Use of Internet, Social Networking Sites, and Mobile Technology for Volunteerism. Implications for Volunteer Recruitment and Engagement

Transcription

1 Use of Internet, Social Networking Sites, and Mobile Technology for Volunteerism Implications for Volunteer Recruitment and Engagement April 2014

2 USE OF INTERNET, SOCIAL NETWORKING SITES, AND MOBILE TECHNOLOGY FOR VOLUNTEERISM Implications for Volunteer Recruitment and Engagement Report Prepared by Sarah Conroy and Alicia Williams Copyright 2014 AARP 601 E Street NW Washington, DC

3 AARP is a nonprofit, nonpartisan organization, with a membership of nearly 38 million, that helps people turn their goals and dreams into real possibilities, strengthens communities and fights for the issues that matter most to families such as healthcare, employment and income security, retirement planning, affordable utilities and protection from financial abuse. We advocate for individuals in the marketplace by selecting products and services of high quality and value to carry the AARP name as well as help our members obtain discounts on a wide range of products, travel, and services. A trusted source for lifestyle tips, news and educational information, AARP produces AARP The Magazine, the world's largest circulation magazine; AARP Bulletin; AARP TV & Radio; AARP Books; and AARP en Español, a Spanish-language website addressing the interests and needs of Hispanics. AARP does not endorse candidates for public office or make contributions to political campaigns or candidates. The AARP Foundation is an affiliated charity that provides security, protection, and empowerment to older persons in need with support from thousands of volunteers, donors, and sponsors. AARP has staffed offices in all 50 states, the District of Columbia, Puerto Rico, and the U.S. Virgin Islands. Learn more at Acknowledgments This study was conducted on behalf of the AARP Office of Volunteerism and Service. The authors would like to thank Daniel Sunshine, Linda Barrett, Laura Skufca, Veral Hylton, Ashley Marion, Jen Martin, Sara Langhinrichs, Dorothy Howe, Lindsay Sena, Angela Foreshaw, Jenn Baier, Valerie DiSalvio and Kristin Walus for providing instrumental input and support throughout the development of this project. The authors would also like to specially recognize the American Red Cross, the Alzheimer s Association, Feeding America, the National Council of La Raza and the United Way of Central Iowa for sharing their experiences with respect to using the Internet, social media and mobile technology for civic engagement and volunteering. Their knowledge and experience provided invaluable insight to this project. For additional information, please contact the authors at sconroy@aarp.org or arwilliams@aarp.org.

4 TABLE OF CONTENTS EXECUTIVE SUMMARY... 5 Best Practice Recommendations for Use of the Internet, Social Media, and Mobile Technology for Volunteering Purposes... 6 Key Survey Findings... 8 LITERATURE REVIEW Trends in Volunteering Demographic Trends in Device Ownership, Internet Use, Social Networking, and Mobile Technology Trends in Internet Use and Social Media Related to Volunteerism Challenges in Using Social Media with Respect to Volunteerism Trends in Mobile Technology Related to Volunteerism Virtual Volunteering Overview Trends in Virtual Volunteering Benefits of a Virtual Volunteer Program Challenges Related to Virtual Volunteerism Conclusion DETAILED SURVEY FINDINGS Summary APPENDIX Survey Methodology Respondent Counts Annotated Questionnaire Bibliography Use of Internet, Social Networking Sites, and Mobile Technology for Volunteerism iv

5 LIST OF FIGURES Figure 1: Reported Internet Use, by Age Figure 2: Reported Use of Social Networking Sites, by Age Figure 3: Reported Volunteering in Past Year, by Age Figure 4: Number of Activities that Respondents were Willing to Perform Figure 5: Willingness to Use the Internet, Social Networking Sites, and Mobile Technology for Volunteering Purposes, by Type of Activity Figure 6: Willingness to Perform Specific Activities, by Social Networking Site Use and Reported Volunteering Figure 7: Percentage of Respondents with and without Concerns about Using the Internet, Social Networking Sites, and Mobile Technology for Volunteering Purposes Figure 8: Ranking of Concerns Regarding Use of the Internet, Social Networking Sites and Mobile Technology for Volunteering Purposes LIST OF TABLES Table 1: Percentage of Respondents Who Use the Internet, Social Networking Sites, and Who Have Volunteered in the Past Year Table 2: Willingness to Perform the Specific Activities, by Selected Demographics Characteristics Table 3: Predictors of Willingness to Perform the Activities, by Selected Demographic Characteristics. 40 Use of Internet, Social Networking Sites, and Mobile Technology for Volunteerism iv

