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The New Library Patron

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Pew Research Center's Internet & American Life Project
Pew Research Center's Internet & American Life Project

Library patrons and non-patrons: Who they are, what their information needs are, what kind of technology they use, and how libraries can meet the varying needs of their patrons.

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The New Library Patron Lee Rainie - @lrainie Director, Pew Research Center’s Internet Project Presented to: Internet Librarian -- #il2013 October 29, 2013
“Tell the truth, and trust the people” -- Joseph N. Pew, Jr. http://bit.ly/dUvWe3 http://bit.ly/100qMub
My 5 points 1. Libraries are deeply appreciated, especially for their community impact 2. Libraries have a PR problem 3. Library patrons are diverse, but there are some groups who are quite removed from the library world 4. Patrons’ “wish list” for new services is extensive and pretty undifferentiated 5. Libraries have a mandate to intervene in community life
Libraries are deeply appreciated 91% say libraries are important to their communities 76% say libraries are important to them and their families Robert Dawson photography - Library Road Trip http://www.robertdawson.com/pages/1/Public%20Library%3a%20An%20American%20Commons/Public%20Library%3a%20An%20American%20Commons /
If your local public library CLOSED, would that have a MAJOR impact, MINOR impact or NO IMPACT on … major impact minor impact Your community as a whole no impact 63 You and your family 27 29 0 38 20 40 7 32 60 80 100
Agree / disagree questions
Strongly agree somewhat agree Somewhat Disagree Strongly Disagree don’t know 96% Public libraries are important because they promote literacy and a love of reading. 77 19 2 2 2 2 96% Because it provides free access to materials and resources, the public library plays an important role in giving everyone a chance to succeed. 72 Having a public library improves the quality of life in a community. 69 24 91% 24 3 2 1 81% Public libraries provide many services people would have a hard time finding elsewhere. 48 0 20 33 40 60 11 80 5 3 100
Strongly agree somewhat agree Somewhat Disagree Strongly Disagree 34% Public libraries have NOT done a good job keeping up with new technologies. 11 56% 23 28 27 53% People do NOT need public libraries as much as they used to because they can find most information on their own. 22 0 10 46% 31 20 don’t know 40 20 60 26 80 1 100
Libraries stack up well vs. others How confident? How important? Library to community 63 28 9
People like librarians • 98% of “ever” library visitors say interactions are “very/mostly positive” • 81% of library visitors say librarians are “very helpful” • 50% of “last year” visitors got help from a librarian
Libraries have rebranded themselves as tech hubs 80% of Americans ages 16+ say borrowing books is a “very important” service libraries provide 80% say reference librarians are a “very important” service 77% say free access to computers and the internet is a “very important” service 76% say quiet study spaces are a “very important” service
How people use in-library computers (26% do so) • 66% of those who used the internet at a library in the past 12 months did research for school or work. • 63% browsed the internet for fun or to pass the time. • 54% used email. • 47% got health information. • 41% visited government websites or got info about gov services. • 36% looked for jobs or applied for jobs online. • 35% visited social networking sites. • 26% downloaded or watched online video. • 16% bought a product online. • 16% paid bills or did online banking. • 16% took an online class completed online certification program.
My 5 points 1. Libraries are deeply appreciated, especially for their community impact 2. Libraries have a PR problem 3. Library patrons are diverse, but there are some groups who are quite removed from the library world 4. Patrons’ “wish list” for new services is extensive and pretty undifferentiated 5. Libraries have a mandate to intervene in community life
Many of their patrons and biggest fans can’t answer the Marvin Gaye question … What’s going on? • 23% say that they know all or most of the services their libraries offer 47% say they know some of what their libraries offer • • 30% said they know not much or nothing at all of what their libraries offer
Library non-users who are fans and should be primed to listen 100% 80% 23% 22% 60% 40% 75% 38% 31% 76% 84% 91% 53% 20% 0% Used library last Read a book in Library is 12 months past 12 months important to me/family Ever visited library Library is important to community
My 5 points 1. Libraries are deeply appreciated, especially for their community impact 2. Libraries have a PR problem 3. Library patrons are diverse, but there are some groups who are quite removed from the library world 4. Patrons’ “wish list” for new services is extensive and pretty undifferentiated 5. Libraries have a mandate to intervene in community life
Library users % who have visited a library or bookmobile in person in the past year All Americans ages 16+ a Men b Women Age a 16-17 b 18-29 c 30-49 d 50-64 e 65+ Education attainment a No high school diploma b High school grad c Some College d College + Parent of minor a Parent b Non-parent 53% 53% 48% 59a 59% 62%de 57%e 59%de 51%e 40% 40% 43% 46% 58%ab 63%ab 58% 63% 64% 64% b 49%
