Transcript Mobile Philanthropy How mobile/social tools are changing the way Americans give to and interact with organizations Aaron Smith Senior Research Specialist Pew Internet Project Thrive Arts Conference June.

Mobile Philanthropy
How mobile/social tools are
changing the way Americans give
to and interact with organizations
Aaron Smith
Senior Research Specialist
Pew Internet Project
Thrive Arts Conference
June 13, 2012
• Part of the Pew Research Center, a nonpartisan “fact tank” based
in Washington, DC
• PRC’s mission is to provide high quality, objective data to thought
leaders and policymakers
• Data for this talk is from nationally representative telephone
surveys of U.S. adults (on landlines and cell phones)
• Presentation slides and all data are available at pewinternet.org
The Internet:
Then and Now
Internet Use in the U.S. in 2000
46% of US adults used the internet
5% had home broadband connections
53% owned a cell phone
0% connected to internet wirelessly
0% used social network sites
_________________________
Information flowed mainly one way
Information consumption was a
stationary activity
Slow, stationary connections
built around a desktop
computer
The Internet in 2012
82% of US adults use the internet
2/3 have broadband at home
88% have a cell phone; 46% are
smartphone users
19% have a tablet computer
19% have an e-reader
2/3 are wireless internet users
65% of online adults use SNS
Mobile devices have
fundamentally changed the
relationship between
information, time and space
Information is now
portable, participatory, and
personal
The Very Nature of Information Has Changed
Information
was…
Information
is…
Scarce
All around us
Expensive
Cheap or free
Shaped and controlled
by elites
Shaped and controlled by
consumers and networks
Designed for one-way,
mass consumption
Designed for sharing,
participation and feedback
Slow moving
Immediate
External to our worlds
Embedded in our worlds
Information is Woven Into Our Lives
Mobile is the needle, Social Networks are the thread
Mobile…
Social Networks…
Moves information
with us
Surround us with
information through our
many connections
Makes information
accessible ANYTIME
and ANYWHERE
Puts information at
our fingertips
Magnifies the demand
for timely information
Makes information
location-sensitive
Bring us information
from multiple, varied
sources
Provide instant feedback,
meaning and context
Allow us to shape and
create information
ourselves and amplify
others’ messages
GADGETS
Adult gadget ownership over time (2006-2012)
% of American adults age 18+ who own each device
Source: Pew Internet surveys, 2006-2012
Gadget ownership snapshot for adults age 18+
% of American adults age 18+ who own each device
Subset
of cell
phones
Source: The Pew Research Center’s Internet & American Life Project surveys.
Mobile is the Needle: 88% of US Adults Have a Cell Phone
% in each age group who have a cell phone
46% of US adults now
own SMARTPHONES,
up from 35% in
Spring 2011
Highest rates among:
18-24 year-olds (67%)
25-34 year-olds (71%)
Teen data July 2011
Adult data Feb 2012
Half of cell owners use
their phone to go online,
and nearly one in three
use the internet mostly
on their cell phone
instead of a laptop or
desktop computer
Smartphone ownership by age & income/education
% of adults within each group who own a smartphone (for example, 58% of 18-29 year olds with a household income of less
than $30,000 per year are smartphone owners)
18-29
(n=336)
30-49
(n=601)
50-64
(n=639)
65+
(n=626)
66%
59%
34%
13%
Less than $30,000
58
42
16
5
$30,000 or more
72
69
44
27
High school grad or less
63
43
22
8
Some college or college graduate
70
71
44
20
All adults
Annual Household Income
Educational Attainment
Source: Pew Research Center’s Internet & American Life Project January 20-February 19, 2012 tracking survey. N=2,253 adults age 18 and older,
including 901 interviews conducted on respondent’s cell phone. Interviews conducted in both English and Spanish.
Overall, if you had to use one single word to describe how you feel about
your cell phone, what would that one word be?
Mobile is the Needle
That Weaves Information Throughout Our World
% of US adult cell owners who use their phones to…
Cell Phone Activities by Race/Ethnicity
% of adult cell phone owners age 18+ within each group who do the following activities with their cell phone
White, nonHispanic
(n=1343)
Black, nonHispanic
(n=232)
Hispanic
(n=196)
Send or receive text messages
Take a picture
Access the internet
Send a photo or video to someone
Send or receive email
Download an app
Play a game
Play music
Record a video
Access a social networking site
Watch a video
Post a photo or video online
70
71
39
52
34
28
31
27
30
25
21
18
76
70
56*
58
46*
36*
43*
45*
41*
39*
33*
30*
83*
79*
51*
61*
43*
36*
40*
47*
42*
35*
39*
28*
Check bank balance or do online banking
15
27*
25*
*indicates statistically significant differences compared with whites.
Source: The Pew Research Center's Internet & American Life Project, April 26 – May 22, 2011 Spring Tracking Survey. n=2,277 adults ages 18
and older, including 755 cell phone interviews. Interviews were conducted in English and Spanish.
How Phones Function In Our Lives
% of US adult cell owners who had done each of the following in the 30 days prior to the survey…
Using Phones for Real-Time Information
% of cell owners in each age group who have performed these real-time activities in the previous 30 days
60%
45
Coordinate a gathering
27
23
39
Solve an unexpected problem
49%
26
15
Decide whether or not to visit a
business, such as restaurant
Look up something to settle an
argument
37
43%
18
18-29
12
45%
31
30-49
15
4
29
Look up sports score
33%
50-64
14
5
Get up-to-the minute traffic or
public transit info
31%
23
65+
11
4
21%
Get help in an emergency situation
21
18
16
0%
20%
40%
60%
Source: Pew Research Center’s Internet & American Life Mobile Survey, March 15-April 3, 2012.
