Teens, Libraries and Web 2. 0: Snapshots from a new media landscape 8. 02. 07 Mary Madden Pew Internet & American Life Project Northeast Kansas Library System Tech Day 2007
Who we are… Teens, Libraries and Web 2. 0 August 2, 2007 2
Way back in 1993, the internet was… “headless, anarchic, million-limbed” and “spreading like bread-mold” - Bruce Sterling Teens, Libraries and Web 2. 0 August 2, 2007 3
Internet Marketing 101 Why use the internet? • Freedom • Free information and communication tools • It belonged to everyone and no one These are some of the same values we associate with libraries… Teens, Libraries and Web 2. 0 August 2, 2007 4
Libraries are the living internet… Libraries are connected nodes of information and community exchange that we use to communicate, collaborate, share resources and preserve knowledge. Teens, Libraries and Web 2. 0 August 2, 2007 5
Internet and Broadband Adoption 1996 -2006 All internet - 147 mill. Broadband - 83 mill. Teens, Libraries and Web 2. 0 August 2, 2007 6
Internet Access at Libraries • 98. 4% of public library branches in the U. S. now offer public internet access • 63. 3% of public library branches offer connection speeds of greater than 769 kbps http: //www. ii. fsu. edu Teens, Libraries and Web 2. 0 August 2, 2007 7
Where do teens go online? • • • 89% of online teens have access at home 75% have internet access at school 70% go online from a friend or relative’s house 50% have gone online from a library 9% go online from a community center or house of worship Teens, Libraries and Web 2. 0 August 2, 2007 8
Libraries & Teens • OCLC study finds that teens and college students consider search engines a better “lifestyle fit” for their information needs. • While more than 50% described search engines as a perfect information source, just 17% described libraries this way. • Teenagers are increasingly becoming library immigrants in a land of library natives. Teens, Libraries and Web 2. 0 August 2, 2007 9
Social Media: Where Teens and Libraries Meet Teens Technology Libraries Using technology to connect to people and information Teens, Libraries and Web 2. 0 August 2, 2007 10
Social Networking & Libraries Teens, Libraries and Web 2. 0 August 2, 2007 11
Libraries 2. 0 Teens, Libraries and Web 2. 0 August 2, 2007 12
Today’s Teen – Born 1990 Tim Berners-Lee writes World Wide Web program Teens, Libraries and Web 2. 0 Personal computers are 15 years old August 2, 2007 13
Today’s Teen – First Grade 1996 Palm Pilot goes on the market Teens, Libraries and Web 2. 0 August 2, 2007 14
Today’s Teen – Fourth Grade 1999 Sean Fanning creates Napster Teens, Libraries and Web 2. 0 August 2, 2007 15
Today’s Teen – Starts Middle School 2001 Wikipedia - 2001 Teens, Libraries and Web 2. 0 August 2, 2007 16
Today’s Teen – Middle School 2001 Teens, Libraries and Web 2. 0 August 2, 2007 17
Today’s Teen – Middle School 2003 Skype - 2003 Teens, Libraries and Web 2. 0 August 2, 2007 18
Today’s Teen – Starts High School 2004 Podcasts – 2004 Teens, Libraries and Web 2. 0 August 2, 2007 19
Today’s Teen – Sophomore Year 2005 You. Tube – 2005 Teens, Libraries and Web 2. 0 August 2, 2007 20
Today’s Teen – Junior Year 2006 The Year of My. Space: • More than 100 million accounts created • Third most popular site in the U. S. (after Yahoo and Google) • 55% of online teens use social networking sites • Of those who use social networking, 48% log on to the sites at least once a day or more Teens, Libraries and Web 2. 0 August 2, 2007 21
Who’s in the network? • Reinforcing pre-existing relationships – 91% stay in touch with friends they see a lot – 82% stay in touch with friends they rarely see in person • Meeting new people & flirting – 49% make new friends • (more for boys, less for girls) – 17% flirt • (mostly older boys – 29% of them flirt vs 13% of older girls) Teens, Libraries and Web 2. 0 August 2, 2007 22
Profiles: Switchboards for social life Teens, Libraries and Web 2. 0 August 2, 2007 23
All the world is not a stage… • 66% of teens who have profiles online have in some way restricted access to it – includes hiding it completely, taking it down, or making it private • 56% of teens with profiles say they have posted at least some fake information to their profile “I use a pseudonym, who is 24. Because I regard myself as an intellectual, it’s easier to be taken seriously if people don’t know they’re talking to a 16 year old. ” - Boy, Late High School Teens, Libraries and Web 2. 0 August 2, 2007 24
My. Space might seem chaotic… But it also offers a stable sense of place in the midst of drastic social changes that happen during the teenage years. Teens, Libraries and Web 2. 0 August 2, 2007 25
Teen Reality #1 Teens are technology-rich and enveloped by a wired world: • 83% of all teens say that “most” of the people they know use the internet • 10% say that “some” of the people they know use the internet. • Just 6% say that very few of the people they know use the internet. Teens, Libraries and Web 2. 0 August 2, 2007 26
