tech assessment
TRANSCRIPT
Understanding the User
Quick Stats
75% adults use Internet57% have home broadband82% have cell phone
The Mobile Difference
Study by the Pew Internet & American Life Project
39% of adults “motivated by mobility” … increased digital engagement.
61% of adults prefer “stationary” information, media, technology
Motivated by Mobility
5 groups, 39% Increasing
broadband adoption
Positive attitudes about mobile access
Stationary
5 groups, 61% Do not feel the
“pull” of mobility (cell phones, laptops)
Tech remains in periphery
Digital Divide
First Wave: Computer Access Second Wave: High-speed Access Third Wave: Assets, Actions, and
Attitude What do you have? What do you do? How do you feel about it?
Queens Population, All Ages
Division of Services
Juvenile (0-11) Young Adult (12-17) Adult (18-61) Senior (62+)
Is this traditional way of segmenting our population best serving our customers?
What if we thought about customers in a
different way?
Off the Net (14%)
Late ‘60s, sees the library as a place to run into neighbors, chat, find books and read daily newspaper, belongs to monthly book club, reads bestsellers
Resists technology because she doesn’t believe it improves lifestyle
Some interested in taking basic computer and Internet classes, maybe more than once.
Assessment: A-
Tech Indifferent (10%)
Most have cell and about half use computers Come in to use the computers, not so much
for fun and entertainment, but things like job searching, e-mailing, info gathering.
While tech might make them apprehensive and uncomfortable, they seem to accept that this is becoming the state of things now.
Assessment: B+ The library does a fairly good job of meeting the needs of this user, but could also be a force in getting the Tech Indifferent to try new things.
Information Encumbered (10%) 99 percent are Internet users and 75
percent have cell phones, but … They find tech intrusive and feel
overloaded, frustrated. Just discovering Facebook; currently the
fastest growing group on that SNS. Assessment: B- Help filtering info. Introduce them to RSS feeds Reach out through evening classes and
short streamed video. Guide and reassure them. Do not force
tech on them if they are not interested.
Drifting Surfer (14%)
85 percent have cell and broadband E-mail, news reading, looking for health
info. Streaming media if it provided value
(tutorials and information) but it must be easy to access.
Library is a sanctuary. Might come to the library for the “quiet room”
Assessment: B Continue classic services. Offer classes
and tutorials in health info, emerging tech, and gadgets.
A tech zoo: opportunity to explore informally and socially.
Desktop Veteran (13%)
High-speed connection Cell phone = calling Big TV watchers (84% watch daily)
and at least half watch online video Highly able tech-wise, prefers desk
top and land line Over time, will move into mobility
categories Assessment: C+ Poll wants through online survey Make catalog and request system
easier. Like learning new things: provide
them with original content or access to third-party content.
Mobile Newbie (8%)
Cell phone life-changing Always “on”, find cell ban
annoying Use tech to stay in touch with
friends and family Assessment: D Lift cell phone ban Launch extensive campaign for
cell services Hold programs where they can
learn about and play with other gadgets.
As government services move exclusively online, be prepared to offer assistance to this type who spends very little time (if any) online.
Roving Node (9%)
Cell phone and heavy Internet use Too busy to create content Tech = control Teen type: super-achiever Own laptop (60%). Wi-fi important. One-third has SNS profile Target demographic for mobile
services (more than Mobile Newbies) Assessment: C-
Provide more online/mobile services. Ability to do things during “off hours”
and online (chat reference, event sign up) is important.
Media Mover (7%)
87% own digital camera, half text daily 1/6 blogs. Similar number (if not more) of
this type probably Twitters. Wants to be able to share things found
online – books, videos, tutorials, music, anything and everything. (CRSTR)
Another teen type Assessment: F Ask not what you can do for your Media
Mover but what your Media Mover can do for you.
If the library invests in this user, the return will be three-fold. This type can serve as digital ambassador.
Likes occasional break from tech. Library can be sanctuary.
Ambivalent Networker (7%)
Use cell phone to text, play music, Internet
50+ percent on SNS; 25% blog Gamers (54%) Feel obligated to tech,
sometimes intrusive. Assessment: D- Offer mobile services, apps,
increased video and digital content, as well as opportunities to share and create.
1/3 of this group is students. Consider online tutorials that
explain the library’s research offerings.
Digital Collaborator (8%)
Late 30s, married, kids (Dominant teen type) Gadgets galore: mp3 players, digital
+ video cameras. Enthused about tech Assessment: C Opportunities for this type to serve
as a digital ambassador Beta testers for new stuff As the economy declines, might
come for wireless. Special events and story times
appealing Still, offer the DC a digital
environment, one where he can rate, review, create, share, and comment.
Our Website and the User
Site Traffic
How Do I … ? (#10)
For Teens (#12)
For Teens … Or Is It?
The Teen home receives close to half a million hits a year.
After “landing” most visitors never click again.
How well do we serve teens?
Core Values
Values remain unchanged
More ways to do things
Changing PIN
On-site (staff or kiosk): 55%
Off-site (cell, online, app): 45%
The Kiosk
Apply for card Change PIN Check account Browse and request Print government
forms Print item “grocery”
list with CALL #* Pay fees with credit
card
Beyond Traditional Outreach
Monthly calendar Community organizations and
schools Media
QL Facebook Page
QL Twitter
QL Blogs
(Shhhhhhhhhhhhhhh! There are no QL Blogs. Some community libraries do maintain them, though.)
Stakeholder Wish List
Embedded media Tagging and Taxonomies Community Data and stats CRSTR (Comment, Rate, Share, Tag,
RSS) eCommerce
Embedded Media
Video Sound (music
snippet, podcast) Images Slideshows with or
without audio Content from other
sites (news, book trailers, etc)
Tagging and Taxonomies
Vs
Data and Stats
eCommerce
CRSTR: Comment, Rate
CRSTR: Share
CRSTR: Tag
CRSTR: RSS
Give users ability to RSS anything: tags, writers, events, reviews, blogs