The New Library
Lee Rainie - @lrainie
Director
Pew Research Center’s Internet Project
Presented to: Wyoming Library Associ...
“Tell the truth, and trust the people”
-- Joseph N. Pew, Jr.
http://bit.ly/dUvWe3
http://bit.ly/100qMub
The new library has figured out 5 things
1. How its users want to …
a. Access knowledge
b. Be delighted and surprised
c. R...
The new library has figured out 5 things
1. How its users want to …
a. Access knowledge
b. Be delighted and surprised
c. R...
All these are driven by
technology change
Digital Revolution 1: Broadband at home - 70% (+10% more
have smartphones) - Internet users overall: 85%
3%
70%
0%
20%
40%...
The Landscape of Social Media Users (among adults)
% of internet
users who….
The service is especially appealing to
Use An...
Digital Revolution 2
Mobile – 91% … smartphone 56% … tablets 34%
326.4
Total U.S.
population:
319 million
2012
Changes in smartphone ownership
35%
48%
17%
46%
41%
12%
56%
35%
9%
0%
20%
40%
60%
80%
Smartphone Other cell phone No cell ...
84%
70%
67%
88%
73%
66%
83%
62%*
49%*
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
Internet access Home broadband Mobile in...
Libraries and tech
85%
53%
41%
26%
16%
34%
83%
55%
41%
27%
13%
30%
84%
52%
28%
17%
8%
29%
0%
10%
20%
30%
40%
50%
60%
70%
8...
Digital Revolution 3
Social networking – 61% of all adults
% of internet users
9%
89%
7%
78%
6%
60%
1%
43%
0%
20%
40%
60%
...
Big challenge for libraries
Atoms bits
Collections
are
disrupted
Big challenge for libraries
People come to us We go to people
The library as
place becomes
the library
as placeless
resour...
Big challenge for libraries
Expertise and influence emerges in
networks and algorithms
Share the
stage with
amateur
experts
How users want to …
• Access knowledge
– Any time, just-in-time, real time, anywhere, any device
• 71% say they’d use onli...
The new library has figured out 5 things
1. How its users want to …
a. Access knowledge
b. Be delighted and surprised
c. R...
Social networks and social
media become more
important in people’s
learning strategies
What does this mean?
1) Social networks are more influential and are
differently segmented and layered
Sentries
What does this mean?
Evaluators
1) Social networks are more influential and are
differently segmented and layered
What does this mean?
Audience = New
media are the
new
neighborhood
1) Social networks are more influential and are
differe...
The new library has figured out 5 things
1. How its users want to …
a. Access knowledge
b. Be delighted and surprised
c. R...
17% of rural residents do not use the internet -1
• 37% of non-internet users in rural areas think the internet is
just no...
17% of rural residents do not use the internet -2
• 49% of rural non-internet users have asked a family
member or friend t...
“Market shortcomings”
librarians could address
1) Library non-users
% who have visited a library or bookmobile in
person in the past year
All Americans ages 16+ 53%
a Me...
Answer the Marvin Gaye question
• 22% say that they know all or most of the services their
libraries offer (22% of rural r...
1a) Library non-users who are willing to listen
53%
75% 76%
84%
91%
0%
20%
40%
60%
80%
100%
Used library last
12 months
Re...
“Market shortcomings ”: Examples of
librarians could address
1) Technology non-users - skills training in new
literacies
2...
6 reasons why can
libraries
do that
1) Libraries are appreciated
91% say libraries are
important to their
communities (90% of
rural residents)
76% say librari...
Quick news flash: New preliminary data
• Having a public library improves the quality of life
in a community
• Public libr...
… more …
• Split verdict: People do NOT need public
libraries as much as they used to because they
can find most informati...
34
2) Libraries stack up well vs. others
How confident? How important?
63 28
Library to community
3) People like librarians
• 98% of “ever” library visitors say interactions are “very/mostly
positive” (97% of rural resid...
4) Libraries have rebranded
themselves as tech hubs
80% of Americans say borrowing books
is a “very important” service
lib...
5) Reading is alive and well
75% of those ages 16 and older read a book in the previous year (73% of
rural residents), inc...
6) Libraries have a
mandate to intervene
Coordinate more closely with local schools in
providing resources to kids
Offer free early literacy programs to help
young...
5th and final thing to figure out --
Where you fit on the dashboard
ALA’s “Confronting the Future”
Totally physical
(facil...
Be not
afraid
Libraries.pewinternet.org
Lee Rainie
Email: lrainie@pewinternet.org
Twitter: @Lrainie
Kathryn Zickuhr
Email: kzickuhr@pewi...
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The New Library

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Lee Rainie, Director of the Pew Research Center’s Internet Project presents his organization’s latest findings about what people do at libraries and what they’d like libraries to become. He describes the services patrons say they want libraries to offer and he describes the big issues that new libraries are resolving.

