1.
The Next Rural Library
Lee Rainie - @lrainie
Director
Pew Research Center’s Internet Project
Presented to: Association for Rural & Small Libraries
September 26, 2013

2.
“Tell the truth, and trust the people”
-- Joseph N. Pew, Jr.
http://bit.ly/dUvWe3
http://bit.ly/100qMub

3.
3
“Tweckle (twek’ul) vt. To
abuse a speaker to Twitter
followers in the audience
while he/she is speaking.”

4.
4
we need a tshirt, "I survived the
keynote disaster of 09"
it's awesome in the "I don't want to
turn away from the accident
because I might see a severed
head" way
too bad they took my utensils away
w/ my plate. I could have jammed
the butter knife into my temple.
http://bit.ly/124U9a4

5.
The big questions
1. What’s the future of knowledge?
2. What’s the future of reference
expertise?
3. What’s the future of public technology?
4. What’s the future of learning spaces?
5. What’s the future of community anchor
institutions?
6. What’s the franchise?

6.
Q7: Where do we fit on the dashboard?
ALA’s “Confronting the Future”
Totally physical
(facilities and media)
Individual focus
Collection library
(physical and virtual)
Portal
Me: Everything for
everyone
Totally virtual
(facilities and media)
Community focus
Creation library
(social, maker space)
Archive (or Platform)
Specialized niche

7.
5 big reasons your foundation is solid

8.
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
/

9.
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

10.
… more …
• Split verdict: People do NOT need public
libraries as much as they used to because they
can find most information on their own

11.
11
2) Libraries stack up well vs. others
How confident? How important?
63 28
Library to community

12.
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)

13.
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)

14.
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

15.
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.

16.
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

17.
Digital Revolution 2
Mobile – 91% … smartphone 56% … tablets 34%
326.4
Total U.S.
population:
319 million
2012

18.
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

19.
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%
Urban Suburban Rural
Among library
users

20.
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+

21.
SNS Users
Which groups are most likely?
• Internet users under 50
• 18-29 most likely of any
demographic
cohort (83%)
• Women
• Rural internet users have
caught up
Social Networking Sites
% of internet users who use social networking sites
All internet users (n=1,895) 72%
a Men (n=874) 70
b Women (n=1,021) 74
Race/ethnicity
a White, Non-Hispanic (n=1,331) 70
b Black, Non-Hispanic (n=207) 75
c Hispanic (n=196) 80a
Age
a 18-29 (n=395) 89bcd
b 30-49 (n=542) 78cd
c 50-64 (n=553) 60d
d 65+ (n=356) 43
Education attainment
a Less than high school (n=99) 67
b High school grad (n=473) 72
c Some College (n=517) 73
d College + (n=790) 75
Household income
a Less than $30,000/yr (n=417) 75
b $30,000-$49,999 (n=320) 72
c $50,000-$74,999 (n=279) 74
d $75,000+ (n=559) 71
Urbanity
a Urban (n=561) 74
b Suburban (n=905) 71
c Rural (n=336) 69
Urban 74
Suburban 71
Rural 69

22.
Facebook Users
• Facebook remains the
most-used SNS platform –
Which groups are most likely?
• Women
• Those under 50, especially 18-29
• Rural internet users were never
far behind
Facebook
% of internet users who use Facebook
Use Facebook
All internet users (n=1,445) 71%
a Men (n=734) 66
b Women (n=711) 76a
Race/ethnicity
a White, Non-Hispanic (n=1,025) 72
b Black, Non-Hispanic (n=138) 76
c Hispanic (n=169) 73
Age
a 18-29 (n=267) 84cd
b 30-49 (n=473) 79cd
c 50-64 (n=401) 60
d 65+ (n=278) 45
Education attainment
a Less than high school (n=73) 74
b High school grad (n=312) 71
c Some College (n=433) 75d
d College + (n=619) 68
Household income
a Less than $30,000/yr (n=328) 76d
b $30,000-$49,999 (n=259) 76
c $50,000-$74,999 (n=187) 68
d $75,000+ (n=486) 68
Urbanity
a Urban (n=479) 75
b Suburban (n=700) 69
c Rural (n=266) 71
Urban 75
Suburban 69
Rural 71

