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My Digital Library:Leveraging Today’s Mobile and Participatory Information Ecosystem
Kristen Purcell, Ph.D.Associate Director, Research
Pew Internet Project
Digital Libraries a la CarteTICERTilburg University, Tilburg NetherlandsJuly 29th, 2010
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Pew Internet Project
• Part of the Pew Research Center, a nonpartisan “fact tank” based in Washington, DC
• Provide high quality, objective data to thought leaders and policy makers
• Funded by the Pew Charitable Trusts
• All US findings are based on nationally representative telephone surveys of… – US adults age 18+, or
– US teens ages 12-17
– Drawn from dual-frame (RDD/cell) samples
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Today’s Discussion1) What’s Mobile Got to Do With It?
– Global cell phone use trends– US cell phone and internet use trends– The importance of social media
2) Highlights of the New Information Ecology– What are the hallmarks of the new information ecology?– Online information consumers
• who they are• how they behave• what they like
3) Leveraging New Technologies– Tips for success in the new information ecology
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What’s Mobile Got to Do With It?
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Global Mobile Subscriptions
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Mobile Penetration by Region
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Worldwide Mobile Subscriptions, 2005-2009
Number of mobile subscriptions per 100 inhabitants. Source: International Telecommunications Union, 2010.
0
20
40
60
80
100
120
140
2005 2006 2007 2008 2009
WorldWestern EuropeAsiaAmericasArab StatesAfricaCIS
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Mobile Subscriptions, Select Countries
0 50 100 150 200 250
India
China
Ivory Coast
Japan
Brazil
Australia
United States
France
Belgium
Greece
Thailand
Israel
Netherlands
UK
Denmark
Italy
Qatar
United Arab Emirates
Mobile Cellular Subscriptions Per 100 People
Source: ITU World Telecommunication/ICT Indicators Database, 2009 figures.
Worldwide average is 68 subscriptions per 100 people.
Worldwide ratio of cell subscription to fixed line is almost 4:1.
Total worldwide cell phone subscriptions is 4,676,174,400, up from 1,763,978,500 in 2004.
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Global IT Trends
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Mobile Broadband Subscriptions, 2005-2009
Number of mobile broadband subscriptions per 100 inhabitants. Source: International Telecommunications Union, 2010.
0
5
10
15
20
25
30
35
2005 2006 2007 2008 2009
WorldWestern EuropeAsiaAmericasArab StatesAfricaCIS
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Internet Users, 2005-2009
Number of internet users per 100 inhabitants. Source: International Telecommunications Union, 2010.
0
10
20
30
40
50
60
70
2005 2006 2007 2008 2009
WorldWestern EuropeAsiaAmericasArab StatesAfricaCIS
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Internet Use, Western Europe
Source: ITU World Telecommunication/ICT Indicators Database, 2009 figures.
Western Europe average is 42 (24 if you include CIS).
15
34
37
39
47
52
54
59
63
67
0 20 40 60 80
Greece
Italy
France
Belgium
Germany
Netherlands
Denmark
UK
Sweden
Iceland
Internet users per 100 people
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Internet Access Via Cell, 16-74 Year-Olds
4
1
2
3
3
4
6
7
9
10
14
0 5 10 15 20
EU (27 countries)
Greece
France
Belgium
Germany
Italy
Netherlands
UK
Spain
Denmark
Sweden
Percentage of 16-74 year-olds accessing the internet viamobile phone in the past 3 months
Source: Eurostat, 2009 figures.
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Internet Access Via Laptop, 16-74 Year-Olds
17
3
13
14
15
17
18
21
24
29
31
0 5 10 15 20 25 30 35
EU (27 countries)
Greece
Belgium
France
Italy
Spain
Netherlands
UK
Germany
Sweden
Denmark
Percentage of 16-74 year-olds accessing the internet vialaptop in the past 3 months
Source: Eurostat, 2009 figures.
