The New Library Patron. Lee Rainie Director, Pew Research Center s Internet Project

The New Library Patron Lee Rainie - @lrainie Director, Pew Research Center s Internet Project Presented to: Internet Librarian -- #il2013 October 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 problem 3. 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 Trip http://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 major impact minor impact no impact Your community as a whole 63 27 7 You and your family 29 38 32 0 20 40 60 80 100

Agree / disagree questions

Strongly agree somewhat agree Somewhat Disagree Strongly Disagree don t know 96% Public libraries are important because they promote literacy and a love of reading. Because it provides free access to materials and resources, the public library plays an important role in giving everyone a chance to succeed. 77 72 19 96% 24 91% 2 2 2 2 Having a public library improves the quality of life in a community. 69 24 3 2 1 81% Public libraries provide many services people would have a hard time finding elsewhere. 48 33 11 5 3 0 20 40 60 80 100

Strongly agree somewhat agree Somewhat Disagree Strongly Disagree don t know 34% 56% Public libraries have NOT done a good job keeping up with new technologies. 11 23 28 27 10 53% 46% People do NOT need public libraries as much as they used to because they can find most information on their own. 22 31 20 26 1 0 20 40 60 80 100

Libraries stack up well vs. others Library to community How confident? How important? 63 28 9

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.

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 100% 80% 60% 22% 23% 31% 38% 40% 75% 76% 84% 91% 20% 53% 0% Used library last 12 months Read a book in past 12 months Library is important to me/family Ever visited library Library is important to community

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 59 a 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 53% 59% 40% 58% 63% 64% a Parent 64% b b Non-parent 49%

Who uses library websites % who have ever used a library website All Americans ages 16+ 44 a Men 40 b Women 48 a Age a 16-17 49 de b 18-29 56 de c 30-49 50 de d 50-64 40 e e 65+ 26% Education attainment a No high school diploma 24 b High school grad 33 a c Some College 50 ab d College + 60 abc Parent of minor 44% 48% 26% 50% 60% 50% a Parent 50 b b Non-parent 41

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%

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?

Very important Somewhat important Not too important Not at all important Access to free books and media 54 27 7 12 Having a quiet, safe place to spend time, read or study Resources to do research for school or work Programs or events for children or teens Getting help from a librarian finding information Using the library s internet, computers or printers 51 47 45 44 33 25 24 25 24 32 14 9 10 9 9 26 15 18 21 13 Help finding, applying for job 30 21 14 32 Help applying for government programs, permits or licenses 29 24 14 30 Programs or events for adults 28 30 17 24 0 20 40 60 80 100

Women, non-internet users, African-Americans, Latinos (esp. Spanish-speakers), parents of minor children, urban residents are the most enthusiastic for new techbased services

Very likely Somewhat likely Not too likely or not at all likely Online research service ask a librarian 37% 35% 28% 35% 35% 34% 34% 28% 36% 29% 36% 26% Cell app to use to access library services A tech petting zoo to try out new stuff Cell GPS app to navigate library Kiosks ( Redbox ) around town for lib. checkouts 33% 30% 35% 0% 20% 40% 60% 80% 100%

Very likely Somewhat likely Not too likely or not at all likely Personalize, Amazon-style recommendations 29% 28% 26% 32% 39% 26% 23% 28% 29% 32% 35% 41% Pre-loaded e-book readers 40% 48% 34% Classes on how to download e-books Digital media lab to digitize personal material Instruction on how to use e-reading devices 0% 20% 40% 60% 80% 100%

African-Americans and Latinos are esp. enthusiastic 80% 60% 40% 20% 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

Parents Other adults 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 already loaded with 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 79%* 71% 77%* 57% 78%* 65% 71%* 59% 70%* 60% 72%* 60% 63%* 55% 65%* 55% 70%* 53% 55% 48% 0% 20% 40% 60% 80% 100%

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 Should definitely do Should maybe do Should definitely not do 20% 39% 36% Less active library users, men, Af-Amer, Latinos, teens, less education, lower income HH, no computer 18-29 yr olds, smartphone owners, whites, know less about libraries Internet users, more active / knowledgeable patrons, whites, those over 50, higher income HH, full time workers, parents of tweens, computer owners, heavier book readers (including e-book readers)

Coordinate more closely with local schools in providing resources to kids 77% 19% 3% Offer free early literacy programs to help young children prepare for school 77% 17% 3% Should definitely do Maybe do Definitely NOT do

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 programs 3) After school activities 4) English as a Second Language issues 5) Lifelong learning opportunities / credentialing competency 6) Fill gaps in local media ecosystem community and civic information/curation 7) Help for small business / entrepreneurs / nonprofits 8) Serendipity agents of discovery

Be not afraid

Libraries.pewinternet.org Lee Rainie Email: lrainie@pewinternet.org Twitter: @Lrainie Kathryn Zickuhr Email: kzickuhr@pewinternet.org Twitter: @kzickuhr Kristen Purcell Email: @kpurcell@pewinternet.org Twitter: @kristenpurcell