6 EXECUTIVE SUMMARY This report was undertaken in order to provide insight and guidance to AARP about the effective use of the Internet, social media and mobile tools for increasing and strengthening volunteer recruitment and engagement; and thereby maximize community impact. This report involved a three-step research approach: A literature review to gain insight on overarching trends in the use of Internet, social media and mobile technology among U.S. adults, with added attention paid to the use of these technologies for volunteering purposes; A survey of adults age 40 and older, to assess the general willingness among this group to use the Internet, social networking sites and mobile technologies for volunteering purposes; and, Internal conversations with staff of AARP volunteer programs and conversations with external organizations about their experiences using these technologies in their volunteer efforts, with the goal of identifying best practices and recommendations for the use of these technologies for volunteering purposes. Notably, the following external organizations were selected based on their innovative and impactful work in this area: o The American Red Cross The American Red Cross has virtual volunteers (i.e., Disaster Digital Volunteers) who scan and respond to conversations on social media in times of disaster. The organization also developed the Team Red Cross app, a mobile application in which users can familiarize themselves with what it is like to volunteer with the Red Cross through videos and quizzes, are notified of volunteer opportunities in their area, and can share volunteer opportunities with their friends. o The Alzheimer s Association The Alzheimer s Association utilizes Alzheimer s Ambassadors who seek to develop relationships with members of Congress in an effort to make Alzheimer s disease a national priority. Ambassadors incorporate social engagement in their advocacy efforts by, for example, reaching out to members of Congress on Twitter. Additionally, they utilize Peer Volunteers (i.e., virtual volunteers who are members of the association s online community, ALZConnected). Peer Volunteers provide support on message boards to fellow online community members who are affected by Alzheimer s disease. o The National Council of La Raza (NCLR) NCLR is a Hispanic civil rights and advocacy organization that has developed a Mobile Action Network that updates network members on relevant news and sends calls to action via text messages in order to inform and engage advocates around their causes. Use of Internet, Social Networking Sites, and Mobile Technology for Volunteerism 5

7 o The United Way of Central Iowa The United Way of Central Iowa has a volunteer mobile application that allows users to geographically locate volunteer opportunities in their local area. o Feeding America Feeding America promotes small actions on their organization s social media pages to stimulate conversation and action regarding the issue of hunger in the United States. For example, during Hunger Action Month in 2013, they posted a Facebook Application that displayed a map of the United States. The more actions users took, the more orange (the color of hunger awareness) their state would become. Actions included spreading the word about statistics on hunger, connecting with their local food bank, and taking a SNAP Challenge. Best Practice Recommendations for Use of the Internet, Social Media, and Mobile Technology for Volunteering Purposes The following are best practice recommendations derived from the three-step research process noted above. Organizations should consider how these strategies can be used to bolster their volunteer recruitment and engagement efforts. Social Media Actively engage volunteers who are already in the social media and mobile space. These volunteers are more likely to engage actively on social media than those who are less comfortable or familiar with the technology. Use organization social media pages to serve as a touch point for engagement. Engage the social media community by finding easy and enjoyable ways to get them thinking and talking about the issues important to the organization s mission. Volunteers should be encouraged to engage with the organization s social media pages; and to speak about the benefits of their volunteer work and its impact on the communities they serve via their personal social media profiles. As such, volunteers can be important advocates for volunteer programs as they can give a volunteer s perspective of what it is like to serve as a volunteer for the program. Additionally, family members and friends are more likely to value the opinions of the volunteers than corporate voices. Share social media guidelines with volunteers, so they feel comfortable speaking about their volunteer experience. Additionally, volunteer training should be an important piece of the social media strategy so volunteers feel comfortable to speak about the program and cause online. Some challenges should be anticipated when it comes to using social media to engage volunteers, particularly among the older cohort. To help minimize these challenges, explain why Use of Internet, Social Networking Sites, and Mobile Technology for Volunteerism 6

8 social media is important and beneficial to the organization s efforts; and provide tangible, reallife examples that demonstrate the powerful impact of social media. To address volunteer privacy concerns, make sure to discuss general Internet safety dos and don ts as well as the various privacy settings available on social media sites to help protect privacy. Staff buy-in is also important to be able to effectively convey to volunteers the importance of social media. This requires training staff who work with volunteers on using social media, and encouraging them to engage on social media regularly. Continued support, including follow-up and feedback is critical to sustaining volunteer and staff engagement with social media. Mobile Technology As smart phone and tablet prevalence continues to grow, and as mobile devices represent the primary way many younger adults, Hispanics and African Americans access the Internet, it is important that volunteer organizations explore incorporating mobile technology into their volunteer recruitment and engagement strategy, particularly when searching for potential ways to increase the diversity of their volunteer base. Consider utilizing a mobile application as an interactive way to recruit and engage volunteers. For example, mobile apps can serve as an interactive way for volunteers to learn about and locate volunteer opportunities in their area. Also, consider text messaging as an additional option for communicating with volunteers, as it is an increasingly popular communications vehicle. Virtual Volunteering (i.e., carrying out volunteer activities over the Internet) It is important to provide virtual volunteering opportunities that are attractive to both traditional volunteers and contemporary volunteers looking for episodic or short-term opportunities, while also making sure the opportunities have an impact and meet organization goals. As volunteers leave their current traditional positions, use that time to re-evaluate those positions for potential virtual opportunities. Although virtual volunteering is not meant to replace traditional volunteer roles, it can be an effective means for providing greater flexibility and expanding the capacity of the organization. To manage some of the challenges inherent in virtual volunteering (e.g., feelings of isolation, feeling overwhelmed), maintain regular communication with volunteers so they feel adequately supported. Provide regular feedback to volunteers and develop a solid recruitment strategy in order to make sure the right volunteers are selected for the job. There is a misconception that virtual volunteering requires less time on the part of the volunteer, and less of a management effort on the part of the supervisor. However, virtual volunteering often requires just as much time; and managing virtual volunteering programs requires just as much effort perhaps even more so to clearly communicate tasks. Use of Internet, Social Networking Sites, and Mobile Technology for Volunteerism 7

