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Libraries as social networks
Lee Rainie, Director, Pew Internet Project
5.6.11
San Francisco library system
Email: [email protected]
Twitter: @Lrainie
PewInternet.org
The rise of networked individuals
Barry Wellman – University of Toronto (my co-author)
New social operating system (1):
Networked Individualism
• Groups and bureaucracies give way to
networks
• Social networks are more influential
• Social networks are differently
composed
• Social networks are more vivid and
tied to creation of information/media
New social operating system (2):
New kinds of communities
• Explosion of group activity and group
niches
• Rise of social posses
• Advent of just-in-time, just-like-me
peer-to-peer (support) groups
• Fifth Estate of content contributors
Revolution #1
Internet and
Broadband
5
70%
66%
Demographic factors correlated w/
broadband adoption
Positive correlation
(in order of importance)
Negative correlation
(in order of importance)
Household income of $75,000 Having high school degree or
or more per year
less
College degree
Senior citizen (age 65+)
Parent with minor child at
home
Prefers speaking Spanish in
our interviews
Married or living with partner Disabled
Employed full time
Trends in Home Broadband Adoption
African-American
10/5/2010
8
Consequences for info ecosystem
Volume
Velocity
Vibrance
Valence /
Relevance
Consequences for info ecosystem
Explosion of creators and niches
Networked creators among internet users
•
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•
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62% are social networking site users
55% share photos
33% create content tags
32% contribute rankings and ratings
30% share personal creations
26% post comments on sites and blogs
15% have personal website
15% are content remixers
14% are bloggers
12% use Twitter
4%-17%??? use location-sharing services
Big challenge for libraries
Atoms
bits
Collections
are
disrupted
Big social networking add by libraries
1 – Cover access divides
• 44% of those living below the poverty line
used library connections
• 61% of those ages 14-24 used them for
school
• 54% of poor senior citizens used library
connections for health/wellness needs
• 63% used library connections to help others
Source: Opportunity for All, Univ. of Washingon, Gates Foundation, IMLS
http://cis.washington.edu/usimpact/documents/OPP4ALL_FinalReport.pdf
Big social networking add by libraries
2 – Cover participatory divides
• 2/3 of library connection users sought
assistance from library staff
• 60% of library connectors use them for social
purposes
• 42% for education purposes
• 40% for jobs/career purposes
• 37% health and wellness purposes
• 33% for community engagement
Source: Opportunity for All, Univ. of Washingon, Gates Foundation, IMLS
http://cis.washington.edu/usimpact/documents/OPP4ALL_FinalReport.pdf
But there is more libraries can do: Relevance & digital
literacy are primary factors for not going online
Source: Pew Internet Project, May 2010 tracking survey
Trends in Home Broadband Adoption
10/5/2010
15
Revolution #2
Wireless
Connectivity
16
Cell phone owners – 85% adults
All adults
Ages 18-29
Ages 30-49
Ages 50-64
Age 65+
100%
96%
90%
85%
90%
80%
70%
58%
60%
50%
40%
30%
20%
Urban-84% Suburban-86% Rural-77%
10%
0%
Jan-05
Jul-05
Jan-06
Jul-06
Jan-07
Jul-07
Jan-08
Jul-08
Jan-09
Jul-09
Jan-10
Jul-10
2/22/2011
18
Mobile internet connectors – 57% adults
All adults
Whites
Blacks
Hispanics
70%
62%
59%
55%
60%
50%
40%
30%
20%
10%
0%
Urban-60% Suburban-60% Rural-43%
Demographic factors related to mobile
connectivity
Positive correlation
Negative correlation
College grad
Less than high school
education
$75,000+ household
income
<$30,000 household
income
Parent of minor child
Rural
Republican ???
