LIFE ONLINE How the Internet is Changing Consumer Behavior and Expectations 5.9.06 Lee Rainie SOCAP...
-
Upload
doris-nichols -
Category
Documents
-
view
216 -
download
0
Transcript of LIFE ONLINE How the Internet is Changing Consumer Behavior and Expectations 5.9.06 Lee Rainie SOCAP...
LIFE ONLINEHow the Internet is Changing Consumer Behavior and Expectations
5.9.06Lee RainieSOCAPWashington, D.C.
May 9, 2006 2Life Online
Who’s blogging this?
Writings of a Loud Librarian
Indiana Librarian Marissa Priddis
http://theloudlibrarian.net/2005/10/monterey-learning-stuff.html
May 9, 2006 8Life Online
Home media ecology - 1975Product Route to home Display Local storage
TV stations phone TV Cassette/ 8-track
broadcast TV radio
broadcast radio stereo Vinyl album
News mail
Advertising newspaper delivery phone
paper
Radio Stations non-electronic
Tom Wolzien, Sanford C. Bernstein & Co
May 9, 2006 9Life Online
Home media ecology – nowProduct Route to home Display Local storage
cable VCRTV stations phone/DSL TVInfo wireless radio DVD“Daily me” broadcast TV PC Web-based storage content iPod /MP3 server/ TiVo (PVR)Cable Nets broadcast radio stereo PCWeb sites satellite monitor web storageLocal news mail headphones CD/CD-ROMContent from express delivery pager individuals iPod / storage portable gamer MP3 player / iPodPeer-to-peer subcarriers / WIFI cell phone pagers - PDAsAdvertising newspaper delivery phone cable boxRadio stations PDA/Palm game console
game console paperSatellite radio non-electronic storage sticks/disks
Adapted from Tom Wolzien, Sanford C. Bernstein & Co
May 9, 2006 10Life Online
Ball State: Media use on average day
240.9
135.8
93.480
65.142.2 32.8 32.6
12.2 11.6
0
100
200
300
Min
utes
per
day
May 9, 2006 11Life Online
Mobile devices
• 73% of adults own cell phones
• 45% of teens own them
The communications Swiss Army knife
Percentage of cell owners who use this feature now on their
mobile phones
Don’t use it now, but would like to have it
Send and receive text messages 35% 13%
Take still pictures 28% 19%
Play games 22% 12%
Access the internet 14% 16%
Send / receive email 8% 24%
Perform internet searches for things like movie listings, weather and stock quotes
7% 24%
Trade instant messages 7% 11%
Play music 6% 19%
Record their own video clips 6% 17%
Get mobile maps 4% 47%
Watch video or TV programs 2% 14%
May 9, 2006 13Life Online
Mobile devices
• 55% of adults own digital cameras
• 43% of teens own them
May 9, 2006 14Life Online
Mobile devices
• 43% of adults own video cameras
• 37% of teens own them
May 9, 2006 15Life Online
Mobile devices
• 30% of adults own laptops
• 32% of teens own them
May 9, 2006 16Life Online
Mobile devices
• 20% of adults own MP3 players
• 47% of teens own them
May 9, 2006 17Life Online
Mobile devices
• 11% of adults own a PDA or Blackberry
• 7% of teens own them
May 9, 2006 18Life Online
Internet and broadband adoption 1996-2006
0%
10%
20%
30%
40%
50%
60%
70%
80%
Mar-
95
Mar-
96
Mar-
97
Mar-
98
Mar-
99
Mar-
00
Mar-
01
Mar-
02
Mar-
03
Mar-
04
Mar-
05
Mar-
06
All internet - 147 mill.
Broadband - 83 mill.
