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E-reading and e-books at libraries

  • 1. The rise of e-reading Florida Public Library Directors' meeting October 12, 2012 Kathryn Zickuhr, Research Analyst Pew Research Center’s Internet & American Life Project
  • 2. Kathryn Zickuhr Research Analyst Pew Research Center’s Internet & American Life Project kzickuhr@pewinternet.org @kzickuhr @pewinternet @pewresearch
  • 3. About Pew Internet •  Part of the Pew Research Center, a non-partisan “fact tank” in Washington, DC •  Studies the social impact of technology •  Does not promote specific technologies or make policy recommendations •  Data for this talk is from nationally representative telephone surveys (on landlines & cell phones) of Americans ages 16 & older; quotes are from online panels All slides and reports are available at pewinternet.org
  • 4. 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, $1.4 million grant from the Bill and Melinda Gates Foundation libraries.pewinternet.org
  • 5. RESEARCH TIMELINE Stage I (August 2011-Fall 2012) Libraries + new technologies •  The rise of e-reading (April 2012) •  E-books, patrons, and libraries (June 2012) •  The habits of younger library users – NEW –  Includes quotes from young patrons ages 16-29 –  Will be available on October 23rd, 2012 •  Library use in different community types (suburban/urban/rural)
  • 7. Who owns tablets and e-readers? 19% of adults own a tablet (iPad, Kindle Fire, etc.) 19% of adults own an e-reader (Kindle, Nook, etc.) Overall, 29% of adults own either a tablet or an e-reader (or both)
  • 8. Who owns tablets and e-readers? E-reader and tablet ownership are strongly correlated with household income, education, and age. Women are more likely than men to own e-readers Parents are more likely than non-parents to own tablets
  • 9. Who owns tablets and e-readers?   Ages 18-29 Age 30-49 Ages 50-64 Age 65+ 30% 25% 26% 20% 23% 20% 15% 18% 16% 14% 10% 11% 5% 8% 0% E-readers Tablets Source: Pew Internet December 2011 survey. Data is for adults ages 18+. libraries.pewinternet.org
  • 10.     What kind of tablet do you own?   % of American adult tablet computer owners age 18+ who own each type of e-book reader (as of February 2012)   Don’t know 6% Nook Color 1% iPad Motorola Kindle Fire Xoom 1% Other 11% HP Touchpad Samsung Galaxy 2% HP Touchpad Samsung Galaxy 5% Motorola Xoom Kindle Fire 14% iPad 61% Nook Color Other Don’t know
  • 11.     What kind of e-reader do you own?   % of American adult e-reader owners age 18+ who own each type of e-book reader (as of February 2012)   Other 3% Kobo Reader 1% Don’t Kindle Pandigital 2% know 9% Sony Reader 2% Nook Sony Reader Pandigital Nook 22% Kobo Reader Kindle 62% Other Don’t know
  • 12. 41% of tablet owners and 35% of e-reader owners said they were reading more since the advent of e-content Source: Pew Internet December 2011 survey. libraries.pewinternet.org
  • 14. Book reading by age group   % of each age group who have read a book (including print books, e-books, and audiobooks) in whole or in part in the past 12 months 100% 90% 80% 86% 88% 83% 70% 76% 79% 77% 60% 68% 50% 40% 30% 20% 10% 0% 16-17 18-24 25-29 30-39 40-49 50-64 65+ Source: Pew Internet December 2011 survey. libraries.pewinternet.org
  • 15. The rise of e-reading One in five adults has read an e-book in the past year 80% 70% 68%   60% 50% 40% 30% 21%   19%   20% 11%   10% 0% Print book E-book Audiobook No book Note: Due to multiple responses, categories do not add up to 100%
  • 16. Who reads e-books? E-book readers are more likely than other readers to be: •  Under age 50 •  College educated •  Living in households earning $50K+ Other key characteristics: •  They read more books, more often •  More likely to buy their books than borrow Source: Pew Internet December 2011 survey. libraries.pewinternet.org
  • 17. How e-readers read their e-books Among all Americans in each age group who read an e-book in the past 12 months, as of December 2011 60% 50% 55% 40% 46% 41% 38% Ages 16-29 30% 26% Ages 30+ 20% 25% 23% 10% 16% 0% On a cell On a On an e- On a tablet phone computer reader Source: Pew Internet December 2011 survey. libraries.pewinternet.org
  • 18. Which is better for these purposes, a printed   book or an e-book?   Among people ages 16+ who read both an e-book & a print book in the past year Printed books E-books 100% 81% 83% 80% 73% 69% 60% 53% 43% 45% 40% 35% 25% 19% 20% 13% 9% 0% Reading with Sharing Reading Having a wide Reading while Being able to a child books with books in bed selection to traveling or get a book other people choose from commuting quickly
