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Libraries Transformed
Research on the changing role of libraries
                                               Lee Rainie
                                                  Director
    Pew Research Center’s Internet & American Life Project


                                  Presented to: Internet Librarian
                                                October 23, 2012
What is the Pew Internet Project?
A comprehensive and groundbreaking new report
              Number Of Users
released Monday by the Pew Research Center’s
Internet and American Life Project has found that
              Who Actually
only“As itusers of Facebook derive pleasure of any
 .... four turns out, the vast majority of human
kind from the to become depressed when they
 beings tend popular social networking website.
              Enjoy Facebook
 see the past five the report, the life summarized
       According to years of their remainder of
the 950 million people registered with Facebook,
              Down To 4
 right there in front of them in a sad little
despite using the site on a regular basis, take no
 timeline,” said lead researcher John Elliott.
joy in doing so, and in fact feel a profound sense
of hopelessness and despair immediately upon
logging in…
Digital Revolution 1: Broadband
Internet (85%) and Broadband at home (66%)
Networked creators and curators (among internet users)
  • 69% are social networking site users
  • 59% share photos and videos
      • 46% creators; 41% curators
  •   37% contribute rankings and ratings
  •   33% create content tags
  •   30% share personal creations
  •   26% post comments on sites and blogs
  •   16% use Twitter
  •   14% are bloggers
  •   18% (of smartphone owners) share their locations;
      74% get location info and do location sharing

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Revolution 2: Mobile – 89% of adults

                                   331.6

         Total U.S.
         population:
         315.5 million




                                       2011
Apps > 50% of adults
50%
      % of cell owners who have                       43%
40%   downloaded apps                      38%

30%
                                  29%
                 22%
20%


10%


0%
          Sept 2009      May 2010       August 2011   April 2012
Digital Revolution 3
       Social networking – 59% of all adults
                            18-29    30-49   50-64    65+
100%
                                                      86%         87%    92%
               % of internet users
80%
                                             76%
                                     67%
                                                             68%           73%
60%
                                                     61%
                  49%                        48%                  49%     57%
40%
                                                            47%
                                     25%                          29%
                                             25%                         38%
20%                                                   26%
        9%         8%                11%
       7%             4%                     13%
          6%                         7%
 0%
        2005       2006
                       1%   2007      2008    2009    2010        2011   2012
Rise of e-reading devices
               >One third of adults own at least one device
                                  Ebook reader     Tablet
30%

                                                                                25%
                                                                             22%
20%                                                                19% 19%


                                                   12%
                                                         10% 10%
10%
                                                       8%
                                            6%
                                   5%         5%
                         4%          4%
                3%         3%
      2%
0%
      Apr-09    Sep-09   May-10    Sep-10   Nov-10 May-11 Dec-11    Jan-12    Aug-12

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One year ago, the Pew Research Center began studying how the role of public libraries, as well as the needs and expectations of their patrons and communities, are changing in the digital age. Funded by the Bill & Melinda Gates Foundation, grounded by a Library Advisory Group, and conducted by the Pew Internet & American Life Project, the first set of reports focus on the rise of e-reading and e-books at libraries. Among the findings: 12% of e-book readers have borrowed an e-book from a library; 58% of library card holders are unsure if their library offers e-books; and a majority of e-book borrowers were unable to borrow an e-book they were seeking at their library. At the Library 2.012 worldwide virtual conference, Pew Internet Research Analyst Kathryn Zickuhr and ALA Program Director Larra Clark will discuss key findings from these reports—including a brand new analysis focused on younger Americans' reading preferences and library use habits. The session also will explore immediate practical implications for U.S. public libraries.

