The Power and Relevance of LibrariesTakeaways from Pew Internet research

Lee Rainie - @lrainieDirector

Pew Research Center’s Internet & American Life Project

Presented to: ALA May 7, 2013

What is Pew? Say wha’: A “fact tank”?

“Tell the truth, and trust the people”

-- Joseph N. Pew, Jr.

http://bit.ly/dUvWe3http://bit.ly/100qMub

About our libraries research• Goal: To study the changing role of public

libraries and library users in the digital age

• Done in 3 phases– Changing state of reading– Changing mix of library services– Changing tastes of library patrons

• Funded by a three-year grant from the Bill & Melinda Gates Foundation

libraries.pewinternet.org

11 key takeaways

1) Libraries are 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/

1a) Libraries are especially appreciated by parents

94% of parents say libraries are important for their children and 79% describe libraries as “very important.”

84% of these parents say a major reason they want their children to have access to libraries is that libraries help inculcate their children’s love of reading and books.

81% say a major reason is that libraries provide their children with information and resources not available at home.

71% say a major reason is that libraries are a safe place for children.

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

3) People like librarians

• 98% of “ever” library visitors say interactions are “very positive”• 81% of library visitors say librarians are “very helpful”• 50% of “last year” visitors got help from a librarian

4) Libraries have rebranded themselves as tech hubs

80% of Americans 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

4a) 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.

4b) Who uses library websites

4c) Mobile connections now matter

Parents over-index on library use

5) E-book reading is growing; borrowing is just getting started

Late 2011: 16% of American adults read an e-book in past year – now: 23%

2012: 5% of Americans 16+ have borrowed e-book from library in last year

Growing awareness that this is library feature: now 31% of public

5a) E-reading devices spread out

5b) Advent of e-content spawns more reading and more reading “packages”

30% of e-content readers say they are reading more now

The average reader of e-books has read 24 books (the mean number) in the past 12 months, compared with an average of 15 books by a non-e-book consumer.

E-book readers read in ALL formats

5c) Reading is precious to parents

• 50% of parents of children under age 12 read to their child every day

• 26% do so a few times a week

• 58% of parents with children under 6 read with their child every day

6) People are open to even more tech at libraries

6a) African-Americans and Latinos are esp. enthusiastic

Parents, too

7) The public invites you to be more engaged in knotty problems

8) Libraries have a PR problem / opportunity

• 22% say that they know all or most of the services their libraries offer

• 46% say they know some of what their libraries offer

• 31% said they know not much or nothing at all of what their libraries offer

9) 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%

10) Mothers are special

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

• 20% never saw a family member use a library when they were growing up

• 16% have never visited a library

• 23% didn’t read a book last 12 months

How you can help us

• Sign up to participate in our research (and encourage your friends!): http://libraries.pewinternet.org/participate/

• Write us: What Pew Internet should study next

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

Kathryn ZickuhrEmail: kzickuhr@pewinternet.orgTwitter: @kzickuhr

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