Who uses library websites % who have ever used a library website All Americans ages 16+ a Men b Women Age a 16-17 b 18-29 c 30-49 d 50-64 e 65+ Education attainment a No high school diploma b High school grad c Some College d College + Parent of minor a Parent b Non-parent 44 44% 40 48 48% a 49de 56de 50de 40e 26% 26% 24 33a 50ab 60abc 50% 60% 50 50% b 41
There is churn in library use Reasons library use INCREASED (26%) Enjoy taking their children, grandchildren 26% Do research and use reference materials 14% Borrow books more 12% Student 10% Use library computers and internet 8% Have more time to read now, retired 6% To save money 6% Good selection and variety 5% E-books, audio books, media are available 5% Convenient 5% Reading more now 5% Library events and activities 4% Good library and helpful staff 3% Quiet, relaxing time, social locale 2% Use for my job 2% Reasons library use DECREASED (22%) Can get books, do research online and the internet is more convenient 40% Library is not as useful because my children have grown, I'm retired, I'm no longer a student 16% Too busy, no time Can't get to library, moved, don't know where library is Prefer e-books Prefer to buy books or get books from friends Not interested Health issues Don't read much these days Don't like local library or staff Children are too young 12% 9% 6% 5% 4% 3% 3% 3% 2%
There is a truly detached population out there that matters to you • 44% say no one else in their households uses the library • 39% don’t have library cards • 33% say if local library closed it would not have any impact on them • 20% never remember family members visiting library when they were growing up • 19% have never visited a library • 16% didn’t read a book in past 12 months • 9% say they don’t know where the nearest library is
Coming in early 2014: What kind of library user are you?
My 5 points 1. Libraries are deeply appreciated, especially for their community impact 2. Libraries have a PR problem 3. Library patrons are diverse, but there are some groups who are quite removed from the library world 4. Patrons’ “wish list” for new services is extensive and pretty undifferentiated 5. Libraries have a mandate to intervene in community life
Very important Somewhat important Not too important Access to free books and media Not at all important 54 Having a quiet, safe place to spend time, read or study Resources to do research for school or work Programs or events for children or teens Getting help from a librarian finding information Using the library’s internet, computers or printers 27 51 24 47 24 44 25 Help finding, applying for job 30 21 Help applying for government programs, permits or licenses 29 24 Programs or events for adults 28 40 15 18 21 9 14 14 26 30 17 60 13 32 14 30 20 9 9 32 33 12 10 25 45 0 7 24 80 100
Women, non-internet users, African-Americans, Latinos (esp. Spanish-speakers), parents of minor children, urban residents are the most enthusiastic for new techbased services
Very likely Somewhat likely Not too likely or not at all likely Online research service – “ask a librarian” 37% 36% 26% Cell app to use to access library services 35% 28% 35% A tech “petting zoo” to try out new stuff 35% 34% 29% Cell GPS app to navigate library 34% 28% 36% Kiosks (“Redbox”) around town for lib. checkouts 33% 30% 35% 0% 20% 40% 60% 80% 100%
Very likely Somewhat likely Not too likely or not at all likely Personalize, Amazon-style recommendations 29% 35% 34% Classes on how to download e-books 28% 29% 41% Pre-loaded e-book readers 26% 32% 39% Digital media lab to digitize personal material 26% 32% 40% Instruction on how to use e-reading devices 23% 0% 28% 20% 40% 48% 60% 80% 100%
African-Americans and Latinos are esp. enthusiastic Whites 80% 60% 40% 57% 43% 29% 56% 57% 28% Blacks Hispanics 58% 51% 28% 20% 50% 49% 19% 46% 43% 29% 0% 80% 60% Cell app that allows you to An online research service Program that allowed Classes on how to Kiosks/“redboxes” use library services where you could ask people to try out new tech download library e-books throughout community to questions of librarians devices/apps check out books/movies 45% 44% 43% 42% 40% 20% 19% 20% 55% 43% 28% 38% 37% 18% 38% 41% 23% 0% Media lab to E-book readers loaded Cell GPS app that helps Instruction on how to create/upload new books you want to you locate material use e-book reading digital content like read inside library devices movies, your e-books Customized online recommendations based on your past library activity
Parents Other adults An online research service ("ask a librarian") 79%* 71% 77%* Cell app to use/view library services 57% Program to try out new tech devices/apps 78%* 65% Cell GPS app that helps locate material inside library 71%* 59% Library kiosks in community to check out books, movies 70%* 60% Personalized accounts that give book recommendations 60% Classes on how to download library e-books 63%* 55% 72%* E-book readers already loaded with books you want to read 65%* 55% Digital media lab to create/upload new content like movies or e-books 70%* 53% Instruction on how to use e-book reading devices 55% 48% 0% 20% 40% 60% 80% 100%
