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Greatest Hits fromPew Internet’s Library Research Lee Rainie - @lrainie Director Pew Research Center’s Internet & American Life Project Presented to: American Library Association Midwinter Conference January 26, 2013

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“Tweckle (twek’ul) vt. Toabuse a speaker to Twitter followers in the audiencewhile he/she is speaking.” 2

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we need a tshirt, "I survived the keynote disaster of 09" its awesome in the "I dont want to turnaway from the accident because I might see a severed head" waytoo bad they took my utensils away w/ myplate. I could have jammed the butter knife into my temple. 4

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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 grant from the Bill & Melinda Gates Foundation• Three Phases: 1) e-content; 2) library services; 3) Library user segmentation typology libraries.pewinternet.org

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First phase: The rise of e-reading Late 2011: 16% of American adults read an e-book in past year Late 2012: 23% --- Late 2011: 72% read a printed book Late 2012: 67% --- 30% of e-content readers say they are reading more now

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Rise of e-reading devices Ebook reader Tablet Has either tablet or Ebook reader50% 40%40% 33% 31%30% 25% 26%20% 18% 19% 17% 12% 10% 10%10% 8% 6% 4% 3%0% May-10 May-11 Dec-11 Nov-12 Jan-13

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Who are the readers behind the screens?Readers of e-books are more likelythan other readers to be:• Under age 50• College educated• Living in households earning $50K+Other key characteristics:• They read more books, more often,and for a wider range of reasons• More likely to buy than borrow

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How device owners read their e-books % of owners of each device who read e-books on that device100%90% 93%80% 81%70%60%50%40% 46%30%20% 29%10% 0% On a cell On a desktop or On an e-reader* On a tablet* phone* laptop* * = among people who own that device

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How many books Americans readAmong book readers, the mean and median number ofbooks each group read in the past 12 months, among allAmericans ages 16 and older Mean number of Median books read (midpoint) (average)All those 16 and older 17 8Ages 16-17 (n=144) 18 10Ages 18-24 (n=298) 17 7Ages 25-29 (n=186) 17 6Ages 30-39 (n=434) 14 6Ages 40-49 (n=449) 15 6Ages 50-64 (n=804) 18 8Ages 65+ (n=622) 23 12

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Reading on a “typical day” (among book readers)60% 57%50% 53% 49% 48%40% 39% 39% 38%30%20%10%0% 16-17 18-24 25-29 30-39 40-49 50-64 65+ (n=129) (n=264) (n=152) (n=377) (n=379) (n=668) (n=473)

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Used library in past year80%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+ (n=144) (n=298) (n=186) (n=434) (n=449) (n=804) (n=622)

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Got help from a librarian (among library users)50%45%40% 43%35%30%25% 27%20% 21% 21%15% 19% 17%10% 11%5%0% 16-17 18-24 25-29 30-39 40-49 50-64 65+ (n=144) (n=298) (n=186) (n=434) (n=449) (n=804) (n=622)

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E-book borrowing Late 2012: 5% of Americans 16+ have borrowed e-book from library in last year Growing awareness that this is library feature: now 31% of public Yet, 57% don’t know whether this is a service they can use, including many library lovers Borrowers are buyers, too

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Problems with borrowing process % of e-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%

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Open to library coaching/tech support 2011 201280%60% 57% 58% 51% 46%40% 32% 32%20%0% Classes or instruction on how Classes on how to download E-book readers already to use handheld reading library e-books to handheld loaded with the book you devices like e-readers & devices want to read tablet computers

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Phase 2: Library services• “Survey Finds Rising Reliance on Libraries as a Gateway to the Web” – New York Times• “Not dead yet: Libraries still vital, Pew report finds” – Los Angeles Times• “Libraries remain important to communities, report finds” – Columbus Dispatch• “Books rule, but library users like innovations, poll says” – St. Louis Post Dispatch• “Libraries are still vibrant, say Americans” – Christian Science Monitor• “Are Search Engines Driving Libraries to Extinction?” – Search Engine Land• “Pew Study Suggests Libraries (And Print) Still Have A Future In An E- Book World” – TechCrunch• “More than just books: Pew study details how technology has changed libraries” – GeekWire

