Communications & Attitudes: The Internet versus Print Media Presented to: PRIMIR John B. Horrigan...
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Transcript of Communications & Attitudes: The Internet versus Print Media Presented to: PRIMIR John B. Horrigan...
![Page 1: Communications & Attitudes: The Internet versus Print Media Presented to: PRIMIR John B. Horrigan Associate Director for Research.](https://reader036.fdocuments.in/reader036/viewer/2022070410/56649eac5503460f94bb3649/html5/thumbnails/1.jpg)
Communications & Attitudes:The Internet versus Print Media
Presented to: PRIMIR
John B. HorriganAssociate Director for Research
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PRIMIR, December 2007 2
Key questionsKey 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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PRIMIR, December 2007 3
Two parts to the answerTwo 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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PRIMIR, December 2007 4
Technology I: DisplaysTechnology I: Displays
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PRIMIR, December 2007 5
Technology II: Displays … electronic paperTechnology II: Displays … electronic paper
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PRIMIR, December 2007 6
RFIDs and Sensors: the internet in thingsRFIDs 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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PRIMIR, December 2007 7
Networks: Adoption of high-speed at homeNetworks: Adoption of high-speed at homeHome Broadband & Dial-Up Penetration
(% of adult Americans)
0%
10%
20%
30%
40%
50%
60%
Broadband Dial Up
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PRIMIR, December 2007 8
EDUCATION: Percent in each group with broadband at home(Sept 2007 survey)
26%
38%
62%
71%
0%
10%
20%
30%
40%
50%
60%
70%
80%
LT HS HS Grad Some college College +
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PRIMIR, December 2007 9
INCOME: Percent in each group with broadband at home(Sept 2007 survey)
29%
46%
56%
66%
82%
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
LT $25K $25K-$40K $40K=$60K $60K-$100K GT $100K
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PRIMIR, December 2007 10
AGE: Percent in each group with broadband at home(Sept 2007 survey)
59%
49%
16%
65%
0%
10%
20%
30%
40%
50%
60%
70%
18-29 30-49 50-64 65+
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PRIMIR, December 2007 11
Access on the goAccess 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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PRIMIR, December 2007 12
Impact of innovations takes timeImpact 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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PRIMIR, December 2007 13
Wither old media?Wither old media?(% getting news yesterday)Pew Research Center for the People & Press, May 2006 survey
Age 18-29 30-49 50-64 65+
TV News 49% 53% 63% 69%
News-paper
24 36 47 58
Radio 26 43 39 27
Online news
24 29 21 10
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PRIMIR, December 2007 14
Different media sources viewed differently Different media sources viewed differently by usersby 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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PRIMIR, December 2007 15
Information & communications technology
Applications
Why a typology?Why a typology?
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PRIMIR, December 2007 16
How we put it togetherHow 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 phoneso iPodso Web camso Video recorders & digital cameras
Actionso User-generated contento Gamingo Cell phone applications
Attitudes
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PRIMIR, December 2007 17
What we found …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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PRIMIR, December 2007 18
The Tech-oriented groupsThe 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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PRIMIR, December 2007 19
Middle of the road usersMiddle 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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PRIMIR, December 2007 20
Low tech groupsLow 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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PRIMIR, December 2007 21
Three key gaps across typology groupsThree key gaps across typology groups
AgeAttitudes about utilityPerceptions about usability
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PRIMIR, December 2007 22
Age and the Typology GroupsAge and the Typology Groups
0.0%
5.0%
10.0%
15.0%
20.0%
25.0%
30.0%
Omni
vore
s
Conne
ctor
s
Lack
luste
r Vet
s
ProdE
nhan
cers
Mob
ileCen
tric
Conne
cted
/Has
sled
InxE
xp
Light
/Sat
isfie
d
Indif
fere
nt
Off Net
% population % of over 50 pop
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PRIMIR, December 2007 23
Percent in selected groups who say information & communication technology helps "a lot" in making them more productive
72%66%
83%
20%
9%
1%5%
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
Omnivores Connectors ProductivityEnhancers
LacklusterVeterans
Connectedbut Hassled
Light ButSatisfied
Indifferents
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PRIMIR, December 2007 24
Need help in getting gadgets to work
13%
31%
51%
0%
10%
20%
30%
40%
50%
60%
High Tech Mid-Tech Low Tech
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PRIMIR, December 2007 25
Typology implicationsTypology 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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PRIMIR, December 2007 26
Implication for printing industriesImplication 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.