Move some print books and stacks out of public locations to free up more space for things such as tech centers, reading rooms, meetings rooms, and cultural events Should definitely do 20% Less active library users, men, Af-Amer, Latinos, teens, less education, lower income HH, no computer Should maybe do 39% 18-29 yr olds, smartphone owners, whites, know less about libraries Should definitely not do 36% Internet users, more active / knowledgeable patrons, whites, those over 50, higher income HH, full time workers, parents of tweens, computer owners, heavier book readers (including e-book readers)
My 5 points 1. Libraries are deeply appreciated, especially for their community impact 2. Libraries have a PR problem 3. Library patrons are diverse, but there are some groups who are quite removed from the library world 4. Patrons’ “wish list” for new services is extensive and pretty undifferentiated 5. Libraries have a mandate to intervene in community life
Coordinate more closely with local schools in providing resources to kids 77% 19% 3% Offer free early literacy programs to help young children prepare for school 77% Should definitely do 17% Maybe do Definitely NOT do 3%
the new library? the new library patron?
People
Place
Platform
Examples of market and cultural shortcomings librarians are (and could) address 1) Technology non-users - skills training in new literacies 2) Pre-school programs 3) After school activities 4) English as a Second Language issues 5) Lifelong learning opportunities / credentialing competency 6) Fill gaps in local media ecosystem – community and civic information/curation 7) Help for small business / entrepreneurs / nonprofits 8) Serendipity agents of discovery
Be not afraid
Libraries.pewinternet.org Lee Rainie Email: lrainie@pewinternet.org Twitter: @Lrainie Kathryn Zickuhr Email: kzickuhr@pewinternet.org Twitter: @kzickuhr Kristen Purcell Email: @kpurcell@pewinternet.org Twitter: @kristenpurcell

More Related Content

The New Library Patron

  • 1. The New Library Patron Lee Rainie - @lrainie Director, Pew Research Center’s Internet Project Presented to: Internet Librarian -- #il2013 October 29, 2013
  • 2. “Tell the truth, and trust the people” -- Joseph N. Pew, Jr. http://bit.ly/dUvWe3 http://bit.ly/100qMub
  • 3. My 5 points 1. Libraries are deeply appreciated, especially for their community impact 2. Libraries have a PR problem 3. Library patrons are diverse, but there are some groups who are quite removed from the library world 4. Patrons’ “wish list” for new services is extensive and pretty undifferentiated 5. Libraries have a mandate to intervene in community life
  • 4. Libraries are deeply appreciated 91% say libraries are important to their communities 76% say libraries are important to them and their families Robert Dawson photography - Library Road Trip http://www.robertdawson.com/pages/1/Public%20Library%3a%20An%20American%20Commons/Public%20Library%3a%20An%20American%20Commons /
  • 5. If your local public library CLOSED, would that have a MAJOR impact, MINOR impact or NO IMPACT on … major impact minor impact Your community as a whole no impact 63 You and your family 27 29 0 38 20 40 7 32 60 80 100
  • 6. Agree / disagree questions
  • 7. Strongly agree somewhat agree Somewhat Disagree Strongly Disagree don’t know 96% Public libraries are important because they promote literacy and a love of reading. 77 19 2 2 2 2 96% Because it provides free access to materials and resources, the public library plays an important role in giving everyone a chance to succeed. 72 Having a public library improves the quality of life in a community. 69 24 91% 24 3 2 1 81% Public libraries provide many services people would have a hard time finding elsewhere. 48 0 20 33 40 60 11 80 5 3 100
  • 8. Strongly agree somewhat agree Somewhat Disagree Strongly Disagree 34% Public libraries have NOT done a good job keeping up with new technologies. 11 56% 23 28 27 53% People do NOT need public libraries as much as they used to because they can find most information on their own. 22 0 10 46% 31 20 don’t know 40 20 60 26 80 1 100
  • 9. Libraries stack up well vs. others How confident? How important? Library to community 63 28 9
  • 10. People like librarians • 98% of “ever” library visitors say interactions are “very/mostly positive” • 81% of library visitors say librarians are “very helpful” • 50% of “last year” visitors got help from a librarian
  • 11. Libraries have rebranded themselves as tech hubs 80% of Americans ages 16+ say borrowing books is a “very important” service libraries provide 80% say reference librarians are a “very important” service 77% say free access to computers and the internet is a “very important” service 76% say quiet study spaces are a “very important” service
  • 12. How people use in-library computers (26% do so) • 66% of those who used the internet at a library in the past 12 months did research for school or work. • 63% browsed the internet for fun or to pass the time. • 54% used email. • 47% got health information. • 41% visited government websites or got info about gov services. • 36% looked for jobs or applied for jobs online. • 35% visited social networking sites. • 26% downloaded or watched online video. • 16% bought a product online. • 16% paid bills or did online banking. • 16% took an online class completed online certification program.
