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How Americans recognize libraries


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  • 1. How libraries are perceived by the US people: 2010
    OCLC report: “Perceptions of Libraries, 2010”
    By Nalsi
    2011.3.12 @北邮图书馆
  • 2.
  • 3. Perceptions of libraries and Information Resources (2005)
    • 82% of users use search engine as the start point of their information-searching process; 1% use library websites
    • 4. Users give a higher valuation toward search engine than library concerning the quality of source.
  • 5. TOC
    • A long view: In Internet time (p. 2-7)
    • 6. In context (p. 10-49)
    • 7. By community (p. 50-93)
    • 8. A long view: Looking forward(p. 94-100)
    • 9. Appendices
  • In context
    The development of Internet and technologies
    The Great Recession
    How American use online resources and their libraries
    The library brand
  • 10. In context: some conclusions
    Libraries are playing an vital role to supply the users with free new technologies
    Paradoxically, economic recession makes libraries more important, especially for those economic impacted people
    Libraries are still seen as a physical supplier of books, even though other services have been supplied for a long time
    Users value librarians very higher, even more than they value libraries
  • 11. By community
    College students
    Teens & young adults (12-24)
    Generation X (25-45)
    Boomers (46-64)
    Seniors (65-)
  • 12. College Students
    Users of new technologies
    92%use SNS(2/3of them log in everyday)
    81%use social media websites
    Recognition of libraries
    43%of them take library as the most reliable sources (the highest group)
  • 13.
  • 14.
  • 15. UW How college students seek information in the digital age report
    University of Washington’s Information School: How College Students Seek Information in the Digital Age, conducted in 2009
  • 16. Some findings
    College students use the same set of information sources when conducting different tasks (professional or everyday)
    College student rely heavily on their social network when they search: for example, friends
    Less than half of students consort to librarians; 1/3 of students find it useful to ask librarians questions about homework
    While col. students rely library resources, they don’t like librarians
  • 17. Teens & young adults
    Teens take information habits with them when they mature
    Young adults lead in using online resources, IM and blogging, which was the habit of teens five years ago
    Teens are using: Wikipedia, Ask-an-expert sites (the highest of all), SMS (rather than IM)
  • 18. Are teens are still using email?
    A research conducted by Nielson Co. in 2010 found that the time people spending emailing dropped by 28%. (time spent IM dropped by 15%)
    Kids love texting, with half send 50 or more per day, 1/3 send 100 or more.
    A Pew report: only 11% of teens use email every day(?). While in OCLC’s report, 96% of teens use email.
  • 19. Gen X
    Most impacted group by the recession, with their lifestyle greatly changed: reduce spending and using libraries more
    Using all online information sources increased; the gap between them and teens & young adults bridged
  • 20. Boomer
    Similar with Gen Xer, closing the age divide
    Again, greatly influenced by the recession, that their lifestyle changed a lot
  • 21. Seniors
    Again, closing the age divide in using all the new technologies
    Not impacted seriously by the recession, however, lifestyle changed too
  • 22. Conclusions by community
    Americans who have a negative job impact rely on libraries
    Teens are among the most heaviest library users
    75% have a library card (2/3)
    72% visit the library annually (62%)
    Americans value librarians
  • 23. Conclusions by community
    Nearly all Americans use email and search engines (94% and 92% respectively)
    Two-thirds of Americans use SNS
    Wikipedia is broadly-used too (73%)
    Again, based on a report conducted by Pews in 2010, 53% of Americans who use internet (42% of all) use Wikipedia
  • 24.
  • 25.
  • 26. Some of the final conclusions
    Library websites:of 68% of all the users who use libraries, only half of them (33% of all) visit library websites
    One way to promote transitional values of libraries is to promote our online presence, no matter presence on SNS or online resources we offer
    One of the main concerns of the users is that the opening hours of libraries are too short
  • 27. Some of the final conclusions
    Libraries need promotion:
    Only 17% of all the library users have ever seen ads or promotional materials of libraries (11% of college students), and most of the users saw them in the library
    Promote the library services, resources, ideas and values by asking librarians and users to tell his/her story about the library
  • 28. OCLC’s Geek the Library project
    • Libraries encourage the users to tell the story of his or her of what they geek (means what they passionate on), and tell the users that the library will support all what they want to do in order to increase the public awareness of their local libraries
    • 29. The second step (and the most important one) is to increase the public awareness of funding difficulties faced by their local libraries and to make them do something (by voting, for example) to help the libraries
  • Some of the final conclusions
    Users still relate libraries primarily with books, ignoring other services libraries supply, especially e-resources
    New services to meet local needs, such as helping users to find a job, or free internet connection
    Literacy in the new age
    To establish the foundation of a democratic society (f.g.)
  • 30. Any questions?