Communications

1
Communications AttitudesThe Internet versus
Print MediaPresented to PRIMIR John B.
HorriganAssociate Director for Research
2
Key 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?

3
Two parts to the answer

• Technology depends on the evolution and
  convergence of three things
• Displays
• RFIDs and sensors
• Networks
• Users how they adopt new technology

4
Technology I Displays
5
Technology II Displays electronic paper
6
RFIDs 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

7
Networks Adoption of high-speed at home
8
(No Transcript)
9
(No Transcript)
10
(No Transcript)
11
Access 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

12
Impact of innovations takes time

• Pathway of innovation
• Invention ? disruption ? investment ?
  installation
• This process can take up to 30 years, and were
  at the beginning of the installation phase in
  the information communication technology
  revolution
• Why?
• Getting technology right
• Getting the rules right
• Drawing users in

13
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
14
Different media sources viewed differently by
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.

15
Why a typology?
Information communications technology
Applications
16
How we put it together

• Large survey (n4,001) that focused on three
  dimensions of use of information communication
  technology (ICTs)
• Assets
• Internet (and broadband at home)
• Computer use (laptop desktop)
• Cell phones
• iPods
• Web cams
• Video recorders digital cameras
• Actions
• User-generated content
• Gaming
• Cell phone applications
• Attitudes

17
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

18
The 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
• Dont 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

19
Middle 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

20
Low 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

21
Three key gaps across typology groups

• Age
• Attitudes about utility
• Perceptions about usability

22
Age and the Typology Groups
23
(No Transcript)
24
(No Transcript)
25
Typology implications

• Age matters, but its 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 peoples hands
  homes
• Far from the mature phase of ICT adoption and
  use in the United States

26
Implication for printing industries

• Online resources complement traditional media,
  they dont 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.