Libraries Transformed:Research on the changing role of libraries

Libraries TransformedResearch on the changing role of libraries Lee Rainie Director Pew Research Center’s Internet & American Life Project Presented to: Internet Librarian October 23, 2012

What is the Pew Internet Project?A comprehensive and groundbreaking new report Number Of Usersreleased Monday by the Pew Research Center’sInternet and American Life Project has found that Who Actuallyonly“As itusers of Facebook derive pleasure of any .... four turns out, the vast majority of humankind from the to become depressed when they beings tend popular social networking website. Enjoy Facebook see the past five the report, the life summarized According to years of their remainder ofthe 950 million people registered with Facebook, Down To 4 right there in front of them in a sad littledespite using the site on a regular basis, take no timeline,” said lead researcher John Elliott.joy in doing so, and in fact feel a profound senseof hopelessness and despair immediately uponlogging in…

Digital Revolution 1: BroadbandInternet (85%) and Broadband at home (66%)

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

Revolution 2: Mobile – 89% of adults 331.6 Total U.S. population: 315.5 million 2011

Apps > 50% of adults50% % of cell owners who have 43%40% downloaded apps 38%30% 29% 22%20%10%0% Sept 2009 May 2010 August 2011 April 2012

Digital Revolution 3 Social networking – 59% of all adults 18-29 30-49 50-64 65+100% 86% 87% 92% % of internet users80% 76% 67% 68% 73%60% 61% 49% 48% 49% 57%40% 47% 25% 29% 25% 38%20% 26% 9% 8% 11% 7% 4% 13% 6% 7% 0% 2005 2006 1% 2007 2008 2009 2010 2011 2012

Rise of e-reading devices >One third of adults own at least one device Ebook reader Tablet30% 25% 22%20% 19% 19% 12% 10% 10%10% 8% 6% 5% 5% 4% 4% 3% 3% 2%0% Apr-09 Sep-09 May-10 Sep-10 Nov-10 May-11 Dec-11 Jan-12 Aug-12

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

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 book 11% listened to an audiobook 30% of e-content readers say they are reading more now

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 2011100% 95%90% 84%80%70%60%50%40%30%20% 15%10% 4% 4% 4% 0% Print book E-book Audiobook Jun-10 Dec-11

Who are the readers behind the screens?Readers of e-books are more likelythan 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

How e-readers read their e-books % of e-book readers who read an e-book in the past 12 months on these devices50%40% 42% 41%30% 29%20% 23%10%0% On a cell phone On a computer On an e-book On a tablet reader computer

How device owners read their e-books % of owners of each device who read e-books on that device100%90% 93%80% 81%70%60%50%40% 46%30%20% 29%10% 0% On a cell phone* On a desktop or On an e-reader* On a tablet* laptop* * = among people who own that device

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 Printed books E-books100% 81% 83%80% 73% 69%60% 53% 43% 45%40% 35% 25% 19%20% 13% 9% 0% Reading with a Sharing books Reading books in Having a wide Reading while Being able to get child with other bed selection to traveling or a book quickly people choose from commuting

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

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

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.

How is selection? % of e-book borrowers Excellent Very good Good Fair Poor Don’t know 16 18 32 23 4 80 20 40 60 80 100

Problems with borrowing process % of e-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%

Open to library coaching/tech support % of non-borrowers Very likely Somewhat likely Not too likely Not at all likely Classes or instruction on how to 32% use handheld reading devices like 11 21 19 47 e-readers & tablet computers 32% Classes on how to downloadlibrary e-books to handheld devices 12 20 19 47 E-book readers already loaded 46% with the book you want to read 18 28 15 37 0 10 20 30 40 50 60 70 80 90 100

Where people get recommendations Library card holder No card100%80% 75%60% 51%40% 38% 28% 28% 28%20% 16% 7% 0% Family, friends, Online bookstore/ Bookstore staff A librarian/ co-workers website library website

Last book you read? Library card holder No card60% 50%50% 47%40%30% 29% 20% 20%20% 14% 12%10% 4%0% Purchased it Borrowed from Borrowed from Some other way family/friend library

Library card holders vs. fans58% ages 16+ are card holders 65% ages 16+ say “important”• Women • Women• Whites • African-Americans• Higher HH income • Hispanics• Higher educational • Lower HH income attainment • Educ. attainment is• Non-rural less predictive• Parents of minors • Non-rural • Parents of minors

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

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

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

How many books Americans readAmong book readers, the mean and median number ofbooks each group read in the past 12 months, among allAmericans ages 16 and older Mean number of Median books read (midpoint) (average)All those 16 and older 17 8Ages 16-17 (n=144) 18 10Ages 18-24 (n=298) 17 7Ages 25-29 (n=186) 17 6Ages 30-39 (n=434) 14 6Ages 40-49 (n=449) 15 6Ages 50-64 (n=804) 18 8Ages 65+ (n=622) 23 12

Reading on a “typical day” (among book readers)60% 57%50% 53% 49% 48%40% 39% 39% 38%30%20%10%0% 16-17 18-24 25-29 30-39 40-49 50-64 65+ (n=129) (n=264) (n=152) (n=377) (n=379) (n=668) (n=473)

Young readers are instrumental readers Ages 16-29 (n=628) Ages 30+ (n=2,309)90%80% 81% 81% 79% 81%70% 76% 73% 73%60%50% 49%40%30%20%10%0% Read for Read for pleasure Read to keep up Read to research work/school with current topics of interest events

Young e-book readers read on all kinds of devices60% Ages 16-29 (n=166) Ages 30+ (n=621) 55%50% 46%40% 41% 38%30% 25% 26%20% 23% 16%10% 0% Cell phone Desktop or laptop E-reader Tablet

Used library in past year80%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+ (n=144) (n=298) (n=186) (n=434) (n=449) (n=804) (n=622)

Got help from a librarian (among library users)50%45%40% 43%35%30%25% 27%20% 21% 21%15% 19% 17%10% 11%5%0% 16-17 18-24 25-29 30-39 40-49 50-64 65+ (n=144) (n=298) (n=186) (n=434) (n=449) (n=804) (n=622)

How important is the library? Total important Total not importantAges 16-17 (n=144) 54% 45%Ages 18-24 (n=298) 63% 37%Ages 25-29 (n=186) 74% 26%Ages 30-39 (n=434) 72% 28%Ages 40-49 (n=449) 74% 25%Ages 50-64 (n=804) 68% 31% Ages 65+ (n=622) 67% 29% 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%

Forthcoming: Library services National survey and focus groups with patrons and librarians If you want to participate, email me at: Lrainie@pewinternet.org

11 early insights1. 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

11 early insights4. Many, many are unaware of the array of services libraries offer, including their website material • … and they stress the need for better marketing5. 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

11 early insights7. Libraries are being judged in comparison to other services and offerings in the world • Genius bars, Amazon recommendations, personal shoppers8. Amenities and atmosphere matter – segmenting spaces is appealing9. People would really appreciate coordination with other local institutions10.A surprisingly big chunk of Americans are totally disconnected from the library

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 /

Thank you!Lee RainieEmail: lrainie@pewinternet.orgTwitter: @LrainieKathryn ZickuhrEmail: kzickuhr@pewinternet.orgTwitter: @kzickuhrKristen PurcellEmail: @kpurcell@pewinternet.orgTwitter: @kristenpurcell

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Libraries Transformed:Research on the changing role of libraries

by Pew Research Center's Internet & American Life Project on Oct 23, 2012

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