The mobile difference

Lee Rainie, Director, Pew Internet Project9.20.13SEFLIN – librarian webinarEmail: Lrainie@pewinternet.orgTwitter: @Lrainie

“Tell the truth, and trust the people” -- Joseph N. Pew, Jr. http://bit.ly/dUvWe3

http://bit.ly/100qMub

3

4

Best/Worst

Made it harder to focus on a single task without being distracted

Made it harder to give people your undivided attention

Made it harder to forget about work at home or on the weekends

Made it easier to be productive while you are doing things like sitting in traffic, waiting in line, etc

Made it easier to plan and schedule your daily routine

Made it easier to stay in touch with the people you care about

0% 20% 40% 60% 80% 100%

7%

7%

9%

26%

28%

65%

12%

14%

10%

22%

19%

17%

24%

26%

15%

21%

20%

11%

57%

53%

64%

31%

32%

6%

A lot Some Only a little Not at all5

Get help in an emergency situation

Get up-to-the minute traffic or public transit info

Look up sports score

Look up something to settle an argument

Decide whether or not to visit a business, such as restaurant

Solve an unexpected problem

Coordinate a gathering

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

16%

4%

5%

4%

12%

15%

23%

18%

11%

14%

15%

18%

26%

27%

21%

23%

29%

31%

37%

39%

45%

21%

31%

33%

45%

43%

49%

60%

18-29 30-49 50-64 65+

Distracted walking - % of cell owners

18-24 25-34 35-44 45-54 55-64 65+0%

20%

40%

60%

80%

100%

51%

36%

19% 19%

10%4%

70%

55% 54%48%

42%

27%

Have bumped into a person or object because they were distractedHave been bumped into by someone because that person was distracted

7

Overall mobile picture

Mobile Revolution Mobile – 91% … smartphone 56% … tablets 34%

326.4Total U.S. population:319 million

2012

Changes in smartphone ownership

Smartphone Other cell phone No cell phone0%

20%

40%

60%

80%

35%

48%

17%

46%41%

12%

56%

35%

9%

May 2011 February 2012 May 2013

Smartphone ownership by income/age

18-29 30-49 50-64 65+0%

20%

40%

60%

80%

100%

77%

47%

22%

8%

81%

68%

40%

21%

90%87%

72%

43%

Less than $30,000 $30,000-$74,999 $75,000 or more

% who say their phone is an iPhone

% who say their phone is an Android

All cell owners (n=2,076) 25% 28%Gendera Men (n=967) 24 31b

b Women (n=1,109) 26 26Agea 18-24 (n=238) 31ef 43cdef

b 25-34 (n=279) 34def 40def

c 35-44 (n=283) 29ef 33ef

d 45-54 (n=354) 25f 27ef

e 55-64 (n=392) 19f 17f

f 65+ (n=478) 11 7Race/ethnicitya White, Non-Hispanic (n=1,440) 27b 26b Black, Non-Hispanic (n=238) 16 42ac

c Hispanic (n=235) 26b 27Education attainmenta Less than high school (n=144) 11 25b High school grad (n=565) 17a 27c Some College (n=545) 27ab 31d College + (n=799) 38abc 29Household incomea Less than $30,000/yr (n=504) 13 28b $30,000-$49,999 (n=345) 23a 27c $50,000-$74,999 (n=289) 25a 31d $75,000+ (n=570) 40abc 31

Cell internet users - 57% of all adults

Apr-09 May-10 May-11 Apr-12 Sep-12 May-130%

10%

20%

30%

40%

50%

60%

70%

25%

34%38%

44%

50% 52%

25%

38%

44%

53%56%

60%

31%

43%47%

55%59%

63%

Email Internet Total Cell Internet Use

Mobile internet access pointsthe % of cell internet users vs. all cell owners who say they “mostly” access the internet on their phone

% of cell internet users

% of all cell phone owners

Mostly on cell phone 34% 21%

Mostly on something else 53% 34%

Both equally 11% 7%

More likely to be Latinos, younger adults, less affluent, lesser educational attainment

Apps > 50% of adults

Sept 09 May 2010 Aug 2011 April 2012 May 20130%

10%

20%

30%

40%

50%

60%

22%

29%

38%

43%

50%

Cell Phone ActivitiesThe % of cell phone owners who use their cell phone to…

81% send or receive text messages

60% access the internet

52% send or receive email

50% download apps

49% get directions, recommendations, or other location-based information

48% listen to music

21% participate in a video call or video chat

8% “check in” or share your location

More data that show how integrated mobile connectivity is to

everyday life

Location services

• 74% of adult smartphone owners use their phone to get directions or other information based on their current location.

