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The behaviour of the young generation concerning search and directory usage
Kimbeli LEWIS
Why are we interested in the young generation? The young generation spans the ages two or three and 26. The children between 12 and 17 are one of the largest groups that are online. However, they do not have a lot of spending power. What are they doing online? 76% are getting their news online. They are not reading newspapers anymore. 43% are making online purchases, even though they do not have any spending power yet.
The Internet, picture phones, instant messages and blogging are influencing the purchasing power of the age group between 18 and 24. eBay is their second favourite website. Yet, this is a group that still does not have purchasing power.
25% of 20- to 29-years-olds are using either Internet or CD-ROM for directory services and 32% are using exclusively Internet. What does this mean?
To go straight to the source, we have invited four university students to give us their stories on how they get information and how they use new media. We have also interviewed 13 children between the ages of eight and 16 and asked them what they thought of directories.
a. Internet
For me, information research could be divided into two main areas: professional information, which in my case means academic data, and practical everyday life information. However, the way I do my research in those two areas is slightly different today and in the coming years will vary even more.
With the rapid development of the Internet, almost every student at every educational level considers the WorldWideWeb as the best information source. This, of course, includes me. The question is how to look for the information needed. What is the best way to do this? What tool should I use?
Recently, I have found myself affected by the Google syndrome, which is without a doubt the easiest way to search. Unfortunately, search and find are not the same thing. As a consequence, searching using Google can sometimes feel like looking for a needle in a haystack, in particular when looking for very specific information.
In the future, I will need to pay more attention to my research strategy. This will involve spending at least a couple of minutes thinking about my information needs and thinking about what kind of sources would be most suitable for my research.
I will then try to use various search engines, such as Ask Jeeves, AlltheWeb, MetaCrawler, Cirrus , and portals linked to specific business or technology areas. Since it is proper use that counts, I will try to become more and more familiar with all the different options. Looking for a certain phrase or file type is much easier if I use the advanced search field to specify my requirements.
Another element of effective research, especially if looking for very concrete data, are Internet communities devoted to the data in question. Joining an appropriate mailing list, for instance, can save me some time. In these communities, I will be able to ask direct questions and get direct answers, not from a search engine but from people who are actually fluent in an area that interests me.
b. Library
Even taking all these elements into account, I do not see any big changes in the near future in the way I research online for academic purposes. In a way, I think the Internet has already reached its peak of usefulness and with the increasing amount of rubbish on it, it may get harder and harder to exercise effective research. This is why, over the last year, I rediscovered the magic of library research. This includes books, newspapers, reviews, journals, working papers and so on. This kind of research turned out to be surprisingly effective and more reliable. On the other hand, it was sometimes hard to find specific data because libraries, even those as good as the one at the school I have studied at in Lyon, do not provide a very detailed description of available items. When I rejoin my home university in Poland, I will spend some time finding out about its library research facilities. In my opinion, too many students have already given up on paper‑based information sources, which is without a doubt a big mistake. It is just a question of making a little effort.
a. Internet
I do not see any changes in my methods of academic research. However, when it comes to practical, everyday information, it is just the opposite. The easiest way to find news, sports results or weather information is still the web.
b. Mobile
In my opinion, the future of this kind of research lies in mobile technologies. Mobile has experienced the same rapid development as the Internet. Contrary to the Internet, the real mobile boost is still ahead of us. Even today, I use different options provided by mobile providers quite often. I use my mobile phone to check bus schedules or cinema times. It came in handy in France where the public transport sector goes on strike quite often. Unfortunately, as my phone is a year old now, this kind of information was available to me only through text messages or special but rarely toll free numbers.
As a fan of mobile technologies, I am pleased to hear recent forecasts stating that in three years mobile phones could dethrone today’s PCs and become personal communications centres, allowing us to use basic computer applications such as email, Internet office and to publish information online in various forms, such as mobile blogs. I like have permanent access to any information I might need. For this reason, the next mobile phone I buy will come from the top shelf.
