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Library Simplified
Survey 2
Descriptive Summary
By Kyle Butler – Strategy Analyst
Table of Contents
Page
Survey Design
 4
Sample Profile
 5
Summary of Findings 6
Findings
Library Users vs. Non-Users
 8
eR...
Survey Design
The second Library Simplified survey was 10-minute web survey designed to expand the findings from
survey on...
Sample Profile (1 of 2)
Residency
(% of sample)
13%
24%
64%
Staten Island
Bronx
Manhattan
55
112
71
49
32
18 - 25
 26 - 35...
11
10
17
44
45
193
Other
South Asian / Indian
East Asian
Hispanic / Latino
African-American /
Black
Caucasian
Sample Profi...
Summary (1 of 2)
6
Library Users vs. Non-Users

•  On average (arithmetic mean using midpoints), library users report read...
Summary (2 of 2)
7
eReading

•  The majority of respondents who were library users were also eReaders; because of this, da...
Findings
Library Users vs. Non-Users
On average (arithmetic mean using midpoints), library users report reading about 50%
more books than non-users; however, t...
How strongly do you agree or disagree with the following statements?
(Top 2 Box % - agree or strongly agree)
Library users...
60%
57%
54%
 54%
50%
44%
42%
40%
 39%
37%
 37%
35%
31%
29%
26%
 25%
22%
 21%
48%
44%
52%
44%
35%
50%
27%
29%
23%
31%
23%
2...
9%
18%
50%
50%
 49%
21%
How often do you read in the following formats?
(x How often do you visit a library?)
33%
 27%
85%...
67%
73%
59%
75%
49%
65%
43%
64%
34%
54%
34%
54%
27%
21%
30%
15%
39%
30%
45%
33%
46%
35%
57%
39%
6%
 6%
 11%
 10%
 12%
5%
1...
How do you prefer to get new books?
(valid %)
40%
31%
 29%
43%
0%
57%
Buy online
 Borrow from
library
Buy in
bookstore
Lib...
69%
61%
50%
 50%
 50%
47%
 46%
 45%
30%
42%
0%
23%
16%
0%
16%
21%
Library User
 Not Library User
When looking for recommen...
47%
40%
25%
21%
14%
 14%
7%
You indicated you haven’t visited a library in the past 12 months. Why not?
(% – select all th...
Findings
eReading
The majority of respondents who were library users were also eReaders; because of this,
data about library users in the pr...
On average (arithmetic mean using midpoints), eReaders report reading more than 2x as
many books as non-eReaders; the mode...
58%
 57%
55%
51%
49%
45%
42%
 42%
39%
 39%
 38%
35%
31%
29%
26%
24%
22%
20%
58%
46%
50%
57%
42%
46%
23%
19%
 20%
17%
27%
2...
78%
12%
 11%
Buy online
 Borrow from
library
Digital
Subscription
How do you prefer to
get new eBooks?
(valid %) 
Buying o...
17%
20%
43%
67%
43%
53%
65%
73%
For research
For work
To keep up with current events
For pleasure
eReader
 Not eReader
How...
50%
78%
Search (e.g. enter specific title or
author to return a result)
Browse (e.g. scroll through lists,
cover jackets, ...
While behaviors may be overstated, the data indicates that consumption of eBooks
across multiple devices is common practic...
7%
10%
12%
23%
25%
78%
Pandigital
BeBook
Kobo
Sony
Nook
Kindle
8%
10%
46%
56%
Blackberry
Windows
Android
iPhone
The most c...
24%
43%
45%
48%
61%
Social features (e.g. sharing)
Annotations / note-taking
Built-in dictionary
Adjustable fonts
Digital ...
Demographics
Library User Non-Library User eReader Non-eReader
n
 271
 48
 267
 52
Mean age
 36
 43
 36
 44
Gender 
 50% male, 50% fema...
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Library Simplified Library/eBook User and Non User Survey

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This survey sumarizes the differences between users and non users of libraries with regard to eBooks. The purpose of the survey was to inform the product development team of a library eBook Reader.

