1. How libraries are perceived by the US people: 2010 OCLC report: “Perceptions of Libraries, 2010” By Nalsi 2011.3.12 @北邮图书馆

4. Users give a higher valuation toward search engine than library concerning the quality of source.http://www.oclc.org/reports/2005perceptions.htm

6. In context (p. 10-49)

7. By community (p. 50-93)

8. A long view: Looking forward(p. 94-100)

10. In context: some conclusions Libraries are playing an vital role to supply the users with free new technologies Paradoxically, economic recession makes libraries more important, especially for those economic impacted people Libraries are still seen as a physical supplier of books, even though other services have been supplied for a long time Users value librarians very higher, even more than they value libraries

11. By community College students Teens & young adults (12-24) Generation X (25-45) Boomers (46-64) Seniors (65-)

12. College Students Users of new technologies 92%use SNS（2/3of them log in everyday） 81%use social media websites Recognition of libraries 43%of them take library as the most reliable sources (the highest group)

15. UW How college students seek information in the digital age report University of Washington’s Information School: How College Students Seek Information in the Digital Age, conducted in 2009 http://projectinfolit.org/pdfs/PIL_Fall2009_Year1Report_12_2009.pdf http://catwizard.net/posts/20091205150856.html

16. Some findings College students use the same set of information sources when conducting different tasks (professional or everyday) College student rely heavily on their social network when they search: for example, friends Less than half of students consort to librarians; 1/3 of students find it useful to ask librarians questions about homework While col. students rely library resources, they don’t like librarians

17. Teens & young adults Teens take information habits with them when they mature Young adults lead in using online resources, IM and blogging, which was the habit of teens five years ago Teens are using: Wikipedia, Ask-an-expert sites (the highest of all), SMS (rather than IM)

18. Are teens are still using email? A research conducted by Nielson Co. in 2010 found that the time people spending emailing dropped by 28%. (time spent IM dropped by 15%) Kids love texting, with half send 50 or more per day, 1/3 send 100 or more. A Pew report: only 11% of teens use email every day(?). While in OCLC’s report, 96% of teens use email.

19. Gen X Most impacted group by the recession, with their lifestyle greatly changed: reduce spending and using libraries more Using all online information sources increased; the gap between them and teens & young adults bridged

20. Boomer Similar with Gen Xer, closing the age divide Again, greatly influenced by the recession, that their lifestyle changed a lot

21. Seniors Again, closing the age divide in using all the new technologies Not impacted seriously by the recession, however, lifestyle changed too

22. Conclusions by community Americans who have a negative job impact rely on libraries Teens are among the most heaviest library users 75% have a library card (2/3) 72% visit the library annually (62%) Americans value librarians

23. Conclusions by community Nearly all Americans use email and search engines (94% and 92% respectively) Two-thirds of Americans use SNS Wikipedia is broadly-used too (73%) Again, based on a report conducted by Pews in 2010, 53% of Americans who use internet (42% of all) use Wikipedia

26. Some of the final conclusions Library websites:of 68% of all the users who use libraries, only half of them (33% of all) visit library websites One way to promote transitional values of libraries is to promote our online presence, no matter presence on SNS or online resources we offer One of the main concerns of the users is that the opening hours of libraries are too short

27. Some of the final conclusions Libraries need promotion: Only 17% of all the library users have ever seen ads or promotional materials of libraries (11% of college students), and most of the users saw them in the library Promote the library services, resources, ideas and values by asking librarians and users to tell his/her story about the library

30. Any questions?