TOC 2012: Barbara A Genco, "Public Library Power Patrons Are Your Best Customers"

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  • 1. Understanding theBehaviors and Preferencesof U.S. Public Library Users PRESENTED BY Barbara A. Genco Manager, Special Projects Library Journal
  • 2. Size of U.S. Public Library Market • 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
  • 3. Patron Profiles Brought to you by: Sponsored by:
  • 4. About Patron Profiles• National trending survey of library consumers• PubTrack Consumer Panel• Powered by MarketTools• 2,000+ library users per fielding• Quarterly online research reports, each with unique focus
  • 5. Meet the Power PatronCustomers who visit the library at least weekly
  • 6. Meet the Power PatronCustomers who visit the library at least weekly 61% female Source = Patron Profiles 2011
  • 7. Meet the Power PatronCustomers who visit the library at least weekly 61% female Average age = 48 Source = Patron Profiles 2011
  • 8. Meet the Power PatronCustomers who visit the library at least weekly 61% female Average age = 48 Average income = $61K Source = Patron Profiles 2011
  • 9. Meet the Power Patron Customers who visit the library at least weekly 61% female Average age = 48 Average income = $61K62% with a college degree or higher Source = Patron Profiles 2011
  • 10. Meet the Power Patron Customers who visit the library at least weekly 61% female Average age = 48 Average income = $61K62% with a college degree or higher 39% with kids under 18 Source = Patron Profiles 2011
  • 11. What They Do at the Library Power All users PatronsBorrow 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% Source = Patron Profiles 2012
  • 12. What They Do at the Library Power All users PatronsBorrow 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% Source = Patron Profiles 2012
  • 13. Clear Link Between Borrowing & BuyingUse the library to discover new writers or try out new genres Purchased specific book previously borrowed from the libraryPurchased books by an author whose works were previously borrowed from the library All Users Power Patrons Source = Patron Profiles 2012
  • 14. Library Patrons=Book Buyers Annual Book Consumption Books Read 26.7 Books Purchased 10.6 Books Borrowed from Library 17.3 Means. Base = all library users. Source = Patron Profiles 2011.
  • 15. What formats dolibrary patrons use to read books?What about Ebooks?
  • 16. Patrons Consume Across Formats 94% 17% 6% 3% Print Book Ebook Audiobook Audiobook on CD (digital download) Base = all library users. Source = Patron Profiles 2012.
  • 17. Patrons Consume Across Formats 94% Do you read across multiple formats? Yes 34% No 66% 17% 6% 3% Print Book Ebook Audiobook Audiobook on CD (digital download) Base = all library users. Source = Patron Profiles 2012.
  • 18. Ebook Users Read More All Ebook users Users # books read per year 27 30 Source = Patron Profiles 2011
  • 19. Borrowing Influences Book Purchasing Behavior 18% Use the library to discover new writers or try out new genres 35% 23% 25%Purchased specific book previously borrowed from the library 37% 32% Purchased books by an author 52% whose works were previously 61% borrowed from the library 67% All Users Power Patrons Ebook Users Source = Patron Profiles 2012.
  • 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 Ebook All users usersWould like more ebooks available at 34% 75% their public library Source: Patron Profiles 2011
  • 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. PRESENTED BY Barbara A. GencoManager, Special Projects Library Journalbgenco@mediasourceinc.com For more info visit: www.patronprofiles.com/TOC2012