THE NEW MEDIA ECOLOGY OF STUDENTS How the marketplace of ideas and learning is different for ‘digital natives’ Lee Rainie – Director Penn State April 14, 2007New Media Ecology April 14, 2007 2 Who’s blogging this? Writings of a Loud Librarian Indiana Librarian Marissa Priddis http://theloudlibrarian.net/2005/10/monterey-learning-stuff.htmlNew Media Ecology April 14, 2007 3 “Rainie was funny, at ease, informative and we found ourselves do a lot of ‘Huh...I didn't know that’ during his speech. Very, very cool.”New Media Ecology April 14, 2007 4 Who’s blogging this? Stephen Downes Stephen’s Web http://www.educause.edu/content.asp?page_id=666&ID=ECR0509& bhcp=1New Media Ecology April 14, 2007 5 “Good crisp presentation … backed with some actual research and drawing out the implications for educators, a list of which should be posted on the wall of every school ….”New Media Ecology April 14, 2007 6 “He’s a lot older than I imagined.” --------------------“Looks like a typical Foundation suit.”New Media Ecology April 14, 2007 7 “While he may look older than some expected, and appears to be just another Foundation suit, he's a very intelligent man, and worth paying attention to.”New Media Ecology April 14, 2007 8 What does he mean: digital natives?New Media Ecology April 14, 2007 9 6 new realities in the life of digital nativesNew Media Ecology April 14, 2007 10 Reality 1 Media and gadgets are ubiquitous parts of everyday lifeNew Media Ecology April 14, 2007 11 Home media ecology -1975 Product 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 & CoNew Media Ecology April 14, 2007 12 Home media ecology – now Product Route to home Display Local storage cable TiVo (PVR) VCR TV stations DSL TV Info wireless/phone radio DVD “Daily me” broadcast TV PC Web-based storage content iPod /MP3 server/TiVo (PVR) Cable Nets broadcast radio stereo PC Web sites satellite monitor web storage Local news mail headphones CD/CD-ROM Content from express delivery pager individuals iPod /storage portable gamer MP3 player /iPod Peer-to-peer subcarriers /WIFI cell phone pagers -PDAs Advertising newspaper delivery phone cable box Radio stations camcorder/camera PDA/Palm game console game console paper Satellite radio non-electronic storage sticks/disks Adapted from Tom Wolzien, Sanford C. Bernstein & CoNew Media Ecology April 14, 2007 13 ImplicationThe young access information and media in different ways and they are more in control of their media and search experiencesNew Media Ecology April 14, 2007 14 Media experiences “by other means” • 43% of young adult radio consumers occasionally listen to radio programs on something other than a radio console – computers (76%), laptops (34%), iPods (35%), cell phones (13%)New Media Ecology April 14, 2007 15 Media experiences “by other means” • 20% of young adult TV viewers occasionally watch shows on something other than TV sets – computers (70%), laptops (36%), cell phones (16%), iPods (7%)New Media Ecology April 14, 2007 16 Media experiences “by other means” • 13% of young adult internet users have placed a phone call via the internet and 19% have used webcams to connect with others in remote localesNew Media Ecology April 14, 2007 17 Implication The young allocate their time differently and they spend more time with mediaNew Media Ecology April 14, 2007 18 Kaiser Family Foundation, Generation M, March 2005New Media Ecology April 14, 2007 19 Reality 2 New gadgets allow people to enjoy media, gather information, and carry on communication anywhere and any time. New Media Ecology April 14, 2007 20 Mobile devices • 73% of adults own cell phones • 77% of young adults and 63% of teens own themWatch video or TV programs 13% 2% 14% Get mobile maps NA 4% 47% Record their own video clips 22% 6% 17% Play music 21% 6% 19% Trade instant messages NA 7% 11% Send /receive email 43% 8% 24% Access the internet 44% 14% 16% Play games 63% 22% 12% Take still pictures 39% 28% 19% Send and receive text 75% 35% 13% messages Don’t use it now, but would like to have it Percentage who use this feature now on their cell phones Percentage of cell phone owners whose phones have this feature The communications Swiss Army knifeNew Media Ecology April 14, 2007 22 Mobile devices • 55% of adults own digital cameras • 62% of young adults own them • 51% of young adults and 67% of older teens share photos on the internetNew Media Ecology April 14, 2007 23 Mobile devices • 43% of adults own video cameras • 37% of teens own them • 22% of young adults and 17% of older teens share videos onlineNew Media Ecology April 14, 2007 24 Mobile devices • 40% of adults play video games • 83% of teens do so Kaiser Family Foundation – March 2005 • 67% of teens play games onlineNew Media Ecology April 14, 2007 25 Mobile devices • 30% of adults own laptops • 43% of young adults own them (53% of college students) ---34% of all online adults log on wirelesslyNew Media Ecology April 14, 2007 26 Mobile devices • 20% of adults own MP3 players • 51% of teens own themNew Media Ecology April 14, 2007 27 Mobile devices • 11% of adults own a PDA or Blackberry • 8% of teens own themNew Media Ecology April 14, 2007 28 Implication The notion of ‘presence’ is radically changed: you can be present while “absent” and absent while “present”New Media Ecology April 14, 2007 29 Implication Conversations and information exchanges never end, though many are ‘incipient.’ Collaboration is commonplace and collective intelligence is pressed. New Media Ecology April 14, 2007 30 Implication Expectations about the availability of people and information change. The need to be “findable” grows – and new norms of access to people and material need to be negotiated.New Media Ecology April 14, 2007 31 Reality 3 The internet (especially broadband) is at the center of the revolution0% 10% 20% 30% 40% 50% 60% 70% 80% Mar-95Mar-96Mar-97Mar-98Mar-99Mar-00Mar-01Mar-02Mar-03Mar-04Mar-05Mar-06Mar-07 Internet and broadband adoption 1995-2007 All internet -142 mill. Broadband at home-96 mill.New Media Ecology April 14, 2007 33 Broadband turns the web into a destination 43% of those using the internet on a typical day say they spend some time online just browsing for fun for no particular purposeNew Media Ecology April 14, 2007 34 Broadband makes video a big part of the internet experience 85% of young broadband users have watched online video 62% have watched YouTube videos 19% have posted videosNew Media Ecology April 14, 2007 35 Implication Information creation and media making become interactive and participatory. The people formerly known as “the audience” want to be in conversation and co-creation with other media makers.New Media Ecology April 14, 2007 36 Reality 4 Multi-tasking becomes a way of lifeNew Media Ecology April 14, 2007 37 Kaiser Family Foundation, Generation M, March 2005New Media Ecology April 14, 2007 38 Kaiser Family Foundation, Generation M, March 2005Kaiser Family Foundation, Media Multitasking Among American Youth, December 2006Kaiser Family Foundation, Media Multitasking Among American Youth, December 2006New Media Ecology April 14, 2007 41 Implication People live in a state of “continuous partial attention” which adds to their stress and distracts them from completing tasks well. ---Linda StoneNew Media Ecology April 14, 2007 42 Reality 5 Ordinary citizens have a chance to be publishers, movie makers, artists, song creators, and story tellersNew Media Ecology April 14, 2007 43 55% of online teens have created their own profile on a social network site like MySpace or Facebook ----20% of online adults have such profiles Content creationNew Media Ecology April 14, 2007 44 51% of young adult internet users have uploaded photos to the internet Content creationNew Media Ecology April 14, 2007 45 39% of online teens share their own creations online, such as artwork, photos, stories, or videos ----22% of online adults have done this Content creationNew Media Ecology April 14, 2007 46 33% have created or worked on webpages or blogs for others, including those for groups they belong to, friends or school assignments ----13% of online adults do this Content creationNew Media Ecology April 14, 2007 47 32% of online young adults have tagged online content Content creationNew Media Ecology April 14, 2007 48 28% have created their own online journal or blog (33% of college students) ----12% of online adults have a blog Content creationNew Media Ecology April 14, 2007 49 27% of online teens report keeping their own personal webpage ----14% of online adults have their own pageContent creationNew Media Ecology April 14, 2007 50 Content creation 26% say they remix content they find online into their own artistic creations ----9% of online adults have done thisNew Media Ecology April 14, 2007 51 22% of young adult internet users have uploaded videos to the web Content creationNew Media Ecology April 14, 2007 52 19% of online young adults have created an avatar that interacts with others online Content creationContent creation by age 0 10 20 30 40 50 60 70 80 90 Ages 12-17 Ages 18-29 Ages 30-38 Ages 39-48 Ages 49-60 Ages 61-69 Ages 70+ Percentage Internet users Total populationNew Media Ecology April 14, 2007 54 Implication Niche information markets explode as different people use the internet in different ways to pursue their passions. Communities proliferate New Media Ecology April 14, 2007 55 A gadget and media typology27% 26% 22% 27% Content creators Make and share digital media Ultra-traditionals TV, radio, landline telephone Mobiles Cell phone, wireless laptop Neo-traditionals Light to moderate internet usersNew Media Ecology April 14, 2007 56 Reality 6 Everything will change even more in the coming yearsNew Media Ecology April 14, 2007 57 The J-curve laws • Computing power doubles every 18 months – Moore’s law • Storage power doubles every 12 months – disk law • Communications power doubles every 2-3 years with improvements in fiber optics and compression – Gilder’s law – Spectrum power is enhanced with efficiency improvements in spectrum allocation and useNew Media Ecology April 14, 2007 58 Home media ecology – future Product Route to home Display Local storage cable TiVo (PVR) VCR TV stations phone/DSL TV Info wireless radio DVD “Daily me” broadcast TV PC Web-based storage content iPod /MP3 server/TiVo (PVR) Cable Nets broadcast radio stereo PC Web sites satellite monitor web storage Local news mail headphones CD/CD-ROM Content from express delivery pager individuals iPod /storage portable gamer MP3 player /iPod Peer-to-peer subcarriers /WIFI cell phone pagers -PDAs Advertising newspaper delivery phone cable box Radio stations PDA/Palm game console game console paper Satellite radio non-electronic storage sticks/disks Adapted from Tom Wolzien, Sanford C. Bernstein & CoNew Media Ecology April 14, 2007 59 Where we’re going Michael Wesch Asst. Prof. Cultural Anthropology Kansas State University On YouTube: http://www.youtube.com/watch?v=6gmP4nk0EOENew Media Ecology April 14, 2007 60 Where we’re going • http://www.youtube.com/watch?v =6gmP4nk0EOE • Michael Wesch • Kansas State UniversityNew Media Ecology April 14, 2007 61 Thank you! Lee Rainie Director Pew Internet & American Life Project 1615 L Street NW Suite 700 Washington, DC 20036 Lrainie@pewinternet.org 202-419-4500New Media Ecology April 14, 2007 62 Life in the new digital ecosystem • Everything is available all the time • All the pressures push towards free content • Individual options for accessing information become more plentiful and attention is more put-upon • Users expect information on demand • Users prize convenience as well as context • Search becomes a basic behavior and skill • Users want to be able to make choices about what they see and when they see itNew Media Ecology April 14, 2007 63 Life in the new digital ecosystem • Users create content at will • Social networks matter more • Personally relevant content eclipses generic content • Audiences splinter in many directions • Virtual communities form without limits of time or distance • Users time-shift and place-shift all media • Mashups of content become another form of conversation • Lines between media channels blur • DIY surveillance and monitoring is commonplaceNew Media Ecology April 14, 2007 64 Life in the new digital ecosystem • The conversations have gotten bigger (in terms of the number of people participating). • The conversations have more depth and breadth, because the tools give us that ability. • The conversations are longer. • The conversations are independent of place and time. • The conversations can be archived for later use. • Local society changes because the conversations that impact it are global and not just filled with local voices. Global society changes because more local voices (ideas, etc.) can be heard. New Media Ecology April 14, 2007 65 Consequence – People’s relationship to media and information changes (1) Velocity of information increases – that gives us more hairtrigger environment and “smart mobs” (Howard Rheingold)New Media Ecology April 14, 2007 66 Consequence – People’s relationship to media and information changes (2) Volume of information grows --that gives us “long tail” opportunities (Chris Anderson), stress, need for more navigators 20%-40% of traffic or sales in the “long tail” Traffic Content Amazon, Rhapsody/iTunes, NetflixNew Media Ecology April 14, 2007 67 Consequence – People’s relationship to media and information changes (3) Valence of information increases – that gives us the “Daily Me” and the “Daily Us”New Media Ecology April 14, 2007 68 Consequence – people’s reliance on their social network grows and the power of “influential nodes” increases Source: Pew Internet & American Life Project March 2005 Survey. The margin of error ±5% for the 560 respondents to this question. Help you find professional 28 or expert services Help you find information or 30 compare options Help you find advice and 34% support from other people 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. What specific role did the internet play in the event for which the internet played an important or crucial role? The Internet’s Role in Making an Important DecisionNew Media Ecology April 14, 2007 69 Consequence – society moves more toward “networked individualism” (Barry Wellman) • Human relations moving from groups to networks • Looser, rather than denser networks • Multiple Specialized Relationships • Partial Membership in Multiple Networks • More Long-Distance Relationships • More Transitory Relationships • More Weak Ties • More Uncertainty, More Maneuverability • More “reporting” relationships – less hierarchyMotivation matters a lotNew Media Ecology April 14, 2007 71 Impact and implications -communication • Teens expect to be able to gather and share information in multiple devices. • They shrewdly sort out what communication and what information “belongs” on what device and under what circumstances. – Stephen Stills meets Go-Go Mr. Gadget: If they can’t be with the device they love, they love the device they’re with – “Email is for old people.” • IM may be fading, tooNew Media Ecology April 14, 2007 72 Impact and implications – views of property • Those who have grown up with interactive media want to manipulate, remix, and share content. • Ideas about intellectual property change – Ideas about fair use and sharing change • They also expect to be able to be in conversation with other creators.