The New Library Patron

Lee Rainie - @lrainieDirector, Pew Research Center’s Internet Project

Presented to: Internet Librarian -- #il2013October 29, 2013

“Tell the truth, and trust the people” -- Joseph N. Pew, Jr. http://bit.ly/dUvWe3

http://bit.ly/100qMub

My 5 points

1. Libraries are deeply appreciated, especially for their community impact

2. Libraries have a PR problem3. Library patrons are diverse, but there are some

groups who are quite removed from the library world

4. Patrons’ “wish list” for new services is extensive and pretty undifferentiated

5. Libraries have a mandate to intervene in community life

Libraries are deeply appreciated

91% say libraries are important to their communities

76% say libraries are important to them and their families

Robert Dawson photography - Library Road Triphttp://www.robertdawson.com/pages/1/Public%20Library%3a%20An%20American%20Commons/Public%20Library%3a%20An%20American%20Commons/

If your local public library CLOSED, would that have a MAJOR impact, MINOR impact or NO IMPACT on …

Agree / disagree questions

96%

96%

91%

81%

9

Libraries stack up well vs. othersHow confident? How important?

People like librarians

• 98% of “ever” library visitors say interactions are “very/mostly positive”

• 81% of library visitors say librarians are “very helpful” • 50% of “last year” visitors got help from a librarian

Libraries have rebranded themselves as tech hubs

80% of Americans ages 16+ say borrowing books is a “very important” service libraries provide

80% say reference librarians are a “very important” service

77% say free access to computers and the internet is a “very important” service

76% say quiet study spaces are a “very important” service

How people use in-library computers (26% do so)

• 66% of those who used the internet at a library in the past 12 months did research for school or work.

• 63% browsed the internet for fun or to pass the time. • 54% used email. • 47% got health information.• 41% visited government websites or got info about gov services. • 36% looked for jobs or applied for jobs online. • 35% visited social networking sites. • 26% downloaded or watched online video. • 16% bought a product online.• 16% paid bills or did online banking.• 16% took an online class completed online certification program.

My 5 points

1. Libraries are deeply appreciated, especially for their community impact

2. Libraries have a PR problem3. Library patrons are diverse, but there are some

groups who are quite removed from the library world

4. Patrons’ “wish list” for new services is extensive and pretty undifferentiated

5. Libraries have a mandate to intervene in community life

Many of their patrons and biggest fans can’t answer the Marvin Gaye question …

What’s going on?• 23% say that they know all or most of the services their

libraries offer• 47% say they know some of what their libraries offer• 30% said they know not much or nothing at all of what

their libraries offer

Library non-users who are fans and should be primed to listen

22% 23%31% 38%

My 5 points

1. Libraries are deeply appreciated, especially for their community impact

2. Libraries have a PR problem3. Library patrons are diverse, but there are some

groups who are quite removed from the library world

4. Patrons’ “wish list” for new services is extensive and pretty undifferentiated

5. Libraries have a mandate to intervene in community life

Library users

% who have visited a library or bookmobile in person in the past year

All Americans ages 16+ 53%a Men 48%b Women 59a

Age a 16-17 62%de

b 18-29 57%e

c 30-49 59%de

d 50-64 51%e

e 65+ 40%Education attainment a No high school diploma 43%b High school grad 46%c Some College 58%ab

d College + 63%ab

Parent of minor a Parent 64%b

b Non-parent 49%

53%

59%

40%

58%63%64%

Who uses library websites

% who have ever used a library website

All Americans ages 16+ 44a Men 40b Women 48a

Age a 16-17 49de

b 18-29 56de

c 30-49 50de

d 50-64 40e

e 65+ 26%Education attainment a No high school diploma 24b High school grad 33a

c Some College 50ab

d College + 60abc

Parent of minor a Parent 50b

b Non-parent 41

44%48%

26%

50%60%50%

There is churn in library useReasons library use INCREASED (26%)

Enjoy taking their children, grandchildren 26%

Do research and use reference materials 14%

Borrow books more 12%

Student 10%

Use library computers and internet 8%

Have more time to read now, retired 6%

To save money 6%

Good selection and variety 5%

E-books, audio books, media are available 5%

Convenient 5%

Reading more now 5%

Library events and activities 4%

Good library and helpful staff 3%

Quiet, relaxing time, social locale 2%

Use for my job 2%

Reasons library use DECREASED (22%)

Can get books, do research online and the internet is more convenient 40%

Library is not as useful because my children have grown, I'm retired, I'm no longer a student

16%

Too busy, no time 12%Can't get to library, moved, don't know where library is 9%

Prefer e-books 6%Prefer to buy books or get books from friends 5%

Not interested 4%Health issues 3%Don't read much these days 3%Don't like local library or staff 3%Children are too young 2%

There is a truly detached population out there that matters to you

• 44% say no one else in their households uses the library

• 39% don’t have library cards• 33% say if local library closed it

would not have any impact on them• 20% never remember family

members visiting library when they were growing up

• 19% have never visited a library• 16% didn’t read a book in past 12

months• 9% say they don’t know where the

nearest library is

Coming in early 2014:What kind of library user are you?

My 5 points

1. Libraries are deeply appreciated, especially for their community impact

2. Libraries have a PR problem3. Library patrons are diverse, but there are some

groups who are quite removed from the library world

4. Patrons’ “wish list” for new services is extensive and pretty undifferentiated

5. Libraries have a mandate to intervene in community life

Women, non-internet users, African-Americans, Latinos (esp. Spanish-speakers), parents of minor children,

urban residents are the most enthusiastic for new tech-based services

Pre-loaded e-book readers

Classes on how to download e-books

Personalize, Amazon-style recommendations

Digital media lab to digitize personal material

Instruction on how to use e-reading devices

African-Americans and Latinos are esp. enthusiastic

Move some print books and stacks out of public locations to free up more space for

things such as tech centers, reading rooms, meetings rooms, and cultural events

My 5 points

1. Libraries are deeply appreciated, especially for their community impact

2. Libraries have a PR problem3. Library patrons are diverse, but there are some

groups who are quite removed from the library world

4. Patrons’ “wish list” for new services is extensive and pretty undifferentiated

5. Libraries have a mandate to intervene in community life

Coordinate more closely with local schools in providing resources to kids

Offer free early literacy programs to help young children prepare for school

the new library? the new library patron?

People

Place

Platform

Examples of market and cultural shortcomings librarians are (and could) address

1) Technology non-users - skills training in new literacies

2) Pre-school programs3) After school activities4) English as a Second Language issues5) Lifelong learning opportunities / credentialing

competency6) Fill gaps in local media ecosystem – community

and civic information/curation7) Help for small business / entrepreneurs / non-

profits8) Serendipity agents of discovery

Be not afraid

Libraries.pewinternet.orgLee RainieEmail: lrainie@pewinternet.org Twitter: @Lrainie

Kathryn ZickuhrEmail: kzickuhr@pewinternet.orgTwitter: @kzickuhr

Kristen PurcellEmail: @kpurcell@pewinternet.orgTwitter: @kristenpurcell