23.
LinkedIn
% of internet users who use LinkedIn
Use LinkedIn
All internet users (n=1,445) 22%
a Men (n=734) 24 a
b Women (n=711) 19
Race/ethnicity
a White, Non-Hispanic (n=1,025) 22c
b Black, Non-Hispanic (n=138) 30c
c Hispanic (n=169) 13
Age
a 18-29 (n=267) 15
b 30-49 (n=473) 27 ad
c 50-64 (n=401) 24ad
d 65+ (n=278) 13
Education attainment
a Less than high school (n=73) 8
b High school grad (n=312) 13
c Some College (n=433) 16
d College + (n=619) 38abc
Household income
a Less than $30,000/yr (n=328) 12
b $30,000-$49,999 (n=259) 13
c $50,000-$74,999 (n=187) 22ab
d $75,000+ (n=486) 38abc
Urbanity
a Urban (n=479) 23c
b Suburban (n=700) 26c
c Rural (n=266) 8
LinkedIn
Which groups are most likely?
• Men
• Middle aged
• Upscale in education and income
• Rural internet not nearly as likely
to use
Urban 23*
Suburban 26*
Rural 8

24.
Pinterest
% of internet users who use Pinterest
Use Pinterest
All internet users (n=1,445) 21%
a Men (n=734) 8
b Women (n=711) 33a
Race/ethnicity
a White, Non-Hispanic (n=1,025) 21
b Black, Non-Hispanic (n=138) 20
c Hispanic (n=169) 18
Age
a 18-29 (n=267) 27cd
b 30-49 (n=473) 24cd
c 50-64 (n=401) 14
d 65+ (n=278) 9
Education attainment
a Less than high school (n=73) 16
b High school grad (n=312) 17
c Some College (n=433) 20
d College + (n=619) 25ab
Household income
a Less than $30,000/yr (n=328) 15
b $30,000-$49,999 (n=259) 21
c $50,000-$74,999 (n=187) 21
d $75,000+ (n=486) 27a
Urbanity
a Urban (n=479) 19
b Suburban (n=700) 23c
c
Pinterest
Which groups are most likely?
• Women
• Under 50
• College educated
Urban 19
Suburban 23*
Rural 17

25.
Twitter
• Doubled in size since Nov.
2010
Which groups are most likely?
• Those under 50, especially 18-
29
• African-Americans are more
likely than whites
• Urban-dwellers
Twitter
% of internet users who use Twitter
Use Twitter
All internet users (n=1,445) 18%
a Men (n=734) 17
b Women (n=711) 18
Race/ethnicity
a White, Non-Hispanic (n=1,025) 16
b Black, Non-Hispanic (n=138) 29ac
c Hispanic (n=169) 16
Age
a 18-29 (n=267) 31bcd
b 30-49 (n=473) 19cd
c 50-64 (n=401) 19
d 65+ (n=278) 5
Education attainment
a Less than high school (n=73) 14
b High school grad (n=312) 17
c Some College (n=433) 18
d College + (n=619) 18
Household income
a Less than $30,000/yr (n=328) 17
b $30,000-$49,999 (n=259) 18
c $50,000-$74,999 (n=187) 15
d $75,000+ (n=486) 19
Urbanity
a Urban (n=479) 18c
b Suburban (n=700) 18c
Urban 18*
Suburban 18*
Rural 11

26.
Instagram
• Rivals Facebook in intensity
of use
Which groups are most likely?
• Women
• Those under 50, especially 18-29
• African-Americans and Hispanics
• Urban-dwellers and suburbanites
Urban 22*
Suburban 18*
Rural 6
Instagram
% of internet users who use Instagram
Use Instagram
All internet users (n=1,445) 17%
a Men (n=734) 15
b Women (n=711) 20a
Race/ethnicity
a White, Non-Hispanic (n=1,025) 12
b Black, Non-Hispanic (n=138) 34a
c Hispanic (n=169) 23a
Age
a 18-29 (n=267) 37bcd
b 30-49 (n=473) 18cd
c 50-64 (n=401) 6
d 65+ (n=278) 1
Education attainment
a Less than high school (n=73) 12
b High school grad (n=312) 17
c Some College (n=433) 21ad
d College + (n=619) 15
Household income
a Less than $30,000/yr (n=328) 18
b $30,000-$49,999 (n=259) 20
c $50,000-$74,999 (n=187) 15
d $75,000+ (n=486) 16
Urbanity
a Urban (n=479) 22c
b Suburban (n=700) 18c
c Rural (n=266) 6

27.
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!

