Lee Rainie, Director of the Pew Research Center’s Internet & American Life Project, will share findings from a new report on e-book lending at libraries. He will also discuss other research about the rise of e-books, their impact on people’s reading habits, and the way that library patrons are hoping to avail themselves of e-book borrowing. Finally, he will explore general reading trends and describe the next steps in the Project’s ongoing research about the evolving role of libraries.

1. The rise of e-reading and the
changing role of public libraries
Lee Rainie
Pew Research Center’s Internet & American Life Project
Presented to: American Library Association
June 24, 2012

2. • Part of the Pew Research
Center, a non-partisan “fact
tank” in Washington, DC
• Studies how people use
digital technologies
• Does not promote specific
technologies or make policy
recommendations
• Research is primarily based
on nationally representative
pewinternet.org telephone surveys of adults

3. 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

4. RESEARCH TIMELINE
Stage I (August 2011-July 2012)
Libraries + new technologies
• The Rise of E-Reading http://libraries.pewinternet.org/2012/04/04/the-
rise-of-e-reading/
– Includes special focus on reading habits of people who own
e-readers or tablet computers
• E-book borrowing and libraries
http://libraries.pewinternet.org/2012/06/22/libraries-patrons-and-e-
books/
– Includes stories and quotes from online surveys of library staff and patrons
• Library use in different community types - urban, suburban, rural
• Younger readers, libraries, and books

5. RESEARCH TIMELINE
Stage II (June-December 2012)
The changing world of library services
• The evolving role of libraries in communities
– New library services
– People’s expectations of libraries
– “The library of the future”
• The role of libraries in the life of special populations
– Lower-income users, minorities, rural residents, senior
citizens

6. RESEARCH TIMELINE
Stage III (October 2012–April 2013)
A typology of who does – and does not – use libraries
• A “library user” typology
– Different user “types” based on:
• What their local libraries are like
• How they use libraries
• Attitudes about libraries in general
• An updated, in-depth portrait of young library users

7. The prequel … a triple revolution
changes the world of libraries

8. Digital Revolution 1
Internet (82%) and Broadband at home (66%)
Home broadband Home dial-up
80%
70%
71%
60%
50%
66%
40%
30%
20%
10%
0%
June April March March April March March March April April May May August Jan
2000 2001 2002 2003 2004 2005 2006 2007 2008 2009 2010 2011 2011 2012

9. Networked creators are everywhere
(two-thirds of adults; three-quarters of teens)
• 66% of internet users are social networking site users
• 59% of cell owners share photos or videos
• 37% of internet users contribute rankings and ratings
• 33% create content tags
• 30% share personal creations
• 26% post comments on sites and blogs
• 15% have personal website
• 15% are content remixers
• 16% use Twitter
• 14% are bloggers
• Of smartphone owners: 18% location services 74%
maps/directions/local awareness

10. Big challenge for libraries
Atoms bits
Collections
are
disrupted

11. Mobile phones – 88% of adults
331.6
Total U.S.
population:
315.5
million
2011

12. Changes in smartphone ownership
80%
May 2011 February 2012
60%
46% 48%
41%
40% 35%
20% 17%
12%
0%
Smartphone Other cell phone No cell phone

13. Apps – 50% of adults
Sept 2009 May 2010 August 2011
100%
80%
60%
50*
40% 38* 38 43* 43
29*
22%
20%
0%
Download apps to their Have preloaded apps on Total who have apps on
phone their phone phone

14. Big challenge for libraries
People come to us We go to people
The library as
place becomes
the library
as placeless
resource

15. Digital Revolution 3
Social networking – 52% of all adults
100%
% of internet users 86% 85%
80% 83%
70% 71%
76%
67% 61%
60%
52%
48%
49% 47% 51%
40% 35%
25% 33%
25% 26%
20%
9% 8% 11% 13%
7% 7%
4%
0% 6%
1%
2005 2006 2007 2008 2009 2010 2011 2012
18-29 30-49 50-64 65+

16. Big challenge for libraries
Expertise and influence emerges in
networks and algorithms
Share the
stage with
amateur
experts

17. Then along comes e-book
reading

18. Rise of e-reading devices
29% of adults own at least one device
Ebook reader Tablet
25%
20% 19%
15%
12%
10% 10%
10% 9%
8%
6%
5% 5%
5% 4% 4%
3% 3%
2%
0%
Apr-09 Sep-09 May-10 Sep-10 Nov-10 May-11 Aug-11 Dec-11 Jan-12

19. First report: 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

20. 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

21. 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

22. 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

23. 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

24. What kind of e-reader do you own?
% of American adult e-reader owners age 18+ who own each type of
e-book reader
Kobo Other 3%
Reader 1%
Pandigital 2% Don’t
Sony Reader know
2% 9%
Nook 22%
Kindle 62%

