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The rise ofe-readingFlorida Public Library Directors meetingOctober 12, 2012Kathryn Zickuhr, Research AnalystPew Research ...
Kathryn ZickuhrResearch AnalystPew Research Center’sInternet & American Life Projectkzickuhr@pewinternet.org@kzickuhr@pewi...
About Pew Internet•  Part of the Pew Research Center, a non-partisan “fact   tank” in Washington, DC•  Studies the social ...
About our libraries research•  Goal: To study the changing role of public   libraries and library users in the digital age...
RESEARCH TIMELINEStage I (August 2011-Fall 2012)Libraries + new technologies  •  The rise of e-reading (April 2012)  •  E-...
Tablets ande-readers
Who owns tablets and e-readers?           19% of adults own a tablet           (iPad, Kindle Fire, etc.)           19% of ...
Who owns tablets and e-readers?           E-reader and tablet ownership           are strongly correlated with           h...
Who owns tablets and e-readers?	             Ages 18-29             Age 30-49             Ages 50-64            Age 65+30%...
                                         	  What kind of tablet do you own?                  	  % of American adult tablet...
                                      	   What kind of e-reader do you own?                   	   % of American adult e-re...
41% of tablet owners and 35% of e-reader owners said they were reading more since the advent of e-contentSource: Pew Inter...
Americans’reading habitsand the rise ofe-reading
Book reading by age group	  % of each age group who have read a book (including print books, e-books,and audiobooks) in wh...
The rise of e-readingOne in five adults has read an e-book in the past year                               80%             ...
Who reads e-books?E-book readers are more likely thanother readers to be:•  Under age 50•  College educated•  Living in ho...
How e-readers read their e-books    Among all Americans in each age group who read an e-book in the    past 12 months, as ...
Which is better for these purposes, a printed                       	  book or an e-book? 	  Among people ages 16+ who rea...
E-books atlibraries
How Americans used the libraryin the past yearAmong Americans ages 16+ who used the library for the following purposes int...
Library users by age groupAmong each group of Americans ages 16+, the percentage who have usedthe library in the past year...
12% of e-book readers       borrow e-books from       the librarySource: Pew Internet December 2011 survey.   libraries.pe...
Have you ever wanted to borrow a particulare-book from the library and found that...Among e-book borrowers                ...
62% of all Americans ages16 and older, including 58%of library card holders, saythey do not know if theirlibrary lends e-b...
What is the main reason you do not borrowe-books from your public library?                                                ...
Among those who do not currently borrow e-booksfrom libraries, the % who say they would be likely to…...take a class on ho...
Among those who do not currently borrow e-booksfrom libraries, the % who say they would be likely to…...take a class on ho...
What thesechanges[could] meanfor libraries
“Our customers are still usingthe library but in different ways.They browse our catalog online,place reserves on the items...
“We spend a significant part ofour day explaining how to getlibrary books onto e-bookreaders.”                  – Library ...
“It all feels pretty murky. Someclarity and good advice wouldbe nice. It’s OK for libraries withbig budgets to plunge into...
RESEARCH TIMELINEStage II (Spring-Winter 2012)  The changing world of library services  •  The evolving role of libraries ...
RESEARCH TIMELINEStage III (Fall 2012–Spring 2013) A closer analysis of who does – and does not – use   libraries •  A “li...
Imagining the        “librarian of the future”	  Aggregator/	     Organizer	     Network	  node	     Facilitator	  Synthes...
Thank you!Kathryn ZickuhrResearch AnalystPew Internet & American Life Projectkzickuhr@pewinternet.org@kzickuhr @pewinterne...
