The Power and Relevance of Libraries Takeaways from Pew Internet research

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1 The Power and Relevance of Libraries Takeaways from Pew Internet research Lee Rainie Director Pew Research Center s Internet & American Life Project Presented to: ALA May 7, 2013

2 What is Pew? Say wha : A fact tank? Tell the truth, and trust the people -- Joseph N. Pew, Jr.

3 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

4 11 key takeaways

5 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 Trip /

6 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.

7 2) Libraries stack up well vs. others Library to community How confident? How important?

8 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

9 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

10 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 . 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.

11 4b) Who uses library websites

12 4c) Mobile connections now matter

13 Parents over-index on library use

14

15 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

16 5a) E-reading devices spread out 50% Ebook reader Tablet Has either tablet or Ebook reader 40% 30% 25% 33% 26% 31% 40% 20% 17% 18% 19% 10% 4% 3% 6% 12% 8% 10% 10% 0% May-10 May-11 Dec-11 Nov-12 Jan-13

17 50% 40% 30% 20% 10% 0% 5b) Advent of e-content spawns more reading and more reading packages Where e-book readers read their e-books 29% On a cell phone 42% 41% On a computer On an e- book reader 23% On a tablet computer 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

18 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

19 ) People are open to even more tech at libraries Very likely Somewhat likely Not too likely or not at all likely An online research service ("ask a librarian") Cell app to use/view library services Program to try out new tech devices/apps Cell GPS app that helps locate material inside library Library kiosks in community to check out books, movies Personalized accounts that give book recommendations Classes on how to download library e-books E-book readers loaded books you want to read Digital media lab to create/upload new content like movies or e-books Instruction on how to use e-book reading devices

20 80% 60% 40% 20% 6a) African-Americans and Latinos are esp. enthusiastic Whites Blacks Hispanics 57% 57% 56% 58% 51% 50% 43% 49% 46% 29% 28% 28% 29% 19% 43% 0% 80% 60% 40% 20% Cell app that allows you to use library services An online research service where you could ask questions of librarians Program that allowed people to try out new tech devices/apps 55% 45% 44% 43% 42% 43% 28% 19% 20% Classes on how to download library e-books Kiosks/ redboxes throughout community to check out books/movies 38% 37% 38% 18% 23% 41% 0% Media lab to create/upload new digital content like movies, your e-books E-book readers loaded books you want to read Cell GPS app that helps you locate material inside library Instruction on how to use e-book reading devices Customized online recommendations based on your past library activity

21 Parents, too

22

23 7) The public invites you to be more engaged in knotty problems Should definitely do Should maybe do Should definitely not do Coordinate more with local schools Free literacy programs Separate spaces for different services Have more comfortable spaces Offer more e-books Offer more interactive learning experiences Help users digitize material Move most library services online Make most services automated Move some books/stacks out of public locations

24 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

25 9) There is churn in library use Reasons 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 Library is not as useful because my children have grown, I'm retired, I'm no longer a student 40% 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%

26 10) Mothers are special

27 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

28 How you can help us Sign up to participate in our research (and encourage your friends!): Write us: What Pew Internet should study next

29 Libraries.pewinternet.org Lee Rainie Kathryn Zickuhr Kristen Purcell

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