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This document discusses Americans' reading habits and how they are shifting to digital formats. It provides statistics on internet and device usage in the United States from 2000 to 2012. Some key points: - Internet usage among US adults has grown from 46% in 2000 to 82% in 2012, with mobile devices fundamentally changing how people access information. - E-book reader and tablet ownership has risen significantly in recent years, with 29% of US adults now owning one of these specialized devices for digital reading. - Social media usage has also increased dramatically, with 65% of US adults now using social networking sites like Facebook on a regular basis. - Smartphone ownership is high, at 46% of US adults, and is

Learning in the digital age
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Lee Rainie will give the keynote presentation on "Learning in the Digital Age: Where Libraries Fit In." Lee will discuss the way people use e-book readers and tablet computers and how those devices are fitting into users' digital lives. He will describe how three revolutions in digital technology – in broadband, mobile connectivity, and social media – have created a new social operating system that he calls "networked individualism." He will use the Project's latest findings to help describe how librarians can serve the new educational needs of networked individuals.

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About our libraries research

• Goal: To study the changing role of public
  libraries and library users in the digital age

• Funded by a three-year grant from the Bill &
  Melinda Gates Foundation


       libraries.pewinternet.org
First report: The rise of e-reading
http://libraries.pewinternet.org/2012/04/04/the-rise-of-e-reading/


                              21% of American
                              adults read an e-book
                              in the last year
                              68% read a print book
                              11% listened to an
                              audiobook
                              30% of e-content
                              readers say they are
                              reading more now
The book format used by readers on
       any given day is changing
       % of adult book readers (age 18+) using this format on an average day, as
       of June 2010 and December 2011
100%       95%
90%                  84%
80%
70%
60%
50%
40%
30%
20%                                              15%
10%                                     4%                          4%        4%
 0%
             Print book                    E-book                    Audiobook
                                    Jun-10     Dec-11
Who are the readers behind the screens?

Readers of e-books are more likely
than other readers to be:
• Under age 50
• College educated
• Living in households earning $50K+

Other key characteristics:
• They read more books, more often,
and for a wider range of reasons
• More likely to buy than borrow

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Kathryn Zickuhr from the Pew Research Center presented research on the rise of e-reading and its impact on libraries and reading habits. She found that 29% of Americans now own a tablet or e-reader. While e-reading is most popular among younger, more educated groups, libraries struggle to keep up with lending e-books due to format incompatibilities and limited selections. The changing reading landscape could force libraries to reinvent their services and roles in their communities to remain relevant in the digital age.

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How e-readers read their e-books
      % of e-book readers who read an e-book in the past
      12 months on these devices
50%



40%
                              42%               41%

30%
           29%
20%                                                           23%

10%



0%
      On a cell phone    On a computer      On an e-book   On a tablet
                                               reader      computer
How device owners read their e-books
       % of owners of each device who read e-books on that device
100%

90%
                                                    93%
80%
                                                                    81%
70%

60%

50%

40%                             46%
30%

20%
             29%
10%

 0%
       On a cell phone*   On a desktop or      On an e-reader*   On a tablet*
                              laptop*
        * = among people who own that device
Which is better for these purposes, a printed
       book or an e-book?
       % of Americans 16+ who have read both e-books and print books in the last 12 months

                                       Printed books        E-books
100%


         81%                                                                                   83%
80%                                                                            73%
                          69%
60%                                                            53%
                                         43% 45%
40%                                                      35%
                                25%
                                                                         19%
20%                                                                                      13%
                9%
 0%
        Reading with a   Sharing books Reading books in Having a wide   Reading while Being able to get
            child         with other         bed         selection to    traveling or  a book quickly
                            people                      choose from      commuting
Libraries Transformed:Research on the changing role of libraries

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Reading pleasures by the number
• 26% of those who had read a book in the past 12 months said that
  what they enjoyed most was learning, gaining knowledge, and
  discovering information
• 15% cited the pleasures of escaping reality, becoming immersed in
  another world, enjoyment they got from using their imaginations.
• 12% said they liked the entertainment value of reading, the drama
  of good stories, the suspense of watching a good plot unfold.
• 12% said they enjoyed relaxing while reading and having quiet time.
• 6% liked the variety of topics
• 4% said they enjoy finding spiritual enrichment, expanding
  worldview
• 3% said they like being mentally challenged by books
• 2% cited the physical properties of books
Second report: E-book borrowing
http://libraries.pewinternet.org/2012/06/22/libraries-patrons-and-e-books/

