Pew report (2014)
•3 different “generations” of younger
Americans with distinct book reading
habits, library usage patterns, and
attitudes about libraries–high schoolers (ages 16-17)
–college-aged (18-24)
–third generation is 25-29
http://www.pewinternet.org/2014/09/10/younger-americans-and-
public-libraries/
•50% of millennials still use the library
•61% have a library card and describe
their library as a “nice , pleasant place”
•a large number care about resources
other than books
•76% view free access to research
databases as “very important”
•don’t want libraries to abandon their central
mission: to provide books to people
•75% responded that it was “very important”
for libraries to offer books for people to
borrow–29% said that libraries should definitely not
move books out of libraries
– but nearly half (47%) thought books should be
out
View of librarians
•millennials believe in the importance of
trained librarians, with 80% saying that
libraries having librarians to help people
find information they need is “very
important”
“Fillenials” (20M+)
FEU study on Filipino millennials (August
2015)
• 4,325 college freshmen aged 16 to 18 from
8 tertiary schools in Metro Manila & 1 from
Bulacan
Reasons for pursuing college education
•get a good job after graduation (91.3%)
•raise a good family (79.9 %)
•train in a specific career (76.9%)
•commit to lifelong learning (75.2 %)
•learn things that are personally interesting
(75.1 %)
wired generation•Fillennials most frequent activity, not
surprisingly, is surfing the Internet—either
–to connect with friends (70.6%)
–do research (69.3%)
Nielsen Philippines Report (2015)
•more Filipinos use cellphones as “mobile
computers”
•younger millennials will never know a world
without the internet, connected devices ,
and social media
•younger millennials (82%) are most likely to
look at the internet first whenever they need
information
•millennials most likely to browse
through online newspapers–older millennials show high
preference in reading printed
newspapers at 72% compared to
66% of heavy internet users
the survey
• conducted March 2017
• northern Mindanao
• 1,142 senior hs students
convenience & purposive sampling
• data input: frequency
percentage, mean
• 2-part questionnaire*
frequently reported library use (13
questions)
attitude toward library services (10
questions)
*University of Pittsburgh at Greensburg
% results
• less than 6% used library everyday
• 21-35% used the library few times or
several times to
• receive instruction
• study quietly
• do group project
• use internet lab
• ask librarian for help in finding
information
% results
• more than 52% replied they never used
the library to nap or sleep
• almost 50% said they never used the
library to hang out
• 36% responded that they never used the
library to converse with friends
% results
• 38% said they never accessed ejournals
or ebooks
• 1/4 of the respondents never used online
catalog for information searching
• 34% replied they used library database a
few times and 32% several times
• 46% indicated that they never borrowed
library materials
focus of expectations
• facility issues
• technological issues
– less on comfort positive image of
library staff
interventions
• longer library hours
• enhanced instructional activities addressing
difficulty in using online catalog and
database
• connectivity inside the library
• events housed in the library to market it as a
site of activity and campus-connected
content, not merely a repository for books
and resource materials.
• library promotional strategies had slight
effect on awareness & utilization of
library services
• print promotional strategies had more
impact compared to social media
“most effective” social media platform
The State of Library Marketing 2016 Survey Resultshttps://superlibrarymarketing.com/2016/02/29/the-state-of-library-marketing-2016-survey-results/
glo
bal p
ers
pe
cti
ve
implications
• robust, vigorous, enriched,
exhilarating library marketing
• print media
• online media
• social media
• events
• networking
“If we were supposed to restrict ourselves to offering materials with purely redeeming social qualities and educational value, we’d have to throw out half the collection.” - Eli Neiburger
Bibliothèque Nationale de France
• video games part of their patrimonial
collections since 1992
• every game distributed in France must send
2 copies to the French national library
• work closely with gaming community to
“defend the game as a document and an
object for scientific research.”
Library of Congress, Preserving Virtual Worlds
Preserving Virtual Worlds project • will explore methods for preserving digital games
and interactive fiction
• major activities will include … “conducting a series
of archiving case studies for early video games,
electronic literature and Second Life, an
interactive multiplayer game”
Lead Partner: University of Illinois at Urbana-Champaign, Graduate
School of Library and Information Science
Additional Partner: University of Maryland, Stanford University, Rochester
Institute of Technology, Linden Lab
http://www.digitalpreservation.gov/partners/pv
Keeping children quiet in public libraries
• After-School Zone–teens can go in from 3:15 until 5:00 every day and get
a small snack, study or play video games
–if teens are entertained they’re less likely to get into
trouble
Allison Angell, Head Youth Services Librarian
Benicia (California) Public Library
Getting people into the library
Dwight McInvaill
Director, Georgetown County Library
• 10 Xbox 360s and 8 gaming PCs to
persuade young people to register for
library cards and to read
• the games will serve as the hook for more
library usage
References and Links
Adobo Magazine (2015). Demystifying millennials: 6 insights to help you get a selfie
with this generation http://adobomagazine.com/philippine-news/demystifying-
millennials-6-insights-help-you-get-selfie-generation
Duck, Patricia M. and Koeske, Randi (2005). Marketing the millennials: what they
expect from their library experience. University of Pittsburgh and Greenburg.
Far Eastern University (2015). The Filipino millennials.
http://www.feu.edu.ph/manila/index.php/feu-and-partner-universities-conduct-
pioneering-study-to-understand-filipino-millennials/
Zickuhr, Kathryn and Rainie, Lee (2014). Younger Americans and Public Libraries.
Pew Research Center. http://www.pewinternet.org/2014/09/10/younger-americans-
and-public-libraries/