Transcript TITLE OF PRESENTATION - Interactive Digital Media

Communications & Attitudes:
The Internet versus Print Media
Presented to: PRIMIR
John B. Horrigan
Associate Director for Research
Key questions
• When will everything be like Star Trek?
– When reams of data are instantly available, easily
analyzed, and accessed on a flexible and portable
device.
– Not any time soon, as people still:
• Go to libraries
• Buy books
• Read newspapers . . . although less than before
• What are frictions along the pathway to
that vision?
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Two parts to the answer
•
Technology: depends on the evolution and
convergence of three things:
1. Displays
2. RFIDs and sensors
3. Networks
•
Users: how they adopt new technology
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Technology I: Displays
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Technology II: Displays … electronic paper
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RFIDs and Sensors: the internet in things
• Well deployed in business practices and supply
chains.
• Growing use among consumers, e.g., smart cards
or EZ pass
• Consumer concerns about privacy is issue:
– Need to develop tools that let people control
information about themselves
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Networks: Adoption of high-speed at home
Home Broadband & Dial-Up Penetration
(% of adult Americans)
Broadband
Dial Up
60%
50%
40%
30%
20%
10%
Ju
n00
De
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Ju
n01
De
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Ju
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Ju
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De
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Ju
n04
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n05
De
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0%
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EDUCATION: Percent in each group with broadband at home
(Sept 2007 survey)
80%
71%
70%
62%
60%
50%
38%
40%
30%
26%
20%
10%
0%
LT HS
HS Grad
Some college
College +
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INCOME: Percent in each group with broadband at home
(Sept 2007 survey)
90%
82%
80%
66%
70%
56%
60%
46%
50%
40%
30%
29%
20%
10%
0%
LT $25K
$25K-$40K
$40K=$60K
$60K-$100K
GT $100K
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AGE: Percent in each group with broadband at home
(Sept 2007 survey)
70%
65%
59%
60%
49%
50%
40%
30%
20%
16%
10%
0%
18-29
30-49
50-64
65+
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Access on the go
(Sept 2007 survey)
• 46% of internet users, in past year, have gone
online someplace other than home or work.
– For adults under 30, 68% have done this.
• Of this group:
– 65% have done this using their cell phones to access
the web
– 64% have done this using a laptop on a wireless
broadband to access.
– 20% have done this using a Blackberry, Palm, or
PDA
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Impact of innovations takes time
• Pathway of innovation:
– Invention  disruption  investment  installation
• This process can take up to 30 years, and we’re at the
beginning of the “installation phase” in the information
& communication technology revolution
• Why?
– Getting technology right
– Getting the rules right
– Drawing users in
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Wither old media?
(% getting news yesterday)
Pew Research Center for the People & Press, May 2006 survey
Age 18-29
30-49
50-64
65+
49%
53%
63%
69%
Newspaper
24
36
47
58
Radio
26
43
39
27
Online
news
24
29
21
10
TV News
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Different media sources viewed differently
by users
• Newspapers
– Seen as a relaxing activity
– A habit
– A thorough information source
• Internet news
– Convenience
– Speed
– Customizable
• For adults under 30, internet is a main news source
– relative to newspapers – for most news
categories except local news.
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Why a typology?
Information &
communications
technology
Applications
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How we put it together
• Large survey (n=4,001) that focused on three dimensions of use
of information & communication technology (ICTs):
 Assets
o Internet (and broadband at home)
o Computer use (laptop & desktop)
o Cell phones
o iPods
o Web cams
o Video recorders & digital cameras
 Actions
o User-generated content
o Gaming
o Cell phone applications
 Attitudes
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What we found …
10 groups of ICT users that fall broadly into three
classes of users
• Tech elite (4 groups)
– 31% of the adult population
• Middle-of-the-road users (2 groups)
– 20% of the adult population
• Low-tech users (4 groups)
– 49% of the adult population
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The Tech-oriented groups
• Omnivores (8%) … in their late twenties:
– Have the latest gadgets
– Use ICTs as a platform for creativity, participation,
entertainment, socializing
• Connectors (7%) … in their late 30s, mostly women:
– Into emailing and cell phone use to stay in touch with
others and connect to community groups
• Lackluster Veterans (8%) … 40-ish men:
– Don’t like the extra connectivity of ICTs
– Use ICTs out of necessity
• Productivity Enhancers (8%) … also 40-ish:
– Highly positive view of ICTs as way to manage busy lives
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Middle of the road users
• Mobile Centrics (8%) … in their early 30s:
– Fully embrace functionality of cell phones
– Low home broadband access (37%) makes
internet less central to their tech habits
• Connected but Hassled (10%) … mid-40s:
– Lots of technology assets  80% with broadband
– Not a lot of tech satisfaction  connectivity is a
burden and many suffer from information overload
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Low tech groups
• Inexperienced Experimenters (8%) … 50-ish women:
– Not a lot of gadgets or online experience, but might do
more with ICTs with more familiarity with applications.
• Light but Satisfied (15%) … early 50s:
– ICTs on the periphery of their lives, but they are content
with occasional use to keep up with others
• Indifferents (11%) … late 40s:
– Infrequent users who find connectivity annoying
• Off the Network (15%) … mostly women in mid-60s:
– This group has neither cell phones or internet access
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Three key gaps across typology groups
Age
Attitudes about utility
Perceptions about usability
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Age and the Typology Groups
% of over 50 pop
25.0%
20.0%
15.0%
10.0%
5.0%
0.0%
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Percent in selected groups who say information & communication
technology helps "a lot" in making them more productive
90%
80%
83%
72%
66%
70%
60%
50%
40%
30%
20%
20%
9%
10%
1%
5%
0%
Omnivores
Connectors
Productivity
Enhancers
Lackluster
Veterans
Connected
but Hassled
Light But
Satisfied
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Indifferents
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Need help in getting gadgets to work
60%
51%
50%
40%
31%
30%
20%
13%
10%
0%
High Tech
Mid-Tech
Low Tech
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Typology implications
• Age matters, but it’s not the only explanatory factor
• Gaps & frictions cut in different ways:
– Many have more tech than they use
– Some might do more with more technology and more
experience
– Many users will use ICTs only with lots of coaching &
support.
– Some are unlikely ever to embrace ICTs
• Lots of tech capability idle in people’s hands &
homes
• Far from the “mature phase” of ICT adoption and
use in the United States
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Implication for printing industries
• Online resources complement traditional media,
they don’t substitute completely for them.
• Young people are:
– more reliant on the internet and other information
gadgets than older people.
– less likely to form newspaper reading habit
• Roughly one-third of the adult population are
attuned to new media.
• The day when electronics can enable highly
portable and flexible displays is a way off.
• The challenge for the printing industry is to be
open to product and institutional innovation.
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