                                   12% of e-book readers (4% of
                                   general pop.) have borrowed
                                   e-book from library in last
                                   year
                                   Non-borrowers are unaware
                                   they can borrow e-books!!!
                                   Non-borrowers are open to
                                   coaching/tech support
                                   Borrowers are buyers, too
62% of non-borrowers don’t know
     about e-borrowing option
• 58% of all library card holders do not know.
• 55% of all those who say the library is “very
  important” to them do not know.
• 53% of all tablet computer owners do not
  know.
• 48% of all owners of e-book reading devices
  do not know.
• 47% of all those who read an e-book in the
  past year do not know.
How is selection?
                     % of e-book borrowers


         Excellent          Very good        Good
         Fair               Poor             Don’t know


    16          18            32              23     4 8


0          20          40          60           80        100

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Problems with borrowing process
                                    % of e-borrowers

                               Yes         No       Don’t know

    It was not compatible           18%                              80%                       3%
      with your e-reader

  There was a waiting list                      52%                          46%               3%


The library did not carry it                      56%                        39%              5%

                               0%    10%    20%    30%   40%   50%    60%   70%   80%   90%   100%
Open to library coaching/tech support
                                % of non-borrowers

       Very likely    Somewhat likely                Not too likely       Not at all likely

  Classes or instruction on how to         32%
 use handheld reading devices like        11         21        19               47
     e-readers & tablet computers

                                               32%
        Classes on how to download
library e-books to handheld devices       12         20        19               47


    E-book readers already loaded                46%
   with the book you want to read          18             28         15             37

                                      0    10        20   30   40   50    60   70    80   90   100
Where people get recommendations
                            Library card holder       No card
100%



80%      75%


60%
               51%

40%
                             38%
                                   28%              28%               28%
20%                                                       16%
                                                                            7%
 0%
       Family, friends,   Online bookstore/       Bookstore staff     A librarian/
         co-workers            website                              library website
Last book you read?
                     Library card holder     No card
60%

             50%
50%   47%

40%


30%
                             29%

                      20%                  20%
20%
                                                               14%
                                                        12%
10%
                                                 4%
0%
      Purchased it   Borrowed from     Borrowed from   Some other way
                      family/friend        library

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Library card holders vs. fans
58% ages 16+ are card holders   65% ages 16+ say “important”

• Women                         • Women
• Whites                        • African-Americans
• Higher HH income              • Hispanics
• Higher educational            • Lower HH income
  attainment                    • Educ. attainment is
• Non-rural                       less predictive
• Parents of minors             • Non-rural
                                • Parents of minors
9 takeaways for librarians
        1. E-reading is taking off because e-
           reading gadgets are taking off
        2. The gadget doesn’t make the
           reader, but it may change the
           reader
        3. E-book readers are reading
           omnivores (and probably
           influencers)
        4. E-book readers are not platform
           snobs AND they like different
           platforms for different purposes
9 takeaways for librarians

        5. Library users are not always the
           same as library fans
        6. E-book borrowing has foothold –
           and whopping upside
        7. Library users are book buyers
        8. Library borrowing patterns are
           changing
        9. Collections are changing
Third report: Young readers
http://libraries.pewinternet.org/2012/10/23/younger-americans-reading-and-library-habits/

                                          83% of those ages 16-29 read
                                          book in past year
                                          40% of them are reading more
                                          in the age of digital content
                                          Read e-books on phones and
                                          computers more than e-book
                                          readers and tablets
                                          60% visited library in past year
                                          3 sub-cohorts – high schoolers,
                                          college age, early career