9 The best practices noted above provide useful direction and guidance to volunteer managers regarding the implementation of these strategies for their volunteer programs. But, the question remains: Are volunteers and prospective volunteers willing to use these technologies for volunteering purposes? To answer this question, a national survey was conducted among adults age 40 years and older to examine their use of the Internet and social networking sites, and the extent to which they would be willing to use these technologies for volunteering purposes. The survey was conducted for AARP by AUS Marketing Research/SSRS via its telephone omnibus survey service. Interviews were conducted from January 29, 2014 through February 8, 2014, among a nationally representative sample of 1,021 adults ages 40 and older. The key findings from the survey are presented below. Key Survey Findings Three in four adults (76%) age 40 years and older report using the Internet, whether via a computer, laptop, smartphone, tablet, or some other device. Nearly six in 10 (59%) report using the Internet one or more times a day. Among Internet users age 40 and older, six in 10 (64%) also use social networking sites (e.g., Facebook, Twitter, and LinkedIn). Use of the Internet and social networking sites, however, declined with age. Adults age were the most likely to report using the Internet and social networking sites; and they were also the most likely to report using these on a daily basis. Adults age 65 and older, in contrast, were the least likely to report using the Internet and social networking sites; and they were the least likely to report using them daily. Nearly six in 10 adults (57%) age 40 and older reported volunteering in the past year. Volunteering rates were fairly similar across age groups. Internet users particularly those age 50 and older were more likely than respondents overall to report volunteering in the past year. Education level, employment status, and household income were significantly related to Internet use, social networking site use, and volunteering. Specifically, having at least some college education, being employed and having a household income of $50,000 or more were related to increased reports of Internet use, social networking site use and volunteering. In order to gauge the extent to which adults age 40 and older are willing to use the Internet, social networking sites, and mobile technology for volunteering related purposes, Internet users where asked about their willingness to perform seven specific tasks related to volunteering: o Volunteer virtually (i.e., carry out volunteer activities over the Internet). o Go online to learn about volunteer opportunities. o Join an online group or community that shares their commitment to a cause or issue that they care about. Use of Internet, Social Networking Sites, and Mobile Technology for Volunteerism 8

10 o Sign-up for text alerts that notify them when volunteer opportunities meeting their interest become available. o Download a mobile app that helps them geographically locate volunteer opportunities in their local area that meet their interest. o Sign-up for a volunteer opportunity that they learned about on a social networking site. o Share information about a cause or issue they care about on a social networking site. Four in 10 Internet users (42%) were not willing to perform any of the activities examined; however, the majority (57%) was willing to perform at least one activity (with an average of 1.8 activities overall). Among the seven activities, the top three activities that Internet users were most willing to perform were: Go online to learn about volunteer opportunities (32%); Join an on-line group or community that shares their commitment to a cause or issue that they care about (31%); and Share information about a cause or issue they care about on a social networking site (30%). Notably, nearly a quarter of Internet users (24%) were willing to volunteer virtually; and about a fifth of Internet users were willing to download a mobile app to locate volunteer opportunities in their area (21%), sign-up for a volunteer opportunity they learned about on a social networking site (19%), and sign-up for text alerts about available volunteer opportunities (19%). The frequency of use of social networking sites, gender, and employment status were key predictors of willingness to perform nearly all of the seven activities, with social networking site users and women being more willing to perform the activities; and retired adults being less willing to perform the activities. Notably, several additional predictors were found for virtual volunteering: age (willingness decreases with age) and education level (i.e., willingness increases with college education). To provide some additional context to respondents stated willingness to perform the activities, Internet users were asked whether or not they had any concerns about using the Internet, social networking sites, and mobile phones for volunteering purposes. Although the majority of respondents did not have any concerns, four in 10 did. Among those who expressed concern, the most cited concern was Privacy (55%); followed by not trusting social media (21%) and concerns about Security/Hacking/Safety/Scams (15%). Use of Internet, Social Networking Sites, and Mobile Technology for Volunteerism 9

11 Summary These findings from this survey highlight the potential use of the Internet, social networking sites, and mobile technology for volunteering purposes. Specifically, the findings suggest that focusing on volunteers and prospective volunteers who are already using social media may be the best avenue for recruiting and engaging volunteers in roles that involve these technologies. Being female and being employed also tends to increase the likelihood of one s willingness to use technology for volunteering purposes. As individuals increasingly engage and connect using new technologies, the use of social media, mobile and virtual volunteering strategies represent an additional avenue to expand an organization s reach and ultimately broaden the organization s community impact. Use of Internet, Social Networking Sites, and Mobile Technology for Volunteerism 10