Teen Reality #2 Mobile gadgets allow them to enjoy media and communicate anywhere • 84% report owning at least one personal media device: a desktop or laptop computer, a cell phone or a Personal Digital Assistant • 44% say they have two or more devices Teens, Libraries and Web 2. 0 August 2, 2007 27
Laptops • 32% of teens own laptops • 30% of adults own laptops Teens, Libraries and Web 2. 0 August 2, 2007 28
MP 3 Players • 45% of teens own MP 3 Players • 20% of adults own MP 3 players CBSMarketwatch survey 6. 13. 06 Teens, Libraries and Web 2. 0 August 2, 2007 29
Teen Reality #3 Teens are multimedia multi-taskers: Multi-tasking is a way of life – and people live in a state of “continuous partial attention” --- Linda Stone Teens, Libraries and Web 2. 0 August 2, 2007 30
Kaiser Family Foundation, Generation M, March 2005 Teens, Libraries and Web 2. 0 August 2, 2007 31
Kaiser Family Foundation, Generation M, March 2005 Teens, Libraries and Web 2. 0 August 2, 2007 32
Teen Reality #4 Teens know that ordinary citizens can be publishers, movie makers, artists, song creators, and storytellers 57% of online teens have created some kind of content for the internet Teens, Libraries and Web 2. 0 August 2, 2007 33
Sharing Creative Work • 33% of online teens share their own creations online, such as artwork, photos, stories, or videos Teens, Libraries and Web 2. 0 August 2, 2007 34
Bluegrass fiddler Nick Dumas: Age 16 "I'd be surprised if our band doesn't get noticed by some record company, " Dumas says confidently. "People keep telling us, `You need to go to Nashville. ‘” Teens, Libraries and Web 2. 0 August 2, 2007 35
Working for Others • 32% have created or worked on webpages or blogs for others, including those for groups they belong to, friends or school assignments Teens, Libraries and Web 2. 0 August 2, 2007 36
Jasmine Ta: Teen Journalist “The appeal to me was mainly Holden because I could relate to him so much (…) it was just eye opening because that’s exactly how I feel and how I think, and to have it in words, it was like, I’m not alone in the world. ” Teens, Libraries and Web 2. 0 August 2, 2007 37
Personal Webpages • 22% report keeping their own personal webpage Teens, Libraries and Web 2. 0 August 2, 2007 38
Creating a Blog • 19% have created their own online journal or blog Teens, Libraries and Web 2. 0 August 2, 2007 39
Remixing • 19% of all online teens say they remix content they find online into their own artistic creations • 35% of teen bloggers remix content Teens, Libraries and Web 2. 0 August 2, 2007 40
Teen Reality #5 Today's online teens have grown up amidst the chaos of the digital copyright debate, and it shows Teens, Libraries and Web 2. 0 August 2, 2007 41
Impact and Implications • Those who have grown up with interactive media want to manipulate, remix, and share content. • Ideas about intellectual property and fair use change • They expect to be in conversation with other creators. Teens, Libraries and Web 2. 0 August 2, 2007 42
Most importantly… Social media is persistent and “always-on”: • Conversations, research and learning don’t have to end when a student walks out the door. Teens, Libraries and Web 2. 0 August 2, 2007 43
Ratings and Reviews On the Table: Add functionality to library catalogs that allow users to give ratings and/or write reviews of books, movies, etc. How many people really do this and would my patrons rather do this in our catalog or on Amazon? – 28% of adult internet users have rated a product, service or person using an online rating system, and 3% do so on a typical day. Teens, Libraries and Web 2. 0 August 2, 2007 44
Online Raters are likely to be: • More experienced and active internet users • Better connected – more likely to have broadband at home • More educated and higher income users • Young and male Teens, Libraries and Web 2. 0 August 2, 2007 45
Tagging On the Table: Allow the public to add "tags" to materials in our catalogs. How many people have any clue about this? How many create tags? Use others’ tags? – 28% of adult internet users have tagged or categorized content online such as photos, news stories or blog posts and 7% do so on a typical day. Teens, Libraries and Web 2. 0 August 2, 2007 46
Taggers are likely to be: • Under age 40 and have higher levels of education and income • Better connected -- with broadband connections at home • But men and women are equally likely to be taggers Teens, Libraries and Web 2. 0 August 2, 2007 47
Social Networking On the Table: Create a presence on My. Space and Facebook. How many people are using SNS? Do people use My. Space to interact with institutions online, or is it person-to-person contact? • 16% of online adults use an online social networking site like My. Space, Facebook or Friendster and 9% use them on a typical day. – Reminder: SNS activity is much higher among teenagers. Teens, Libraries and Web 2. 0 August 2, 2007 48