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How many books Americans read
Among book readers, the mean and median number of
books each group read in the past 12 months, among all
Americans ages 16 and older
                          Mean number of
                                              Median
                            books read
                                             (midpoint)
                             (average)
All those 16 and older           17               8
Ages 16-17 (n=144)               18              10
Ages 18-24 (n=298)               17               7
Ages 25-29 (n=186)               17               6
Ages 30-39 (n=434)               14               6
Ages 40-49 (n=449)               15               6
Ages 50-64 (n=804)               18               8
Ages 65+ (n=622)                 23              12
Reading on a “typical day”                   (among   book readers)
60%

        57%
50%                                                                  53%
                            49%                             48%
40%
                  39%                 39%       38%
30%


20%


10%


0%
        16-17     18-24     25-29     30-39     40-49     50-64       65+
       (n=129)   (n=264)   (n=152)   (n=377)   (n=379)   (n=668)    (n=473)
Young readers are instrumental readers
                Ages 16-29 (n=628)    Ages 30+ (n=2,309)
90%

80%
      81%                     81%              79%         81%
70%                   76%               73%                       73%
60%

50%
             49%
40%

30%

20%

10%

0%
       Read for     Read for pleasure Read to keep up   Read to research
      work/school                      with current     topics of interest
                                          events
Young e-book readers read on all kinds of devices
60%            Ages 16-29 (n=166)   Ages 30+ (n=621)

                     55%
50%

                                          46%
40%
      41%
                            38%
30%

            25%                                              26%
20%                                 23%

                                                       16%
10%


 0%
      Cell phone Desktop or laptop E-reader             Tablet

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Used library in past year
80%

70%
       72%
60%
                 58%                 57%       59%
50%                        54%                           56%
                                                                   49%
40%

30%

20%

10%

0%
       16-17     18-24     25-29     30-39     40-49     50-64      65+
      (n=144)   (n=298)   (n=186)   (n=434)   (n=449)   (n=804)   (n=622)
Got help from a librarian (among library users)
50%

45%

40%    43%
35%

30%

25%              27%
20%
                                               21%       21%
15%
                           19%
                                     17%
10%
                                                                   11%
5%

0%
       16-17     18-24     25-29     30-39     40-49     50-64      65+
      (n=144)   (n=298)   (n=186)   (n=434)   (n=449)   (n=804)   (n=622)
How important is the library?
                          Total important          Total not important

Ages 16-17 (n=144)                     54%                                45%

Ages 18-24 (n=298)                      63%                                 37%

Ages 25-29 (n=186)                            74%                                26%

Ages 30-39 (n=434)                           72%                                 28%

Ages 40-49 (n=449)                            74%                                25%

Ages 50-64 (n=804)                           68%                                31%

 Ages 65+ (n=622)                           67%                             29%

                     0%    10%   20%    30%       40%   50%   60%   70%    80%        90%   100%
Forthcoming: Library services


               National survey and focus
               groups with patrons and
                      librarians
               If you want to participate,
                      email me at:
               Lrainie@pewinternet.org

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Director Lee Rainie gave a keynote at the NFAIS annual conference about the way the internet and mobile connectivity have transformed the worlds of networked individuals. He discussed how normal life has changed in the past decade because of three revolutions in technology: 1) the spread of broadband; 2) the rise of mobile connectivity; and 3) the emergence of technological social networks. He will discuss trends and likely future developments in technology that will shape the way people learn, share, and create information.

technologysocial networkingteens
Networked and Hyperconnected: The New Social (and work) Operating System
Networked and Hyperconnected:The New Social (and work) Operating SystemNetworked and Hyperconnected:The New Social (and work) Operating System
Networked and Hyperconnected: The New Social (and work) Operating System

The document discusses how networked and hyperconnected technologies are changing how people, especially younger generations, live and work. It notes that teens and young adults have brains wired differently than older people due to extensive multitasking. While some argue this could negatively impact cognition, others believe it is yielding positive results by allowing people to learn more and access collective knowledge online. The document also examines how the digital, mobile and social media revolutions have impacted knowledge workers by increasing transparency, real-time information sharing, and influence of networks and new online experts.