12 LITERATURE REVIEW This document synthesizes research collected by the AARP Library and reviewed by AARP Research that pertains to social media and mobile strategies as they relate to volunteerism, as well as virtual volunteering. The synthesis begins with an overview of demographic trends in volunteerism as well as in social media and mobile technology usage to provide a general landscape of the respective environments. The document then discusses trends in social media and mobile technology related to volunteerism, and challenges in utilizing these technologies for volunteerism. In addition, this synthesis includes a discussion of the meaning of virtual volunteering, trends related to virtual volunteerism, and challenges in implementing virtual volunteer programs. Trends in Volunteering Demographic Trends in Volunteering Approximately 27 percent of Americans an estimated 64.5 million people volunteered through or for an organization at least once between September 2011 and September 2012, according to the latest data from the Bureau of Labor Statistics Volunteering in the United States report (2013). Notably, this volunteering rate has held fairly steady from 2008 to 2012, varying by less than one percentage point during the five-year period. There is variation in organizational volunteering rates by age, however. Statistics show volunteering rates are the lowest between the ages of 18 and 24 years (currently, about 22%); it reaches its peak around years of age (currently, 31.3%); then gradually declines thereafter (ranging between 29% and 30%). This peak in volunteering is typically associated with parenting roles, such as PTA, fundraising, youth sports, and scouting programs (Harvard School of Public Health Medlife Foundation, 2004). And, contrary to conventional thinking about limited time and multiple commitments being significant barriers to volunteering, the peak is also associated with having more, rather than fewer obligations and commitments (Harvard School of Public Health Medlife Foundation, 2004). Organizational volunteering rates also vary significantly by race and ethnicity. Among the major racial and ethnic groups, non-hispanic whites (28%) continue to volunteer at higher rates than do African Americans (21%) and Hispanics (15%) (U.S. Bureau of Labor Statistics, 2013). The rate of volunteering among Hispanics is especially low. Quotah (2008) asserts that this is due, in part, to a cultural divide; specifically, charitable organizations have often found that Hispanics are unfamiliar with many volunteer organizations and the work that they do especially those new to the United States or those who have not yet fully adapted to U.S. culture. Additionally, Hispanics are believed to be more likely to volunteer informally (i.e., help their friends and neighbors) rather than volunteer for organizations (Quotah, Use of Internet, Social Networking Sites, and Mobile Technology for Volunteerism 11

13 2008). Consequently, the rate of Hispanic volunteering is likely underrepresented in national volunteer statistics given that informal volunteering activities such as these are not typically assessed in volunteer surveys. Rates of Organizational Volunteering, % 30% 25% 20% 15% 10% 29% 32% 31% 31% 31% 30% 29% 29% 28% 28% 28% 28% 28% 26% 26% 27% 27% 27% 24% 24% 24% 24% 24% 21% 21% 21% 21% 20% 30% 20% 21% 19% 19% 20% 15% 15% 15% 15% 14% % Overall White African American Latino Source: Volunteering in the United States U.S. Bureau of Labor Statistics. Societal changes (such as advances in technology, changes in the way people work, limited available time, quick response expectations, etc.) are driving new trends in volunteerism (Glasrud, 2007). One such trend is that volunteering is becoming more personal and secular (Williams, Fries, Koppen and Prisuta, 2010). Although religious institutions have historically been the vehicle through which Americans most often volunteer, volunteering through these institutions has been declining steadily over the years (Corporation for National and Community Service, 2011). At the same time, Americans are increasingly volunteering on their own. The increase in informal volunteering has not been at the expense of organizations, however. In a study of volunteering among adults 45 years of age and older, AARP Research (2012) found that the percentage of adults who volunteered solely through organizations declined by 13 percent from 2003 to In contrast, the percentage of those volunteering solely on their own increased by 5 percent during that same time period. However, the largest change found in volunteering rates was in the percentage of adults volunteering both through an organization and on their own an increase of 21 percent. A deeper analysis of the findings revealed that the decrease in volunteering solely through organizations was not the result of organizational volunteers switching to more informal volunteering activities; rather, organizational volunteers were increasing their volunteering activities by taking on additional informal volunteer roles. Use of Internet, Social Networking Sites, and Mobile Technology for Volunteerism 12

14 80% Organizational and Informal Volunteering, by Year (Percentage of Adults Age 45+) 60% 40% 20% 0% 44% 39% 28% 18% 23% 16% 11% 15% 12% Only Through an Organization Only On Own Both Source: Civic Engagement among Mid-life and Older Adults: Findings from the 2012 Survey on Civic Engagement. AARP Research, 2012 Age differences were also evident. Although volunteers across the various age groups were more likely to report giving their time both through an organization and on their own than either way solely, volunteers age 50 and older were more likely than volunteers under 50 to report this (47% compared with 39%, respectively). Racial and ethnic differences also have been found. Specifically, non-hispanic whites (55%) were more likely than African Americans (52%) and Hispanics (39%) to volunteer through or for an organization (Williams, Fries, Koppen, et. al., 2010). No differences were seen among the groups with regard to informal volunteering, however. General Trends in Volunteering A trend in volunteerism that has recently emerged is a shift from regular, long-term volunteering roles to more episodic, occasional, or one-time volunteer activities. Graff (2002) defines episodic volunteering as volunteering that takes place in short periods of time, usually not more than three to four months in duration, or may be an even shorter, recurring duration (e.g., annually). Idealist.com s Volunteer Management Resource Center (2013) further notes that, although episodic volunteering may create significant challenges for organizations that rely on having consistently available volunteers; organizations need to adjust to this new trend if they wish to continue to attract and engage volunteers. Increasingly, volunteers are looking for ways to engage in a short-term capacity. Glasrud (2007) asserts that, given this, prospective volunteers will sign-on more readily for episodic volunteer roles than they will for traditional, long-term roles. Use of Internet, Social Networking Sites, and Mobile Technology for Volunteerism 13