25. What kind of tablet computer do you own?
% of American adult tablet owners age 18+ who own each type of
tablet computer
Don’t know 6%
Motorola Nook
Xoom 1% Color
HP 1%
Touchpad Other 11%
2%
Samsung
Galaxy 5%
iPad 61%
Kindle Fire 14%

26. More owners in the future
13% of non-owners say 18% of non-owners say
they plan to buy an e- they plan to buy a
book reader at some tablet at some point in
point in the future the future
Device innovations and
price competition could
change the market and
drive more to these
devices

27. What is the main reason you do not currently
have an e-reader?
% of American adults age 16+ who do not own an e-book reader, as of December 2011
Just don't need one/don’t want one 24%
Cost/can’t afford it 19
Prefer books/print 16
Don’t read/no time to read 10
Don’t know what an e-reader is 5
Don’t want to learn tech/don’t know how to use it 4
Have enough other devices/use other devices 3
Plan to get one/waiting for better features 3
Have iPad/tablet 3
Lack of time in general 2
I’m too old 2
Vision/health problems <1
Other 3
Don’t know/refused 5
Dec. 2011 results are from a survey of 2,986 people age 16 and older conducted November 16-December 21, 2011. The
survey was conducted in English and Spanish and on landline and call phones. The margin of error is +/- 2 percentage
points. N for number of non-owners of e-reading devices=2,290.

28. What is the main reason you do not currently
have a tablet computer?
% of American adults age 16+ who do not own a tablet computer, as of December 2011
Just don't need one/don’t want one 35%
Cost/can’t afford it 25
Have enough devices/happy with current devices 20
Don’t want to learn tech/don’t know how to use it 7
Don’t know what a tablet computer is 2
Plan to get one/waiting for better features 2
I’m too old 2
Lack of time in general 1
Don’t read/no time to read <1
Vision/health problems <1
Prefer books/print <1
Prefer to use library <1
Other 2
Don’t know/refused 3
Dec. 2011 results are from a survey of 2,986 people age 16 and older conducted November 16-December 21, 2011. The
survey was conducted in English and Spanish and on landline and call phones. The margin of error is +/- 2 percentage
points. N for number of non-owners of e-reading devices=2,290.

29. 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

31. 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, and the 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

32. When you want to read a particular
e-book, where do you look first?
% of readers of e-books age 16+, as of December 2011
80% 75%
70%
60%
50%
40%
30%
20%
12%
10% 5% 5%
0%
At an online At your public library Someplace else Don’t know
bookstore/website

33. Second report: E-book borrowing
12% of e-book readers (4% of
general pop.) have borrowed
e-book from library in last
year
62% of non-borrowers don’t
know it is possible to do so
from library
Non-borrowers are open to
coaching/tech support
Borrowing is a sometimes thing
Borrowers are buyers, too

34. 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.

35. 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

36. 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%

37. 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
use handheld reading devices like 11 21 19 47
e-readers & tablet computers
Classes on how to download
library e-books to handheld devices 12 20 19 47
E-book readers already loaded
with the book you want to read 18 28 15 37
0 10 20 30 40 50 60 70 80 90 100

38. 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

39. E-book reader acquisition preference
Library card holder No card
80% 76%
70%
60% 55%
50%
40% 36%
30%
20% 18%
10%
0%
Purchase own copy Borrow

40. 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

41. 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

42. Library users and uses
• Borrow printed books: 35% of entire population or 48% of all those
who read a print book in past year --- Women
• Access historical documents or archives or genealogical records:
25% --- African-Americans
• Access specialized databases such as legal or public records: 22% ---
African-Americans
• Get research help from a librarian: 20% --- African-Americans
• Access or borrow magazines or journals: 15% --- African-Americans
• Access or borrow newspapers: 14% --- African-Americans
• Borrow audiobooks: 4% or 38% of all those who listened to
audiobook in past year.
• Borrow e-books: 2%-4% or 12% of all those who read an e-book in
past year.

43. 10 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
5. Library users are not always the same
as library fans

44. 10 takeaways for librarians
6. E-book borrowing has foothold –
and whopping upside
7. Librarians have a gigantic public
education and marketing
opportunity – people want to learn
and know about this new world
8. Library users are book buyers
9. Library borrowing patterns are
changing
10. Collections are changing

45. The defining questions of the digital age
• The Theodore Levitt question:
• What business am I in?
• The Soren Kierkegaard business strategy
questions:
• What’s the franchise?
• What’s the commodity?

46. Be not
afraid

47. Thank you!
Lee Rainie
Email: lrainie@pewinternet.org
Twitter: @Lrainie
Kathryn Zickuhr
Email: kzickuhr@pewinternet.org
Twitter: @kzickuhr
Mary Madden
Email: mmadden@pewinternet.org
Twitter: @mary_madden