libraries transformed:research on the changing role of libraries

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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

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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.

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Page 1: Libraries Transformed:Research on the changing role of libraries

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

Page 2: Libraries Transformed:Research on the changing role of libraries

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.

Page 3: Libraries Transformed:Research on the changing role of libraries

Digital Revolution 1: Broadband Internet (85%) and Broadband at home (66%)

Page 4: Libraries Transformed:Research on the changing role of libraries

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

Page 5: Libraries Transformed:Research on the changing role of libraries

Revolution 2: Mobile – 89% of adults

331.6

Total U.S. population: 315.5 million

2011

Page 6: Libraries Transformed:Research on the changing role of libraries

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

Page 7: Libraries Transformed:Research on the changing role of libraries

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

Page 8: Libraries Transformed:Research on the changing role of libraries

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

Page 9: Libraries Transformed:Research on the changing role of libraries

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

Page 11: Libraries Transformed:Research on the changing role of libraries

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

Page 12: Libraries Transformed:Research on the changing role of libraries

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

Page 13: Libraries Transformed:Research on the changing role of libraries

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

Page 14: Libraries Transformed:Research on the changing role of libraries

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

Page 15: Libraries Transformed:Research on the changing role of libraries

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

Page 16: Libraries Transformed:Research on the changing role of libraries
Page 17: Libraries Transformed:Research on the changing role of libraries

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

Page 19: Libraries Transformed:Research on the changing role of libraries

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.

Page 20: Libraries Transformed:Research on the changing role of libraries

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

Page 21: Libraries Transformed:Research on the changing role of libraries

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

Page 22: Libraries Transformed:Research on the changing role of libraries

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%

Page 23: Libraries Transformed:Research on the changing role of libraries

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

Page 24: Libraries Transformed:Research on the changing role of libraries

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

Page 25: Libraries Transformed:Research on the changing role of libraries

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

Page 26: Libraries Transformed:Research on the changing role of libraries

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

Page 27: Libraries Transformed:Research on the changing role of libraries

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

Page 28: Libraries Transformed:Research on the changing role of libraries

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

Page 29: Libraries Transformed:Research on the changing role of libraries

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

Page 30: Libraries Transformed:Research on the changing role of libraries

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)

Page 31: Libraries Transformed:Research on the changing role of libraries

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)

Page 32: Libraries Transformed:Research on the changing role of libraries

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)

Page 33: Libraries Transformed:Research on the changing role of libraries

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)

Page 34: Libraries Transformed:Research on the changing role of libraries

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)

Page 35: Libraries Transformed:Research on the changing role of libraries

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

Page 36: Libraries Transformed:Research on the changing role of libraries

Forthcoming: Library services

National survey and focus groups with patrons and

librarians

If you want to participate, email me at:

[email protected]

Page 37: Libraries Transformed:Research on the changing role of libraries

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

Page 38: Libraries Transformed:Research on the changing role of libraries

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

Page 39: Libraries Transformed:Research on the changing role of libraries

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

Page 40: Libraries Transformed:Research on the changing role of libraries

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

/

Page 41: Libraries Transformed:Research on the changing role of libraries

Thank you! Lee Rainie Email: [email protected] Twitter: @Lrainie Kathryn Zickuhr Email: [email protected] Twitter: @kzickuhr

Kristen Purcell Email: @[email protected] Twitter: @kristenpurcell