social networkingfuture of the internetmobile web
What people living with rare disease can teach us
What people living with rare disease can teach usWhat people living with rare disease can teach us
What people living with rare disease can teach us

Pew Internet data on internet and cell phone adoption, plus the roadblocks and opportunities in the path of peer-to-peer health care.

broadband adoptiontechnologymobile phone
11 early insights
1. Meta-question among librarians: Should we
   try to be all things to all people or do a few
   things really well?
2. Libraries are widely appreciated for their
   meaning to their communities / more than
   personal value
  •   But makeovers are warranted – “elitist”
      “stressed” “behind desk ‘walls’”
3. Libraries still equal “books” to many patrons
  •   E-book situation is still an uncertainty and in flux
11 early insights
4. Many, many are unaware of the array of services
   libraries offer, including their website material
  •   … and they stress the need for better marketing
5. Parents of minor children have the strongest
   feelings and fondest memories AND hope for
   life-lessons for their kids
  •   “You never have to say no to your kids at a library”
6. Technology is as important a service as book
   lending
  •   Jobs applications and searches are big new feature
11 early insights
7. Libraries are being judged in comparison to
   other services and offerings in the world
  •   Genius bars, Amazon recommendations, personal
      shoppers
8. Amenities and atmosphere matter – segmenting
   spaces is appealing
9. People would really appreciate coordination
   with other local institutions
10.A surprisingly big chunk of Americans are totally
   disconnected from the library
Insight 11: You’re on your own
                  inventing the future




                            Robert Dawson photography - Library Road Trip
http://www.robertdawson.com/pages/1/Public%20Library%3a%20An%20American%20Commons/Public%20Library%3a%20An%20American%20Commons
                                                                 /

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Older adults and social media
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1) Social networking site use has increased across all age groups since 2005, though those ages 18-29 are still most likely to use them. 2) Over half of American adults now own smartphones, and one quarter mostly access the internet via their phone. 3) Staying connected to family is the main motivation for social media use among those over 50 years old.

internettechnologysocial networking
Reaching Your Audience in the Digital Age: Key Research Trends to Watch
Reaching Your Audience in the Digital Age: Key Research Trends to WatchReaching Your Audience in the Digital Age: Key Research Trends to Watch
Reaching Your Audience in the Digital Age: Key Research Trends to Watch

The document summarizes key research trends from Pew Internet Project regarding how people use the internet, smartphones, and social media. It finds that internet and broadband access is now widespread, with people conducting extensive online research and travel planning. Mobile device ownership is also high, with people using apps and location-based services for real-time information. Social media use continues to grow rapidly, especially among younger adults, with many people participating in the sharing and discussion of news.

broadbandsocial networkingmobile
Networked Learners
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Networked Learners

Lee Rainie will present a keynote discussion on networked learning at the The Free Learning 2.0 Conference on August 22. The conference is "a unique chance to participate in a global conversation on rethinking teaching and learning in the age of the Internet."

education
Thank you!
Lee Rainie
Email: lrainie@pewinternet.org
Twitter: @Lrainie

Kathryn Zickuhr
Email: kzickuhr@pewinternet.org
Twitter: @kzickuhr

Kristen Purcell
Email: @kpurcell@pewinternet.org
Twitter: @kristenpurcell

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Libraries Transformed: Research on the changing role of libraries

