Transcript Teens, Libraries and Web 2.0: Snapshots from a new media landscape 8.02.07 Mary Madden Pew Internet & American Life Project Northeast Kansas Library System Tech Day.

Teens, Libraries and Web 2.0:
Snapshots from a new media landscape
8.02.07
Mary Madden
Pew Internet & American Life Project
Northeast Kansas Library System
Tech Day 2007
Who we are…
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Way back in 1993, the internet was…
“headless, anarchic, million-limbed” and “spreading
like bread-mold” - Bruce Sterling
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Internet Marketing 101
Why use the internet?
• Freedom
• Free information and
communication tools
• It belonged to everyone
and no one
These are some of the
same values we
associate with libraries…
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Libraries are the living internet…
Libraries are connected nodes of information and
community exchange that we use to
communicate, collaborate, share resources and
preserve knowledge.
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Internet and Broadband Adoption 1996-2006
80%
All internet - 147 mill.
70%
60%
50%
40%
30%
Broadband - 83 mill.
20%
10%
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Mar-06
Mar-05
Mar-04
Mar-03
Mar-02
Mar-01
Mar-00
Mar-99
Mar-98
Mar-97
Mar-96
Mar-95
0%
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Internet Access at Libraries
• 98.4% of public library
branches in the U.S. now
offer public internet access
• 63.3% of public library
branches offer
connection speeds of
greater than 769kbps
http://www.ii.fsu.edu
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Where do teens go online?
•
•
•
•
•
89% of online teens have access at home
75% have internet access at school
70% go online from a friend or relative’s house
50% have gone online from a library
9% go online from a community center or house
of worship
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Libraries & Teens
• OCLC study finds that teens and college
students consider search engines a better
“lifestyle fit” for their information needs.
• While more than 50% described search engines
as a perfect information source, just 17%
described libraries this way.
• Teenagers are increasingly becoming library
immigrants in a land of library natives.
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Social Media: Where Teens and
Libraries Meet
Teens  Technology  Libraries
Using technology to connect to people and information
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Social Networking & Libraries
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Libraries 2.0
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Today’s Teen – Born 1990
Tim Berners-Lee writes World
Wide Web program
Teens, Libraries and Web 2.0
Personal computers
are 15 years old
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Today’s Teen – First Grade 1996
Palm Pilot goes on
the market
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Today’s Teen – Fourth Grade 1999
Sean Fanning creates
Napster
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Today’s Teen – Starts Middle School 2001
Wikipedia - 2001
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Today’s Teen – Middle School 2001
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Today’s Teen – Middle School 2003
Skype - 2003
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Today’s Teen – Starts High School 2004
Podcasts – 2004
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Today’s Teen – Sophomore Year 2005
YouTube – 2005
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Today’s Teen – Junior Year 2006
The Year of MySpace:
• More than 100 million
accounts created
• Third most popular site in the
U.S. (after Yahoo and Google)
• 55% of online teens use social
networking sites
• Of those who use social
networking, 48% log on to the
sites at least once a day or
more
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Who’s in the network?
• Reinforcing pre-existing relationships
– 91% stay in touch with friends they see a lot
– 82% stay in touch with friends they rarely see
in person
• Meeting new people & flirting
– 49% make new friends
• (more for boys, less for girls)
– 17% flirt
• (mostly older boys – 29% of them flirt vs 13% of older
girls)
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Profiles: Switchboards for social life
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All the world is not a stage…
• 66% of teens who have profiles online have in some
way restricted access to it – includes hiding it
completely, taking it down, or making it private
• 56% of teens with profiles say they have posted at
least some fake information to their profile
“I use a pseudonym, who is 24. Because I regard myself as an
intellectual, it’s easier to be taken seriously if people don’t know
they’re talking to a 16 year old.”
- Boy, Late High School
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MySpace might seem chaotic…
But it also offers a stable sense of place in the
midst of drastic social changes that happen
during the teenage years.