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Library Simplified Library/eBook User and Non User Survey

  1. 1. Library Simplified Survey 2 Descriptive Summary By Kyle Butler – Strategy Analyst
  2. 2. Table of Contents Page Survey Design 4 Sample Profile 5 Summary of Findings 6 Findings Library Users vs. Non-Users 8 eReading 17 Demographic Tables 27 2
  3. 3. Survey Design The second Library Simplified survey was 10-minute web survey designed to expand the findings from survey one; provide data specific to NYPL boroughs; and draw comparisons between users and non-users. SAMPLE PLAN Sample Size 319 completes (originally 300, but vendor provided extra sample) Respondent Requirements •  Residency: Must live in NYC boroughs of Manhattan, Staten Island, or the Bronx* Quotas •  eReaders: min. n = 100; Respondents who have read at least one eBook in the past year •  Library Users: min. n = 100; Respondents who have used a public library in the past year SAMPLE & DATA QUALITY A third party vendor, Survey Sampling International (SSI), programmed, hosted and managed the survey. SSI used a blind, unbranded invite. Timestamps and data checks were used while the study was in field to identify and remove speeders and straight-liners. However, this does not mean that responses are precise; self-reported behaviors are often overstated and should not be misconstrued as accurate frequencies. *While some NYPL users reside outside of our boroughs, residency was the most effective screening criterion to ensure a qualified sample. 3
  4. 4. Sample Profile (1 of 2) Residency (% of sample) 13% 24% 64% Staten Island Bronx Manhattan 55 112 71 49 32 18 - 25 26 - 35 36 - 45 46 - 55 56 - 65 Age (count) 33 58 65 46 37 36 33 Under $25K $25 - 50K $50 - 75K $75 - 100K $100 - 125K $125 - 150K $150K+ Income (count) Total n = 319 Gender (% of sample) 50.2% 49.5% Male Female Children (% of sample) 48% 52% Households with chlidren Households without children 4
  5. 5. 11 10 17 44 45 193 Other South Asian / Indian East Asian Hispanic / Latino African-American / Black Caucasian Sample Profile (2 of 2) 20 21 28 39 211 Student Retired Not employed Employed part-time Employed full-time Employment Status (count) Total n = 319 3 39 60 152 65 Did not graduate high school High school or equivalent Some college / associate's College degree Post-college advanced degree Education (count) Ethnicity (count) 5
  6. 6. Summary (1 of 2) 6 Library Users vs. Non-Users •  On average (arithmetic mean using midpoints), library users report reading about 50% more books than non-users; however, the mode for both populations is 1 – 10 books •  Library users more strongly associate themselves with books and reading than non-users, particularly regarding the role of books in their social lives •  Library users read more genres than non-users •  A significantly greater proportion of library users read fiction, biography, classics, fantasy, and historical fiction, among others •  Frequency of reading across formats is positively correlated with library usage •  An exception to this is low-frequency library users, ~2/3 of whom are frequent eReaders •  Library users prefer print and eBooks for different occasions, while print is favored by the majority of non-users across occasions (largely because fewer read eBooks at all) •  The majority of both library users and non-users prefer to buy books rather than check them out from the library •  Buying online is the overwhelming favorite for eBooks •  Likewise, online bookstores are a key source of recommendations for library users and non-users •  In general, library users also seek recommendations from more sources than non-users •  The main reason non-users cite for not using a library is that they prefer to buy their books, both in physical bookstores and online
  7. 7. Summary (2 of 2) 7 eReading •  The majority of respondents who were library users were also eReaders; because of this, data about library users in the previous section is generally also true of eReaders •  On average (arithmetic mean using midpoints), eReaders report reading more than 2x as many books as non-eReaders; the mode for both populations is 1 – 10 books •  Genres like romance, science, historical fiction, and fantasy / science fiction are read by a significantly greater proportion of eReaders than non-eReaders •  Buying online is the most popular way to access new eBooks •  Of those that use digital subscription services, Oyster is the most popular •  eReaders read to keep up with current events, for work, and for research more than non-eReaders; they also read more non-book media in electronic formats •  eReaders indicate a preference for browsing to find their eBooks, using features like cover jackets, ratings, and recommendations •  While behaviors may be overstated, the data indicates that consumption of eBooks across multiple devices is common practice among eReaders •  The most common devices owned by eReaders are the Kindle, iPhone, and iPad •  When reading, eReaders are most often using basic features like digital bookmarks and adjustable fonts; use of social eReading features is less common
