Presentatie david nicholas & iand rowlands
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The document discusses the impact of digital transformation on consumer behavior, particularly focusing on the 'Google Generation' and their search habits. It highlights how digital access influences information-seeking behaviors, leading to trends like brief engagement with content, shallow browsing, and a reliance on quick answers, which may undermine critical thinking skills. Additionally, it explores the implications of these behaviors for various sectors and the necessity for new methods of understanding digital consumption patterns.
Presentatie david nicholas & iand rowlands
- 1. The Google Generation (GG) as digital consumers Professors David Nicholas and Ian Rowlands http://www.ucl.ac.uk/infostudies/research/ciber/ Department of Information Studies and CIBER, UCL
- 2. Transformations Digital transition creates unbelievable access to everything which brings search and evaluative skills to all aspects of life Disintermediation is a consequence and results in fast and massive choice, courtesy of Google Digital transition has much further to go what with the likes of mobile devices The digital transition means behaviour goes on remotely and anonymously
- 3. Consequence is parents, teachers, marketers etc) know less and less about more and more people This leads to decoupling and, possibly, professional/business melt down Compounded by the fact that – as we shall learn the virtual has fundamentally changed the way we seek, use and communicate In the vacuum still working on basis of old, uninformed , paradigm Badly need to visualise, conceptualise and act what is going on And an internet year is seven weeks!
- 4. CIBER: virtual voyeurs - we have a lot of evidence Need e-methods for an e-environment Millions of footprints from health, publishing, media, cultural and academic sectors. DLA – turn activity to use/information seeking, turn into user data and then look at outcomes What people did, not what they say they did, wish they did or thought they did. Do not remember what they did in the virtual space. Don’t even know the questions to ask. The data is challenging to say the least…
- 5. 1. Lots of activity: take scholarly publishing market 1.6 billion annual scholarly downloads Access the driver. More drawn into information net (all scholars, researchers and librarians now!) Existing users search more freely & flexibly. Extended working . Quarter of use occurs outside ‘traditional’ working (9-5) day and weekends account for 15% of use Growth. 40-60% - in crease: a) more digitization; b) preference for everything digital; c) wireless/broadband; d) mobile devices ( Cell phones, IPads ) However , lots of ‘noise’, most users robots
- 6. 2. Bouncing Over half visitors view just 1-3 pages from thousands available. Bounce because of: search engines, massive choice, an ‘acceptance of failure’ - pragmatism, shortage of time & overload Bouncing not always sign of failure but can be Younger people bounce the most
- 7. 3. Promiscuity Around 40% do not come back: Choice & shop around Lured away be search engines Poor retrieval skills (2.3words) and leave memories in cyberspace add to ‘churn’ rate Direct result of end-user checking Younger they are the more promiscuous they are
- 8. 4. Horizontal has replaced the vertical The horizontal has replaced the vertical: skittering ( move rapidly along a surface, usually with frequent light contacts or changes of direction) or flicking. Victoria! Hoover through titles, headings, contents pages & summaries at a huge rate and its pleasurable .
- 9. 5. Viewing has replaced reading Power browsing Been conditioned by emailing, text messaging, Tweeting and PowerPoint and mobile apps will condition even more Context: 15 minutes a long time online Don’t view an article online for more than 5 or so minutes Go online to avoid reading. If long, either read a summary or squirrel away for a day when it will not be read (digital osmosis)
- 10. 6. Brand much more complicated than you think Difficult in cyberspace: responsibility/authority almost impossible to establish in digital environment – so many players and brands, and so much churn Also what you think is brand is not what people think. Younger they are less likely to recognise traditional brands. Tesco !
- 11. Web behaviour profiling So we have a good idea of how consumers behave but we don’t do a lot about it – we live in parallel universes! Given that: most of what we do we do online, we behave in very different ways than previously thought human behaviour could not previously be investigated in such detail we need tear up the rule book, throw away personality profiling and the like and introduce web profiling…which takes us to our latest work with the BBC…
- 12. BBC Virtual Revolution Experiment (2010) Run out on BBC website to global audience – 70,000+ responses Sought to characterise and evaluate information seeking and usage behaviour by tracking what people did online and relating it to demographic background (age and gender), working memory and multi-tasking ability. On the basis of their performance people were assigned a web animal which fitted their behavioural style. "The fox knows many things, but the hedgehog knows one big thing". Still to process all the data and using pilot data here to illustrate what we will be finding
- 13. BBC animal experiment Eight animals types used, for instance: WEB FOX. Web Foxes are good at finding information quickly. They are highly social, maintaining complex relationships with the other members of their social group, often using social networks, or other sites whose content is created by its users, as sources of information. Web Foxes are multi-taskers, able to do several things at the same time. The pilot study found that Web Foxes tend to be younger (16-24), less experienced web users .