15 Glasrud (2007) notes other emerging trends for which volunteer organizations will need to prepare: volunteers will expect to be given a wide range of activities from which to choose; they will be less organization-minded and more mission-focused; they will be more demanding about the way organizations involve them; and they will have little tolerance for poor volunteer management. To prepare for these changes, Glasrud (2007) recommends that organizations make the following changes: make sure recruitment and engagement language directed at volunteers and prospective volunteers is less organization-focused and more mission-focused; develop more episodic roles and consider new options such as volunteer job sharing; and as volunteers age out of their positions, reevaluate their roles to ensure the roles are contemporary and of interest to both traditional and the new breed of volunteers. Demographic Trends in Device Ownership, Internet Use, Social Networking, and Mobile Technology Device Ownership 100% 80% 60% 40% 20% 0% 73% 68% 30% 75% 78% 65% 65% 37% 39% Adult Gadget Ownership, by Year (% of Americans 18+ who own each device) 3% 84% 85% 84% 62% 59% 55% 47% 52% 5% 4% 35% 57% 10% 9% 29% 87% 58% 61% 45% 91% 56% 35% 24% 26% Cell phone Desktop computer Laptop computer Smartphone e-book reader Tablet computer Source: Pew Internet Surveys Note: 2013 e-reader/tablet users based on Americans Age 16+ As a result of the rapid growth in mobile technology over the last decade, Americans are now using a variety of devices to stay digitally connected to their friends, family, communities, organizations, work, hobbies and interests via cell phones, smart phones, laptop computers, e-book readers, and tablets. Cell phone Ownership Cell phones remain the mobile device that is owned by most American adults age 18 and older (91%). However, cell phone ownership declines with age. Adults age (97%) and those age (95%) Use of Internet, Social Networking Sites, and Mobile Technology for Volunteerism 14

16 are the most likely to own a cell phone; while 89 percent of those age 50-64, and 76 percent of those age 65+ own cell phones (Brenner, 2013). Cell phone ownership rates are similar across the major racial and ethnic groups; although African Americans and Hispanics are more likely than non-hispanic whites to own a smart phone, and use them for a wider range of activities (Zickuhr and Smith, 2012). Smartphone Ownership Smartphones are rapidly gaining in popularity, with ownership increasing by 21 percentage points from 2011 (35%) to 2013 (56%) (Smith, 2013a). Although smartphone ownership currently lags behind cell phone ownership, a majority of Americans now own a smartphone. Smartphone ownership decreases with age; and young adults are its biggest users (79%). Among the 50+ segment, 45 percent of Americans age and 18 percent of those age 65 and older own smartphones. Interestingly, as age increases, income becomes more of a factor in smartphone adoption: that is, the higher the income; the more likely the older adult will own a smart phone. Smith (2013a) further asserts that smartphone ownership is more of an elite phenomenon for older adults. African Americans (64%) and Hispanics (60%) have higher rates of smartphone ownership than non- Hispanic whites (53%) (Smith, 2013a). However, Asians (81%) are the most likely of any of these groups to own a smartphone (Rainie and Smith, 2013). Tablet and E-Reader Ownership Ownership of tablet computers (e.g., an ipad, Kindle Fire, Google Nexus, etc.) has increased significantly in recent years, from just 4 percent in 2010 to 35 percent in 2013 a 31 percentage-point increase during the three-year period (Rainie and Smith, 2013). Significant growth also has occurred with e- readers (e.g., Kindle and Nook); from 5 percent in 2010 to 26 percent in 2013 a 20 percentage-point growth rate in the three-year period. Adults age are more likely to use a tablet or e-reader than any other age group. E-readers and tablets are also especially appealing to college graduates and those with household incomes of $50,000 or more (Rainie and Smith, 2013). There are some racial and ethnic differences in ownership of e-readers and tablets. Specifically, non- Hispanic whites (26%) are more likely than African Americans (21%) and Hispanics (21%) to own e- readers; while Hispanics (37%) and non-hispanic whites (35%) are more likely to own tablets than African Americans (29%) (Rainie and Smith, 2013). Internet Use The Internet has become an integral part of the daily lives of Americans. Currently, 85 percent of Americans are using the Internet to perform a wide range of activities, including using search engines, Use of Internet, Social Networking Sites, and Mobile Technology for Volunteerism 15