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Teen Reality #1
Teens are technology-rich and enveloped
by a wired world:
• 83% of all teens say that “most” of the people
they know use the internet
• 10% say that “some” of the people they know
use the internet.
• Just 6% say that very few of the people they
know use the internet.
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Teen Reality #2
Mobile gadgets allow them
to enjoy media and
communicate anywhere
• 84% report owning at least
one personal media device: a
desktop or laptop computer, a
cell phone or a Personal
Digital Assistant
•
44% say they have two or
more devices
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Laptops
• 32% of teens own
laptops
• 30% of adults own
laptops
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MP3 Players
• 45% of teens own
MP3 Players
• 20% of adults own
MP3 players
CBSMarketwatch survey 6.13.06
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Teen Reality #3
Teens are multimedia multi-taskers:
Multi-tasking is a way of life – and people live in a
state of “continuous partial attention”
--- Linda Stone
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Kaiser Family Foundation, Generation M, March 2005
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Kaiser Family Foundation, Generation M, March 2005
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Teen Reality #4
Teens know that ordinary citizens can be
publishers, movie makers, artists, song
creators, and storytellers
57% of online teens have created some kind of
content for the internet
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Sharing Creative Work
• 33% of online teens
share their own
creations online,
such as artwork,
photos, stories, or
videos
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Bluegrass fiddler Nick Dumas: Age 16
"I'd be surprised if our band doesn't get
noticed by some record company," Dumas
says confidently. "People keep telling us,
`You need to go to Nashville.‘”
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Working for Others
• 32% have created
or worked on
webpages or blogs
for others, including
those for groups
they belong to,
friends or school
assignments
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Jasmine Ta: Teen Journalist
“The appeal to me was mainly
Holden because I could relate to
him so much (…) it was just eye
opening because that’s exactly
how I feel and how I think, and to
have it in words, it was like, I’m not
alone in the world.”
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Personal Webpages
• 22% report
keeping their
own personal
webpage
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Creating a Blog
• 19% have created
their own online
journal or blog
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Remixing
• 19% of all online teens
say they remix content
they find online into
their own artistic
creations
• 35% of teen bloggers
remix content
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Teen Reality #5
Today's online teens have grown up amidst
the chaos of the digital copyright debate,
and it shows
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Impact and Implications
• Those who have grown up with interactive media
want to manipulate, remix, and share content.
• Ideas about intellectual property and fair use
change
• They expect to be in conversation with other
creators.
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Most importantly…
Social media is persistent and “always-on”:
• Conversations, research and learning don’t have
to end when a student walks out the door.
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Ratings and Reviews
On the Table: Add functionality to library catalogs
that allow users to give ratings and/or write
reviews of books, movies, etc.
How many people really do this and would my
patrons rather do this in our catalog or on
Amazon?
– 28% of adult internet users have rated a
product, service or person using an online
rating system, and 3% do so on a typical day.
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Online Raters are likely to be:
• More experienced and active internet users
• Better connected – more likely to have
broadband at home
• More educated and higher income users
• Young and male
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Tagging
On the Table: Allow the public to add "tags" to
materials in our catalogs.
How many people have any clue about this? How
many create tags? Use others’ tags?
– 28% of adult internet users have tagged or
categorized content online such as photos,
news stories or blog posts and 7% do so on a
typical day.
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Taggers are likely to be:
• Under age 40 and have higher levels of
education and income
• Better connected -- with broadband connections
at home
• But men and women are equally likely to be
taggers
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Social Networking
On the Table: Create a presence on MySpace and
Facebook.
How many people are using SNS? Do people use
MySpace to interact with institutions online, or is
it person-to-person contact?
• 16% of online adults use an online social
networking site like MySpace, Facebook or
Friendster and 9% use them on a typical day.
– Reminder: SNS activity is much higher among
teenagers.
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Who uses SNS?
Among adults:
• Young adults: 18-29
• Daily internet users
• Broadband users
• Those with six or more years of online
experience
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Mobile Searching and Text Messaging
On the Table: Use text messaging to deliver notices
about library holds. Design small screen-friendly
versions of our catalogs.
