National VR discussion

A National Virtual Reference Service for the U.S.?

Discussion, ALA Midwinter 2011 #nationalvr

Susan McGlameryQuestionPoint product [email protected]

Raising the visibility of Reference• Make the library the first choice for high-

quality reference service• Reach new users• Serve users where they are, when they need

help: Point of Need• Expand reference availability• Increase library’s visibility and web presence

How do people find information?

Search engine

Specific Web site

Online database

Library Web site

Online bookstore

Other

55%

32%

5%

2%

1%

5%

61%

21%

6%

7%

1%

5%

55%

34%

5%

1%

1%

4%

Primary Library Public (b) Primary Library University (a) Total

Where Search For Top Topic BeginsIn general, most go to a search engine when searching for the topic they search for most frequently on the Internet.

© Harris Interactive 4

Q1710 Where do you typically begin your online search for information related to… ? Base: Qualified Respondents: Total (n=2743), Primary Library University (n=311), Primary Library Public (n=1377)

b

a

2009 Library Services Study

• Harris Interactive’ survey: October 28 to November 12, 2009

• 2,743 qualified respondents. – Reside in the United States or Canada;– Age 15+; and– Does not personally work nor does anyone in the

immediate family work in the library industry– weighted demographically to represent the online

general population of US/Canada


Ever Started a Search Using a Search Engine and Ended up at a Library Web siteApproximately one in five have started a search using a search engine and ended up at a library Web site.


Q1830 Have you ever started a search using a search engine and ended up at a library Web site?Base: Qualified Respondents: Total (n=2743), Primary Library University (n=311), Primary Library Public (n=1377)

22%

78%

Total Primary Library – University(a)

Primary Library – Public(b)

Yes No

36%

64%

23%

77%

b

a

Likelihood of Using Services Offered by Local/Campus LibraryNearly four in ten are very/somewhat likely to use event/community calendars and research assistance if these services were offered by their library.


Q1925 If your local or campus library offered the following services, what is your likelihood of using each through your library? Base: Qualified Respondents

Total Primary Library - University Primary Library - Public(n=311) (n=1377)

a bEvent/community calendars - Very/Somewhat likely 37% 33% 44%a

Very likely 9% 4% 9%Somewhat likely 28% 30% 35%

Not likely 32% 40%b 29%I prefer to go elsewhere 5% 3% 4%Not applicable 22% 16% 19%Already use this service at my library 4% 7% 4%Research assistance - Very/Somewhat likely 36% 40% 40%


Not likely 31% 27% 33%I prefer to go elsewhere 6% 7% 4%Not applicable 21% 11% 19%Already use this service at my library 5% 14%b 4%Home delivery services for library materials - Very/Somewhat likely 34% 37% 40%


Not likely 36% 37% 36%I prefer to go elsewhere 4% 6%b 2%Not applicable 25% 20% 21%Already use this service at my library 1% 0% 1%

(n=2743)

Consumers and Question & Answer SitesAmong those who use Q&A sites (982 of the 2,743 or 36% surveyed) , searching for an answer to a question is the most common activity.


Search for an answer to a question

Ask a question

Answer a question

Improve an existing answer

Other

79%

38%

12%

4%

2%

86%

31%

15%

1%

0%

82%

41%

12%

4%

2%


Q1200 What do you typically do while logged into question & answer sites? Base: Use question & answer sites: Total (n=982), Primary Library University (n=77), Primary Library Public (n=532)

Online Library Information/Resources Valuable to Access From Sites (cont’d)Thirty-one percent of primary public library users find it valuable to access online reference materials from question & answer sites – this is significantly higher than that of primary university library users (21%).

© Harris Interactive 9Q1945 What types of online library information/resources would be valuable to be able to access from each of the following sites, even if you don’t personally use the site(s)? Base: Qualified Respondents


a bQuestion & answer sites

Online reference materials 27% 21% 31%aOnline journal articles/databases 21% 19% 24%Homework support 15% 24% 18%Electronic books 8% 13% 9%Reserve a book, DVD or other materials 5% 7% 7%Reserve a meeting room 2% 4% 3%

None of these resources 36% 33% 33%I am not familiar with these types of sites 18% 18% 16%Book-related sites

Online reference materials 26% 24% 30%Electronic books 24% 25% 28%Reserve a book, DVD or other materials 21% 21% 27%Online journal articles/databases 19% 19% 22%Homework support 9% 15% 10%Reserve a meeting room 2% 2% 3%

None of these resources 32% 30% 28%I am not familiar with these types of sites 19% 21% 15%Self-publishing sites

Online reference materials 14% 16% 17%Online journal articles/databases 11% 14% 12%Electronic books 8% 12% 8%Reserve a book, DVD or other materials 5% 8% 6%Homework support 3% 5% 3%Reserve a meeting room 2% 3% 2%

None of these resources 42% 45% 41%I am not familiar with these types of sites 30% 23% 29%

(n=2743)

Usage of Online Information Sources Question & Answer sites are used by nearly one-half of those who use their mobile phone to access online information sources.

© Harris Interactive 10Q1730 How often do you engage in the following activities using your mobile phone? Base: Use mobile phone to access online information sources


a bAccess sports sites - Engage in 54% 48% 58%

All the time 16% 1% 17%Often 12% 6% 14%Sometimes 21% 36% 20%Rarely 6% 5% 6%

Never 46% 52% 42%Access Question & Answer sites - Engage in 48% 33% 53%


Never 52% 67% 47%Use instant messaging/Online chat - Engage in 47% 31% 43%


Never 53% 69% 57%Access online bookstore - Engage in 47% 31% 53%


Never 53% 69% 47%

(n=335)

How Question & Answer Sites are AccessedNine in ten use Q&A sites for free.