May 9, 2006 19Life Online
Download music – 51%Share own creations – 33%
1919
2222
2630313133
3843
515557
7576
8184
89
0 20 40 60 80 100
Create a blogRemix and share f iles
Look for info that’s hard to discussCreate w eb pages
Religious/spiritual infoJob info
Health infoDow nload videos
Share their ow n creationsRead blogs
Buy productsDow nload music
Seek political new sHunt for schools
Use IMGet new s
Play online gamesInfo about about movies, TV
Use emailP
erce
ntag
e of
inte
rnet
use
rs
Activities of young greatly outpace their eldersActivities of young are not as great as their elders
For a full list of activities tracked by PIP please go to: http://www.pewinternet.org/trends/Internet_Activities_4.26.06.htm
May 9, 2006 20Life Online
Multitasking and attention deficits: What else were you doing when you last…
Watched TV
Listened to radio
Read a newspaper
Used the internet
Talked on the phone
Watched TV * 9% 38% 17% 54%
Listened to radio
13 * 21 16 30
Read a newspaper
43 21 * 2 14
Used the internet
20 17 2 * 19
Talked on the phone
57 25 14 18 *
Source: Forrester Research, 2004
May 9, 2006 21Life Online
Kaiser Family Foundation, Generation M, March 2005
May 9, 2006 22Life Online
Kaiser Family Foundation, Generation M, March 2005
May 9, 2006 23Life Online
33% of online teens share their own creations online, such as artwork, photos, stories, or videos
Content creation
May 9, 2006 24Life Online
32% have created or worked on webpages or blogs for others, including those for groups they belong to, friends or school assignments
Content creation
May 9, 2006 25Life Online
22% report keeping their own personal webpage
Content creation
May 9, 2006 26Life Online
19% have created their own online journal or blog
Content creation
May 9, 2006 27Life Online
Content creation
19% say they remix content they find online into their own artistic creations
May 9, 2006 28Life Online
Steve Bartman’s journey
May 9, 2006 29Life Online
Fragmented media environment(% of all Americans who “regularly” go to news source: PRC People/Press)
0
10
20
30
40
50
60
70
1994 1996 1998 2000 2002 2004
Local TV
Natl TV news
Cable news
Newspapers
Radio
Online News
Getting News on the Typical Day: Elite Broadband Users Versus the Rest
(% of who say they get news from specific source ‘yesterday’)
“High-powered”home broadband
All other home broadband
Local TV 59% 54%
National TV 52 46
Radio 53 47
Local paper 43 35
Internet 71 24
National paper 21 14
Average no. of sources 3.0 2.2
Number of cases 395 619
Source: Pew Internet Project December 2005 survey.
Total who used internet
% relevant internet users who say int. played crucial / important role
Overall growth > 2002
Bought a car
(62.5 mill.)
29 million 27%
17 million
21%
Got more education / training for career
(53 mill.)
35 million 39%
21 million
50%
Chose a school for me / my child
(39.5 mill.)
27 million 45%
17 million
55%
Helped another with a serious illness
(66.5 mill.)
33 million 24%
17 million
55%
Made major investment
(56 mill.)
29 million 29%
16 million
77%
Internet use at major life moments
Total who used internet
% relevant internet users who say int. played crucial / important role
Overall growth > 2002
Found a new place to live
(32.5 mill.)
16 million 33%
11 million
25%
Changed jobs
(34 mill.)
14 million 25%
8 million
17%
Dealt myself with a major illness
(26 mill.)
12 million 26%
7 million
16%
Got married
(7 mill.)
3 million 24%
1.6 million
63%
Internet use at major life moments
May 9, 2006 34Life Online
Expectations of internet users– 2002
Expect to find online
Up-to-date news 85%
Basic government info 82%
Health / medical info 81%
Products and services info 79%
Locate a person 58%
Industrial AgeBroadcast Model
Walter CronkiteNew York
Industrial AgeBroadcast Model
Information AgeMany-to-many model
Gary BrolsmaNew Jersey
Walter CronkiteNew York
The Internet’s Role in Making an Important DecisionWhat specific role did the internet play in the event for which the internet played an
important or crucial role?For respondents who said the internet played a crucial or important role in buying a car, making a major investment, getting
additional career training, choosing a school for self or child, or helping someone with a major illness or health
condition.
Help you find advice and support from other people 34%
Help you find information or compare options 30
Help you find professional or expert services 28
Source: Pew Internet & American Life Project March 2005 Survey. The margin of error ±5% for the 560 respondents to this question.
May 9, 2006 38Life Online
The J-curve laws
• Computing power doubles every 18 months – Moore’s law
• Communications power doubles every 9 months with improvements in fiber optics and compression – Gilder’s law– Spectrum power is enhanced with efficiency
improvements in spectrum allocation and use• Storage power doubles every 12 months – disk
law
May 9, 2006 40Life Online
Thank you!
Lee Rainie
Director
Pew Internet & American Life Project
1615 L Street NW
Suite 700
Washington, DC 20036
202-419-4500