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SNS, Youth & HealthTHE
MO
BILE
YOU
TH®
REPO
RT 2
010
SOURCE MOBILEYOUTH DATA 2010 AGES 5-29
THE BIG 5 MOBILE YOUTH ECONOMIES
$5
8b
97
m
USA
SUBS
CRIP
TIO
NS
(AG
E <3
0)VA
LUE
$BN
PA
$1
9b
76
m
BRAZIL$
21
b
28
1m
INDIA
$3
1b2
55
m
CHINA
$2
1b
3 2
JAPAN
15
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SNS, Youth & HealthTHE
MO
BILE
YOU
TH®
REPO
RT 2
010
MOBILE YOUTH: TEENS & STUDENTSMILLIONS OF SUBSCRIPTIONS 2010
SOURCE MOBILEYOUTH DATA 2010 BASED ON SUBSCRIPTIONS (ACCOUNTS) RATHER THAN SUBSCRIBERSTEENS 14-18 STUDENTS 19-24
16
NORTH AMERICA
22
.9 30
.8
WEST EUROPE4
1.7
28
.6
EAST EUROPE
22
.4
47
.5
CHINA HK
119
.7
99
.4
NE ASIA
12 13
MENA
20 3
6.6
TEEN
S (1
4-18
)
STU
DEN
TS
(19-
24) 6
0.1
32
.1
38
.2
1 5
52
.9
13
9.8
LATIN AMERICASUB SAH AFRICA SOUTH ASIA
31
.7 63
.7
ASIAN PACIFIC
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www.mobileYouthreport.com
Published by mobileYouthStatistics on youth mobile usage
Available for download
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US Teen Mobile Use
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US Teen Mobile Use
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US Teen Gadget Use
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US Teen Internet Access
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US Adult Cell Phone Use
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US Adult Wireless Internet Use
59%
84%
69%
49%
20%
% who connect to the internet wirelessly using a laptop or handheld device
All adults 18-29 30-49 50-64 65+
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What’s Mobile Got to Do With It?
• Overall, US wireless internet users are more engaged in online activities
• Half of all African-American adults in the US (48%) have used their cell phone to access the internet, compared with 40% of Hispanic adults and 31% of white adults
• Overall, African-American adults in the US are the most active mobile internet users
• In the US, African-American mobile internet use is growing at a faster rate than non-Hispanic whites and Hispanics
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US Social Network Site Use
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SNS Twitter
61
17
86
27
52
13
Total 18-29 30+
Percent of Online Adults Who Use Social Media
US Adult Social Media Use
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US Adult Social Media Use, by Race
SNS Twitter
58
15
71
25
72
20
White Black Hispanic
Percent of Online Adults Who Use Social Media
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US Teens Aren’t That Into Twitter
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US Adults 18-24 Are Into Twitter
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US Teens are More Into Content Creation
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Content Sharing is Growing Among Adults
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Remixing is Flat
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SNS Takes the Place of Blogging?
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Blogging is Also Down For Young Adults
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SUMMARY OF US TEEN ONLINE ACTIVITIES
73% of online teens use SNS (up 50%)14% blog (down 50%)8% use Twitter8% visit online virtual worlds
38% share content online (steady)21% remix content (steady)
62% get news about current events and politics48% buy things online31% get health, dieting, fitness info17% get info about sensitive health topics
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Hallmarks of the New Information Ecology
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Then and Now
Industrial Age
Info was:
Scarce
Expensive
Institutionally oriented
Designed for consumption
Information Age
Info is:
Abundant
Cheap
Personally oriented
Designed for participation
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The “New” Information Ecology
• Blurring line between “news” and “information”
• Information is “free”
• Information is “at my fingertips”
• Information is available when I want it
• Information is available from multiple sources
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The “New” Information Ecology
Volume of information grows
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The “New” Information Ecology
The variety of info sources increases and democratizes and the visibility of new creators is enhanced in the age of social media.