Spanish dominant in
language preference
Trends in Home Broadband Adoption
10/5/2010
20
Cell phones as social tools
% of cell owners
• 54% send photo or video
• 23% access a social networking
site
• 20% watch a video
• 15% post a photo/video online
• 11% have purchased a product
• 11% charitable donation by
text
• 10% status update service such
as Twitter
2/22/2011
22
1 in 4 adults use apps
All adults
85% use cell phones
35% have apps
24% use apps
May 2010 and Nov 2010 surveys
55% of adults own laptops –
up from 30% in 2006
50% of adults own DVRs –
up from 3% in 2002
45% of adults own MP3 players –
up from 11% in 2005
42% of adults own game consoles
7% of adults own e-book readers - Kindle
7% of adults own tablet computer – iPad
doubled in 6 months
Consequences for info ecosystem
Any device
Anywhere
Place
Presence
Alone
together
Any time
Big challenge for libraries
People came to us
We go to people
The library as
place becomes
the library
as placeless
resource
Big social networking add by libraries
Help navigate and “make peace” with info
• Apps vs. web vs. traditional resource
locators
• Access to real-time information
• Context of information – augmented
reality
• Sanctuary – quiet space
Revolution #3
Social
Networking
28
The social networking population is
more diverse than you might think
5x
5x
7x
5x
2/22/2011
29
Demographic factors correlated w/ SNS use
Positive correlation
Negative correlation
Under age 30
Senior citizen (age 65+)
Female (overall)
Male (frequency)
Parent with minor child
at home
Some college
Rural
Non-cell user
Disability
Urban
Trends in Home Broadband Adoption
10/5/2010
30
Online video
What You Need to Know:
• 69% of internet users (half of all US
adults) watch videos online – and not just
funny cat videos
• 14% of internet users have uploaded their
own video content (up from 8% in 2007);
sharing as likely to occur on social
networking sites as specialized video sites
2/22/2011
31
Video creation
What You Need
to Know:
• 14% of adult
internet users
have posted
video online
• Up from 8% in
2007
• Biggest growth
among older
adults, women
2/22/2011
32
Online social networks + ubiquitous mobility
• Allows for
immediate,
spontaneous
creation of
networks
• Gives people a
sense that there
are more “friends”
in their networks
that they can
access when they
have needs
Social Dashboard
Pervasive Awareness
2/22/2011
33
Big shift for libraries
Expertise and influence shifts to networks
Share the
stage with
amateur
experts
Big social networking add by libraries
1 - Can be embedded in …
Attention zones
Continuous
partial attention
Deep dives
Info-snacking
Day dreaming???
Media zones
Social streams
Immersive
Creative /
participatory
Study / work
Big social networking by libraries
2 – Can be nodes in social networks
• As sentries – word of mouth matters more
• As information evaluators – they vouch
for/discredit a business’s credibility and
authenticity
• As forums for action – everybody’s a
broadcaster/publisher
Cosmic social networking add by libraries
1 – Can be teachers of new literacies
- screen literacy - graphics and symbols
- navigation literacy
- connections and context literacy
- skepticism
- value of contemplative time
- how to create content
- ethical behavior in new world
Cosmic social networking add by libraries
2 – Can help fill in civic gaps
- the big sort among institutions:
public, private, non-profit
reimagining roles
- the big sort on news and
information landscape
- the big empowerment and move
to networked individuals
Meta issue 1: The future of knowledge
•How is it created?
•How is it disseminated?
Meta issue 2: The future of reference expertise
• How to you search for info?
• How to you assess it and
aggregate it?
Meta issue 3: The future of public technology
• What is the future of knowledge
“containers” and access points?
• What divides does that create?
• What “lending” and “access”
models are possible?
Meta issue 4: The future of learning spaces
• What fosters collaboration?
• What is the role of solitary
focus? (and quiet space?)
Meta issue 5: The future of community
anchor institutions
• Does local matter?
• What does our community
need?
Practical question - 1
• What’s the franchise vs.
commodity?
–What’s the aggregation play?
Do what you do best and link to
the rest
Practical question – 2
• What’s the social networking
play? What alliances can we
strike to do distributed versions
of our mission? What’s the wordof-mouth, viral play?
Practical question - 3
• What’s the mobile play? How do
we understand and exploit realtime information with our
patrons?
Practical question - 4
• What’s the gift economy play?
– Another way to say it: What’s the
API play? What can we pry loose
that OTHERS can exploit?
– What feedback do we want from
our stakeholders?
Practical question - 5
• What’s the definition of success
that is based on outcomes NOT
outputs?
• How do we measure it?
Key questions for any organization - 6
• What’s the gamer play –
immersive, compelling, skills
building
Be not
afraid