17 sending or reading , looking for information on a hobby or interest, getting news, using social networking sites, and playing online games (Pew Research Center, 2013a). Adult Internet usage is correlated with education, household income and age. In fact, these are the strongest positive predictors of Internet use transcending any other demographic differences. Seniors (adults age 65 and older, 56%), adults with less than a high school diploma (59%) and those with household incomes of less than $30,000 are less likely than others to have Internet access (Zickuhr and Smith, 2012). Notably, although seniors are the least likely of the age groups to be online, about four in ten (43%) have a high-speed home broadband connection (Zickuhr and Smith, 2013); while about one in five cell phone owners access the Internet via a cell phone or smartphone (22%). Among the seniors who access the Internet by cell phone or smartphone, just 10 percent access the Internet mostly through their phones. This compares to a third (34%) of cell Internet users overall (Duggan and Smith, 2013). Seniors are also the least likely among adults age 50+ to be comfortable using the Internet. About a quarter (26%) of Internet users age 65+ say they are extremely or very comfortable using the Internet; compared to nearly half (49%) of Internet users age (Koppen, 2010). Hispanics age 50 and older were also much less likely than 50+ adults overall to feel comfortable using the Internet. Just 15 percent of Hispanics age 65+ consider themselves to be extremely or very comfortable using the Internet; compared to one quarter of (24%) Hispanics age (Koppen, 2010). Historically, Internet use has varied across demographics such as race and ethnicity, with Asians and non-hispanic white households more likely to report Internet use than African American and Latino households (File, 2013). However, recent increases in Internet adoptions rates facilitated by increases in mobile connectivity (particularly cell phones and smartphones) have helped to narrow the digital divide. Currently, 86 percent of non-hispanic whites, 85 percent of African Americans and 76 percent of Hispanics access the Internet (Pew Research Center, 2013b). Cell Phone Internet Use Currently, almost two-thirds of cell phone users (63%) go online using their cell phones (Duggan and Smith, 2013). The proportion of cell owners who use their phone to go online has doubled since The prevalence of cell phone Internet usage increased across a number of demographic groups since April This includes men and women, non-hispanic whites, African Americans, college-educated adults, and those in high-income households (Duggan and Smith, 2013). Cell owners ages are the most likely of any demographic group to use their phone to go online (85%), compared with seven in 10 (73%) cell owners ages 30-49, and half (51%) of those ages Just 22 percent of cell owners age 65 and older go online through their phones, making seniors the least likely demographic group to go online from a cell phone. Use of Internet, Social Networking Sites, and Mobile Technology for Volunteerism 16

18 Hispanic and African American cell Internet users are more likely than non-hispanic whites to access the Internet mostly by way of a cell or smart phone. Six in 10 Hispanic and four in 10 (43%) African American cell Internet users are cell-mostly Internet users, compared with 27 percent of non-hispanic whites. Text Messaging A majority of cell phone owners, across various race/ethnicities, household income levels, and education levels, send or receive text messages, although Hispanics (85%), those with household incomes of $50,000 or more (89%), and those with a college education (85%) are more likely than their counterparts to do so (Duggan and Rainie, 2012). Text messaging declines with age. Nine in 10 cell phone users age (97%) and (92%) send or receive text messages. The rate of texting drops significantly, however, among those age 50 and older. Specifically, seven in 10 (72%) cell phone users age and about one-third (34%) of cell phone users age 65+ send or receive text messages (Duggan and Rainie, 2012). The average number of texts sent on a normal day similarly decreases with age, with cell users age sending and receiving the most text messages (87.7), and those age 65+ sending and receiving the fewest (4.7) (Smith, 2011; Pew Research Center, 2012). Downloading Mobile Apps Downloading apps is not as prevalent among adult Americans as texting is. In an April 2012 study, just four in 10 cell phone owners stated that they had downloaded an app to their phone (Duggan and Rainie, 2012). As with texting, however, apps are most popular among cell phone owners age (65%) and age (53%); than with older cell phone owners age (25%) and 65+ (8%). Additionally, cell phone owners with higher household income levels and those who are collegeeducated are more likely than their counterparts to download mobile apps. African-Americans (50%) are also more likely than Hispanics (44%) and non-hispanic whites (40%) to download mobile apps. Use of Internet, Social Networking Sites, and Mobile Technology for Volunteerism 17