  • 13. My 5 points 1. Libraries are deeply appreciated, especially for their community impact 2. Libraries have a PR problem 3. Library patrons are diverse, but there are some groups who are quite removed from the library world 4. Patrons’ “wish list” for new services is extensive and pretty undifferentiated 5. Libraries have a mandate to intervene in community life
  • 14. Many of their patrons and biggest fans can’t answer the Marvin Gaye question … What’s going on? • 23% say that they know all or most of the services their libraries offer 47% say they know some of what their libraries offer • • 30% said they know not much or nothing at all of what their libraries offer
  • 15. Library non-users who are fans and should be primed to listen 100% 80% 23% 22% 60% 40% 75% 38% 31% 76% 84% 91% 53% 20% 0% Used library last Read a book in Library is 12 months past 12 months important to me/family Ever visited library Library is important to community
  • 16. My 5 points 1. Libraries are deeply appreciated, especially for their community impact 2. Libraries have a PR problem 3. Library patrons are diverse, but there are some groups who are quite removed from the library world 4. Patrons’ “wish list” for new services is extensive and pretty undifferentiated 5. Libraries have a mandate to intervene in community life
  • 17. Library users % who have visited a library or bookmobile in person in the past year All Americans ages 16+ a Men b Women Age a 16-17 b 18-29 c 30-49 d 50-64 e 65+ Education attainment a No high school diploma b High school grad c Some College d College + Parent of minor a Parent b Non-parent 53% 53% 48% 59a 59% 62%de 57%e 59%de 51%e 40% 40% 43% 46% 58%ab 63%ab 58% 63% 64% 64% b 49%
  • 18. Who uses library websites % who have ever used a library website All Americans ages 16+ a Men b Women Age a 16-17 b 18-29 c 30-49 d 50-64 e 65+ Education attainment a No high school diploma b High school grad c Some College d College + Parent of minor a Parent b Non-parent 44 44% 40 48 48% a 49de 56de 50de 40e 26% 26% 24 33a 50ab 60abc 50% 60% 50 50% b 41
  • 19. There is churn in library use Reasons library use INCREASED (26%) Enjoy taking their children, grandchildren 26% Do research and use reference materials 14% Borrow books more 12% Student 10% Use library computers and internet 8% Have more time to read now, retired 6% To save money 6% Good selection and variety 5% E-books, audio books, media are available 5% Convenient 5% Reading more now 5% Library events and activities 4% Good library and helpful staff 3% Quiet, relaxing time, social locale 2% Use for my job 2% Reasons library use DECREASED (22%) Can get books, do research online and the internet is more convenient 40% Library is not as useful because my children have grown, I'm retired, I'm no longer a student 16% Too busy, no time Can't get to library, moved, don't know where library is Prefer e-books Prefer to buy books or get books from friends Not interested Health issues Don't read much these days Don't like local library or staff Children are too young 12% 9% 6% 5% 4% 3% 3% 3% 2%
  • 20. There is a truly detached population out there that matters to you • 44% say no one else in their households uses the library • 39% don’t have library cards • 33% say if local library closed it would not have any impact on them • 20% never remember family members visiting library when they were growing up • 19% have never visited a library • 16% didn’t read a book in past 12 months • 9% say they don’t know where the nearest library is
  • 21. Coming in early 2014: What kind of library user are you?