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The New Library

  1. 1. The New Library Lee Rainie - @lrainie Director Pew Research Center’s Internet Project Presented to: Wyoming Library Association October 3, 2013
  2. 2. “Tell the truth, and trust the people” -- Joseph N. Pew, Jr. http://bit.ly/dUvWe3 http://bit.ly/100qMub
  3. 3. The new library has figured out 5 things 1. How its users want to … a. Access knowledge b. Be delighted and surprised c. Retreat from hyper-abundance and connectivity d. Participate in new learning experiences 2. How to act as trusted information concierge to patrons any time and anywhere … be a “node” in people’s social networks 3. How to close divides and open community opportunities – especially in addressing “market shortcomings” 4. What its franchise/value proposition is -- and how to deliver “commodity” goods and services as cheaply and efficiently as possible
  4. 4. The new library has figured out 5 things 1. How its users want to … a. Access knowledge b. Be delighted and surprised c. Retreat from hyper-abundance and connectivity d. Participate in new learning experiences 2. How to act as trusted information concierge to patrons any time and anywhere … be a “node” in people’s social networks 3. How to close divides and open community opportunities – especially in addressing “market shortcomings” 4. What its franchise/value proposition is -- and how to deliver “commodity” goods and services as cheaply and efficiently as possible
  5. 5. All these are driven by technology change
  6. 6. Digital Revolution 1: Broadband at home - 70% (+10% more have smartphones) - Internet users overall: 85% 3% 70% 0% 20% 40% 60% 80% 100% June 2000 April 2001 March 2002 March 2003 April 2004 March 2005 March 2006 March 2007 April 2008 April 2009 May 2010 Aug 2011 April 2012 May 2013 Dial-up Broadband Broadband at home Dial-up at home
  7. 7. The Landscape of Social Media Users (among adults) % of internet users who…. The service is especially appealing to Use Any Social Networking Site 72% Adults ages 18-29, women Use Facebook 71% Women, ages 18-29 LinkedIn 22% Men, whites, college educated Use Pinterest 21% Women, adults under 50, whites, those with some college education Use Twitter 18% Ages 18-29, African-Americans, urban residents Use Instagram 17% Ages 18-29, African-Americans, Latinos, women, urban residents Use Tumblr 6% Adults ages 18-29 reddit 6% Men ages 18-29
  8. 8. Digital Revolution 2 Mobile – 91% … smartphone 56% … tablets 34% 326.4 Total U.S. population: 319 million 2012
  9. 9. Changes in smartphone ownership 35% 48% 17% 46% 41% 12% 56% 35% 9% 0% 20% 40% 60% 80% Smartphone Other cell phone No cell phone May 2011 February 2012 May 2013
  10. 10. 84% 70% 67% 88% 73% 66% 83% 62%* 49%* 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100% Internet access Home broadband Mobile internet Urban Suburban Rural +10% The rural story * Statistically significant difference +10% +8% No broadband, but have smartphones
  11. 11. Libraries and tech 85% 53% 41% 26% 16% 34% 83% 55% 41% 27% 13% 30% 84% 52% 28% 17% 8% 29% 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% Ever visit library Visit library last 12 months Ever visit website Visit website last 12 months Connect w/ mobile device Use library computers/internet Urban Suburban Rural Among library users
  12. 12. Digital Revolution 3 Social networking – 61% of all adults % of internet users 9% 89% 7% 78% 6% 60% 1% 43% 0% 20% 40% 60% 80% 100% 2005 2006 2007 2008 2009 2010 2011 2012 2013 18-29 30-49 50-64 65+
  13. 13. Big challenge for libraries Atoms bits Collections are disrupted
  14. 14. Big challenge for libraries People come to us We go to people The library as place becomes the library as placeless resource
  15. 15. Big challenge for libraries Expertise and influence emerges in networks and algorithms Share the stage with amateur experts
  16. 16. How users want to … • Access knowledge – Any time, just-in-time, real time, anywhere, any device • 71% say they’d use online “ask a librarian” • 71% want broader selection of e-books (plus “petting zoos”, kiosks, e-reader training, pre-loaded devices) • Be delighted and surprised • 56% would like more recommendations • Retreat from hyper-abundance and connectivity • 76% say its very important to offer quiet study spaces • Participate in new learning experiences
  17. 17. The new library has figured out 5 things 1. How its users want to … a. Access knowledge b. Be delighted and surprised c. Retreat from hyper-abundance and connectivity d. Participate in new learning experiences 2. How to act as trusted information concierge to patrons any time and anywhere … be a “node” in people’s social networks 3. How to close divides and open community opportunities – especially in addressing “market shortcomings” 4. What its franchise/value proposition is -- and how to deliver “commodity” goods and services as cheaply and efficiently as possible
  18. 18. Social networks and social media become more important in people’s learning strategies
  19. 19. What does this mean? 1) Social networks are more influential and are differently segmented and layered Sentries
  20. 20. What does this mean? Evaluators 1) Social networks are more influential and are differently segmented and layered
  21. 21. What does this mean? Audience = New media are the new neighborhood 1) Social networks are more influential and are differently segmented and layered
  22. 22. The new library has figured out 5 things 1. How its users want to … a. Access knowledge b. Be delighted and surprised c. Retreat from hyper-abundance and connectivity d. Participate in new learning experiences 2. How to act as trusted information concierge to patrons any time and anywhere … be a “node” in people’s social networks 3. How to close divides and open community opportunities – especially in addressing “market shortcomings” 4. What its franchise/value proposition is -- and how to deliver “commodity” goods and services as cheaply and efficiently as possible
  23. 23. 17% of rural residents do not use the internet -1 • 37% of non-internet users in rural areas think the internet is just not relevant to them, saying they are not interested, do not want to use it, or have no need for it. • 31% of non-internet users in rural areas cite reasons tied to their sense that the internet is not very easy to use. These non-users say it is difficult or frustrating to go online, they are physically unable, or they are worried about other issues such as spam, spyware, and hackers. • 24% of non-internet users in rural areas cite the expense of owning a computer or paying for an internet connection. • 10% of non-users in rural areas cite a physical lack of availability or access to the internet.
