PewInternet.org

The Mobile Difference

Educause - WebinarJuly 14, 2011Lee Rainie: Director, Pew Internet ProjectEmail: Lrainie@pewinternet.orgTwitter: @Lrainie

Portrait of a generation

Population

Race and ethnicity

Male education level

Female education level

Community type

Technology and media

Self-definition = technology aptitude

Source: Pew Research Center's Internet & American Life Project 2010 tracking surveys. All include landline and cell phone interviews. N for all adults=9,769; n for 18-24 year old non-students=717; n for four-year undergrads=246, n for grad students=112, n for community college students=164.

Connected college students

Digital devices Millennials

(18-34)Gen X

(35-46)

Younger Boomers

(47-56)

Older Boomers

(57-65)

Silent Generation

(66-74)

G.I. Generation

(75+)

All online adults (18+)

Cell phone 94% 89% 86% 77% 70% 41% 83%

Desktop computer 55% 67% 62% 61% 48% 29% 57%Laptop computer 70% 63% 58% 49% 32% 14% 56%

iPod or MP3 player 69% 57% 36% 24% 10% 5% 44%Game console 63% 63% 38% 19% 8% 3% 42%e-Book reader 12% 14% 14% 12% 6% 5% 12%Tablet, like iPad 12% 9% 8% 7% 2% 1% 8%

Source: Pew Research Center's Internet & American Life Project, April 26-May 22, 2011 Tracking Survey. N=2,277 adults 18 and older, including 755 reached via cell phone.

Smartphone activitiesMillennials/coll students over-index on …• Texting use• Taking pictures on smartphone• Going online using smartphone• Downloading apps• Email on smartphone• Recording video on smartphone• Playing music on smartphone• Playing games on smartphone

Mobile is “conversation/search starter” – mobile users overindex on…• Daily use of internet• Social networking use• Search• News consumption (including political use)• Health and fitness information• Video use• E-commerce

25% of smartphone owners use it as primary device to go online

All smartphone owners (n=688) 25%GenderMen (n=349) 24Women (n=339) 26Age18-29 (n=177) 4230-49 (n=256) 2150+ (n=240) 10Race/EthnicityWhite, non-Hispanic (n=417) 17Black/Latino(n=206) 38Household IncomeLess than $30,000 (n=131) 40$30,000-$49,999 (n=118) 29$50,000+ (n=334) 17Education levelHigh school grad (n=169) 33Some college (n=171) 27College grad (n=308) 13

Source: Pew Research Center's Internet & American Life Project, April 26-May 22, 2011 Tracking Survey. N=2,277 adults 18 and older, including 755 reached via cell phone.

Source: Pew Research Center's Internet & American Life Project 2010 tracking surveys. All include landline and cell phone interviews. N for all adults=9,769; n for 18-24 year old non-students=717; n for four-year undergrads=246, n for grad students=112, n for community college students=164.

College students and social networking% of internet users in each group

Source: Pew Research Center's Internet & American Life Project, October 20-November 28, 2010 Social Networking survey.

Source: Pew Research Center's Internet & American Life Project, April 26-May 22, 2011 Tracking Survey. N=2,277 adults 18 and older, including 755 reached via cell phone.

SNS activities Millennials out perform other gens. on …

• Logging on daily• “Liking” something/someone multiple times a

day• Updating status daily• Tagging and commenting on photos daily• Commenting on others’ status daily• Having diverse socio-economic network

What does this mean?Social networks are more influential - 1

Sentries

What does this mean?

Evaluators

Social networks are more influential - 2

What does this mean?

Audience = New media are the

new neighborhood

Social networks are more influential - 3

July 9, 2010 25

Will Millennials’ use of tech change as they age?

26

Will Millennials’ use of tech change as they age?

By 2020, members of Gen Y will have grown out of much of their use of social networks and transparency-engendering online tools. As they age and find new commitments, their enthusiasm for widespread information-sharing will abate.

29% experts28% full sample

By 2020, members of Gen Y will continue to disclose personal information to stay connected. Even as they mature, have families, and take on more significant responsibilities, their enthusiasm for widespread information sharing will carry

forward.

67% experts69% full sample

27

Themes• Online sharing builds friendships, forms communities and builds

reputations – Millennials have seen the benefits and will continue to share online as they grow older

• New social norms that reward disclosure of private information are already forming, in fact, 20th century notions of privacy are already morphing

• New boundaries will be set as people adjust to new realities shaped by social network providers

• Those who disagreed with the majority mostly said that commitments tied to aging will change Millennials level of sharing – especially the time crunch from work and family

Thank you!