- 14. BBC animal experiment –prelim results for GG Google Generation quickest searchers, spending least amount of time on a question - fraction of time spent by adults. Fast information generation. Knee-jerk `digital natives’ interpretation is young people whizzes at technology, and searching Web as natural as breathing. However, by their own admission, least confident about answers. Lack of confidence explained by their behaviour - viewed fewer pages and domains and undertook fewer searches in answering questions. Search statements much closer textually to the question posed, making GG `cut and paste’ generation. As for multitasking, which anecdote has it they excel, yes they did it, but not well.
- 15. BBC animal experiment –prelim results for GG Propensity to rush, rely on point-and-click, first-up-on-Google answers, along with growing unwillingness to wrestle with uncertainties and inability to evaluate information, keeps young stuck on surface of 'information' age. Speculation about whether the digital making us stupid - damaging the brain! Neuroscientists say changes pattern of connections – introducing new ones and dispensing with old ones, and because of plasticity of young people’s brains theirs change more quickly. Skittering and viewing having serious consequences for fundamental human skills. Chipping away at capacity to concentrate and contemplate which leads to problems with us (not) reading.
- 16. Something to think about The rub: we are all Google Generation! Work in progress: have postcodes and relating animals to ACORN classifications and thus to purchasing behaviours. Advertising/marketing companies approached us in regard to using web profiling to recruit more suitable staff and build better project teams because more appropriate than the personality profiling. There has even been interest from the burgeoning ‘apps’ business in helping design new, mobile-and-web based services. We are looking for partners to help us exploit the data!
Editor's Notes
- #3: Choice, digital transition, unbelievable access, Google & disintermediation transformed information landscape Because so much information seeking goes on remotely and anonymously not woken up to this yet. Yet digital transition has further to go… Still working on basis of old paradigm and yet we have all changed our behaviour Real concern is Google Generation Badly need to visualise, conceptualise and act what is going on
- #6: . The digital has still worked wonders for scholarly information, opening it up to all and bringing in people who had difficulty accessing it when they wanted it. he profession, together with publishers, are part of a huge scholarly success story, our research shows that there is a strong correlation with e-scholarly use and scholarly performance; top researchers (per capita) are the most voracious users of the literature; the universities where usage is greater are the top universities [1] . Therefore librarians must be helping to deliver more than just access; they are also helping to deliver academic outcomes. The point needs to be made to senior managers in a way they understand it – in the form of robust data.
- #7: They enter a site, view a page or two and then go off somewhere else and do the same there. Thus typically half of all visitors view 1-3 pages from thousands available to them (something that must break the hearts of web designers). They bounce for some of the same reasons mentioned above (search engines, massive choice and poor retrieval skills); after all bouncing is an inevitable consequence of promiscuity. However the mistake is assuming that all bouncing represents poor information seeking. In fact, it can also represent an informed and highly pragmatic form of information seeking, which is the inevitable result of digital overload and a shortage of time. Thus, the user might have done their homework and know exactly what they want and once they have found what they want. Furthermore because they know there is no way they can scroll through the 60,000 hits returned by most search engine queries, they accept that you have to choose what you find quickly and not what is best. We have dubbed this an ‘acceptance of failure’. Nevertheless the younger the person the more likely they are to bounce and this can be attributed partly to poor information skills.
- #8: Many young people are promiscuous in information terms . Thus a round 40% of visitors do not come back to a site; they shop around taking advantage of the huge information choice on offer and are easily lured away by search engines. Poor retrieval skills, which mean that young people go to places they don’t really want to go, and that fact that most people leave their memories in cyberspace adds to the churn rate. The younger the user the more promiscuous they are and this might well be down to a lack of experience and skill. Promiscuity should not necessarily be viewed in a purely detrimental light because it can also be portrayed as an end-user checking form of behaviour, which has been forced on users because of disintermediation in the information environment. They have to make their own choices now, and there are many more choices than there once was.
- #9: Great sense of achievement, like driving fast Abstracts once though to be dead in the light of full-text availability, but helps the power browsing Charge for them!
- #11: Best example here one from our health research – SurgeryDoor kiosk, NHS data, in Tescos. Whose information? Most though Tesco and were disappointed to find out it was from NHS Social networking is as much about who isn’t on the site as who is’. When libraries, museums and the like start profiles its ‘cool’ brand is devalued. MySpace, Bebo and Facebook are all reporting visits down as parents and libraries pile in.