19 Social Networking 100% 90% 80% 70% 60% 50% 40% 30% 20% 10% 0% Percentage of Internet Users Who Use Social Networking Sites % 87% 86% 89% 83% 86% 78% 76% 68% 72% 73% 77% 67% 61% 64% 66% 69% 72% 67% 61% 49% 48% 57% 60% 46% 47% 49% 50% 52% 29% 38% 43% 24% 34% 16% 25% 26% 29% 32% 9% 8% 8% 11% 7% 13% 4% 6% 7% 1% Feb-05 Aug-08 May-08 Apr-09 May-10 Aug-11 Feb-12 Aug-12 Dec-12 May-13 All Source: Pew Research Center's Internet and American Life Project Tracking Surveys, February May, Slightly more than seven-in-ten (72%) Internet users use social networking sites a large increase from just 8 percent in 2005 (Brenner and Smith, 2013). Women (74%) and urban dwellers are more likely than men (70%) and rural users, respectively, to be on social networking sites. Social networking site use declines with increasing age. Young Internet users under 30 (89%) are the most likely to use social networking sites; but social networking continues to grow in popularity for older adults. Six out of 10 Internet users age and four in 10 Internet users (43%) age 65+ are using social networking sites. Notably, although seniors (those age 65+) are the least likely of other age groups to use social networking sites, adoption rates for this group have tripled in the last four years (from 13% in the Spring of 2009 to 43% currently) (Brenner and Smith, 2013). For older users, family members and friends often play an important role in getting them to use social networking sites. In a study of 50+ social media users, Koppen (2010) found that users of social networking sites were most often introduced to social media by family members (47%) or their friends (24%). Among those introduced by a family member, three-fifths (63%) said the introducer was their son or daughter. Social Networking Platforms Among social networking site platforms, Facebook is, by far, the most used by American adults. Currently, over two-thirds (67%) of Internet users use Facebook, 16 percent use Twitter, 15 percent use Pinterest, 13 percent use Instagram, and 6 percent use Tumblr (Duggan and Brenner, 2013). Facebook is a clear frontrunner among the social networking sites, across age groups, race/ethnicity, education, urbanity, etc. (Duggan and Brenner, 2013). Use of Internet, Social Networking Sites, and Mobile Technology for Volunteerism 18

20 Among social networking sites other than Facebook, African Americans are more likely than others to use Twitter; African Americans and Hispanics are more likely than non-hispanic whites to use Instagram; and non-hispanic whites are more likely than others to use Pinterest (Duggan and Brenner, 2013). (Note: no available data could be found on the rates of Facebook use by race/ethnicity.) Trends in Internet Use and Social Media Related to Volunteerism Internet Use and Group Activities In a 2011 study of the Internet and group activity (Rainie, Purcell and Smith, 2011), a majority of adults said the Internet has had a major impact on the ability of groups to perform a wide range of activities. Internet users were much more likely than non-users to believe the Internet has a major impact on group structure and behaviors. Notably, about two-thirds (64%) of Internet users said the Internet has a major impact on the ability of groups to impact society at large; and just over half of Internet users said the Internet has a major impact on impacting local communities. This compares to 45 percent and 38 percent of non-users, respectively, who said this. The Percentage of Adults Who Say the Internet has a Major Impact on the Ability of Groups to Internet Users Non-Internet Users Communicate with members 75% * 44% Draw attention to an issue 68% * 43% Connect with other groups 67% * 40% Organize activities 65% * 41% Impact society at large 64% * 45% Raise money 55% * 41% Recruit new members 55% * 38% Impact local communities 52% * 38% Find people to take leadership roles 35% 33% Source: Pew Research Center's Internet and American Life Project, November 23 December 21, 2010 Social Side of the Internet Survey. N=2,303 adults 18 and older. *Indicates statistically significant difference between Internet users and non users. Among the Internet users that were active in groups, four in ten (41%) said the Internet has had a major impact on their own ability to organize activities for their group; a third (33%) said it had a major impact on their ability to find groups that match their interest, and slightly under a fourth (24%) said it had a major impact on their ability to volunteer their time to groups. Internet users also were asked about the outcome of their group activities. Those who noted their group goals had been achieved were asked whether or not the Internet played a significant role in helping them achieve those goals. At least one-fourth or more respondents noted that the Internet Use of Internet, Social Networking Sites, and Mobile Technology for Volunteerism 19

21 played a major role in helping them achieve the following goals: get a candidate elected to office (53%), raise awareness about an issue (46%), solve or change an issue in society at large (38%), raise money for a cause (33%), provide emotional support or assistance (28%), solve or change a local problem (26%) and provide financial support or assistance (26%). Social Networking and Group Activities Groups are increasingly utilizing social networking sites. Additionally, Rainie, Purcell and Smith (2011) found that social networking site users were more likely to be active in groups such as charitable or volunteer organizations, community groups and neighborhood associations, with 82 percent of social networking site users and 85 percent of Twitter users active in groups compared with 75% of Americans overall. Group members are often using social media to connect with and support their groups, according to Rainie, Purcell and Smith (2011). Sixty-five percent of social network site users who are group members say they read updates and messages about their groups on these sites, and 30 percent say they have posted news about their groups on social networking sites. Additionally, 63 percent of Twitter users read updates and messages about their groups on Twitter, and 21 percent post about them. In general, these figures decline with age (Rainie, Purcell and Smith, 2011). Ages Read updates on social networking sites about your groups (among social network users active in groups that use social network pages, N=579) Post news about your group on a social networking site (among social network users who are active in groups, N=895) Total % 75% 60% 64% 41% 30% 40% 27% 25% 15% Source: Pew Research Center's Internet and American Life Project, November 23 December 21, Social Side of the Internet Survey. N=2,303 adults 18 and older, including 748 reached via cell phone. N for those active in groups=1,833. (Rainie, Purcell and Smith, 2011) Additionally, of Internet users active in groups, social networking site users are more likely to report having discovered groups on the Internet (32% vs. 11% of non-social networking site users), say that the Internet makes it possible to participate in a lot more groups (33% vs. 15%) and report spending more time on group activities because of the Internet (30% vs. 12%) (Rainie, Purcell and Smith, 2011). Social networking can be an effective tool for stimulating civic engagement. Smith (2013b) notes that discussions of political or social issues on social networking sites can spur users to get more involved or Use of Internet, Social Networking Sites, and Mobile Technology for Volunteerism 20