  8. 8. Findings Library Users vs. Non-Users
  9. 9. On average (arithmetic mean using midpoints), library users report reading about 50% more books than non-users; however, the mode for both populations is 1 – 10 books How many books have you read in the past 12 months? (all formats – electronic, print and audiobook) 0% 45% 24% 13% 10% 5% 2% 10% 67% 10% 2% 4% 2% 4% None 1 - 10 books 11 - 20 books 21 - 30 books 31 - 40 books 41 - 50 books 50+ books Library User (n = 271) Not Library User (n = 48) mean ~ 17 books mean ~ 11 books 9
  10. 10. How strongly do you agree or disagree with the following statements? (Top 2 Box % - agree or strongly agree) Library users more strongly associate themselves with books and reading than non-users, particularly regarding the role of books in their social lives 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100% Reading is an important part of who I am It's easy for me to find books I like My friends and I talk about books I grew up in a family that reads a lot Library User Not Library User 10
  11. 11. 60% 57% 54% 54% 50% 44% 42% 40% 39% 37% 37% 35% 31% 29% 26% 25% 22% 21% 48% 44% 52% 44% 35% 50% 27% 29% 23% 31% 23% 25% 15% 19% 10% 10% 0% 21% Library User Not Library User What kinds of books do you read? (% - select all that apply) *Difference significant at 90% level Library users read more genres than non-users; a significantly greater proportion of library users read fiction, biography, classics, fantasy, and historical fiction, among others 11
  12. 12. 9% 18% 50% 50% 49% 21% How often do you read in the following formats? (x How often do you visit a library?) 33% 27% 85% 36% 63% 6% High-Frequency Library Users (n = 122) Print books 37% 49% 84% 30% 19% 9% eBooks Audiobooks % who read format frequently (once a week or more) 2% 9% 20% 89% 85% 58% % who read format infrequently or never (less than once / month) Library Usage: high-frequency = visits once a week or more; medium-frequency = a couple times a month or once a month; low-frequency = a few times a year or once a year Medium-Frequency Library Users (n = 115) Low-Frequency Library Users (n = 33) Not a Library User (n = 43) Frequency of reading across formats is positively correlated with library usage; the exception to this is low-frequency library users, ~2/3 of whom are frequent eReaders 12
  13. 13. 67% 73% 59% 75% 49% 65% 43% 64% 34% 54% 34% 54% 27% 21% 30% 15% 39% 30% 45% 33% 46% 35% 57% 39% 6% 6% 11% 10% 12% 5% 12% 2% 20% 11% 9% 7% For each of the activities / situations below, which format do you prefer? (% of those who participate in given activity) Library users prefer print and eBooks for different occasions, while print is favored by the majority of non-users across occasions (largely because fewer read eBooks at all) 13 Print Books eBooks Audiobooks Print Books eBooks AudiobooksLibrary User Non-User
  14. 14. How do you prefer to get new books? (valid %) 40% 31% 29% 43% 0% 57% Buy online Borrow from library Buy in bookstore Library User Not Library User Print Books 77% 13% 10% 80% 0% 20% Buy online Borrow from library Subscription (e.g. Oyster) Library User Not Library User eBooks The majority of both library users and non-users prefer to buy books rather than check them out from the library; buying online is the overwhelming favorite for eBooks 14
  15. 15. 69% 61% 50% 50% 50% 47% 46% 45% 30% 42% 0% 23% 16% 0% 16% 21% Library User Not Library User When looking for recommendations on what to read, how often do you consult the following sources? (top 2 box % - always or often) Likewise, online bookstores are a key source of recommendations for library users and non-users; in general, library users seek recommendations from more sources 15
  16. 16. 47% 40% 25% 21% 14% 14% 7% You indicated you haven’t visited a library in the past 12 months. Why not? (% – select all that apply) The main reason non-users cite for not using a library is that they prefer to buy their books, both in physical bookstores and online 16
  17. 17. Findings eReading
  18. 18. The majority of respondents who were library users were also eReaders; because of this, data about library users in the previous section is generally also true of eReaders 75% (n= 240) 8% (n= 27) Intersection of eReaders & Library Users (% of total sample) 10% (n= 31) 7% (n= 21) Library User only eReader only Neither eReader nor Library User eReaders Library Users Total n = 319 18
