tablets and e-readers? E-reader and tablet ownership are strongly correlated with income & education, as well as age both devices are most popular with adults under 50. Women are more likely than men to own e-readers Parents are more likely than non-parents to own tablets

44 How device owners read their e-books % of owners of each device who read e-books on that devicewho read an e-book in the past 12 months, as of December % 90% 80% 70% 93% 81% 60% 50% 40% 30% 20% 29% 46% 10% 0% On a cell phone* On a desktop or laptop* On an e-reader* On a tablet* * = among people who own that device

45 Which is better for these purposes, a printed book or an e-book? Among people ages 16+ who read both an e-book & a print book in the past year Printed books E-books 100% 80% 81% 69% 73% 83% 60% 40% 20% 9% 25% 43% 45% 35% 53% 19% 13% 0% Reading with a child Sharing books with other people Reading books in bed Having a wide selection to choose from Reading while traveling or commuting Being able to get a book quickly

46 My Kindle fits in my purse, so I can carry my Kindle places I wouldn t carry a book. I find myself taking it almost everywhere I go so if I find myself with a free couple of minutes, I can read a couple of pages. E-book borrower

47 E-books at libraries

48 How people used the library in the past year The % of Americans ages 16+ who used the library for the following purposes in the past year 60% 50% 56% 40% 30% 40% 36% 20% 10% 22% 0% For research (all) To borrow books To borrow newspapers / magazines Total used the library

49 12% of e-book readers borrow e-books from the library Source: Pew Internet December 2011 survey. libraries.pewinternet.org

50 When you want to read a particular e-book, where do you look first? Among all people ages 16+ who read an e-book in the past year 80% 70% 75% 60% 50% 40% 30% 20% 10% 12% 5% 5% 0% At an online bookstore/website At your public library Someplace else Don t know

51 When you want to read a particular e-book, where do you look first? Among people who borrowed an e-book from the library in the past year 80% 70% n=111 60% 50% 40% 47% 41% 30% 20% 10% 7% 4% 0% At an online bookstore/website At your public library Someplace else Don t know

52 Have you ever wanted to borrow a particular e-book from the library and found that... Among e-book borrowers Yes No Don t know It was not compatible with your e-reader 18% 80% 3% There was a waiting list 52% 46% 3% The library did not carry it 56% 39% 5% 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100% Source: Pew Internet December 2011 survey. libraries.pewinternet.org

53 Fast, easy, plentiful. E-book-borrowing patron

54 62% of all Americans ages 16 and older, including 58% of library card holders, say they do not know if their library lends e-books.

55 What is the main reason you do not borrow e-books from your public library? Among e- book readers who do not get e- books at the public library Reason % of e-book readers who do not get e-books at the public library Inconvenient / easier to get another way 22% Didn t know I could / didn t know library offered e-books 19 Don t use library / no library nearby 8 No interest / no real need 7 Just found out about it / haven t had a chance to try it yet 6 E-books still new to me / no time to learn 5 Just never thought to 5 Don t read a lot / don t use e-reader much 4 Prefer to own my own copy 4 My library doesn t offer e-books 4 Prefer print books 3 Poor e-book selection at library 2 Do not have format I need 2 Cumbersome process / wait list / short borrowing period 2 Other 6

56 Among those who do not currently borrow e-books from libraries, the % who say they would be likely to...take a class on how to use an e-reader or tablet 32%...take a class on how to download e-books 32%...borrow a pre-loaded e-reader 46% 0% 10% 20% 30% 40% 50%

57 Among those who do not currently borrow e-books from libraries, the % who say they would be likely to...take a class on how to use an e-reader or tablet...take a class on how to download e-books...borrow a pre-loaded e-reader 32% 32% 46% 0% 10% 20% 30% 40% 50% All three ideas are most popular with: African-Americans and Hispanics Those under age 65 Those in households making less than $30k per year Those who had not completed high school Parents of minor children

58 What these changes [could] mean for libraries

59 Our customers are still using the library but in different ways. They browse our catalog online, place reserves on the items they want, then pick them up at their location of choice. Many fewer browse the collection in person, E-book-borrowing patron

60 People are asking for digital content. Anything digital. They are hungry for it. Library staff member

61 We spend a significant part of our day explaining how to get library books onto e-book readers. Library staff member

62 The greatest change has been the need not only for computer access, but computer assistance. Library staff member

63 It all feels pretty murky. Some clarity and good advice would be nice. It s OK for libraries with big budgets to plunge into e- book readers. As a small library with limited collection funds, we have to be more careful. Library staff member

64 Imagining the librarian of the future Aggregator/ Synthesizer Organizer Network node Facilitator

65 Our library is a critical link in our community. It provides access to books, computers, [and] knowledge, and is a critical social center. E-book-borrowing patron

66 RESEARCH TIMELINE Stage II (May-November 2012) The changing world of library services The evolving role of libraries in communities New library services People s expectations of libraries The library of the future The role of libraries in the life of special populations Lower-income users, minorities, rural residents, senior citizens

67 RESEARCH TIMELINE Stage III (Sept April 2013) A closer analysis of who does and does not use libraries A library user typology Different user types based on: What their local libraries are like How they use libraries Attitudes about libraries in general An updated, in-depth portrait of how teens & young adults use libraries

68 Thank you! Kathryn Zickuhr Research Specialist Pew Internet & American @pewresearch All data, slides, and reports available at pewinternet.org

The Power and Relevance of Libraries Takeaways from Pew Internet research

The Power and Relevance of Libraries Takeaways from Pew Internet research Lee Rainie - @lrainie Director Pew Research Center s Internet & American Life Project Presented to: ALA May 7, 2013 What is Pew?