Pew Study – new web stuff is catching on *fast*, not slow!

Matthew Ingram has got it right when he suggests that the recent Pew study results are an indication that many, not few people are engaged in Web 2.0. Several headlines about the study suggest, oddly, that there is some sort of tech elite who participates in web stuff when in fact the study is a powerful indication that the social internet is thriving and getting adopted by a broad spectrum of society rather than an elite group.

Click here for the Pew study with these key findings:

8% of Americans are deep users of the participatory Web and mobile applications.

23% are heavy, pragmatic tech adopters – they use gadgets to keep up with social networks or be productive at work.

10% rely on mobile devices for voice, texting, or entertainment.

10% use information gadgets, but find it a hassle.

49% of Americans only occasionally use modern gadgetry and many others bristle at electronic connectivity.

MORE:  Wow – I don’t think I’ve ever seen research so hopelessly misinterpreted as these findings.  Perhaps those writing about this like the idea of being a “tech elite” so they interpret accordingly?

The significant finding was that only 15% are “offline”.     Hmmm – compare this to 10 years ago when only about 15% were “online”.   This is called “rapid adoption” rather than “tech elitism”.

Off the network (15 percent)
People in this group, tending to be 65 or older, do not have a cell phone or Internet access. Some have computers or digital cameras.

9 thoughts on “Pew Study – new web stuff is catching on *fast*, not slow!

  1. Add the fact that most of the information is being generated by only a few. Increasing your content-footprint now is like an investment into the future.

    Every DMO should own a little corner of their niche through content creation and aggregation. At the very least, they should be officially blogging.

    I gave my Travel 2.0 presentation to my directors last year and was told “you are 5 years ahead of your time”. They threw me a bone this season by having our photo contest pictures upload to Flickr and making our brochures available for download. Whoo hoo!

  2. Ha – I used to feel your pain TourPro. At our recent state tourism conference I was frustrated to see that although some recognized the importance of Web and new social media as a DMO promotion tool, the investment continues to be primarily squandered in expensive print media that is expected to “send” people to the website. It doesn’t work that way and I’ve been saying this and even clearly demonstrated this with expensive experiments some years ago (we ran 20k print ads in Sunset that had little effect on Web traffic).

    I’ve given up “teaching” this because it’s clear people don’t want to measure how weak conventional DMO campaigns are compared to online campaigns.

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