OCLC Report: Sharing, Privacy and Trust

Michael Sean Gallagher, Aluka User Services1

OCLC Report on Sharing, Privacy and

Trust in Our Networked World: Key

Findings for Aluka

2008.01.18 Michael Gallagher, Aluka User Services

http://www.aluka.org/



Introduction

This presentation will

1. define social networking and social media sites 2. discuss OCLC3. outline Sharing, Privacy and Trust in the Networked World4. provide OCLC conclusions5. brainstorm relevance for Aluka



Definitions

1. Social networking sites• Web sites primarily designed to facilitate interaction

between users who share interests, attitudes and activities Facebook, MySpace

• 2. Social media sites• Web sites that allow individuals to share content they

have created. Although there is interaction, the primary purpose is to publish and share content Youtube, Flickr



What is OCLC?

Online Computer Library Center

What do they do?

Dedicated to the furthering of access to the world’s information

and reducing information costs.

What do we know them for?

World Cat, Dublin Core, and this study

Where can I find them?

In Dublin, Ohio, or at http://www.oclc.org/

OCLC

http://www.oclc.org/



Sharing, Privacy and Trust in Our Networked World

Study explored:1. User practices and preferences on their favorite social spaces2. User attitudes about sharing and receiving information on social spaces, commercial sites and library sites3. Information privacy: what matters and what doesn’t4. Librarian social networking practices and preferences




Time Frame• December 7, 2006, and February 7, 2007

Respondents• 6545

Completed surveys• 6163

Age Range• All respondents were 14 years or older,

range from 14-86Location• USA, UK, Canada, France, Germany,

Japan



OCLC used the following statistics as background:

Canada United States

Japan France Germany United Kingdom

Population (2007)

32 440 970 301 967 681

128 644 345

61 350 009 82 509 367 60 363 602

Internet Users as % of Population

67.8% 69.7% 67.1% 53.7% 61.1% 62.3%

User growth(2000-2007)

73.2% 120.8% 83.3% 287.4% 110.1% 144.2%





Why were the French such late adopters?


http://upload.wikimedia.org/wikipedia/commons/f/f4/Mitterrand.gif

http://www.plumsite.com/fredgurner/gallery.htm



Demographics of RespondentsUSA

1801Canada

921France

821Germany

846Japan

804UK

970

0200400600800

100012001400160018002000




Age of Respondents

14-21 20%22-49 53%50+ 27%

14-2122-4950+




0%5%

10%15%20%25%30%35%40%45%50%

Urban Suburban Rural

UrbanSuburbanRural

Demographics of Respondents

34% Urban33% Rural31% Suburban



Findings

Use of social networking and media websites:• Five social spaces are in

the top ten global Web sites, including MySpace, Wikipedia, and YouTube

Use of these sites is growing at exponential rate• YouTube had over 188

million visitors in June 2007, up over 280% in one year

Traffic Rank

Name % of global users who visit site

Page views per user

1 Yahoo 25.9% 13.8

2 MSN 24.4% 6.9

3 Google 24.2% 6.1

4 YouTube 12.9% 12.4

5 Windows Live

17.8% 5.9

6 MySpace 4.9% 36.0

7 Orkut 2.9% 33.1

8 Baidu 4.5% 12.8

9 Wikipedia

6.6% 5.2

10 Facebook 2.6% 32.0



Findings

According to http://alexa.com/

http://alexa.com/



Findings

Who uses social networking sites?

0%

5%

10%

15%

20%

25%

30%

35%

40%

Canada US Japan France Germany UK



Findings

YouTube is the top social media site

0%10%20%30%40%50%60%70%80%90%

100%



Findings

Age Segment

May-06(000)

May-07(000)

Percent Change

Persons:12-17 1,628,000 4,060,000 149%

Persons:18-24 5,674,000 7,843,000 38%

Persons:25-34 1,114,000 3,134,000 181%

Persons:35+ 5,247,000 10,412,000 98%



Findings

The Web Community has moved from using the Internet to creating it• 16% of Internet users used

blogs in 2005; 50% in 2007

0%

10%

20%

30%

40%

50%

60%

Canada Japan Germany



The Web Community has moved from using the Internet to creating it• 25% of the respondents have

created web content (via social networking sites, blogs, or posted on chat rooms)

0%

5%

10%

15%

20%

25%

Canada US Japan France Germany UK



Findings

Web users have become as experienced as digital natives• Nearly 90% of the total general public have used the

Internet for more than four years

No discernible difference between urban, rural or suburban demographics; the differences occurred at national levels

The general public is more likely to have used a social networking site (28%) than to have searched for or borrowed items from a library website (20%)



Findings

Social networking site users are active users• 39% log in daily

Social networking site users are loyal• just 16% have stopped using a social network site in the

last 24 months

56% of college students use social networking• User base of tomorrow (and maybe today)

My friends or colleagues use the same site is the top criteria in using a social networking site (66%)• find a few early or vocal adopters and you have a network



OCLC Conclusions

Social Networking = Messy Participation

Messy participation refers to users interaction with and creation of the Web

It is often chaotic and disregards rules and easy classification

Messiness is to be encouraged

Messiness=Interaction=Use



OCLC Conclusions

Libraries=Books• Users associate libraries with books, rather than with

2.0 applications

Users who have visited a library website

0%5%

10%15%20%25%30%



OCLC Conclusions

In the future,

Users will not view sites as social sites; that distinction will be goneSocial networks will be ubiquitous(Digital) libraries must expand their social activitiesWebsites must allow users to easily share and create content and collaborate with others



Relevance for Aluka

Is this all just a fad?Does Aluka have a need for this? What are other ways to create a community?What interactive tools could we offer in the long run?Who is our audience?How can we manage this?



Relevance for Aluka



Closing Thoughts



Thank you. Michael Gallagher

Aluka User Services

100 Campus Drive, Suite 100

Princeton, New Jersey 08540

Tel: (609) 986-2268



OCLC Report: Sharing, Privacy and Trust

Economy & Finance

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