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The New Library Patron

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The New Library Patron Lee Rainie - _at_lrainie Director, Pew Research Center s Internet Project Presented to: Internet Librarian -- #il2013 October 29, 2013 – PowerPoint PPT presentation

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Title: The New Library Patron


1
The New Library Patron
  • Lee Rainie - _at_lrainie
  • Director, Pew Research Centers 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
  • Libraries are deeply appreciated, especially for
    their community impact
  • Libraries have a PR problem
  • Library patrons are diverse, but there are some
    groups who are quite removed from the library
    world
  • Patrons wish list for new services is
    extensive and pretty undifferentiated
  • 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/Public20
Library3a20An20American20Commons/Public20Libr
ary3a20An20American20Commons/
5
If your local public library CLOSED, would that
have a MAJOR impact, MINOR impact or NO IMPACT on

6
Agree / disagree questions
7
96
96
91
81
8
(No Transcript)
9
Libraries stack up well vs. others
How important?
How confident?
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
  • Libraries are deeply appreciated, especially for
    their community impact
  • Libraries have a PR problem
  • Library patrons are diverse, but there are some
    groups who are quite removed from the library
    world
  • Patrons wish list for new services is
    extensive and pretty undifferentiated
  • Libraries have a mandate to intervene in
    community life

14
  • Many of their patrons and biggest fans cant
    answer the Marvin Gaye question
  • Whats 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
38
31
23
22
16
My 5 points
  • Libraries are deeply appreciated, especially for
    their community impact
  • Libraries have a PR problem
  • Library patrons are diverse, but there are some
    groups who are quite removed from the library
    world
  • Patrons wish list for new services is
    extensive and pretty undifferentiated
  • 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 All Americans ages 16 53
a Men 48
b Women 59a
Age Age  
a 16-17 62de
b 18-29 57e
c 30-49 59de
d 50-64 51e
e 65 40
Education attainment Education attainment  
a No high school diploma 43
b High school grad 46
c Some College 58ab
d College 63ab
Parent of minor Parent of minor  
a Parent 64b
b Non-parent 49
53
59
40
58
63
64
18
57 of library visitors go at least monthly
  • Women
  • Parents
  • African-Americans
  • Less well off

19
Who uses library websites
    who have ever used a library website
All Americans ages 16 All Americans ages 16 44
a Men 40
b Women 48a
Age Age  
a 16-17 49de
b 18-29 56de
c 30-49 50de
d 50-64 40e
e 65 26
Education attainment Education attainment  
a No high school diploma 24
b High school grad 33a
c Some College 50ab
d College 60abc
Parent of minor Parent of minor  
a Parent 50b
b Non-parent 41
44
48
26
50
60
50
20
48 of library website users go online to the
sites at least monthly
  • Women
  • College graduates
  • Internet users over age 34
  • Households 50,000-75,000

21
There is churn in library use
Reasons library use INCREASED (26) 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) 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 12
Can't get to library, moved, don't know where library is 9
Prefer e-books 6
Prefer to buy books or get books from friends 5
Not interested 4
Health issues 3
Don't read much these days 3
Don't like local library or staff 3
Children are too young 2
22
There is a truly detached population out there
that matters to you
  • 44 say no one else in their households uses the
    library
  • 39 dont 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 didnt read a book in past 12 months
  • 9 say they dont know where the nearest library
    is

23
Coming in early 2014 What kind of library user
are you?
24
My 5 points
  • Libraries are deeply appreciated, especially for
    their community impact
  • Libraries have a PR problem
  • Library patrons are diverse, but there are some
    groups who are quite removed from the library
    world
  • Patrons wish list for new services is
    extensive and pretty undifferentiated
  • Libraries have a mandate to intervene in
    community life

25
(No Transcript)
26
Women, non-internet users, African-Americans,
Latinos (esp. Spanish-speakers), parents of minor
children, urban residents are the most
enthusiastic for new tech-based services
27
(No Transcript)
28
Personalize, Amazon-style recommendations
Classes on how to download e-books
Pre-loaded e-book readers
Digital media lab to digitize personal material
Instruction on how to use e-reading devices
29
African-Americans and Latinos are esp.
enthusiastic
30
(No Transcript)
31
Separate spaces for different services
More comfortable spaces for reading, working,
relaxing
Offer a broader selection of e-books
32
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
33
My 5 points
  • Libraries are deeply appreciated, especially for
    their community impact
  • Libraries have a PR problem
  • Library patrons are diverse, but there are some
    groups who are quite removed from the library
    world
  • Patrons wish list for new services is
    extensive and pretty undifferentiated
  • Libraries have a mandate to intervene in
    community life

34
Coordinate more closely with local schools in
providing resources to kids
Offer free early literacy programs to help young
children prepare for school
35
the new library? the new library patron?
36
People
37
Place
38
Platform
39
Examples of market and cultural shortcomings
librarians are (and could) address
  • Technology non-users - skills training in new
    literacies
  • Pre-school programs
  • After school activities
  • English as a Second Language issues
  • Lifelong learning opportunities / credentialing
    competency
  • Fill gaps in local media ecosystem community
    and civic information/curation
  • Help for small business / entrepreneurs /
    non-profits
  • Serendipity agents of discovery

40
Be not afraid
41
Libraries.pewinternet.org
Lee Rainie Email lrainie_at_pewinternet.org
Twitter _at_Lrainie Kathryn Zickuhr Email
kzickuhr_at_pewinternet.org Twitter
_at_kzickuhr Kristen Purcell Email
_at_kpurcell_at_pewinternet.org Twitter _at_kristenpurcell
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