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E-reading and e-books at libraries

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  1. 1. The rise ofe-readingFlorida Public Library Directors meetingOctober 12, 2012Kathryn Zickuhr, Research AnalystPew Research Center’s Internet & American Life Project
  2. 2. Kathryn ZickuhrResearch AnalystPew Research Center’sInternet & American Life Projectkzickuhr@pewinternet.org@kzickuhr@pewinternet@pewresearch
  3. 3. About Pew Internet•  Part of the Pew Research Center, a non-partisan “fact tank” in Washington, DC•  Studies the social impact of technology•  Does not promote specific technologies or make policy recommendations•  Data for this talk is from nationally representative telephone surveys (on landlines & cell phones) of Americans ages 16 & older; quotes are from online panelsAll slides and reports are available atpewinternet.org
  4. 4. 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, $1.4 million grant from the Bill and Melinda Gates Foundation libraries.pewinternet.org
  5. 5. RESEARCH TIMELINEStage I (August 2011-Fall 2012)Libraries + new technologies •  The rise of e-reading (April 2012) •  E-books, patrons, and libraries (June 2012) •  The habits of younger library users – NEW –  Includes quotes from young patrons ages 16-29 –  Will be available on October 23rd, 2012 •  Library use in different community types (suburban/urban/rural)
  6. 6. Tablets ande-readers
  7. 7. Who owns tablets and e-readers? 19% of adults own a tablet (iPad, Kindle Fire, etc.) 19% of adults own an e-reader (Kindle, Nook, etc.) Overall, 29% of adults own either a tablet or an e-reader (or both)
  8. 8. Who owns tablets and e-readers? E-reader and tablet ownership are strongly correlated with household income, education, and age. Women are more likely than men to own e-readers Parents are more likely than non-parents to own tablets
  9. 9. Who owns tablets and e-readers?   Ages 18-29 Age 30-49 Ages 50-64 Age 65+30%25% 26%20% 23% 20%15% 18% 16% 14%10% 11% 5% 8% 0% E-readers TabletsSource: Pew Internet December 2011 survey. Data is for adults ages 18+. libraries.pewinternet.org
  10. 10.    What kind of tablet do you own?  % of American adult tablet computer owners age 18+ who own each type ofe-book reader (as of February 2012)   Don’t know 6% Nook Color 1% iPad Motorola Kindle Fire Xoom 1% Other 11%HP Touchpad Samsung Galaxy 2% HP Touchpad Samsung Galaxy 5% Motorola Xoom Kindle Fire 14% iPad 61% Nook Color Other Don’t know
  11. 11.     What kind of e-reader do you own?   % of American adult e-reader owners age 18+ who own each type of e-book reader (as of February 2012)   Other 3% Kobo Reader 1% Don’t Kindle Pandigital 2% know 9%Sony Reader 2% Nook Sony Reader Pandigital Nook 22% Kobo Reader Kindle 62% Other Don’t know
  12. 12. 41% of tablet owners and 35% of e-reader owners said they were reading more since the advent of e-contentSource: Pew Internet December 2011 survey. libraries.pewinternet.org
  13. 13. Americans’reading habitsand the rise ofe-reading
  14. 14. Book reading by age group  % of each age group who have read a book (including print books, e-books,and audiobooks) in whole or in part in the past 12 months100% 90% 80% 86% 88% 83% 70% 76% 79% 77% 60% 68% 50% 40% 30% 20% 10% 0% 16-17 18-24 25-29 30-39 40-49 50-64 65+Source: Pew Internet December 2011 survey. libraries.pewinternet.org
  15. 15. The rise of e-readingOne in five adults has read an e-book in the past year 80% 70% 68%   60% 50% 40% 30% 21%   19%   20% 11%   10% 0% Print book E-book Audiobook No bookNote: Due to multiple responses, categories do not add up to 100%
  16. 16. Who reads e-books?E-book readers are more likely thanother readers to be:•  Under age 50•  College educated•  Living in households earning $50K+Other key characteristics:•  They read more books, more often•  More likely to buy their books than borrowSource: Pew Internet December 2011 survey. libraries.pewinternet.org
  17. 17. How e-readers read their e-books Among all Americans in each age group who read an e-book in the past 12 months, as of December 2011 60% 50% 55% 40% 46% 41% 38% Ages 16-29 30% 26% Ages 30+ 20% 25% 23% 10% 16% 0% On a cell On a On an e- On a tablet phone computer readerSource: Pew Internet December 2011 survey. libraries.pewinternet.org
  18. 18. Which is better for these purposes, a printed  book or an e-book?  Among people ages 16+ who read both an e-book & a print book in the past year Printed books E-books100% 81% 83%80% 73% 69%60% 53% 43% 45%40% 35% 25% 19%20% 13% 9% 0% Reading with Sharing Reading Having a wide Reading while Being able to a child books with books in bed selection to traveling or get a book other people choose from commuting quickly
