Public Library Power Patrons Are Your Best Customers: Lessons from Patron Profiles, the Library Journal /Bowker PubTrack Consumer Research Partnership

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Barbara Genco keynote

Barbara Genco keynote

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  • Introduce yourself All about e
  • Primer on Public Library market. Major players in the space Understood the need for trusted patron data Library leaders embraced data driven decisions making to drive planning Industry leaders needed and decisions in the library channel vis a vis their current future biz directions
  • LJ 1876 by Dewey and Bowker Why we partnered A trusted team with a powerful industry track records KG, CK SP, JP IS Publisher, RTM Series Editor, LJ/SLJ editorial & research group
  • Before we dive into to the data Degree of certainty Statistically significant samples (balanced by region, race, household income, etc.) Began trending in Fall 2011 Respondents must be library users Focus: Library patrons and Ebook Usage Mobile Devices, Mobile Content and Library Apps Library websites and virtual services Media consumption and the library user
  • Power Patrons  are library users who visit the library at least weekly, drive much of the library’s circulation, are active consumers—and buyers—of all media, including ebooks, and vote at a higher rate than other patrons and should not be overlooked. About 21% of library patrons are Power Patrons.
  • How do patrons use the library?
  • The library is a discovery zone of authors and new book genres.
  • Library Patrons Impact Retail Environments:  More than 50 percent of all library users go on to purchase books by an author they were introduced to in the library
  • For almost every 2 books borrowed, another book is purchased.
  • There is an overlap of format preferences. 34% read across multiple formats.
  • There is an overlap of format preferences. 34% read across multiple formats.
  • Ebook users read 30 books per year on average, 11% more than the 27 read by all users.
  • Adding ebook readers to the book purchase behavior chart we see that e-users are the most likely to purchase a book by an author whose works they previously borrowed from the library. Ebook users are those who have read an ebook in the last 6 months.
  • Libraries win, publishers win, everybody wins
  • Mention 25% discount for TOC attendees.

Transcript

  • 1. Understanding the Behaviors and Preferences of U.S. Public Library Users PRESENTED BY Barbara A. Genco Manager, Special Projects Library Journal
  • 2.
    • 9,046 U.S. public libraries*
    • 16,698 public library buildings*
    • 169 million public library users
    • (69% of U.S. population)**
    • 2011 Book expenditures = $983 million***
    • 82% currently offer ebooks****
    • 2011 Ebook expenditures = $72 million****
    American Library Association http://bit.ly/trBXAJ Bill & Melinda Gates Foundation US Impact Public Library Study http://bit.ly/xJulW4 Library Journal Annual Book Buying Survey conducted in December, 2011 Library Journal Survey of Ebook Penetration & Use in U.S. Public Libraries, 2011 Size of U.S. Public Library Market * ** *** ****
  • 3. Sponsored by: Patron Profiles Brought to you by:
  • 4.
    • National trending survey of library consumers
    • PubTrack Consumer Panel
    • 2,000+ library users per fielding
    • Powered by MarketTools
    • Quarterly online research reports, each with unique focus
    About Patron Profiles
  • 5. Customers who visit the library at least weekly Meet the P ower P atron
  • 6. Meet the P ower P atron Customers who visit the library at least weekly Source = Patron Profiles 2011 61% female
  • 7. Meet the P ower P atron Customers who visit the library at least weekly Source = Patron Profiles 2011 61% female Average age = 48
  • 8. Meet the P ower P atron Customers who visit the library at least weekly Source = Patron Profiles 2011 61% female Average age = 48 Average income = $61K
  • 9. Meet the P ower P atron Customers who visit the library at least weekly Source = Patron Profiles 2011 61% female Average age = 48 Average income = $61K 62% with a college degree or higher
  • 10. Meet the P ower P atron 61% female Customers who visit the library at least weekly Average age = 48 Average income = $61K 62% with a college degree or higher 39% with kids under 18 Source = Patron Profiles 2011
  • 11. What They Do at the Library Source = Patron Profiles 2012 All users Power Patrons Borrow books & media 46% 65% Browse shelves for books & media 37% 59% Search online catalog for books & media 23% 40% Place holds on print books & media 23% 43%
  • 12. What They Do at the Library Discovery Discovery Source = Patron Profiles 2012 All users Power Patrons Borrow books & media 46% 65% Browse shelves for books & media 37% 59% Search online catalog for books & media 23% 40% Place holds on print books & media 23% 43%
  • 13. Clear Link Between Borrowing & Buying Use the library to discover new writers or try out new genres Purchased books by an author whose works were previously borrowed from the library Purchased specific book previously borrowed from the library All Users Power Patrons Source = Patron Profiles 2012
  • 14. Library Patrons=Book Buyers Means. Base = all library users. Source = Patron Profiles 2011. Annual Book Consumption Books Read 26.7 Books Purchased 10.6 Books Borrowed from Library 17.3
  • 15. What about Ebooks? What formats do library patrons use to read books?
  • 16. Patrons Consume Across Formats Print Book Ebook Audiobook on CD Audiobook (digital download) Base = all library users. Source = Patron Profiles 2012.
  • 17. Patrons Consume Across Formats Print Book Ebook Audiobook on CD Audiobook (digital download) Do you read across multiple formats? Base = all library users. Source = Patron Profiles 2012. Yes 34% No 66%
  • 18. Ebook Users Read More Source = Patron Profiles 2011 All users Ebook Users # books read per year 27 30
  • 19. Use the library to discover new writers or try out new genres Purchased books by an author whose works were previously borrowed from the library Purchased specific book previously borrowed from the library All Users Power Patrons Ebook Users Source = Patron Profiles 2012. Borrowing Influences Book Purchasing Behavior
  • 20. The Untapped Ebook Market In 2011, public libraries carried an average of 4,000 ebooks. Source: LJ survey of Ebook Penetration & Use in U.S. Public Libraries, 2011
  • 21. Patrons Want More Source: Patron Profiles 2011 All users Ebook users Would like more ebooks available at their public library 34% 75%
  • 22. The Fiction of Friction
  • 23. Takeaways
    • Library channel has money to spend
  • 24. Takeaways
    • Library channel has money to spend
    • Libraries = Ubiquitous delivery system
  • 25. Takeaways
    • Library channel has money to spend
    • Libraries = Ubiquitous delivery system
    • Discovery Zone for readers
  • 26. Takeaways
    • Library channel has money to spend
    • Libraries = Ubiquitous delivery system
    • Discovery Zone for readers
    • Proven marketing engine
  • 27. Takeaways
    • Library channel has money to spend
    • Libraries = Ubiquitous delivery system
    • Discovery zone for readers
    • Proven marketing engine
    • Win-win-win
  • 28. For more info visit: www.patronprofiles.com/TOC2012 PRESENTED BY Barbara A. Genco Manager, Special Projects Library Journal [email_address]