Mobile possibilities are infinite: web browsing, video recording, listening and purchasing music on the move in various file formats, mobile TV, mobile gaming, weather services, public services, traffic news, event directories and many more. At a certain point, I may cease to use my laptop for practical information because it will be easier and more efficient to use my mobile phone. With rapid technology development, the prices of these services will lower constantly, creating real competition for traditional computers, not only in terms of the possibilities they offer but also in the economies that they give.
Mobile technology growth aims for the simplification of everyday life. With all these possibilities combined in one small device, searching for information and entertaining yourself on the move will become a common practice. However, mobile phones will never eliminate traditional computers in the same way as online newspapers did not eliminate paper‑based magazines and journals. Instead they will offer easy and full synchronisation with PCs, allowing us to treat and process information downloaded with a mobile on a computer and vice versa. It may be especially useful with more detailed and complex data. One thing is downloading or searching for information using a mobile phone. Another thing is converting that information into a text file on a tiny mobile phone keyboard. If I am able to search for information on the bus, for example, and then treat or process this data on a regular‑sized laptop keyboard, it saves me time.
This will depend not only on the mobile phones but also on the networks. By the end of the year, there will be over 100 commercial networks in the world using third generation technology enabling fully mobile voice and data. The mobile revolution is already upon us.
To conclude, each new technology, no matter how successful it is, does not indicate a natural death of the preceding one. All new inventions have to face new barriers and new possible defects that did not exist in the past. This makes me remember library books and phonebooks not only when my laptop is broken or my mobile phone battery is dead.
I am a user of directories, especially online. It has not been this way all my life. Until I graduated form high school my biggest enemy was the computer. This changed when I started studying information science because I found out how helpful the computer is as a tool when searching information on the Internet. In the beginning, I used to spend hours in front of the computer searching because I searched in a very complicated manner. I have come to the conclusion that it is worth having some kind of a search strategy and that a search engine is not a finding engine.
a. What information?
There are different ways to get good results on the Internet. I will present seven steps that I use to get information. The first thing I do is think about what kind of information I am looking for. There is a very big different between R&D, scientific, technical or business information. For this reason it is best to choose different sources. For example, for R&D, I would go to professional e-journals, professional libraries or scientific databases. Here, I would not find the information about a company. If I am looking for simple information like a phone number, I do not use Google, because a directory is much quicker.
b. Quality and reliability
Sometimes, for example, when important decisions have to be made on the information, it is very important to have high quality information with a verifiable source. I cannot copy and paste the first two hits I get on Google because I cannot verify it. On the other hand, if I want to research approximate tendencies or developments, it does not make sense to search for hours.
c. Significance and price
This concerns the difference between must have and nice to have. It is important to calculate the time you are wiling to pay – in work time, for example – before you start researching. Am I willing to pay for a professional database like Forrester or Gardener?
d. Structure
Do you want images, such as a graph, or plain text? It takes a long time to extract graphs PDF files. It is much smarter to think of the structure before and look for information with this structure. For example, in the file type parameter in Google, I could enter ‘ppt’ for PowerPoint ‘psc’ for postscript.
e. How urgently do I need the information?
Do I need the information tomorrow? If I have a long time, I can follow a long-term search strategy. Getting involved in online communities is great for getting up-to-date information but does not help if I need the information tomorrow.
f. Regularity
If I know that I will need the information again tomorrow, I can do deep research initially, which will spare me time when I need the information in the future. If I have to access the information tomorrow, it is better to store it in a smart way on the computer. If you cannot find it, install Google desktop search, with which you can search for all files on your computer using an interface like the online Google.
g. Available resources
There are so many sources on the web. The problem is finding them. Does my company give me access to databases or directories? You then have to choose the suitable source for your needs.
a. Intelligent searching
I use Google all the time. However, it is very important to use it in the right way. A lot of people treat search engines as finding engines. They do not use it as a tool to get the information. They just enter one word and hope to get good results.