  • 1. Libraries Transformed Research on the changing role of libraries Lee Rainie Director Pew Research Center’s Internet & American Life Project Presented to: Internet Librarian October 23, 2012
  • 2. What is the Pew Internet Project? A comprehensive and groundbreaking new report Number Of Users released Monday by the Pew Research Center’s Internet and American Life Project has found that Who Actually only“As itusers of Facebook derive pleasure of any .... four turns out, the vast majority of human kind from the to become depressed when they beings tend popular social networking website. Enjoy Facebook see the past five the report, the life summarized According to years of their remainder of the 950 million people registered with Facebook, Down To 4 right there in front of them in a sad little despite using the site on a regular basis, take no timeline,” said lead researcher John Elliott. joy in doing so, and in fact feel a profound sense of hopelessness and despair immediately upon logging in…
  • 3. Digital Revolution 1: Broadband Internet (85%) and Broadband at home (66%)
  • 4. Networked creators and curators (among internet users) • 69% are social networking site users • 59% share photos and videos • 46% creators; 41% curators • 37% contribute rankings and ratings • 33% create content tags • 30% share personal creations • 26% post comments on sites and blogs • 16% use Twitter • 14% are bloggers • 18% (of smartphone owners) share their locations; 74% get location info and do location sharing
  • 5. Revolution 2: Mobile – 89% of adults 331.6 Total U.S. population: 315.5 million 2011
  • 6. Apps > 50% of adults 50% % of cell owners who have 43% 40% downloaded apps 38% 30% 29% 22% 20% 10% 0% Sept 2009 May 2010 August 2011 April 2012
  • 7. Digital Revolution 3 Social networking – 59% of all adults 18-29 30-49 50-64 65+ 100% 86% 87% 92% % of internet users 80% 76% 67% 68% 73% 60% 61% 49% 48% 49% 57% 40% 47% 25% 29% 25% 38% 20% 26% 9% 8% 11% 7% 4% 13% 6% 7% 0% 2005 2006 1% 2007 2008 2009 2010 2011 2012
  • 8. Rise of e-reading devices >One third of adults own at least one device Ebook reader Tablet 30% 25% 22% 20% 19% 19% 12% 10% 10% 10% 8% 6% 5% 5% 4% 4% 3% 3% 2% 0% Apr-09 Sep-09 May-10 Sep-10 Nov-10 May-11 Dec-11 Jan-12 Aug-12
  • 9. About our libraries research • Goal: To study the changing role of public libraries and library users in the digital age • Funded by a three-year grant from the Bill & Melinda Gates Foundation libraries.pewinternet.org
  • 10. First report: The rise of e-reading http://libraries.pewinternet.org/2012/04/04/the-rise-of-e-reading/ 21% of American adults read an e-book in the last year 68% read a print book 11% listened to an audiobook 30% of e-content readers say they are reading more now
  • 11. The book format used by readers on any given day is changing % of adult book readers (age 18+) using this format on an average day, as of June 2010 and December 2011 100% 95% 90% 84% 80% 70% 60% 50% 40% 30% 20% 15% 10% 4% 4% 4% 0% Print book E-book Audiobook Jun-10 Dec-11
  • 12. Who are the readers behind the screens? Readers of e-books are more likely than other readers to be: • Under age 50 • College educated • Living in households earning $50K+ Other key characteristics: • They read more books, more often, and for a wider range of reasons • More likely to buy than borrow
  • 13. How e-readers read their e-books % of e-book readers who read an e-book in the past 12 months on these devices 50% 40% 42% 41% 30% 29% 20% 23% 10% 0% On a cell phone On a computer On an e-book On a tablet reader computer
  • 14. How device owners read their e-books % of owners of each device who read e-books on that device 100% 90% 93% 80% 81% 70% 60% 50% 40% 46% 30% 20% 29% 10% 0% On a cell phone* On a desktop or On an e-reader* On a tablet* laptop* * = among people who own that device
