PewInternet.org

Broadband

Colorado Broadband conferenceNovember 15, 2010DenverLee Rainie: Director, Pew Internet Project

2

Internet and Broadband Revolution

70% 66%

Year-to-year % change in broadband adoption

04-05 05-06 06-07 07-08 08-09 09-10

21%

28%

12%

17%15%

5%

% change in home broadband adoption

10/5/2010 5Trends in Home Broadband Adoption Source: Pew Internet Project, May 2010 tracking survey

Broadband adoption by community type

2001 2002 2003 2004 2005 2006 2007 2008 2009 20100%

10%

20%

30%

40%

50%

60%

70%

80%

9%

18%21%

29%33%

46%49%

60%63%

70%

3%6%

9%

16% 18%

25%

31%

38%

46%50%

Urban Suburban Rural

% o

f pop

ulati

on

The personal impact of broadband

• Do more online activities• Spend more time online• Get more out of their online experiences• The internet becomes a destination as video

and other media experiences become richer• The internet becomes a communications and

information “hub” built into the rhythms of everyday life

The social impact of broadband

• Volume, velocity, variety of info increase– Long tail, passions/distractions

• The “people formerly known as the patients/audience” become publishers and broadcasters – and pundits/critics– 2/3 of online adults and 3/4 of online teens are content

creators• The “Daily Me” and “Daily Us” emerges as people

customize info flows– >50% of adults customize digital info

Demographic factors correlated w/ broadband adoption

Positive correlation(in order of importance)

Negative correlation(in order of importance)

Household income of $75,000 or more per year

Having high school degree or less

College degree Senior citizen (age 65+)

Parent with minor child at home

Rural resident

Married or living with partner

Disabled

Employed full time African-American

Source: Pew Internet Project, April 2009 tracking survey10/5/2010 9Trends in Home Broadband Adoption

10

Wireless Revolution

Cell phone owners – 85% adults

Jan-05 Jul-05 Jan-06 Jul-06 Jan-07 Jul-07 Jan-08 Jul-08 Jan-09 Jul-09 Jan-10 Jul-100%

10%

20%

30%

40%

50%

60%

70%

80%

90%

100%

All adults Ages 18-29 Ages 30-49Ages 50-64 Age 65+

96% 90% 85%

58%

Urban-84% Suburban-86% Rural-77%

Mobile internet connectors – 57% adults

Feb-04

Aug-04

Feb-05

Aug-05

Feb-06

Aug-06

Feb-07

Aug-07

Feb-08

Aug-08

Feb-09

Aug-09

Feb-10

Aug-100%

10%

20%

30%

40%

50%

60%

70%

All adults Whites Blacks Hispanics

62% 59% 55%

Urban-60% Suburban-60% Rural-43%

New cell and wireless realities• More than 2/3 of adults and 3/4 of teens use the cloud• Web vs. apps struggle: 35% have apps; 24% use apps• Features used by cell owners– 76% take pictures– 74% are texters (text overtakes talk in frequency in 2009)– 39% browse internet– 34% are email users– 34% record videos– 34% play games– 33% play music– 30% are IM-ers– 7% participate in video calls

Digital divides shrink

• 34% of Americans have used the internet on handheld– Among all non-adopters, 14% have accessed

internet on cell– Among African American non-adopters, 20% have

done this– Among Hispanic non-adopters, 25% have done

this

Impact of mobile revolution

• Information, media, people available anytime, anywhere, any device– Venues and availability of people and info shift

• People “control the playlist and “make the appointments” with media

• People’s attention to info and to others shifts – Truncates – “continuous partial attention”– Elongates – deep dives into subjects

16

Social Networking Revolution

Urban-64% Suburban-65% Rural-49%

Impact of social network revolution

• Tech social networking combines with other historic trends to transform social networks– Affluence and affordable technology, mobility, family composition

and roles, labor markets/free agency, rise of DIY politics and religion• What’s changed in social networks

– Composition - tightly-bound, close groups give way to more loosely-knit, diverse networks – more segmented and layered

– Way people use them – more important in stressful environments• Social networks are more vivid and tied to creation of

information/media– Merger of “real world” and “new media world” in a way that makes

media more personal = social media

How do you convince non-users to adopt broadband?

By the numbers: Who’s not online?

21% …of American adults are not online

34% ofnon-users

…have some past or current contact w/ internet

10% of non-users

…want to use the internet in the future

61% of non-users

…would need assistance getting online

Source: Pew Internet Project, May 2010 tracking survey

10/5/2010 20Trends in Home Broadband Adoption

Relevance & digital literacy are primary factors for not going online

Relevance48%

Price21%

Usability18%

Availabil-ity6%

Other7%

Source: Pew Internet Project, May 2010 tracking survey

10/5/2010 22Trends in Home Broadband Adoption

The “value” proposition: Jobs + continuing education

Finding out about job ops / career skills

Getting health info Learning new things to improve / enrich life

Using gov't services Keeping up with news and info

Keeping up with local community

-10%

0%

10%

20%

30%

40%

50%

60%

47%

38%36%

31%

26%

19%

37%

25%

30%26%

22%19%

31%

24%21%

24%

12%

17%

% who view a lack of broadband as a "major disadvantage" when it comes to...

Broadband users Dial-up users Not online 10/5/2010 23

Jobs Health

Learning Govt. News My

community

Source: Pew Internet Project, May 2010 tracking survey

The special role libraries can play

“Opportunity for All” – key findings• A third of Americans used computers at libraries last year• Jobs and Careers: 40% of the library computer users were

seeking career and employment help -- obs, resumes, training

• Education: 42% of library computer users were online for educational purposes -- homework, classes, degree prep

• Health and Wellness: 37% of library computer users were online for health-related purposes -- disease research, diet and nutrition, information about doctors

Social media as a “hook” for seniors

• Older adults are among the most resistant, but once converted they often come to see broadband as an everyday utility

• Renewed connections can provide a support network for people nearing retirement or beginning a new career

• Those with a chronic disease are especially likely to reach out for support online

• Social media bridges generational gaps and provides a shared space for interactions

10/5/2010 30Trends in Home Broadband Adoption

National purposes paradox:Great apps, not much outcomes evidence

• Health care• Education• Energy and the environment• Economic opportunity• Government services• Civic engagement• Public safety

You and your goals1. Expand public computer capacity to meet need with 451

desktops, 692 laptops, 69 ADA compliant workstations, and other equipment for PCC use.

2. Train library staff to teach basic computer skills to promote computer proficiency and broadband adoption and to teach courses on jobs skills development, healthcare, and other topics of interest to library patrons.

3. Public awareness to engage Colorado citizens: CSL will develop a statewide public awareness campaign and distribute collateral for local implementation.

4. Deliver training programs to PCC patrons: Libraries have agreed to partner with local bodies such as community colleges, schools, Chambers of Commerce, senior centers, and others to deliver training.

Be not afraid