Who uses SNS? Among adults: • Young adults: 18 -29 • Daily internet users • Broadband users • Those with six or more years of online experience Teens, Libraries and Web 2. 0 August 2, 2007 49
Mobile Searching and Text Messaging On the Table: Use text messaging to deliver notices about library holds. Design small screen-friendly versions of our catalogs. How many people own cell phones? How many use text messaging? How many people use their phones/PDAs to browse the web? – Roughly three in four adults in the U. S. own cell phones, but most of those users are simply using their phones to make and receive calls. Teens, Libraries and Web 2. 0 August 2, 2007 50
What else are cell phones used for? Teens, Libraries and Web 2. 0 August 2, 2007 51
RSS On the Table: Create RSS feeds of new materials available in the library How many people subscribe to RSS feeds? • In 2005, 5% of internet users said they used RSS aggregators or XML readers to get the news and other information delivered from blogs and content-rich websites. Teens, Libraries and Web 2. 0 August 2, 2007 52
RSS users tend to be: • Typical early adopters – young, white, male • Have high education and income levels – RSS would be well-suited for libraries that are interested in automating some of their announcements about new materials to highend users of the library. Teens, Libraries and Web 2. 0 August 2, 2007 53
Online Transactions On the Table: Allow online payment of fees and fines. Should we accept credit card payment online for fees and fines? Are people over that hump of being afraid to buy online? • 71% of adult internet users have bought a product online and 6% do so on a typical day. - About 3 in 4 online adults say the internet has improved their ability to shop Teens, Libraries and Web 2. 0 August 2, 2007 54
Audio and Video Downloading On the Table: Provide downloadable audio and video to patrons. How many people are downloading music and video files online? • 27% download music files • 19% download video files • 17% of internet users pay to access or download digital content online Teens, Libraries and Web 2. 0 August 2, 2007 55
Downloaders tend to be: • Young – under age 30 • Broadband users • Men Teens, Libraries and Web 2. 0 August 2, 2007 56
Podcasting On the Table: Create original library content such as tutorials and recommended reading podcasts to engage patrons. How many people download podcasts? • 12% of adult internet users say they have downloaded a podcast so they can listen to it or view it at a later time. -Just 1% report downloading a podcast on a typical day. Teens, Libraries and Web 2. 0 August 2, 2007 57
Who are these people? • Men are twice as likely to report podcast downloading (15% vs. 8%) • Those online for six or more years are twice as likely as those who have been online three years or less to have downloaded a podcast (13% vs. 6%). Teens, Libraries and Web 2. 0 August 2, 2007 58
Trends driving interest in podcasting: 1. More mainstream and niche content 2. Easier to find, sample and subscribe to podcasts 3. More people own mobile media gadgets Teens, Libraries and Web 2. 0 August 2, 2007 59
Gaming On the Table: Start video game nights or tournaments. How many play games online? • 35% of internet users play games online Teens, Libraries and Web 2. 0 August 2, 2007 60
Get a Second Life? Who plays games online? 50% of users 18 -29 34% of users 30 -49 26% of users 50 -64 23% of users 65 and older Teens, Libraries and Web 2. 0 August 2, 2007 61
What about gaming and literacy? Points for gaming privileges are earned by: * writing book reports * attending an after-school program * participating in a youth service org * embracing other positive activities Teens, Libraries and Web 2. 0 August 2, 2007 62
Wireless Internet Access On the Table: Set up Wi. Fi hotspots in libraries. How many use Wi. Fi? Aside from laptops, any other devices gaining wide acceptance that are usable on Wi. Fi? • Some 34% of internet users have logged onto the internet using a wireless connection Teens, Libraries and Web 2. 0 August 2, 2007 63
Where people use Wi. Fi: • 20% of internet users have used a wireless network at home. • 17% of internet users have connected wirelessly at work. • 27% of adult internet users have used a wireless connection at some place other than home or work. Teens, Libraries and Web 2. 0 August 2, 2007 64
You’re not alone… Teens, Libraries and Web 2. 0 August 2, 2007 65
Best Practices Wiki http: //www. libsuccess. org Teens, Libraries and Web 2. 0 August 2, 2007 66
The library of the future is… • Web-enabled and participatory • Also valued as a physical space • Made of people! Teens, Libraries and Web 2. 0 August 2, 2007 67
Thank you! Mary Madden Senior Research Specialist Pew Internet & American Life Project 1615 L Street NW Suite 700 Washington, DC 20036 mmadden@pewinternet. org 202 -419 -4500 Teens, Libraries and Web 2. 0 August 2, 2007 68
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