Digital differences
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Digital differences Kathryn Zickuhr, Research Analyst Pew Research Center’s Internet & American Life Project Wichita State University Elliott School of Communications October 17, 2012
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Digital differences Kathryn Zickuhr, Research Analyst Pew Research Center’s Internet & American Life Project Wichita State University Elliott School of Communications October 17, 2012
Kathryn Zickuhr Research Analyst Pew Research Center’s Internet & American Life Project
[email protected] @kzickuhr @pewinternet @pewresearch
PewResearchCenter • Public opinion attitudes toward the press, politics and
public policy issues
• The performance of the U.S. press
• The social impact of technology
• Worldwide public opinion
• Religion and public life
• The U.S. Hispanic population
• Social and demographic trends
pewresearch.org
PewResearchCenter • Public opinion attitudes toward the press, politics and
public policy issues
• The performance of the U.S. press
• The social impact of technology
• Worldwide public opinion
• Religion and public life
• The U.S. Hispanic population
• Social and demographic trends
pewresearch.org
About Pew Internet • Part of the Pew Research Center, a non-
partisan “fact tank” in Washington, DC. – Provide high quality, objective data to
policymakers, journalists, researchers, etc.
• Does not promote specific technologies or make policy recommendations
• All slides, reports, and data sets are available at pewinternet.org
About our research All data from nationally representative telephone surveys: • United States only
• Adults (ages 18+) and teens (ages 12-17) • In English and Spanish
• On landlines and cell phones
Qualitative: Focus groups, online panels
Factors • Age group • Race/ethnicity • Household income • Educational attainment • Quality of access
Internet
% of adults ages 18+ who go online
Internet use since 1995
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
14% (June 1995)
82%
(April 2012)
Source: Pew Internet surveys
Almost two-thirds of American adults have home broadband
Source: Pew Internet surveys
66%
3% 0%
10%
20%
30%
40%
50%
60%
70%
80%
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
Dial-up Broadband
@kzickuhr @pewinternet pewinternet.org
@kzickuhr @pewinternet pewinternet.org
1% 2% 2%
4% 4%
6% 6% 7%
9% 10%
12% 31%
0% 5% 10% 15% 20% 25% 30% 35%
Worried about viruses/spam/etc
Just don't know how
Physically unable
Too old to learn
Don’t want/need it
Don't have a access
Don't have time to learn
It's a waste of time
Too difficult
Too expensive
Don't have a computer
Just not interested
What is the MAIN reason you do not use the internet? (asked of non-users)
Source: Pew Internet 2009 survey.
97 91
77
53
75 77
62
39
0 10 20 30 40 50 60 70 80 90
100
18-‐29 30-‐49 50-‐64 65+
Use Internet Have home broadband
Internet use vs home broadband by age
% of all adults 18+ Source: Pew Internet April 2012 survey. @kzickuhr @pewinternet
pewinternet.org
71
87 93 97
46
68
85 87
0 10 20 30 40 50 60 70 80 90
100
Less than $30,000 $30k-‐$49,999 $50k-‐$74,999 $75,000+
Use Internet Have home broadband
Internet use vs home broadband by yearly household income
% of all adults 18+ Source: Pew Internet April 2012 survey. @kzickuhr @pewinternet
pewinternet.org
58
75
90 95
34
55
74
87
0 10 20 30 40 50 60 70 80 90
100
No high school diploma
High school grad Some College College +
Use Internet Have home broadband
% of all adults 18+ Source: Pew Internet April 2012 survey.
Internet use vs home broadband by educational attainment
@kzickuhr @pewinternet
84 77 75 71
54 51
0 10 20 30 40 50 60 70 80 90
100
White, Non-‐Hispanic Black, Non-‐Hispanic Hispanic (English-‐ and Spanish-‐speaking)
Use Internet Have home broadband
% of all adults 18+ Source: Pew Internet April 2012 survey.
Internet use vs home broadband by race/ethnicity
@kzickuhr @pewinternet pewinternet.org
Gadgets
Gadget ownership by age group
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
Cell phones Desktops Laptops E-readers Tablets
Ages 18-29 Age 30-49 Ages 50-64 Age 65+
Source: Pew Internet surveys. Data is for adults age 18+. pewinternet.org
Gadgets by household income
0%
20%
40%
60%
80%
100%
120%
Cell phones Desktops Laptops E-readers Tablets
< $30k/yr $30k-$49,999 $50k-$74,999 $75k+
Source: Pew Internet surveys. Data is for adults age 18+. pewinternet.org
Gadget ownership by education
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
Cell phones Desktops Laptops E-readers Tablets
No high school diploma High school grad Some college College +
Source: Pew Internet surveys. Data is for adults age 18+. pewinternet.org
Gadget ownership by race/ethnicity
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
Cell phones Desktops Laptops E-readers Tablets
White Black Hispanic*
Source: Pew Internet surveys. Data is for adults age 18+. * English-‐ and Spanish-‐speaking
77%
95% 94% 86%
67%
0
20
40
60
80
100
12-‐17 18-‐29 30-‐49 50-‐64 65+
Amost nine in ten adults (and three-quarters of teens) have a cell phone
Teen data: July 2011 Adult data: Feb 2012
Source: Pew Internet surveys. pewinternet.org
87% 88% 88%
0% 10% 20% 30% 40% 50% 60% 70% 80% 90%
100%
White Black Hispanic (English-‐ and
Spanish-‐speaking)
Cell phone (total)
% of all adults 18+ Source: Pew Internet February 2012 survey.
Cell phone ownership (total) 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 70 76 83* Take a picture 71 70 79* Access the internet 39 56* 51* Send a photo or video to someone 52 58 61* Send or receive email 34 46* 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
Cell phone activities by race/ethnicity
23%
66% 59%
34%
13%
0% 10% 20% 30% 40% 50% 60% 70% 80%
12-‐17 18-‐29 30-‐49 50-‐64 65+
About half of adults (and almost a quarter of teens) have a smartphone
Teen data: July 2011 Adult data: Feb 2012
Source: Pew Internet surveys. pewinternet.org
87% 88% 88%
0% 10% 20% 30% 40% 50% 60% 70% 80% 90%
100%
White Black Hispanic (English-‐ and
Spanish-‐speaking)
Cell phone (total)
% of all adults 18+ Source: Pew Internet February 2012 survey.
Cell phone ownership (total) by race/ethnicity
44% 45% 49%
42% 39% 40%
0% 10% 20% 30% 40% 50% 60% 70% 80% 90%
100%
White Black Hispanic (English-‐ and
Spanish-‐speaking)
Other cell phone
Smartphone
% of all adults 18+ Source: Pew Internet February 2012 survey.
Smartphone ownership by race/ ethnicity
• 88% of American adults own a cell phone
• 55% of adult cell owners go online using their phones
• 31% of cell internet users say they mostly go online with their cell phone.
31% of cell internet users are “cell-mostly”:
• 51% of African-‐American cell internet users do most of their internet acYviYes on their cell phones • 42% of LaYno cell internet users • 24% of whites
• 45% of all 18-‐29 year olds who use the internet on their cell phones are “cell-‐mostly”
10% cite access (lack of computer or home internet) as main reason
Factors • Age group • Race/ethnicity • Household income • Educational attainment • Quality of access
Thank you! Kathryn Zickuhr Research Analyst Pew Internet & American Life Project
All data, slides, and reports available at pewinternet.org