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The “New” Information Ecology
People’s vigilance for information changes in two directions:
1) attention is truncated (Linda Stone)
2) attention is elongated (Andrew Keen; Terry Fisher)
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The “New” Information Ecology
Venues of intersecting with information and people multiply and the availability of information expands to all hours of the day and all places people are
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The “New” Information Ecology
The vibrance and immersive qualities of media environments makes them more compelling places to hang out and interact
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The “New” Information Ecology
Valence (relevance) of information improves – search and customization get better as we create the “Daily Me” and “Daily Us”
~40% of online adults get RSS feeds ~35% customize web pages for info they want
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The “New” Information Ecology
Voting on and ventilating about information proliferates as tagging, rating, and commenting occurs and collective intelligence asserts itself
31% of online adults rated person, product, service
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Nine in ten American adults (92%) get news/info from multiple
platforms on a typical day
For six in ten American adults (59%), one of those platforms is the internet
*Platforms include print newspapers, television, radio and the internet
The “New” Information Ecology
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The “New” Information Ecology
59%
38%
Online and Offline
Offline Only
Online Only
No News
Where Americans get their news and information on a typical day
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The “New” Information Ecology
• The internet has not replaced/ displaced traditional media
but…• It is fundamentally changing the way
people consume and interact with information
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71% of American adults ever get news or information
online
The majority of online news and information
consumers are under age 50
The Online News/Info Consumer
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71% of American adults ever get news or information
online
Almost a third of online news and information
consumers are under age 30
The Online News/Info Consumer
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71% of American adults ever get news or information
online
Almost a third of online news and information
consumers are under age 30
The Online News/Info Consumer
*The median age of online news/info consumers is 40
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Online News/Information Consumers in the US…
• Are more educated than other online adults and other adults in general
• Have higher incomes than other online adults and other adults in general
• Are disproportionately white and Hispanic
• Are much more likely than other online adults to have home broadband access and to have premium broadband
service
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The Online News/Info Consumer
18
30
38
38
46
56
Int'l News Org site
Indiv or Org on SNS
Newspaper Site
Special Topic Site
TV News Org Site
Portal Sites
% of Online News/Info Consumers Who Use Each Site on a Typical Day
Most Popular Online Sources for News and Information
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The Online News/Info Consumer
% of Online Adults Who Get News/Information Online About Each Topic
What Are the Most Popular Online News/Information Topics?
49
62
64
66
73
81
Arts and Culture
Internat'l News
Business/Finance
Health/Medicine
Nat'l Events
Weather
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The Online News/Info Consumer
39
51
45
48
57
55
57
72
25
37
38
42
44
48
48
68
Follow on soc media
Ability to comment
Interactive material
Customize news
Easily share content
Portal/News aggregator
Multi-media content
Links to related material
Total18-29
% of Online News/Info Consumers Who Say Each Feature is Important
Most Popular Features of Online News Sites
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The Online News/Info Consumer
11%
21%
57%
11%
None
Just One
2 to 5
6 or more
How many websites, if any, do you routinely rely on for news and information?
% of Online News/Info Consumers
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The Online News/Info Consumer
Online News/Info Consumers are…• Efficient Grazers
• Hunters and Gatherers (71% go online specifically to get news/information at least a few times a week)
• Serendipitous News/Info Discoverers (80% come across news/information at least a few times a week while they are online doing other things)
• News/Info Receivers (44% get news/information forwarded to them through email, automatic
updates and alerts, or posts on social networking sites at least a few times a week)
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Online News and Information
Online News and Information is…
• Portable
• Participatory
• Personalized
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• “On the Go” News/Info Consumers– 26% of adults access news/information on their cell
phones– Among this population, 73% use social networking
sites and 29% use Twitter– Typically a white male, age 34, employed full-time– One in ten adults gets news alerts sent to his or
her phone
• The mobile phone allows anytime/anywhere access to information
• Info is consumed on the individual’s terms, when they want, where they want
Online information is portable
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• “News Participators”– 37% of internet users have contributed to the creation of
news, commented on it, or disseminated it via postings on social media sites like Facebook or Twitter
– Half of all online African-Americans (46%) are news participators (disproportionately high SNS use)
– Overall, 71% of internet users get news and information through email or posts on social networking sites
Remember…– 42% of online news consumers say being able to easily share
material with others is something they look for in a news site– 65% look for news sites with links to related material– 36% look for news sites with interactive material– 35% look for news sites where they can comment on stories.