  • 15. Which is better for these purposes, a printed book or an e-book? % of Americans 16+ who have read both e-books and print books in the last 12 months Printed books E-books 100% 81% 83% 80% 73% 69% 60% 53% 43% 45% 40% 35% 25% 19% 20% 13% 9% 0% Reading with a Sharing books Reading books in Having a wide Reading while Being able to get child with other bed selection to traveling or a book quickly people choose from commuting
  • 17. Reading pleasures by the number • 26% of those who had read a book in the past 12 months said that what they enjoyed most was learning, gaining knowledge, and discovering information • 15% cited the pleasures of escaping reality, becoming immersed in another world, enjoyment they got from using their imaginations. • 12% said they liked the entertainment value of reading, the drama of good stories, the suspense of watching a good plot unfold. • 12% said they enjoyed relaxing while reading and having quiet time. • 6% liked the variety of topics • 4% said they enjoy finding spiritual enrichment, expanding worldview • 3% said they like being mentally challenged by books • 2% cited the physical properties of books
  • 18. Second report: E-book borrowing http://libraries.pewinternet.org/2012/06/22/libraries-patrons-and-e-books/ 12% of e-book readers (4% of general pop.) have borrowed e-book from library in last year Non-borrowers are unaware they can borrow e-books!!! Non-borrowers are open to coaching/tech support Borrowers are buyers, too
  • 19. 62% of non-borrowers don’t know about e-borrowing option • 58% of all library card holders do not know. • 55% of all those who say the library is “very important” to them do not know. • 53% of all tablet computer owners do not know. • 48% of all owners of e-book reading devices do not know. • 47% of all those who read an e-book in the past year do not know.
  • 20. How is selection? % of e-book borrowers Excellent Very good Good Fair Poor Don’t know 16 18 32 23 4 8 0 20 40 60 80 100
  • 21. Problems with borrowing process % of e-borrowers Yes No Don’t know It was not compatible 18% 80% 3% with your e-reader There was a waiting list 52% 46% 3% The library did not carry it 56% 39% 5% 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%
  • 22. Open to library coaching/tech support % of non-borrowers Very likely Somewhat likely Not too likely Not at all likely Classes or instruction on how to 32% use handheld reading devices like 11 21 19 47 e-readers & tablet computers 32% Classes on how to download library e-books to handheld devices 12 20 19 47 E-book readers already loaded 46% with the book you want to read 18 28 15 37 0 10 20 30 40 50 60 70 80 90 100
  • 23. Where people get recommendations Library card holder No card 100% 80% 75% 60% 51% 40% 38% 28% 28% 28% 20% 16% 7% 0% Family, friends, Online bookstore/ Bookstore staff A librarian/ co-workers website library website
  • 24. Last book you read? Library card holder No card 60% 50% 50% 47% 40% 30% 29% 20% 20% 20% 14% 12% 10% 4% 0% Purchased it Borrowed from Borrowed from Some other way family/friend library
  • 25. Library card holders vs. fans 58% ages 16+ are card holders 65% ages 16+ say “important” • Women • Women • Whites • African-Americans • Higher HH income • Hispanics • Higher educational • Lower HH income attainment • Educ. attainment is • Non-rural less predictive • Parents of minors • Non-rural • Parents of minors
  • 26. 9 takeaways for librarians 1. E-reading is taking off because e- reading gadgets are taking off 2. The gadget doesn’t make the reader, but it may change the reader 3. E-book readers are reading omnivores (and probably influencers) 4. E-book readers are not platform snobs AND they like different platforms for different purposes
  • 27. 9 takeaways for librarians 5. Library users are not always the same as library fans 6. E-book borrowing has foothold – and whopping upside 7. Library users are book buyers 8. Library borrowing patterns are changing 9. Collections are changing