  19. 19. On average (arithmetic mean using midpoints), eReaders report reading more than 2x as many books as non-eReaders; the mode for both populations is 1 – 10 books How many books have you read in the past 12 months? (all formats – electronic, print and audiobook) 0% 43% 24% 13% 11% 6% 3% 12% 75% 10% 2% 0% 0% 2% None 1 - 10 books 11 - 20 books 21 - 30 books 31 - 40 books 41 - 50 books 50+ books eReader (n = 267) Not eReader (n = 52) mean ~ 18 books mean ~ 7 books 19
  20. 20. 58% 57% 55% 51% 49% 45% 42% 42% 39% 39% 38% 35% 31% 29% 26% 24% 22% 20% 58% 46% 50% 57% 42% 46% 23% 19% 20% 17% 27% 25% 19% 19% 9% 17% 19% 8% eReader Not eReader What kinds of books do you read? (% - select all that apply) *Difference significant at 90% level Genres like romance, science, historical fiction, and fantasy / science fiction are read by a significantly greater proportion of eReaders than non-eReaders 20
  21. 21. 78% 12% 11% Buy online Borrow from library Digital Subscription How do you prefer to get new eBooks? (valid %) Buying online is the most popular way to access new eBooks; of those that use digital subscription services, Oyster is the most popular Which digital subscription service(s) do you use? (% – select all that apply) 53% 40% 30% Oyster Scribd Entitle 21
  22. 22. 17% 20% 43% 67% 43% 53% 65% 73% For research For work To keep up with current events For pleasure eReader Not eReader How often do you read for the following purposes? (% who read once a week or more) Do you read any of the following in electronic formats? (% “yes”) eReaders read to keep up with current events, for work, and for research more than non-eReaders; they also read more non-book media in electronic formats 30% 33% 61% 73% Magazines or journals News or newspapers eReader Not eReader 22
  23. 23. 50% 78% Search (e.g. enter specific title or author to return a result) Browse (e.g. scroll through lists, cover jackets, ratings, recommendations) How to you prefer to find the eBooks you read? (% – select all that apply) eReaders indicate a preference for browsing to find their eBooks, using features like cover jackets, ratings, and recommendations 23
  24. 24. While behaviors may be overstated, the data indicates that consumption of eBooks across multiple devices is common practice among eReaders How often do you read eBooks on the following devices? (% who read once a month or more) 27% 31% 22% 20% 5% 5% 6% 7% 20% 15% 15% 19% 27% 22% 26% 19% 21% 27% 31% 35% 0% 20% 40% 60% 80% 100% Personal Computer Smartphone eReader Tablet A few times a year or less Once a month A few times a month Once a week A few times a week or more 24
  25. 25. 7% 10% 12% 23% 25% 78% Pandigital BeBook Kobo Sony Nook Kindle 8% 10% 46% 56% Blackberry Windows Android iPhone The most common devices owned by eReaders are the Kindle, iPhone, and iPad What brand of eReader do you currently own / use?* (% – select all that apply) 9% 40% 70% Windows (e.g. Surface) Android iPad What kind of smartphone do you have?* (% – select all that apply) *% of eReaders who own the given type of device What kind of tablet do you have?* (% – select all that apply) 25
  26. 26. 24% 43% 45% 48% 61% Social features (e.g. sharing) Annotations / note-taking Built-in dictionary Adjustable fonts Digital bookmarks When reading eBooks, which of the following features do you typically use? (% - select all that apply) When reading, eReaders are most often using basic features like digital bookmarks and adjustable fonts; use of social eReading features is less common 26
  27. 27. Demographics
  28. 28. Library User Non-Library User eReader Non-eReader n 271 48 267 52 Mean age 36 43 36 44 Gender 50% male, 50% female 54% male, 46% female 51% male, 49% female 48% male, 52% female % with children 52% with children 23% with children 53% with children 23% with children Mean HHI $84,500 $74,500 $87,000 $63,000 Employment 82% employed full- or part-time 58% employed full- or part-time 83% employed full- or part-time 54% employed full- or part-time Ethnicity 62% Caucasian/White; 14% Hispanic/Latino; 13% African-American 52% Caucasian/White; 23% African-American; 15% Hispanic/Latino 61% Caucasian/White; 13% Hispanic/Latino; 14% African-American 60% Caucasian/White; 17% African-American; 17% Hispanic/Latino Education 72% college degree or more 52% some college or less 72% college degree or more 50% some college or less Demographics reflect only this research instrument and are not representative of the total population, particularly since very few low-income individuals were reached See slide 16 for overlap—given high intersection, user and non-user populations are nearly identical demographically. 28

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