findings about library services: what the public wants (and does not want) at libraries, as well as details from library focus groups on how libraries are coping with the new mix of servic

1. Greatest Hits from
Pew Internet’s Library Research
Lee Rainie - @lrainie
Director
Pew Research Center’s Internet & American Life Project
Presented to: American Library Association Midwinter Conference
January 26, 2013

2. “Tweckle (twek’ul) vt. To
abuse a speaker to Twitter
followers in the audience
while he/she is speaking.”
2

3. 3

4. we need a tshirt, "I survived the keynote
disaster of 09"
it's awesome in the "I don't want to turn
away from the accident because I might see
a severed head" way
too bad they took my utensils away w/ my
plate. I could have jammed the butter knife
into my temple.
4

5. 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
• Three Phases: 1) e-content; 2) library services;
3) Library user segmentation typology
libraries.pewinternet.org

6. First phase: The rise of e-reading
Late 2011: 16% of American
adults read an e-book in past year
Late 2012: 23%
---
Late 2011: 72% read a printed
book
Late 2012: 67%
---
30% of e-content readers say they
are reading more now

7. Rise of e-reading devices
Ebook reader Tablet Has either tablet or Ebook reader
50%
40%
40%
33%
31%
30%
25% 26%
20% 18% 19%
17%
12%
10% 10%
10% 8%
6%
4% 3%
0%
May-10 May-11 Dec-11 Nov-12 Jan-13

8. 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

9. 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 On a desktop or On an e-reader* On a tablet*
phone* laptop*
* = among people who own that device

10. 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

11. 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)

12. 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)

13. 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)

14. E-book borrowing
Late 2012: 5% of Americans
16+ have borrowed e-book
from library in last year
Growing awareness that this is
library feature: now 31% of
public
Yet, 57% don’t know whether
this is a service they can use,
including many library lovers
Borrowers are buyers, too

15. 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%

16. Open to library coaching/tech support
2011 2012
80%
60% 57% 58%
51%
46%
40%
32% 32%
20%
0%
Classes or instruction on how Classes on how to download E-book readers already
to use handheld reading library e-books to handheld loaded with the book you
devices like e-readers & devices want to read
tablet computers

17. Phase 2: Library services
• “Survey Finds Rising Reliance on Libraries as a Gateway to the Web” – New
York Times
• “Not dead yet: Libraries still vital, Pew report finds” – Los Angeles Times
• “Libraries remain important to communities, report finds” – Columbus
Dispatch
• “Books rule, but library users like innovations, poll says” – St. Louis Post
Dispatch
• “Libraries are still vibrant, say Americans” – Christian Science Monitor
• “Are Search Engines Driving Libraries to Extinction?” – Search Engine Land
• “Pew Study Suggests Libraries (And Print) Still Have A Future In An E-
Book World” – TechCrunch
• “More than just books: Pew study details how technology has changed
libraries” – GeekWire

18. Mega Takeaway 1: People love their libraries even
more for what they say about their communities
than for how libraries meet personal needs
• 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
/

19. Mega Takeaway 1 (corollary): People
appreciate their librarians
• 98% of “ever” library visitors say interactions are “very positive”
• 81% of library visitors say librarians are “very helpful”
• 50% of “last year” visitors got help from a librarian

20. Mega Takeaway 2: Libraries have
rebranded themselves as tech hubs
• 80% of Americans 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

21. Mega Takeaway 3: The public wants everything equally, so
library leadership will matter in setting priorities
Very likely Somewhat likely Not too likely or not at all likely
An online research service ("ask a librarian") 37 36 26
Cell app to use/view library services 35 28 35
Program to try out new tech devices/apps 35 34 29
Cell GPS app that helps locate material inside library 34 28 36
Library kiosks in community to check out books, movies 33 30 35
Personalized accounts that give book recommendations 29 35 34
Classes on how to download library e-books 28 29 41
E-book readers loaded books you want to read 26 32 39
Digital media lab to create/upload new content like movies
or e-books 26 32 40
Instruction on how to use e-book reading devices 23 28 48
0 20 40 60 80 10

22. Mega Takeaway 3 (corollary):
African-Americans and Latinos are esp. enthusiastic
Whites Blacks Hispanics
80%
57% 57% 58%
60%
56% 51% 50% 49%
43% 46%
43%
40% 29% 28% 28% 29%
19%
20%
0%
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
80%
60% 55%
45% 44% 43% 42% 43% 38% 37% 38% 41%
40% 28%
19% 20% 18% 23%
20%
0%
Media lab to E-book readers loaded Cell GPS app that helps Instruction on how to Customized online
create/upload new books you want to you locate material use e-book reading recommendations
digital content like read inside library devices based on your past
movies, your e-books library activity

23. Mega Takeaway 4: The public invites you
to be more engaged in knotty problems
Should definitely do Should maybe do Should definitely not do
Coordinate more with local schools 85 11 2
Free literacy programs 82 14 3
Separate spaces for different services 61 27 9
Have more comfortable spaces 59 28 9
Offer more e-books 53 30 5
Offer more interactive learning experiences 47 38 12
Help users digitize material 43 39 14
Move most library services online 42 34 19
Make most services automated 41 36 20
Move some books/stacks out of public locations 20 39 36
0 20 40 60 80 100

24. Mega Takeaway 5: Libraries have a PR
problem / opportunity
• 22% say that they know
all or most of the
services their libraries
offer
• 46% say they know
some of what their
libraries offer
• 31% said they know not
much or nothing at all
of what their libraries
offer

25. Mega Takeaway 6: Target audiences for
engagement/outreach are not hard to ID
100%
80%
31% 38%
22% 23%
60%
91%
40% 84%
75% 76%
53%
20%
0%
Used library last Read a book in Library is Ever visited Library is
12 months past 12 months important to library important to
me/family community

26. Mega Takeaway 6 (corollary): There is churn in
library use that restocks the user base
Reasons library use INCREASED (26%) Reasons library use DECREASED (22%)
Enjoy taking their children, grandchildren 26%
Can get books, do research online and
Do research and use reference materials 14% 40%
the internet is more convenient
Borrow books more 12%
Student 10% Library is not as useful because my
children have grown, I'm retired, I'm no 16%
Use library computers and internet 8%
longer a student
Have more time to read now, retired 6% Too busy, no time 12%
To save money 6% Can't get to library, moved, don't know
9%
Good selection and variety 5% where library is
E-books, audio books, media are available 5% Prefer e-books 6%
Convenient 5% Prefer to buy books or get books from
5%
Reading more now 5%
friends
Not interested 4%
Library events and activities 4%
Health issues 3%
Good library and helpful staff 3%
Don't read much these days 3%
Quiet, relaxing time, social locale 2% Don't like local library or staff 3%
Use for my job 2% Children are too young 2%

27. Mega Takeaway 6 (corollary): There is a truly
detached population out there that matters to you
• 20% never saw a
family member use a
library when they
were growing up
• 16% have never
visited a library
• 23% didn’t read a
book last 12 months

28. How you can help us
• Sign up to participate in our research
(and encourage your friends!):
http://libraries.pewinternet.org/participate/
• Write us: What Pew Internet should
study next

29. 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