libraries transformed:research on the changing role of libraries
DESCRIPTION
Lee Rainie will describe the latest findings of the Pew Internet Project about libraries and the new mix of services they are offering their patrons – and considering offering.TRANSCRIPT
Libraries Transformed Research on the changing role of libraries
Lee Rainie
Director
Pew Research Center’s Internet & American Life Project
Presented to: Internet Librarian
October 23, 2012
What is the Pew Internet Project? Number Of Users Who Actually Enjoy Facebook Down To 4
A comprehensive and groundbreaking new report released Monday by the Pew Research Center’s Internet and American Life Project has found that only four users of Facebook derive pleasure of any kind from the popular social networking website. According to the report, the remainder of the 950 million people registered with Facebook, despite using the site on a regular basis, take no joy in doing so, and in fact feel a profound sense of hopelessness and despair immediately upon logging in…
.... “As it turns out, the vast majority of human beings tend to become depressed when they see the past five years of their life summarized right there in front of them in a sad little timeline,” said lead researcher John Elliott.
Digital Revolution 1: Broadband Internet (85%) and Broadband at home (66%)
Networked creators and curators (among internet users)
• 69% are social networking site users
• 59% share photos and videos
• 46% creators; 41% curators
• 37% contribute rankings and ratings
• 33% create content tags
• 30% share personal creations
• 26% post comments on sites and blogs
• 16% use Twitter
• 14% are bloggers
• 18% (of smartphone owners) share their locations; 74% get location info and do location sharing
Revolution 2: Mobile – 89% of adults
331.6
Total U.S. population: 315.5 million
2011
Apps > 50% of adults
22%
29%
38% 43%
0%
10%
20%
30%
40%
50%
Sept 2009 May 2010 August 2011 April 2012
% of cell owners who have downloaded apps
9%
49%
67%
76%
86% 87% 92%
7% 8%
25%
48%
61% 68% 73%
6% 4%
11%
25%
47%
49% 57%
1% 7%
13%
26%
29% 38%
0%
20%
40%
60%
80%
100%
2005 2006 2007 2008 2009 2010 2011 2012
18-29 30-49 50-64 65+
Digital Revolution 3 Social networking – 59% of all adults
% of internet users
2% 3%
4% 5%
6%
12%
10%
19%
22%
3% 4%
5%
8%
10%
19%
25%
0%
10%
20%
30%
Apr-09 Sep-09 May-10 Sep-10 Nov-10 May-11 Dec-11 Jan-12 Aug-12
Ebook reader Tablet
Rise of e-reading devices >One third of adults own at least one device
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
First report: The rise of e-reading http://libraries.pewinternet.org/2012/04/04/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
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
95%
4% 4%
84%
15%
4% 0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
Print book E-book Audiobook
Jun-10 Dec-11
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
How e-readers read their e-books % of e-book readers who read an e-book in the past 12 months on these devices
29%
42% 41%
23%
0%
10%
20%
30%
40%
50%
On a cell phone On a computer On an e-book reader
On a tablet computer
How device owners read their e-books % of owners of each device who read e-books on that device
29%
46%
93%
81%
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
On a cell phone* On a desktop or
laptop*
On an e-reader* On a tablet*
* = among people who own that device
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
81%
69%
43% 35%
19% 13%
9%
25%
45% 53%
73%
83%
0%
20%
40%
60%
80%
100%
Reading with a child
Sharing books with other
people
Reading books in bed
Having a wide selection to choose from
Reading while traveling or commuting
Being able to get a book quickly
Printed books E-books
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, 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
Second report: E-book borrowing http://libraries.pewinternet.org/2012/06/22/libraries-patrons-and-e-books/
12% of e-book readers (4% of general pop.) have borrowed e-book from library in last year
Non-borrowers are unaware they can borrow e-books!!!
Non-borrowers are open to coaching/tech support
Borrowers are buyers, too
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.
How is selection? % of e-book borrowers
16 18 32 23 4 8
0 20 40 60 80 100
Excellent Very good Good
Fair Poor Don’t know
Problems with borrowing process % of e-borrowers
56%
52%
18%
39%
46%
80%
5%
3%
3%
0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%
The library did not carry it
There was a waiting list
It was not compatible
with your e-reader
Yes No Don’t know
Open to library coaching/tech support % of non-borrowers
18
12
11
28
20
21
15
19
19
37
47
47
0 10 20 30 40 50 60 70 80 90 100
E-book readers already loaded with the book you want to read
Classes on how to download library e-books to handheld devices
Classes or instruction on how to use handheld reading devices like
e-readers & tablet computers
Very likely Somewhat likely Not too likely Not at all likely
32%
32%
46%
Where people get recommendations
75%
38%
28% 28%
51%
28%
16%
7%
0%
20%
40%
60%
80%
100%
Family, friends, co-workers
Online bookstore/ website
Bookstore staff A librarian/ library website
Library card holder No card
Last book you read?