A search engine is not an intelligent creature. If I put intelligence into my search phrase I can expect to get good answers. Here, it is very important to specify the search and not do single word searches. You should also use the parameters of the advanced search. Use the proper search engine for the demand. searchenginewatch.com gives a list of various search engines. Only use search engines when it really fits with your needs. If you use them, do so properly.
It is important to be creative in searching for information. Think and then search.
I was asked to reflect upon my experiences in other countries and how the Internet helped me to prepare these trips. It is not as easy as it sounds to prepare a trip or study experience abroad. How do you begin? What do you need to be well prepared? The answer is simple: information. How do you get this information? What kind of information do you need? What sources can you use to get this information? I will give a short overview of how I handled this information problem and where I found information.
a. Internet
Before going to another country, you have to decide which country is the best choice for you. To begin, I was interested in basic information about countries and cities, where to live, living costs and economics. I went on epicture.com, which provides you with general information about history, population, economic situation, geography and so on. It also has lots of photos which offer you a visual first impression. To get a flat I went to the accommodation office of the city, but you can also search on the web pages of newspapers. You should only use web pages that are free.
b. Tourist guide
Before moving to another country, you have plenty of questions. How do you find the answers? For general information about tourist attractions and weather conditions, I bought a tourist guide. You can also find guides on the Internet, such as marcopolo.com, polyglot.com and others. If you have specific cultural questions, however, you should get your hands on magazines with more of an interest in culture and traditions, such as Geo. The problem with Google is that it gives you a huge amount of pages and you do not know where to start. You should therefore make more specific searches to minimise the matching pages.
c. Talking with people
I talk with people: friends, neighbours, parents and so on. One possibility is email exchange with other students in chat rooms or ICQ. Most chat rooms are divided by subject. For example, there is a chat room for exchange students in Europe. There, you can discuss all your questions and personal problems with other students from all over Europe and, perhaps, find a solution.
a. Company homepage
If you go to a foreign country as a trainee, you should already have some knowledge about the company. It is easy to get information about the company if it has a homepage on the Internet.
b. Articles
If the company does not have its own web page, you can still have a look to find newspaper articles. You can contact the chamber of commerce and industry, or better and faster, go to its web page and contact them by email. Many institutions, such a Financial Times and Annual Report Gallery have a certain amount of business reports from companies worldwide. If you have a problem, you can always ask the other employees or your tutor in the company.
a. Internet
The most important information you need when you are going to study in another country is how to get a flat. You need all the details about the housing situation and prices. I went on bunoscout.de , a German websitefor selling, renting and buying flats and houses.
b. Phone and Internet connections
You also need a telephone and Internet connection or the address of a local Internet café. You also need to know about banks, local sports facilities, public facilities and so on. For questions like these, you can have a look in the Yellow Pages. However, Yellow Pages are only helpful when they are in English or in your mother tongue. You can also go to a tourist office.
For getting a flat you can go to the accommodation office. To get an overview of the gastronomic, cultural and night life, you can search for the web pages of the city. Bureaucratic questions can be answered at the town hall. If you have questions about the university, go to the university homepage or secretariat.
The key word of my presentation is information. Let me emphasise again to use the right sources to get the suitable answers to the questions you may have in order to prepare your trip. The Internet was a solid and important part of my preparations. However, Google will not answer personal questions. You need personal consultants and advisors.
a. Visibility
Sometimes developments in other industries can be useful for identifying future developments in your own industry. In the biomedical area, for example, almost everything can be found on the Internet. My generation uses the Internet as a front‑line information service. If we have a problem, we will first turn to the Internet to find information. For you, it means you have to be present on the web. Moreover, you have to be visible. The enormous amount of data on the Internet makes it very difficult to find what you need. The problem is this: I first have to search on the Internet for websites, in which I then have to search for what I need.
b. Aggregation
What I think should emerge in the future is a website that I know in advance and in which I am sure to find the kind of information I need. In order to develop such a tool, there is the need for an aggregation of complimentary databases and directories. There have already been moves towards such aggregations. The Yellow Pages in Belgium, for example, are partnering with a route planner so that when you have found the address you are looking for, you can immediately ask for directions.