  • 28. Third report: Young readers http://libraries.pewinternet.org/2012/10/23/younger-americans-reading-and-library-habits/ 83% of those ages 16-29 read book in past year 40% of them are reading more in the age of digital content Read e-books on phones and computers more than e-book readers and tablets 60% visited library in past year 3 sub-cohorts – high schoolers, college age, early career
  • 29. How many books Americans read Among book readers, the mean and median number of books each group read in the past 12 months, among all Americans ages 16 and older Mean number of Median books read (midpoint) (average) All those 16 and older 17 8 Ages 16-17 (n=144) 18 10 Ages 18-24 (n=298) 17 7 Ages 25-29 (n=186) 17 6 Ages 30-39 (n=434) 14 6 Ages 40-49 (n=449) 15 6 Ages 50-64 (n=804) 18 8 Ages 65+ (n=622) 23 12
  • 30. Reading on a “typical day” (among book readers) 60% 57% 50% 53% 49% 48% 40% 39% 39% 38% 30% 20% 10% 0% 16-17 18-24 25-29 30-39 40-49 50-64 65+ (n=129) (n=264) (n=152) (n=377) (n=379) (n=668) (n=473)
  • 31. Young readers are instrumental readers Ages 16-29 (n=628) Ages 30+ (n=2,309) 90% 80% 81% 81% 79% 81% 70% 76% 73% 73% 60% 50% 49% 40% 30% 20% 10% 0% Read for Read for pleasure Read to keep up Read to research work/school with current topics of interest events
  • 32. Young e-book readers read on all kinds of devices 60% Ages 16-29 (n=166) Ages 30+ (n=621) 55% 50% 46% 40% 41% 38% 30% 25% 26% 20% 23% 16% 10% 0% Cell phone Desktop or laptop E-reader Tablet
  • 33. Used library in past year 80% 70% 72% 60% 58% 57% 59% 50% 54% 56% 49% 40% 30% 20% 10% 0% 16-17 18-24 25-29 30-39 40-49 50-64 65+ (n=144) (n=298) (n=186) (n=434) (n=449) (n=804) (n=622)
  • 34. Got help from a librarian (among library users) 50% 45% 40% 43% 35% 30% 25% 27% 20% 21% 21% 15% 19% 17% 10% 11% 5% 0% 16-17 18-24 25-29 30-39 40-49 50-64 65+ (n=144) (n=298) (n=186) (n=434) (n=449) (n=804) (n=622)
  • 35. How important is the library? Total important Total not important Ages 16-17 (n=144) 54% 45% Ages 18-24 (n=298) 63% 37% Ages 25-29 (n=186) 74% 26% Ages 30-39 (n=434) 72% 28% Ages 40-49 (n=449) 74% 25% Ages 50-64 (n=804) 68% 31% Ages 65+ (n=622) 67% 29% 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%
  • 36. Forthcoming: Library services National survey and focus groups with patrons and librarians If you want to participate, email me at: Lrainie@pewinternet.org
  • 37. 11 early insights 1. Meta-question among librarians: Should we try to be all things to all people or do a few things really well? 2. Libraries are widely appreciated for their meaning to their communities / more than personal value • But makeovers are warranted – “elitist” “stressed” “behind desk ‘walls’” 3. Libraries still equal “books” to many patrons • E-book situation is still an uncertainty and in flux
  • 38. 11 early insights 4. Many, many are unaware of the array of services libraries offer, including their website material • … and they stress the need for better marketing 5. Parents of minor children have the strongest feelings and fondest memories AND hope for life-lessons for their kids • “You never have to say no to your kids at a library” 6. Technology is as important a service as book lending • Jobs applications and searches are big new feature
  • 39. 11 early insights 7. Libraries are being judged in comparison to other services and offerings in the world • Genius bars, Amazon recommendations, personal shoppers 8. Amenities and atmosphere matter – segmenting spaces is appealing 9. People would really appreciate coordination with other local institutions 10.A surprisingly big chunk of Americans are totally disconnected from the library
  • 40. Insight 11: You’re on your own inventing the future Robert Dawson photography - Library Road Trip http://www.robertdawson.com/pages/1/Public%20Library%3a%20An%20American%20Commons/Public%20Library%3a%20An%20American%20Commons /
  • 41. Thank you! Lee Rainie Email: lrainie@pewinternet.org Twitter: @Lrainie Kathryn Zickuhr Email: kzickuhr@pewinternet.org Twitter: @kzickuhr Kristen Purcell Email: @kpurcell@pewinternet.org Twitter: @kristenpurcell