  • 20. How Americans used the library in the past year Among Americans ages 16+ who used the library for the following purposes in the past year 60% 50% 56% 40% 40% 30% 36% 20% 22% 10% 0% For research (all) To borrow books To borrow Total used the newspapers / library magazines Source: Pew Internet December 2011 survey. libraries.pewinternet.org
  • 21. Library users by age group Among each group of Americans ages 16+, the percentage who have used the library in the past year 80% 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+ Source: Pew Internet December 2011 survey. libraries.pewinternet.org
  • 22. 12% of e-book readers borrow e-books from the library Source: Pew Internet December 2011 survey. libraries.pewinternet.org
  • 23. Have you ever wanted to borrow a particular e-book from the library and found that... Among e-book 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% Source: Pew Internet December 2011 survey. libraries.pewinternet.org
  • 24. 62% of all Americans ages 16 and older, including 58% of library card holders, say they do not know if their library lends e-books.
  • 25. What is the main reason you do not borrow e-books from your public library? % of e-book readers who Reason do not get e-books at the public library Inconvenient / easier to get another way 22% Didn’t know I could / didn’t know library offered e-books 19 Don’t use library / no library nearby 8 No interest / no real need 7 Just found out about it / haven’t had a chance to try it yet 6 E-books still new to me / no time to learn 5 Just never thought to 5 Don’t read a lot / don’t use e-reader much 4 Prefer to own my own copy 4 My library doesn’t offer e-books 4 Prefer print books 3 Poor e-book selection at library 2 Do not have format I need 2 Cumbersome process / wait list / short borrowing period 2 Other 6
  • 26. Among those who do not currently borrow e-books from libraries, the % who say they would be likely to… ...take a class on how to use an e-reader or 32% tablet ...take a class on how to download e-books 32% ...borrow a pre-loaded e-reader 46% 0% 10% 20% 30% 40% 50%
  • 27. Among those who do not currently borrow e-books from libraries, the % who say they would be likely to… ...take a class on how All three ideas to use an e-reader or tablet 32% are most popular with: African-Americans and Hispanics ...take a class on how to download e-books 32% Those under age 65 Those in households making less than $30k per year ...borrow a pre-loaded e-reader 46% Those who had not completed high school Parents of minor 0% 10% 20% 30% 40% 50% children
  • 29. “Our customers are still using the library but in different ways. They browse our catalog online, place reserves on the items they want, then pick them up at their location of choice. Many fewer browse the collection in person,” – Library staff member
  • 30. “We spend a significant part of our day explaining how to get library books onto e-book readers.” – Library staff member
  • 31. “It all feels pretty murky. Some clarity and good advice would be nice. It’s OK for libraries with big budgets to plunge into e- book readers. As a small library with limited collection funds, we have to be more careful.” – Library staff member
  • 32. RESEARCH TIMELINE Stage II (Spring-Winter 2012) The changing world of library services •  The evolving role of libraries in communities –  New library services –  People’s expectations of libraries –  “The library of the future” •  The role of libraries in the life of special populations –  Lower-income users, minorities, rural residents, senior citizens
  • 33. RESEARCH TIMELINE Stage III (Fall 2012–Spring 2013) A closer analysis of who does – and does not – use libraries •  A “library user” typology, with different user “types” based on: •  What their local libraries are like •  How they use libraries •  Attitudes about libraries in general •  An updated, in-depth portrait of how teens & young adults use libraries
  • 34. Imagining the “librarian of the future”   Aggregator/   Organizer   Network  node   Facilitator   Synthesizer  
  • 35. Thank you! Kathryn Zickuhr Research Analyst Pew Internet & American Life Project kzickuhr@pewinternet.org @kzickuhr @pewinternet @pewresearch All data, slides, and reports available at pewinternet.org