How many people own cell phones? How many
use text messaging?
How many people use their phones/PDAs to
browse the web?
– Roughly three in four adults in the U.S. own
cell phones, but most of those users are
simply using their phones to make and
receive calls.
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What else are cell phones used for?
The communications Swiss Army knife
Percentage of cell
owners who use this
feature now on their
mobile phones
Don’t use it now,
but would like to
have it
Send and receive text messages
35%
13%
Take still pictures
28%
19%
Play games
22%
12%
Access the internet
14%
16%
Send / receive email
8%
24%
Perform internet searches for things like
movie listings, weather and stock quotes
7%
24%
Trade instant messages
7%
11%
Play music
6%
19%
Record their own video clips
6%
17%
Get mobile maps
4%
47%
Watch video or TV programs
2%
14%
Source: Pew Internet & American Life Project, Associated Press, AOL cell phone survey. March 8-28,
2006. N=1,503 (752 contacted on landlines and 751 contacted on their cell phones). In all, 1,286 cell
users are in the sample. The margin of error for the cell-using population is ±3%.
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RSS
On the Table: Create RSS feeds of new materials
available in the library
How many people subscribe to RSS feeds?
• In 2005, 5% of internet users said they used
RSS aggregators or XML readers to get the
news and other information delivered from blogs
and content-rich websites.
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RSS users tend to be:
• Typical early adopters – young, white, male
• Have high education and income levels
– RSS would be well-suited for libraries that are
interested in automating some of their
announcements about new materials to highend users of the library.
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Online Transactions
On the Table: Allow online payment of fees and
fines.
Should we accept credit card payment online for
fees and fines?
Are people over that hump of being afraid to buy
online?
• 71% of adult internet users have bought a
product online and 6% do so on a typical day.
- About 3 in 4 online adults say the internet
has improved their ability to shop
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Audio and Video Downloading
On the Table: Provide downloadable audio and
video to patrons.
How many people are downloading music and
video files online?
• 27% download music files
• 19% download video files
• 17% of internet users pay to access or download
digital content online
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Downloaders tend to be:
• Young – under age 30
• Broadband users
• Men
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Podcasting
On the Table: Create original library content such
as tutorials and recommended reading podcasts
to engage patrons.
How many people download podcasts?
• 12% of adult internet users say they have
downloaded a podcast so they can listen to it or
view it at a later time.
-Just 1% report downloading a podcast on a
typical day.
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Who are these people?
• Men are twice as likely to report podcast
downloading (15% vs. 8%)
• Those online for six or more years are twice as
likely as those who have been online three years
or less to have downloaded a podcast (13% vs.
6%).
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Trends driving interest in podcasting:
1. More mainstream and niche content
2. Easier to find, sample and subscribe to
podcasts
3.More people own mobile media gadgets
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Gaming
On the Table: Start video game nights or tournaments.
How many play games online?
• 35% of internet users play games online
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Get a Second Life?
Who plays games online?
50% of users 18-29
34% of users 30-49
26% of users 50-64
23% of users 65 and older
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What about gaming and literacy?
Points for gaming privileges are earned by:
* writing book reports
* attending an after-school program
* participating in a youth service org
* embracing other positive activities
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Wireless Internet Access
On the Table: Set up WiFi hotspots in libraries.
How many use WiFi?
Aside from laptops, any other devices gaining wide
acceptance that are usable on WiFi?
• Some 34% of internet users have logged onto
the internet using a wireless connection
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Where people use WiFi:
• 20% of internet users have used a wireless
network at home.
• 17% of internet users have connected wirelessly
at work.
• 27% of adult internet users have used a wireless
connection at some place other than home or
work.
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You’re not alone…
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Best Practices Wiki
http://www.libsuccess.org
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The library of the future is…
• Web-enabled and participatory
• Also valued as a physical space
• Made of people!
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Thank you!
Mary Madden
Senior Research Specialist
Pew Internet & American Life Project
1615 L Street NW
Suite 700
Washington, DC 20036
[email protected]
202-419-4500
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