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(and a bunch of other really interesting stuff)

Four or More: The New Demographic Mary Madden Pew Internet & American Life Project LITA President’s Program ALA – June 27, 2010. (and a bunch of other really interesting stuff). Common assumptions about tech use:. Everyone uses the internet Every teen has a cell phone…

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(and a bunch of other really interesting stuff)

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  1. Four or More: The New DemographicMary MaddenPew Internet & American Life ProjectLITA President’s ProgramALA – June 27, 2010 (and a bunch of other really interesting stuff)

  2. Common assumptions about tech use: • Everyone uses the internet • Every teen has a cell phone… • … 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 • Young adults don’t care about privacy, particularly online

  3. Young adults lead in cell phone adoption

  4. Teens & young adults still more likely to use SNS

  5. SNS use typically starts in high school…

  6. Teens are not always the first adopters… Twitter use among teens

  7. Who gives a tweet?

  8. Young adults are curators of content

  9. Four or more: Who are they? Under age 50 Mostly male Racially diverse Higher SES *All analysis of the 4+ group based on September 2009 data

  10. Younger than average, not as young as you might think

  11. Just as racially diverse as the general population

  12. 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 earn $75K+ per yr. (33% vs. 21% avg.)

  13. What devices are they using? Among the four or more group: • 97% own desktops (vs. 62%) • 96% own laptops (vs. 47%) • 98% own cell phones (vs. 84%) • 97% own iPods/MP3 players (vs. 43%) • 85% own game consoles (vs. 37%) • 57% own portable gaming devices (vs. 18%) • 13% own e-book readers (vs. 3%)

  14. Mobile devices = mobile access • Those who own multiple internet-enabled devices are almost all wireless internet users: • Among those who have one device: 24% use wireless • Two devices: 89% use wireless • Three devices: 100% use wireless • Four devices: 100% use wireless

  15. Internet everywhere • 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

  16. 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%)

  17. 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 about self-presentation online (vs. 25%) • 25% are required to promote themselves online as part of their job (vs. 12%) • 16% have asked to have online content about them taken offline (vs. 8%)

  18. Four or more and profile management

  19. 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 exceptionally important to the most tech-savvy groups

  20. Contact info: Mary Madden Email: mmadden@pewinternet.org Web: http://www.pewinternet.org Twitter: @mary_madden Thanks!

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