Demographics and Beyond New ways to think about library users

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Demographics and Beyond New ways to think about
library users

• John H. Falk
• Institute for Learning Innovation
• Oregon State University

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Overview

• Im going to propose that libraries can extend
  their impact and relevance by creating programs
  and services that PROACTIVELY meet the needs and
  interests of patrons.
• To do this, libraries need to better understand
  their users
• WHO the future library user will be
• And WHY they will come!

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Major Demographic Trends

• The population of the U.S. is growing
• The population of the U.S. is getting more
  diverse
• The population of the U.S. is getting older

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• While most Western nations are declining in
  population size
• The U.S. is projected to grow by roughly 50 in
  the next 50 years

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The US is becoming more ethnically and racially
diverse

• 81 of the population was white in 2000 whites
  will comprise 72 by 2050
• Increases will be most dramatic for Asians and
  for persons in the other races category (which
  includes American Indians and Alaska Natives,
  Native Hawaiians and other Pacific Islanders, and
  individuals who identify with two or more races)

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Perhaps most significantly, the U.S. is getting
older!
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The Aging of America

• By 2025 at the latest, the proportion of all
  Americans who are elderly will be the same as the
  proportion in Florida today. America, in effect,
  will become a nation of Floridas and then keep
  aging
• It took two centuries, until 1990, for the median
  age to rise to 33. But by the middle of the next
  century, it will be over 40 and could approach
  50.
• The number of people age 65 is projected to more
  than double by 2050.

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The Baby Boom Effect

• Born between 19461964, Boomers are now between
  42 and 60 yrs
• Boomers represent nearly 1/3 of the U.S.
  population
• Boomers are turning 60 at a rate of one every 7
  To 10 Seconds. That's more than 12,000 Each Day
  and over 4 Million a Year for each of the next 18
  Years!

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Some Implications

• Historically, the public has viewed libraries and
  other similar institutions as primarily for
  children and families
• In 1995, nearly half (45) of the public were
  families with children, in 2005 that number had
  dropped to 35, by 2015 that number is projected
  to fall below 30.

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Some More Implications

• People 65 and older have the highest voting rate
  of any group. If current voting patterns
  continue, half of all voters will soon be 55 and
  older
• Older voters are the least likely to vote for
  school and library bonds or similar government
  subsidies

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Still More Implications

• The Baby Boom threatens to bankrupt the federal
  and state governments
• The shortfall in Social Security will not
  be an insignificant sum of money. According to
  the Trustees, if no action is taken, the Social
  Security deficit will grow steadily. In the year
  2030 alone, shortly before the programs trust
  fund is officially insolvent, Social Security is
  projected to add 684 billion to the federal
  deficit. All told, between 2013 and 2032, Social
  Security will push up the publicly-held national
  debt by 6.7 trillionnearly twice the amount the
  federal government has borrowed since the
  inauguration of George Washington. By that year,
  closing Social Securitys cash deficit would
  require a 40 hike in the Social Security payroll
  tax rate or nearly a 30 cut in benefits.
• Concord Consortium, Saving Social Security, 1998.

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And Even More Implications

• Every Institution will need to pay more attention
  to physical accessibility issues.
• For example, 54 million Americans of all ages
  report some kind of disability.
• 17.4 million Americans have some form of
• visual impairment (3-5 are totally blind)
• Those with some type of visual impairment
• 15 of Americans between the ages of 45-65
• 17 of Americans between the ages of 65-74
• 26 of Americans 75 years old and older

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So How Do We Use This Information?