c. Clear classification
On such a website, I expect to be able to browse through a very clear and straightforward classification of the information. This allows searches by theme rather than by words. A search engine has to be present as well. It has to be powerful. Its development, however, should focus on the non-professional searchers first.
d. Standardisation
Standardisation is essential for an aggregated site. The search page and results page should always have the same layout. Standardisation makes it easy to assess the content or the working mechanism of the search tool. I even think there is a need for a common language in searching information. When I have to search for financial information on Italian firms on an Italian database, I should first learn Italian. However, it would be more convenient to perform these searches in English.
e. Freedom
I want to be able to browse freely through the databases and directories. It is a problem when the creation of a user account is requested and passwords and user names have to be entered before being allowed to make use of the information. Passwords, which can be forgotten if not used regularly, represent a real barrier to access. I think open access should be provided for at least a summary of the information. Users can then identify if the information they need is really present on the site or if they need to purchase more detailed information.
f. ‘Add-ins’
Finally, I would like to have at my disposal a number of different ‘add-ins’ that allow for different use of the programme. An add-in is a programme that can be hooked onto another to allow for more advanced or convenient use of the original programme. For example, there are a number of add-ins for Microsoft Excel, which allow it to be used for more advanced purposes, such as advanced statistics. In many open source projects, add-ins are being developed by the users themselves. This makes the additional tools practical and the database or directory more convenient.
Allow your customers open access, think about convenience and focus on user friendliness.
Kimberli LEWIS
The message this panel wanted to deliver was not that in 10 years there are not going to be any paper directories. We wanted to leave you with an impression, not a message. A lot of us get so wrapped up in our daily operational issues – trying to maximise the top line, getting the best results for our shareholders, focusing on new market niches, new products and existing customers – we may be forgetting about the future. Do we have a vision? Do we know what is going to happen in 10 years? These young people, in 10 short years, will have purchasing power and will be our target customers.
We left the questions we had for them open. We did not mention the word ‘directory.’ What emerged is that paper directories are being used, but the minute the Internet was mentioned, so too was Google. Are we facing this?
From the Floor
I was surprised at how serious the students were. What do they use to order a pizza at home?
Sonja
I go online and order it directly.
Mikolaj
I have the numbers of my favourite pizzerias in my mobile phone. I can no longer remember how they got there.
Anna
I use the brochure of my favourite pizza service. Sometimes I use the Yellow Pages as well.
Pieter
I have a pizzeria across the street.
Nikolaus Futter
All of you are educated and bright. Some younger people have not gone through the education that you have. How do we overcome information illiteracy? How do we overcome the problem of not searching properly? We are faced with this in our business. I get calls from people telling me what a stupid database it is, when it is they who are not searching properly.
Sonja
I guess it starts in early schooling. Children are not taught how to deal with information on a general level. How can I get information? Where can I find it?
From the Floor
Do you see a difference between using a mobile phone or using the Internet in terms of your willingness to pay for information?
Mikolaj
I am quite a lazy person. I put comfort first. I do not like to spend a lot of time in front of a monitor. I would be willing to pay a little bit more for the same information to my mobile phone.
From the Floor
All of you have been in a different country and have lived in a city you did not know. Perhaps you were sharing a flat or were living in student accommodation. Have you ever used the Yellow Pages when you had a problem, such as the shower not working?
Anna
I first talk with other people, with my flatmates for example. I used the Yellow Pages once for a water leak in our bathroom. I did not speak Spanish so well at that time and the plumber did not speak English, so we could not communicate, but I did use it.
Sonja
I use it regularly.
Pieter
I just moved to Rome. I was trying to look for a job there. I was looking for pharmaceutical firms, which was very difficult. I used the Pagine Gialle. They were in Italian, however, so it was difficult to use. I recently discovered another database listing English-speaking firms. It is interesting but not at all complete