Online information is participatory
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• “News Participators” are standing in the information stream
• Thanks to them, your story/information has an organic life beyond your presentation of it
Online information is participatory
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• “The Daily Me” Takes Shape
– 28% of internet users have customized their homepage to include news and information of particular interest to them
– 39% say being able to customize content is something they look for in an online news site
Online information is personalized
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Leveraging New Technologies
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"If you plopped a library down. . .30 years from now. . .there would be cobwebs growing
everywhere because people would look at it and wouldn't think of it as a legitimate institution
because it would be so far behind. . ."-- Experienced library user.
1996 Benton Foundation report: “Buildings, books, and bytes”
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How Technology Changes the Role of Libraries
• Makes it possible for organizations like libraries to become “nodes” in people’s networks that can help them solve problems and make decisions
• Allows for immediate, spontaneous creation of networks that can include libraries
• Gives people a sense that there are more “friends” in their networks like librarians that they can access when they have needs
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No longer think like this…
Your institution
Patron Patron Patron
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Now think like this…
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How to become a node in people’s social networks
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Tips on becoming a node in a social network
• Think like a friend, not an institution• Play to your strengths by being an expert, a filter,
a recommender (linker), and a facilitator • Be aware that your audience is bigger than the
available evidence provides – lurkers and future arrivals are part of the mix
• Remember that your information can (will, should) have an organic life beyond your presentation of it
• Look for opportunities to build communities with your material
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More tips on becoming a node in a social network
• Participate in the Web 2.0 world• Embrace the move towards mobility, constant
connectivity, perpetual contact – This changes the realities of time and space
and presence• Ask for feedback• Act on/respond to that feedback• Provide opportunities for interaction with and
customization of material• Facilitate information sharing
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The 4-Step Flow of Information
• Attention• Acquisition• Assessment• Action
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The Four A’s of Online Information Flow
• Get Attention– Leverage your services and knowledge– Offer alerts, updates, feeds– Have a presence in relevant places– Find pathways to people through their social network
• Enable Acquisition– Offer services and media in many places– Pursue new distribution methods for your collections– Point people to good material through links– Participate in conversations about your work with
your patrons
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The Four A’s of Online Information Flow
• Help with Information Assessment– Exploit your skills in knowing the highest quality
material– Aggregate the best related work
• Facilitate Action– Offer opportunities for feedback– Offer opportunities for remixing, customization,
interaction– Offer opportunities for community building– Offer opportunities to learn how to use social media
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Finally….
BE READY FOR THE SPOTLIGHT!!
You never know when your material will go viral, be picked up by a major organization, or create/mobilize
a community or following
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Finally….
EMBRACE THE OPPORTUNITIES!!The internet, mobile technology and social media grant access
to populations that have been traditionally hard to reach:
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Remember…
It’s not about cobwebs.... It’s about social webs …. And
libraries can be at the center of them!
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Available at www.pewinternet.org...• Understanding the Participatory News Consumer
http://www.pewinternet.org/Press-Releases/2010/Online-News.aspx
• Social Media and Young Adults http://www.pewinternet.org/Reports/2010/Social-Media-and-Young-Adults.aspx
• Teens and Mobile Phones 2004-2009 http://www.pewinternet.org/Reports/2009/14--Teens-and-Mobile-Phones-Data-Memo.aspx
• Wireless Internet Use http://www.pewinternet.org/Reports/2009/12-Wireless-Internet-Use.aspx
• Chronic Disease and the Internet http://www.pewinternet.org/Reports/2010/Chronic-Disease.aspx
• The Social Life of Health Information http://www.pewinternet.org/Reports/2009/8-The-Social-Life-of-Health-Information.aspx
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Thank you!
Kristen Purcell, Ph.D.Associate Director, ResearchPew Research Center’s Internet & American Life
Project1615 L Street NWSuite 700Washington, DC 20036
Email: [email protected]: http://twitter.com/kristenpurcell 202-419-4500