• Need to rethink who our libraries are for and how
  we best can accommodate the changing face of
  users
• Need to go beyond demographics to individual user
  needs

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Projecting the Future

• While 76 of Boomers intend to keep working and
  earning in retirement, on average they expect to
  "retire" from their current job/career at around
  64 and then launch into an entirely new job or
  career.
• While 37 of the boomer generation indicate that
  continued earnings is a very important part of
  the reason they intend to keep working, 67
  assert that continued mental stimulation and
  challenge is what will motivate them to stay in
  the game.
• Boomers currently are, and intend to remain,
  active life-long learners

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Lifelong Learning Needs of Younger Boomers

• Many still parents
• Pursue hobbies continue learning in personally
  meaningful ways (and have time to do so!)
• Achieve mastery at work leisure

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Lifelong Learning Needs of Older Boomers

• Explore new avenues of self-fulfillment new
  jobs, new hobbies.
• Seeking closure in life become a mentor share
  what one knows with others.

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How would we apply these ideas to library use?

• Ultimately, its not about age or any other
  socio-economic variable!
• Its about personal identity and need
• What does it mean to be a parent?
• What does it mean to explore new jobs or hobbies?
• What does it mean to become a master?
• What does it mean to become a mentor?

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Identity Dover, DE study

• Library users entering profiles differed based
  on their situated identity, a complex
  psychological construct that included
• Prior Experiences
• Knowledge
• Interest/Motivations
• Expectations
• Social Roles Responsibilities
• Research supported by the Delaware Division of
  Libraries

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Understanding Library Visitors

• Identity-Related Motivations
• Why users are there
• How users will likely interact and experience
  the library
• What they might take away from the experience

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A Short Menu of Library Identity-Related
User Profiles

• Explorer
• Experience Seeker
• Facilitator
• Problem Solver
• Scholar-Hobbyist
• Spiritual Pilgrim-Patron

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The Explorer

I came here primarily because it interests me and
I knew Id find something interesting.
Personal Motivation
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The Experience Seeker

I came here primarily because it is an
interesting place to hang-out and be around
people.
Community Value
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The Facilitator

I came here primarily to help others accomplish
what they need to do.
Other People
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The Problem Solver

I came here primarily to solve a specific
problem or answer a question.
Targeted Motivation
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The Scholar-Hobbyist

I came here primarily to further my on-going
vocational or avocational interests.
Continuing Personal Motivation
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The Spiritual Pilgrim-Patron
I came here primarily because it helps me feel
refreshed and/or part of something bigger than me.
Reflection and Belonging
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Dover Public Library
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Explorer Henry

• I like getting what I want I dont really have
  the time or the inclination to go and browse
  although I guess thats what I do on the
  internet. If my wife reads about a book she wants
  in a magazine, or the paper I jump up and put
  it on hold for her Its in my nature to
  borrow, rather than buy books, but I have bought
  books from online services. I like how they have
  recommendations for me, based on what Ive bought
  before. It makes me consider things I wouldnt
  know existed. I think the library could do
  something like that.

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Experience Seeker Martha

• I think they could do a much better job of
  programming more informative things you cant
  get online or on TV. I went to hear a man who
  went to Africa for a few months to do research
  something interesting, I forget exactly what, but
  it was interesting. I liked the give and take
  with this guy which is what you cant get with
  the internet or a DVD. People who can talk about
  their own experiences. Like why dont they go to
  the Muslim community and get the religious leader
  to talk about what Islam is partly the info and
  partly the give and take. I think they could use
  community expertise better, I really do.

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Problem Solver Lucretia

• I think the library should provide some sort of
  tool or class to guide research. So, if youre
  diagnosed with arthritis, for instance, you have
  guidance about places to go look for information.
  So, under arthritis for instance, they might have
  categories different kinds and then
  categories of information like cures, natural
  cures, pharmaceutical, home remedies that kind
  of thing and then suggestions of places to look
  for that kinds of information, so, you know, more
  places to look for information you want. Some
  kind of framework to support research directions.

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So how do we use this information?

• Knowing something about the identity-related
  needs of users will allow you to better meet the
  needs of Baby Boomers (and other users)
• Facilitator how can you support parents who are
  interested in helping their children decide which
  college to apply to?
• Explorer how can you support individuals
  interested in exploring new hobbies or careers?

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Key Messages Are

• Often, the real needs and interests of users go
  beyond the specific book or reference they ask
  for
• Often, users wont ask or know how to ask for
  what they really need