47%
20% 20%
12%
50%
29%
4%
14%
0%
10%
20%
30%
40%
50%
60%
Purchased it Borrowed from family/friend
Borrowed from library
Some other way
Library card holder No card
Library card holders vs. fans 58% ages 16+ are card holders
• Women
• Whites
• Higher HH income
• Higher educational attainment
• Non-rural
• Parents of minors
65% ages 16+ say “important”
• Women
• African-Americans
• Hispanics
• Lower HH income
• Educ. attainment is less predictive
• Non-rural
• Parents of minors
9 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
9 takeaways for librarians
5. Library users are not always the same as library fans
6. E-book borrowing has foothold – and whopping upside
7. Library users are book buyers
8. Library borrowing patterns are changing
9. Collections are changing
Third report: Young readers http://libraries.pewinternet.org/2012/10/23/younger-americans-reading-and-library-habits/
83% of those ages 16-29 read book in past year
40% of them are reading more in the age of digital content
Read e-books on phones and computers more than e-book readers and tablets
60% visited library in past year
3 sub-cohorts – high schoolers, college age, early career
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 books read (average)
Median (midpoint)
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
Reading on a “typical day” (among book readers)
57%
39%
49%
39% 38%
48%
53%
0%
10%
20%
30%
40%
50%
60%
16-17 (n=129)
18-24 (n=264)
25-29 (n=152)
30-39 (n=377)
40-49 (n=379)
50-64 (n=668)
65+ (n=473)
Young readers are instrumental readers
81% 76% 73%
81%
49%
81% 79% 73%
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
Read for work/school
Read for pleasure Read to keep up with current
events
Read to research topics of interest
Ages 16-29 (n=628) Ages 30+ (n=2,309)
Young e-book readers read on all kinds of devices
41%
55%
23%
16%
25%
38%
46%
26%
0%
10%
20%
30%
40%
50%
60%
Cell phone Desktop or laptop E-reader Tablet
Ages 16-29 (n=166) Ages 30+ (n=621)
Used library in past year
72%
58% 54%
57% 59% 56%
49%
0%
10%
20%
30%
40%
50%
60%
70%
80%
16-17 (n=144)
18-24 (n=298)
25-29 (n=186)
30-39 (n=434)
40-49 (n=449)
50-64 (n=804)
65+ (n=622)
Got help from a librarian (among library users)
43%
27%
19% 17%
21% 21%
11%
0%
5%
10%
15%
20%
25%
30%
35%
40%
45%
50%
16-17 (n=144)
18-24 (n=298)
25-29 (n=186)
30-39 (n=434)
40-49 (n=449)
50-64 (n=804)
65+ (n=622)
How important is the library?
67%
68%
74%
72%
74%
63%
54%
29%
31%
25%
28%
26%
37%
45%
0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%
Ages 65+ (n=622)
Ages 50-64 (n=804)
Ages 40-49 (n=449)
Ages 30-39 (n=434)
Ages 25-29 (n=186)
Ages 18-24 (n=298)
Ages 16-17 (n=144)
Total important Total not important
Forthcoming: Library services
National survey and focus groups with patrons and
librarians
If you want to participate, email me at:
11 early insights
1. Meta-question among librarians: Should we try to be all things to all people or do a few things really well?
2. Libraries are widely appreciated for their meaning to their communities / more than personal value • But makeovers are warranted – “elitist”
“stressed” “behind desk ‘walls’”
3. Libraries still equal “books” to many patrons • E-book situation is still an uncertainty and in flux
11 early insights
4. Many, many are unaware of the array of services libraries offer, including their website material • … and they stress the need for better marketing
5. Parents of minor children have the strongest feelings and fondest memories AND hope for life-lessons for their kids • “You never have to say no to your kids at a library”
6. Technology is as important a service as book lending • Jobs applications and searches are big new feature
11 early insights
7. Libraries are being judged in comparison to other services and offerings in the world • Genius bars, Amazon recommendations, personal
shoppers
8. Amenities and atmosphere matter – segmenting spaces is appealing
9. People would really appreciate coordination with other local institutions
10.A surprisingly big chunk of Americans are totally disconnected from the library
Insight 11: You’re on your own inventing the future
Robert Dawson photography - Library Road Trip http://www.robertdawson.com/pages/1/Public%20Library%3a%20An%20American%20Commons/Public%20Library%3a%20An%20American%20Commons
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Thank you! Lee Rainie Email: [email protected] Twitter: @Lrainie Kathryn Zickuhr Email: [email protected] Twitter: @kzickuhr
Kristen Purcell Email: @[email protected] Twitter: @kristenpurcell