28.
1 big PR problem that is not hard to fix

29.
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)

30.
What they want you to do

31.
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

32.
More comfortable spaces for reading, working, relaxing
Offer a broader selection of e-books
Separate spaces for different services
48%
55%
57%
31%
26%
31%
5%
13%
8%
Should definitely do Maybe do Definitely NOT do

33.
Offer more interactive learning experiences similar to museums
Help users digitize material such as family photos / historical documents
**** Move most library services online so users can access them
without having to visit library ****
Make most services automated, so people can find what they need and
check out material on their own without help from staff
38%
31%
46%
42%
36%
37%
38%
41%
22%
25%
12%
14%
Should definitely do Maybe do Definitely NOT do
**** Rural views notably different from others’ ****

34.
Move some print books and stacks out of
public locations to free up more space for
things such as tech centers, reading rooms,
meetings rooms, and cultural events
17% 38% 39%
Should definitely do Maybe do Definitely NOT do

35.
What they say they’d use

36.
29%
24%
29%
25%
37%
35%
21%
31%
32%
34%
39%
50%
37%
40%
27%
Very likely somewhat likely Not likely
Online research service – “ask a librarian”
**** Cell GPS app to navigate library ****
A tech “petting zoo” to try out new stuff
**** Cell app to use to access library services ****
Kiosks (“Redbox”) around town for lib. checkouts
**** Rural views notably different from others’ ****

37.
Pre-loaded e-book readers
Classes on how to download e-books
**** Personalize, Amazon-style recommendations ****
**** Digital media lab to digitize personal material ****
Instruction on how to use e-reading devices
23%
23%
23%
29%
20%
31%
25%
33%
25%
36%
45%
50%
42%
44%
41%
Very likely somewhat likely Not likely
**** Rural views notably different from others’ ****

38.
the next rural library?

39.
People

40.
Place

41.
Platform

42.
Be not
afraid

43.
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

44.
Further notes on the big questions

45.
Q1: What is the future of
knowledge?
• How is it created?
• What are its interfaces?
• How is it disseminated?
Homework: Too Big To Know
David Weinberger

46.
Q2: What is the future of
reference expertise?
• How do you search for information?
• How do you aggregate / curate it?
• What new literacies are required to
understand it?
Homework: http://searchengineland.com/
Danny Sullivan & Co.

47.
Q3: What is the future of public
technology
• What is the future of knowledge access
points?
• What divides persist / emerge?
• What lending models are enabled in a new
era of property / subscription / sharing?
Homework: Confronting the Future: Strategic Visions for
the 21st Century Public Library
Roger Levien

48.
Q4: What is the future of
learning spaces
• What fosters collaboration? Creativity?
Problem solving?
• What is the role of solitude and quiet spaces?
• What other alliances can you strike with
institutions that share your goals about
providing key information to your community?
Homework: A New Culture of Learning
Douglas Thomas & John Seely Brown

49.
Q5: What is the future of
community anchor institutions
• Does local matter?
• What does our community need?
Homework: Informing Communities:
Sustaining Democracy in the Digital Age
Knight Commission on the Information
Needs of Communities

50.
Q6: What’s the franchise?
• What’s the commodity?
Homework: The Innovators Dilemma
The Innovators Solution
Clayton Christensen, Michael Raynor

51.
“Market failures” librarians could address
• Starts with non-library users – what are their needs?
Hopes? Aspirations?
• Pre-school
• After school
• ESL
• Help for small business / entrepreneurs
• Necessity for lifelong learning / credentialing competency
• New literacies
• Become “diversity nodes” in social networks – becomes
“connector” of networked people and ideas
• Serendipity in discovery
• Fill gaps in local media ecosystem – community and civic
information/curation
• Fulfill role as trusted and free institution