  • 22. My 5 points 1. Libraries are deeply appreciated, especially for their community impact 2. Libraries have a PR problem 3. Library patrons are diverse, but there are some groups who are quite removed from the library world 4. Patrons’ “wish list” for new services is extensive and pretty undifferentiated 5. Libraries have a mandate to intervene in community life
  • 23. Very important Somewhat important Not too important Access to free books and media Not at all important 54 Having a quiet, safe place to spend time, read or study Resources to do research for school or work Programs or events for children or teens Getting help from a librarian finding information Using the library’s internet, computers or printers 27 51 24 47 24 44 25 Help finding, applying for job 30 21 Help applying for government programs, permits or licenses 29 24 Programs or events for adults 28 40 15 18 21 9 14 14 26 30 17 60 13 32 14 30 20 9 9 32 33 12 10 25 45 0 7 24 80 100
  • 24. Women, non-internet users, African-Americans, Latinos (esp. Spanish-speakers), parents of minor children, urban residents are the most enthusiastic for new techbased services
  • 25. Very likely Somewhat likely Not too likely or not at all likely Online research service – “ask a librarian” 37% 36% 26% Cell app to use to access library services 35% 28% 35% A tech “petting zoo” to try out new stuff 35% 34% 29% Cell GPS app to navigate library 34% 28% 36% Kiosks (“Redbox”) around town for lib. checkouts 33% 30% 35% 0% 20% 40% 60% 80% 100%
  • 26. Very likely Somewhat likely Not too likely or not at all likely Personalize, Amazon-style recommendations 29% 35% 34% Classes on how to download e-books 28% 29% 41% Pre-loaded e-book readers 26% 32% 39% Digital media lab to digitize personal material 26% 32% 40% Instruction on how to use e-reading devices 23% 0% 28% 20% 40% 48% 60% 80% 100%
  • 27. African-Americans and Latinos are esp. enthusiastic Whites 80% 60% 40% 57% 43% 29% 56% 57% 28% Blacks Hispanics 58% 51% 28% 20% 50% 49% 19% 46% 43% 29% 0% 80% 60% Cell app that allows you to An online research service Program that allowed Classes on how to Kiosks/“redboxes” use library services where you could ask people to try out new tech download library e-books throughout community to questions of librarians devices/apps check out books/movies 45% 44% 43% 42% 40% 20% 19% 20% 55% 43% 28% 38% 37% 18% 38% 41% 23% 0% Media lab to E-book readers loaded Cell GPS app that helps Instruction on how to create/upload new books you want to you locate material use e-book reading digital content like read inside library devices movies, your e-books Customized online recommendations based on your past library activity
  • 28. Parents Other adults An online research service ("ask a librarian") 79%* 71% 77%* Cell app to use/view library services 57% Program to try out new tech devices/apps 78%* 65% Cell GPS app that helps locate material inside library 71%* 59% Library kiosks in community to check out books, movies 70%* 60% Personalized accounts that give book recommendations 60% Classes on how to download library e-books 63%* 55% 72%* E-book readers already loaded with books you want to read 65%* 55% Digital media lab to create/upload new content like movies or e-books 70%* 53% Instruction on how to use e-book reading devices 55% 48% 0% 20% 40% 60% 80% 100%
  • 29. Move some print books and stacks out of public locations to free up more space for things such as tech centers, reading rooms, meetings rooms, and cultural events Should definitely do 20% Less active library users, men, Af-Amer, Latinos, teens, less education, lower income HH, no computer Should maybe do 39% 18-29 yr olds, smartphone owners, whites, know less about libraries Should definitely not do 36% Internet users, more active / knowledgeable patrons, whites, those over 50, higher income HH, full time workers, parents of tweens, computer owners, heavier book readers (including e-book readers)
  • 30. My 5 points 1. Libraries are deeply appreciated, especially for their community impact 2. Libraries have a PR problem 3. Library patrons are diverse, but there are some groups who are quite removed from the library world 4. Patrons’ “wish list” for new services is extensive and pretty undifferentiated 5. Libraries have a mandate to intervene in community life
  • 31. Coordinate more closely with local schools in providing resources to kids 77% 19% 3% Offer free early literacy programs to help young children prepare for school 77% Should definitely do 17% Maybe do Definitely NOT do 3%
  • 32. the new library? the new library patron?
  • 34. Place
  • 36. Examples of market and cultural shortcomings librarians are (and could) address 1) Technology non-users - skills training in new literacies 2) Pre-school programs 3) After school activities 4) English as a Second Language issues 5) Lifelong learning opportunities / credentialing competency 6) Fill gaps in local media ecosystem – community and civic information/curation 7) Help for small business / entrepreneurs / nonprofits 8) Serendipity agents of discovery
  • 38. Libraries.pewinternet.org Lee Rainie Email: lrainie@pewinternet.org Twitter: @Lrainie Kathryn Zickuhr Email: kzickuhr@pewinternet.org Twitter: @kzickuhr Kristen Purcell Email: @kpurcell@pewinternet.org Twitter: @kristenpurcell