Use for free on the Internet

Use for free on the Internet through my school/university

A fee-based service for which I pay

Use for free on the Internet through my library

Other way

90%

10%

8%

6%

4%

88%

19%

6%

13%

1%

90%

7%

6%

7%

3%


Q1210 How do you access question & answer sites?Base: Use question & answer sites: Total (n=1281), Primary Library University (n=96), Primary Library Public (n=701)

b

Reasons For Using Question & Answer Sites Instead of a Library

One-half of those who use a fee-based service to access Q&A sites use them instead of a library because they get answers quicker.


I get answers faster using this site

This site has more answers to questions

This site has more users who answer questions

I use this site in addition to using the library

I did not consider the library as an option for this service

Other

50%

29%

26%

17%

12%

35%

20%

0%

34%

10%

44%

36%

50%

41%

51%

20%

9%

18%


Q1260 Why do you decide to use question & answer sites instead of using a library? Base: Use a fee-based service to access question & answer sites: Total (n=75), Primary Library University (n=6), Primary Library Public (n=34)

Note: Small sample size(s)

0%

10%

20%

30%

40%

50%

60%

70%

56%

45%

42% 42%

36%

22%

4%

61%

52%

44%47%

40%

15%

4%

65%

52%

64%

54%

35%

11%

4%

Factors Influencing Using Library Services vs. Comparable Services Elsewhere

by Primary Library Type

Total Public Academic (College Students)

Extremely likely Very likely Likely Somewhat likely Not at all likely0%

5%

10%

15%

20%

25%

30%

35%

40%

4%

7%

17%

33%

38%

5%

8%

16%

36%

34%

3%

8%

30%

35%

24%

Likelihood of Linking to Librarian for Assistance in Q&A Sitesby Primary Library Type


I could get instant "live" help and faster

response

I might get more complete information

from the librarian

To supplement other answers; the more the

better

I trust librarians more than other sites or

other users

Other0%

10%

20%

30%

40%

50%

60%

53%52%

44%

24%

2%

50%49%

45%

22%

1%

53% 54%

48%

37%

5%

Reasons for Linking to Librarian for Assistance in Q&A Sitesby Primary Library Type

Base: Respondents who would be likely to link to a librarian for assistance.


0%

10%

20%

30%

40%

50%

60%

70%

80%

61%

58%

54%

46%

29%

2%

59% 60%

55%

42%

23%

2%

67%

52%

62%

53%

48%

5%

Services Expected from the Librarian (Q&A Sites)by Student/ProfessorType



Not sure

Other

Less than once a year

Once a year

Several times a year

Monthly

Weekly

0% 5% 10% 15% 20% 25% 30% 35% 40% 45% 50%

9%

0%

14%

14%

46%

13%

4%

14%

1%

20%

16%

38%

7%

3%

14%

1%

20%

16%

38%

8%

3%

Frequency of Using the Librarian Assistance Service (Q&A Sites)by Primary Library Type


Total Public

Never

Several times a year

Monthly

Weekly

Daily

Several times a day

0% 5% 10% 15% 20% 25% 30%

20%

22%

25%

26%

5%

2%

26%

21%

19%

21%

10%

3%

28%

21%

19%

21%

8%

3%

Frequency of Using Question & Answer Sitesby Primary Library Type


I don't typically use Q&A sites

It would just add more time to the process of getting my

answer

The answers on the site would be good enough for

my purposes

Other0%

10%

20%

30%

40%

50%

60%

53%

32%

27%

12%

48%

38%

33%

12%

53%

37%

29%

12%

Reasons for Not Likely to Link to Librarian for Assistance (Q&A Sites)

by Primary Library TypeBase: Respondents who would not be likely to link to a li-brarian for assistance. (Note: Small base size for acdemic)


Yahoo!Answers UK knowledge partner

Why a national service?

• Easier to promote• Embed in partner sites• Subject expert referral networks• Save costs

• Do national services work?

Statewide services

http://lepton.wils.wisc.edu/askawayadmin/

Enquire: UK public libraries

• 2004 – present (successor to email service)• Steady increase in statistics due to emphasis on

local services chat• Nationwide service but only slightly over half (80

authorities) contribute funding and staffing

National services in the U.S.

• CDRS [now QuestionPoint Global Reference Network]

• Internet Public Library• 24/7 Reference Cooperative• My Info Quest• Digital Public Library of America

– strategies for improving public access to comprehensive online resources

AskNow (AU): 2002 - 2010

– Decline in usage (58% from 2004 to 2010)– Disproportionately used for “homework help”– Staffing is too resource intensive

Models

A. Promote “Ask” [like “Read”]B. Intelligent re-direct to existing services

based on IP, geolocation, etc– Plug-in; apps (google scholar)

C. Triage: • National “Ask” handles “easier” questions• Referral to local or subject experts for more complex

D. Allow/encourage end-user participationE. Other

A: “Ask” campaign

• What organization will take this on?• What is being promoted?

– E.g., Got questions? Ask at your library!

B. Re-direct

• What method to use?• What if anything should be asked of user

before re-direct: zip code? State? • What if there is no virtual reference service at

the user’s local library?• WorldCat “Find in a library” concept?• Platform issues?

C. Triage•Collaborative answering of “simple” questions, referral to subject/local expert for harder questions•Who/which group does initial sorting?•Quality Review

•policies and procedures•Follow through on questions•Session Review•Reference training

•Reports/statistics: how to get buy-in•Platform issues?

D. End User Participation

• Popularity of consumer Q&A sites• Collaborative benefits• More sustainable?• Librarian expertise: valued by users?

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