People carry the print paradigm with them into the virtual environment.

We have to let go of the idea that people look for information anywhere that online

Want to show the scale of what is happening.

Background: The google generation

Research for the JISC

Young obtain information in very different ways – search engines, blogs, social networks etc.

If true, will it prove  habit forming and would they still be behaving like that in the future (5-10 years)

Concentrate here on  how young people seek information

The intermediated system has been busted!

Evaluate digital footprints of millions of users

Evidence based – 6 million people – real behaviour

Big demand for scholarly product

Access main driver. More popple drawn into the scholarly net & excisting users can serarch more freely and flexibly

Lots of noise – are people happy with the results? 

In case of UK government funded websites intended for younger people less than a third of visits from UK.

UK has a good information/education brand. Evidence of strong BL brand.

Around 40% of visitors do not come back, shop around

Ascribed to: poor retrieval skills, leaving memories in cyberspace, massive choice, google constantly refreshing the virtual lanedscape

Young people are the most bouncy

Half of all visitors view 1-3 pages from thousands available. Bounce in again, and then out again

Bounce because of search engines, massive choice, acceptance of failure, pragmatism and shortage of time.

Convenience replaces content

They flick

Some bouncing can be attributed to flicking

A kind of channel hopping, checking form of behaviour

They view rather than read!

Have been conditioned by emailing, chatting and text messaging

Don’t view an article online for more that 2 minutes

If its long, either read the abstract or squirrel it away for a day when it will not be read (digital osmosis)

2/3 of all downloaded will never will be read.

Go online to avoid reading

They power browse

Hoover through titles, contents pages and abstracts at a huge rate of knots. The horizontal has replaced the vertical

They love to travel, do not always like getting there.

Navigating towards content

They like immversive information environments

Publishers have a problem with speaking in the database

users want the wisdom of the crowd – most popular items etc. 

Brand is more complicated than you think

Difficult in cyberspace – responsibility and authority almost impossible in a digital environment – so many players, so many brands

Brand cool

Reflections

Young peoples behaviours – frenetic, bouncing, navigating, checking and viewing. Also promiscuous, diverse and volatile

Partly because of lack of mental map, lack Sense of collection, what is good.

Failure at the terminal

Access do not equal satisfaction and success!

Possibly: Guardian article

The really big issue!

Massive paradigm shift, or was it always so?

Has web enfranchised or disenfranchised at the same time?

Life-critical services are being rolled out to the web. Finding that access does not equal outcome or satisfaction

Vulnerable people exposed in this environment and fail in their millions. Inequalities will arise

We are slow to realize that the future is now!