the changing world of libraries lee rainie director pew research center’s internet & american...
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The changing world of libraries
Lee RainieDirector
Pew Research Center’s Internet & American Life Project
Presented to: SWON Libraries ConsortiumNovember 28, 2012
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2
“Tweckle (twek’ul) vt. To abuse a speaker to
Twitter followers in the audience while he/she is
speaking.”
we need a tshirt, "I survived the keynote disaster of 09"
it's awesome in the "I don't want to turn away from the accident because I
might see a severed head" way
too bad they took my utensils away w/ my plate. I could have jammed the
butter knife into my temple.
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The traits of networked information
• Pervasively generated• Pervasively consumed• Portable• Personal• Participatory• Continually edited
• Linked• Social currency• Multi-platformed• Real-time and
timeless• More quickly
generated and delivered
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Digital Revolution 1: BroadbandInternet (85%) and Broadband at home (66%)
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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
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Revolution 2: Mobile – 89% of adults46% smartphones / 25% tablets
321.7Total U.S. population:315.5 million
2012
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Apps > 50% of adults
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Digital Revolution 3Social networking – 59% of all adults
% of internet users
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Rise of e-reading devices>One third of adults own at least one device
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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
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First report: The rise of e-readinghttp://libraries.pewinternet.org/2012/04/04/the-rise-of-e-reading/
21% of American adults read an e-book in the last year 68% read a print book11% listened to an audiobook30% of e-content readers say they are reading more now
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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
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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
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How e-readers read their e-books% of e-book readers who read an e-book in the past12 months on these devices
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How device owners read their e-books % of owners of each device who read e-books on that device
* = among people who own that device
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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
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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
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Second report: E-book borrowinghttp://libraries.pewinternet.org/2012/06/22/libraries-patrons-and-e-books/
12% of e-book readers (4% of general pop.) have borrowed e-book from library in last year
Non-borrowers are unaware they can borrow e-books!!!
Non-borrowers are open to coaching/tech support
Borrowers are buyers, too
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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.
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How is selection?% of e-book borrowers
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Problems with borrowing process% of e-borrowers
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Open to library coaching/tech support% of non-borrowers
32%
32%
46%
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Where people get recommendations
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Last book you read?
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Library card holders vs. fans58% 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
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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
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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
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Third report: Young readershttp://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
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How many books Americans readAmong 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 ofbooks 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
Source: Pew Research Center’s Internet & American Life Reading Habits Survey, November 16-December 21, 2011. N=2,986 respondents ages 16 and older. Interviews were conducted in English and Spanish and on landline and cells. N for those who have read book year=2,474.
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Reading on a “typical day” (among book readers)
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Young readers are instrumental readers
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Young e-book readers read on all kinds of devices
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Used library in past year
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Got help from a librarian (among library users)
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How important is the library?
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Forthcoming: Library services
National survey and focus groups with patrons and
librarians
If you want to participate, email me at:
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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
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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
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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
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Insight 11: You’re on your own inventing the future
Robert Dawson photography - Library Road Triphttp://www.robertdawson.com/pages/1/Public%20Library%3a%20An%20American%20Commons/Public%20Library%3a%20An%20American%20Commons/
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Thank you!Lee RainieEmail: [email protected] Twitter: @Lrainie
Kathryn ZickuhrEmail: [email protected]: @kzickuhr
Kristen PurcellEmail: @[email protected]: @kristenpurcell
libraries.pewinternet.org