  24. 24. 17% of rural residents do not use the internet -2 • 49% of rural non-internet users have asked a family member or friend to perform an online activity for them • 15% of rural non-internet users live in a household with internet connection and other family members use it to go online • 15% of rural non-internet users once used the internet but no longer do • 1% of rural non-internet users would like to start using the internet
  25. 25. “Market shortcomings” librarians could address
  26. 26. 1) Library non-users % who have visited a library or bookmobile in person in the past year All Americans ages 16+ 53% a Men (n=1,059) 48% b Women (n=1,193) 59a Age a 16-17 (n=101) 62%de b 18-29 (n=369) 57%e c 30-49 (n=586) 59%de d 50-64 (n=628) 51%e e 65+ (n=531) 40% Education attainment a No high school diploma (n=254) 43% b High school grad (n=610) 46% c Some College (n=562) 58%ab d College + (n=812) 63%ab Parent of minor a Parent (n=584) 64%b b Non-parent (n=1,667) 49% 53% 59% 40% 58% 63% 64%
  27. 27. Answer the Marvin Gaye question • 22% say that they know all or most of the services their libraries offer (22% of rural residents) • 46% say they know some of what their libraries offer (45% of rural residents) • 31% said they know not much or nothing at all of what their libraries offer (31% of rural residents)
  28. 28. 1a) Library non-users who are willing to listen 53% 75% 76% 84% 91% 0% 20% 40% 60% 80% 100% 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 22% 23% 31% 38%
  29. 29. “Market shortcomings ”: Examples of librarians could address 1) Technology non-users - skills training in new literacies 2) Pre-school 3) After school 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 / non- profits 8) Serendipity in discovery
  30. 30. 6 reasons why can libraries do that
  31. 31. 1) Libraries are appreciated 91% say libraries are important to their communities (90% of rural residents) 76% say libraries are important to them and their families (72% of rural residents) Robert Dawson photography - Library Road Trip http://www.robertdawson.com/pages/1/Public%20Library%3a%20An%20American%20Commons/Public%20Library%3a%20An%20American%20Commons /
  32. 32. Quick news flash: New preliminary data • Having a public library improves the quality of life in a community • 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 • Public libraries provide many services people would have a hard time finding elsewhere ---- • Disagree: Public libraries have NOT done a good job keeping up with new technologies
  33. 33. … more … • Split verdict: People do NOT need public libraries as much as they used to because they can find most information on their own
  34. 34. 34 2) Libraries stack up well vs. others How confident? How important? 63 28 Library to community
  35. 35. 3) People like librarians • 98% of “ever” library visitors say interactions are “very/mostly positive” (97% of rural residents) • 81% of library visitors say librarians are “very helpful” (82% of rural residents) • 50% of “last year” visitors got help from a librarian (48% of rural residents)
  36. 36. 4) Libraries have rebranded themselves as tech hubs 80% of Americans say borrowing books is a “very important” service libraries provide (77% of rural residents) 80% say reference librarians are a “very important” service (81% of rural residents) 77% say free access to computers and the internet is a “very important” service (73% of rural residents) 76% say quiet study spaces are a “very important” service (73% of rural residents)
  37. 37. 5) Reading is alive and well 75% of those ages 16 and older read a book in the previous year (73% of rural residents), including 23% who read an e-book (15% of rural residents) 15 is the mean/average number of books read in past 12 months by book readers (17 books for rural residents) and median/midpoint is 6 (7 for rural residents) 24 is mean/average for e-book readers (24 for rural e-book readers) 30% of e-content consumers who are reading more now because e-content is available (29% of rural residents) 41% for tablet owners (43% for rural residents) 5% of those 16+ have borrowed an e-book from a library (4% of rural residents) – and they are book buyers, too!
  38. 38. 6) Libraries have a mandate to intervene
  39. 39. Coordinate more closely with local schools in providing resources to kids Offer free early literacy programs to help young children prepare for school 77% 77% 17% 19% 3% 3% Should definitely do Maybe do Definitely NOT do
  40. 40. 5th and final thing to figure out -- Where you fit on the dashboard ALA’s “Confronting the Future” Totally physical (facilities and media) Individual focus Collection library (physical and virtual) Archive Me: Everything for everyone Totally virtual (facilities and media) Community focus Creation library (social, maker space) Portal (or Platform) Specialized niche
  41. 41. Be not afraid
  42. 42. 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
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