22 learn more about those issues. These actions, Smith adds, can be encouraged by discussions among friends, as well as from posts made by organizations or public figures. In a 2012 study, Smith found that 43 percent of social networking site users said they decided to learn more about a political or social issue because of something they read about on a social networking site; and 18 percent of social networking site users said they decided to take action involving a political or social issue because of something they read on those sites. In each instance, users were evenly split between those who found out about the issue in question from someone they know personally, and those who found out about it from someone they don t know personally, such as an organization or public figure. Younger social networking site users were especially likely to engage in deeper investigations of issues based on discussions within those sites, as were those with a college degree. and social networking site users are frequently contacted and asked to take part in civic activities within these spaces (Smith, 2013b). Smith asserts that, although online tools play a secondary role in Americans day-to-day political discussions with others, they have more prominence when it comes to outreach by groups or organizations looking to encourage political action (such as donating money, contacting a public official, or working for a candidate or cause). The findings further indicate that those who were personally affected by the political or social issue, are more actively involved, across a range of platforms. Percentage of American Adults Who are Asked to Perform Civic Actions Manner in which They were Asked Total Regularly (i.e., daily, every few days, once a week) Print letter 43% 12% Phone call 35% 12% 31% 18% Asked in-person 23% 3% Asked on a social networking site 16% 8% Text message 5% 2% Asked on Twitter 2% 1% Source: Pew Research Center s Internet and American Life Project, July 16-August 7, 2012 Tracking survey. N=2,253 adults ages 18 and older. Margin of error is +/-2.4 percentage points based on all adults. Social Networking and Volunteerism Causes individuals care about and the desire to make a difference are becoming a larger part of individuals identities on social media, according to Robert Rosenthal, director of communications at VolunteerMatch.org (Rosenthal, 2011). Relatedly, according to a recent study, 76 percent of social Use of Internet, Social Networking Sites, and Mobile Technology for Volunteerism 21

23 media users who support causes on and/or offline agree it is important to them to influence others to care about their chosen charities or causes (Georgetown University Center for Social Impact Communication/Waggener Edstrom Worldwide, 2013). The UN Volunteers (2011) State of the World s Volunteerism report asserts that social media has been used by volunteers and organizations for recruiting, organizing collective action, increasing awareness, raising funds and communicating with decision makers. Non-profits are increasingly using social media to channel individuals desire to develop a social identity around the causes they care about. Rosenthal (2011) identifies two major trends in using social media for volunteer engagement among non-profits: (1) using social media to facilitate volunteer activities including recruiting, rewarding, story-telling, re-engaging, managing, orienting, etc.; and (2) expanding opportunities beyond traditional volunteer roles by developing new forms of volunteering and innovative ways to engage supporters. (This encompasses micro-volunteering and small-scale programs and campaigns, such as fundraising campaigns, that are outside of the scope of this project). With respect to volunteer recruitment, although research is sparse, there is some evidence that suggests the use of social media for volunteer recruitment is not as widespread or trusted as traditional methods. A survey among non-profits in New York State found that just over half (53%) of non-profits used social media for volunteer recruitment, compared to 96 percent using word of mouth, 94 percent using referrals, 77 percent using organization websites, and 73 percent using local schools and organizations. Of the 53 percent who did use social media for this purpose, half found the method effective while the other half found it ineffective (The Siena College Research Institute, ). Similarly, in a survey of 100 non-profit hiring managers conducted by The Chronicle, nearly 57 percent said they used social networks to gather volunteers (Joslyn and Panepento, 2010). Challenges in Using Social Media with Respect to Volunteerism According to UN Volunteers (2011), social media may perpetuate clicktivism which may prevent supporters from participating in more meaningful engagement. In other words, it has been argued that while social media might help raise awareness of social causes, it does not inspire the passion to create effective social change (UN Volunteers, 2011). The aforementioned survey of social media using adults who support causes on and/or offline (Georgetown University Center for Social Impact Communication/Waggener Edstrom Worldwide, 2013) takes a deeper look at the question of whether or not social media engagement inspires further action. It finds that an overwhelming majority of respondents (82%) agree social media is effective in getting people to talk about the causes or issues, while fewer, although still a notable amount, say it is effective in raising money (55%), and motivating online (50%) and offline (32%) action. Yet, over half (55%) of respondents who engaged with a cause on social media reported being inspired to take further action. Common actions included donating money (68%) and volunteering (53%). Use of Internet, Social Networking Sites, and Mobile Technology for Volunteerism 22