• 30% say that at least one of their accounts is currently set up to include their location in their posts, up from 14% who said this in 2011.

• 12% of adult smartphone owners say they use a geosocial service to “check in” to certain locations or share their location with friends – down from 18% of smartphone owners who reported this in 2012.

Just-in-time shopping in stores(% of cell owners)

Call for advice about a purchase

Use phone to look up product reviews

Use phone to look up product pricing

-20%

0%

20%

40%

60%

38%

24% 25%

46%

28% 27%

2012 2013

Online and mobile banking

Jun-00 May-02

Sep-02 Nov-04 Jan-05 Feb-05 Sep-07 Dec-08 Apr-09 May-10

May-11

Sep-12 May-13

Jul-130%

10%

20%

30%

40%

50%

60%

70%

18%

61%

0.18

0.35

online banking - internet users mobile banking - cell phone owners

Other key parts of life

• 52% of cell owners are two-screen TV watchers• 31% of cell owners / 52% of smartphone owners have

used it for health and medical information– 19% have health apps– 9% have texted for health

• 27% of cell owners used their phones for political information in 2012 election– 19% text messages on politics – also fact checking /

social networking • 9% of cell owners have texted charitable donations• 10% of campaign donors gave via text

Mobile devices and privacy• 54% of app users have decided to not install a cell phone app when they discovered

how much personal information they would need to share in order to use it• 30% of app users have uninstalled an app that was already on their cell phone

because they learned it was collecting personal information that they didn’t wish to share

0%20%40%60%80%

59%50%

33% 30%15%21% 14%

29%

7% 8%

Smartphone owners Other cell owners

Personal pathologies - % of cell owners

0%20%40%60%80%

100%

61%81%

59%76%

42%

71%

42%

63%

34%

61%

22%

46%

18-24 25-34 35-44 45-54 55-64 65+

Tablet ownership over time

May-10 Nov-10 May-11 Nov-11 May-12 Nov-12 May-130%

5%

10%

15%

20%

25%

30%

35%

40%

3% 4% 5%7% 8%

10%

14%

18%

25%

34%

Mobile and libraries

Current state of play – patrons

% who have visited a library or bookmobile in person in the past year

All Americans ages 16+ 53%a Men (n=1,059) 48%b Women (n=1,193) 59a

Age a 16-17 (n=101) 62%de

b 18-29 (n=369) 57%e

c 30-49 (n=586) 59%de

d 50-64 (n=628) 51%e

e 65+ (n=531) 40%Education attainment a No high school diploma (n=254) 43%b High school grad (n=610) 46%c Some College (n=562) 58%ab

d College + (n=812) 63%ab

Parent of minor a Parent (n=584) 64%b

b Non-parent (n=1,667) 49%

53%

59%

40%

58%63%64%

Current state of play – website users % who have ever visited a library website

All Americans ages 16+ 39%Men (n=1,059) 33Women (n=1,193) 44a

Age 16-17 (n=101) 47de

18-29 (n=369) 48de

30-49 (n=586) 47de

50-64 (n=628) 32e

65+ (n=531) 19Household income

Less than $30,000/yr (n=629) 30$30,000-$49,999 (n=363) 37a

$50,000-$74,999 (n=314) 44a

$75,000+ (n=567) 52abc

Education attainment No high school diploma (n=254) 24High school grad (n=610) 22Some College (n=562) 44ab

College + (n=812) 60abc

Parent of minor Parent (n=584) 46b

Non-parent (n=1,667) 36

39%

44%

19%

52%

60%46%

Current state of play – Mobile connectors

Flickr - http://bit.ly/18iUyhF

13% of those 16+– Those under 50– Those with

college degrees– Those in non-

rural areas

What new services patrons say they’d use

0% 20% 40% 60% 80% 100%

33%

34%

35%

35%

37%

30%

28%

34%

28%

36%

35%

36%

29%

35%

26%

Very likely Somewhat likelyNot too likely or not at all likely

Cell app to use to access library services

A tech “petting zoo” to try out new stuff

Cell GPS app to navigate library

Online research service – “ask a librarian”

Kiosks (“Redbox”) around town for lib. checkouts

0% 20% 40% 60% 80% 100%

23%

26%

26%

28%

29%

28%

32%

32%

29%

35%

48%

40%

39%

41%

34%

Very likely Somewhat likelyNot too likely or not at all likely

Pre-loaded e-book readers

Classes on how to download e-books

Personalize, Amazon-style recommendations

Digital media lab to digitize personal material

Instruction on how to use e-reading devices

• Attention zones change– “Continuous partial

attention”– Deep dives– Info snacking

• Real-time, just-in-time searches

• Augmented reality highlights the merger of data world and real world

Impact on patrons and librarians

Be not afraid