  19. 19. E-books atlibraries
  20. 20. How Americans used the libraryin the past yearAmong Americans ages 16+ who used the library for the following purposes inthe past year 60% 50% 56% 40% 40% 30% 36% 20% 22% 10% 0% For research (all) To borrow books To borrow Total used the newspapers / library magazinesSource: Pew Internet December 2011 survey. libraries.pewinternet.org
  21. 21. Library users by age groupAmong each group of Americans ages 16+, the percentage who have usedthe library in the past year 80% 70% 72% 60% 58% 57% 59% 50% 54% 56% 49% 40% 30% 20% 10% 0% 16-17 18-24 25-29 30-39 40-49 50-64 65+Source: Pew Internet December 2011 survey. libraries.pewinternet.org
  22. 22. 12% of e-book readers borrow e-books from the librarySource: Pew Internet December 2011 survey. libraries.pewinternet.org
  23. 23. Have you ever wanted to borrow a particulare-book from the library and found that...Among e-book borrowers Yes No Don’t know It was not compatible 18% 80% 3% with your e-reader There was a waiting list 52% 46% 3% The library did not carry it 56% 39% 5% 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%Source: Pew Internet December 2011 survey. libraries.pewinternet.org
  24. 24. 62% of all Americans ages16 and older, including 58%of library card holders, saythey do not know if theirlibrary lends e-books.
  25. 25. What is the main reason you do not borrowe-books from your public library? % of e-book readers whoReason do not get e-books at the public libraryInconvenient / easier to get another way 22%Didn’t know I could / didn’t know library offered e-books 19Don’t use library / no library nearby 8No interest / no real need 7Just found out about it / haven’t had a chance to try it yet 6E-books still new to me / no time to learn 5Just never thought to 5Don’t read a lot / don’t use e-reader much 4Prefer to own my own copy 4My library doesn’t offer e-books 4Prefer print books 3Poor e-book selection at library 2Do not have format I need 2Cumbersome process / wait list / short borrowing period 2Other 6
  26. 26. Among those who do not currently borrow e-booksfrom libraries, the % who say they would be likely to…...take a class on howto use an e-reader or 32% tablet...take a class on how to download e-books 32%...borrow a pre-loaded e-reader 46% 0% 10% 20% 30% 40% 50%
  27. 27. Among those who do not currently borrow e-booksfrom libraries, the % who say they would be likely to…...take a class on how All three ideasto use an e-reader or tablet 32% are most popular with: African-Americans and Hispanics...take a class on how to download e-books 32% Those under age 65 Those in households making less than $30k per year...borrow a pre-loaded e-reader 46% Those who had not completed high school Parents of minor 0% 10% 20% 30% 40% 50% children
  28. 28. What thesechanges[could] meanfor libraries
  29. 29. “Our customers are still usingthe library but in different ways.They browse our catalog online,place reserves on the items theywant, then pick them up at theirlocation of choice. Many fewerbrowse the collection in person,” – Library staff member
  30. 30. “We spend a significant part ofour day explaining how to getlibrary books onto e-bookreaders.” – Library staff member
  31. 31. “It all feels pretty murky. Someclarity and good advice wouldbe nice. It’s OK for libraries withbig budgets to plunge into e-book readers. As a small librarywith limited collection funds, wehave to be more careful.” – Library staff member
  32. 32. RESEARCH TIMELINEStage II (Spring-Winter 2012) The changing world of library services •  The evolving role of libraries in communities –  New library services –  People’s expectations of libraries –  “The library of the future” •  The role of libraries in the life of special populations –  Lower-income users, minorities, rural residents, senior citizens
  33. 33. RESEARCH TIMELINEStage III (Fall 2012–Spring 2013) A closer analysis of who does – and does not – use libraries •  A “library user” typology, with different user “types” based on: •  What their local libraries are like •  How they use libraries •  Attitudes about libraries in general •  An updated, in-depth portrait of how teens & young adults use libraries
  34. 34. Imagining the “librarian of the future”  Aggregator/   Organizer   Network  node   Facilitator  Synthesizer  
  35. 35. Thank you!Kathryn ZickuhrResearch AnalystPew Internet & American Life Projectkzickuhr@pewinternet.org@kzickuhr @pewinternet @pewresearchAll data, slides, and reports available atpewinternet.org
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