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

5

Distracted walking - % of cell owners

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 ownership by income/age

% 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

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

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)

Online and mobile banking

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

Personal pathologies - % of cell owners

Tablet ownership over time

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

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