80%
100%
Apps: From Superhighway to Bypass
One in three US adults download apps to a cell phone or tablet computer
Apps provide direct connections to information
% of app downloaders who have downloaded each type of app…
App downloading
is highest among
young adults age 18-29
Based on August 2011 Pew Internet Tracking Survey
Apps, Geolocation and Augmented Reality
Tablet and E-reader Use is on the Rise
•
29% of adults own a specialized device for
e-reading (either a tablet or an e-reader)
– 19% of adults own an e-book reader
– 19% of adults own a tablet computer
•
E-book reader and tablet ownership are
strongly correlated with income and
education, and these devices are most
popular with adults under age 50
•
Women are more likely than men to own ereaders, and parents are more likely than
non-parents to own tablets
SOCIAL NETWORKS =
NETWORKED INDIVIDUALS, NETWORKED INFORMATION
Social Networks are the Threads That Connect Us
65% of online adults use
social networking sites
Consistent rates across gender,
race/ethnicity, and income groups
Why Adults 18+ Use Social Networks
Social Networks and Social Cohesion
A Pew study finds that
contrary to fears the
internet isolates
people...
• Facebook users
are more trusting
than other adults
• Facebook users
have more close
relationships
• Facebook users
get more social
support than
other adults
For networked individuals, information is embedded
and ambient
Special Focus - Twitter
Twitter use is especially
prominent among…
• AfricanAmericans
• 18-24 year olds
• Mobile users
Case Studies
The
“Text to
Haiti”
Campaign
and Pew
Arts Survey
“Mobile Donor” study
• 20% of American adults have made a charitable donation
online, and 9% have done so via text message
• Partnered with mGive Foundation, Knight Foundation
and Berkman Center to get deeper insights into this
group and their experiences with mobile donations
• Telephone survey of 1,003 text donors to Haiti relief
– Many people screened out due to age (under 18) or because their number was
reassigned
Generally speaking, the mobile donors we surveyed are
just “regular folks”
Their tech use is > than the national avg
They are young and racially diverse compared
with other types of charitable donors
They aren’t especially engaged with
social/political issues, and don’t follow
national or int’l news especially closely
They participate in social/civic groups at the
same rate as other Americans
Mobile phones facilitate “impulse giving”—most text
donors gave within one day of hearing about campaign…
How long Haiti donors waited between hearing about campaign and making their text donation
Source: Pew Research Center’s Internet & American Life Project, Berkman Center for Internet & Society and mGive Foundation
September 9, 2011 – October 13, 2011 survey of 863 cell phone owners who texted a donation to Haiti earthquake relief.
Margin of error is +/-3 percentage points based on Haiti text donors who consented to further contacts on their mobile phone.
% of adult book readers (age 18+) using this format on an average
day, generally
as of June 2010
and December
2011
…and
view
text donations
as a spur-of-the-
moment decision
When you make an online/text donation, is it…
Source: Pew Research Center’s Internet & American Life Project, Berkman Center for Internet & Society and mGive Foundation
September 9, 2011 – October 13, 2011 survey of 863 cell phone owners who texted a donation to Haiti earthquake relief. Margin of
error is +/-3 percentage points based on Haiti text donors who consented to further contacts on their mobile phone.
% of adult book readers (age 18+) using this format on an average
as of donors
June 2010 we
and December
2011
Theday,
Haiti
surveyed
have not followed
the
ongoing reconstruction efforts very closely…
How closely have you been following events in Haiti following the earthquake?
Source: Pew Research Center’s Internet & American Life Project, Berkman Center for Internet & Society and mGive Foundation
September 9, 2011 – October 13, 2011 survey of 863 cell phone owners who texted a donation to Haiti earthquake relief. Margin of
error is +/-3 percentage points based on Haiti text donors who consented to further contacts on their mobile phone.
…but
% of adult book readers (age 18+) using this format on an average
day, as
of June 2010 andothers
December
they
encouraged
to2011
donate through their
(face-
to-face) friend networks
% within each group who encouraged others to make a text donation to Haiti relief by…
Source: Pew Research Center’s Internet & American Life Project, Berkman Center for Internet & Society and mGive Foundation
September 9, 2011 – October 13, 2011 survey of 863 cell phone owners who texted a donation to Haiti earthquake relief. Margin of
error is +/-3 percentage points based on Haiti text donors who consented to further contacts on their mobile phone.
…and
% of adult book readers (age 18+) using this format on an average
day, as of
June 2010
and December
2011
many
have
continued
to donate
to other more
recent
disaster response efforts
% within each group who texted a donation to…
Source: Pew Research Center’s Internet & American Life Project, Berkman Center for Internet & Society and mGive Foundation
September 9, 2011 – October 13, 2011 survey of 863 cell phone owners who texted a donation to Haiti earthquake relief. Margin of
error is +/-3 percentage points based on Haiti text donors who consented to further contacts on their mobile phone.
“Internet and Arts Organizations” study
• National survey of all arts organizations that received an
NEA grant between 2006-2011
– NEA funding just a mechanism to build respondent pool; NEA
did not sponsor, no questions about NEA’s role
– Goal is to evaluate how arts orgs are using internet, social media
and other digital technologies in outreach, communications,
development, etc.
• 3k orgs contacted, currently ~600 completed surveys
• Survey ongoing through July, report in Fall
All data available at:
pewinternet.org
Aaron Smith
Senior Research Specialist
Pew Research Center’s Internet & American Life Project
[email protected]
Twitter:
@pewinternet
@aaron_w_smith