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Mega Takeaway 1: People love their libraries evenmore for what they say about their communities than for how libraries meet personal needs • 91% say libraries are important to their communities • 76% say libraries are important to them and their families Robert Dawson photography - Library Road Triphttp://www.robertdawson.com/pages/1/Public%20Library%3a%20An%20American%20Commons/Public%20Library%3a%20An%20American%20Commons /

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Mega Takeaway 1 (corollary): People appreciate their librarians• 98% of “ever” library visitors say interactions are “very positive”• 81% of library visitors say librarians are “very helpful”• 50% of “last year” visitors got help from a librarian

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Mega Takeaway 2: Libraries haverebranded themselves as tech hubs • 80% of Americans say borrowing books is a “very important” service libraries provide • 80% say reference librarians are a “very important” service • 77% say free access to computers and the internet is a “very important” service

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Mega Takeaway 3: The public wants everything equally, so library leadership will matter in setting priorities Very likely Somewhat likely Not too likely or not at all likely An online research service ("ask a librarian") 37 36 26 Cell app to use/view library services 35 28 35 Program to try out new tech devices/apps 35 34 29 Cell GPS app that helps locate material inside library 34 28 36 Library kiosks in community to check out books, movies 33 30 35 Personalized accounts that give book recommendations 29 35 34 Classes on how to download library e-books 28 29 41 E-book readers loaded books you want to read 26 32 39Digital media lab to create/upload new content like movies or e-books 26 32 40 Instruction on how to use e-book reading devices 23 28 48 0 20 40 60 80 10

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Mega Takeaway 3 (corollary): African-Americans and Latinos are esp. enthusiastic Whites Blacks Hispanics80% 57% 57% 58%60% 56% 51% 50% 49% 43% 46% 43%40% 29% 28% 28% 29% 19%20%0% Cell app that allows you to An online research service Program that allowed Classes on how to Kiosks/“redboxes” use library services where you could ask people to try out new tech download library e-books throughout community to questions of librarians devices/apps check out books/movies80%60% 55% 45% 44% 43% 42% 43% 38% 37% 38% 41%40% 28% 19% 20% 18% 23%20%0% Media lab to E-book readers loaded Cell GPS app that helps Instruction on how to Customized online create/upload new books you want to you locate material use e-book reading recommendations digital content like read inside library devices based on your past movies, your e-books library activity

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Mega Takeaway 4: The public invites you to be more engaged in knotty problems Should definitely do Should maybe do Should definitely not do Coordinate more with local schools 85 11 2 Free literacy programs 82 14 3 Separate spaces for different services 61 27 9 Have more comfortable spaces 59 28 9 Offer more e-books 53 30 5 Offer more interactive learning experiences 47 38 12 Help users digitize material 43 39 14 Move most library services online 42 34 19 Make most services automated 41 36 20Move some books/stacks out of public locations 20 39 36 0 20 40 60 80 100

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Mega Takeaway 5: Libraries have a PR problem / opportunity • 22% say that they know all or most of the services their libraries offer • 46% say they know some of what their libraries offer • 31% said they know not much or nothing at all of what their libraries offer

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Mega Takeaway 6: Target audiences for engagement/outreach are not hard to ID100%80% 31% 38% 22% 23%60% 91%40% 84% 75% 76% 53%20% 0% Used library last Read a book in Library is Ever visited Library is 12 months past 12 months important to library important to me/family community

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Mega Takeaway 6 (corollary): There is churn in library use that restocks the user base Reasons library use INCREASED (26%) Reasons library use DECREASED (22%)Enjoy taking their children, grandchildren 26% Can get books, do research online andDo research and use reference materials 14% 40% the internet is more convenientBorrow books more 12%Student 10% Library is not as useful because my children have grown, Im retired, Im no 16%Use library computers and internet 8% longer a studentHave more time to read now, retired 6% Too busy, no time 12%To save money 6% Cant get to library, moved, dont know 9%Good selection and variety 5% where library isE-books, audio books, media are available 5% Prefer e-books 6%Convenient 5% Prefer to buy books or get books from 5%Reading more now 5% friends Not interested 4%Library events and activities 4% Health issues 3%Good library and helpful staff 3% Dont read much these days 3%Quiet, relaxing time, social locale 2% Dont like local library or staff 3%Use for my job 2% Children are too young 2%

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Mega Takeaway 6 (corollary): There is a trulydetached population out there that matters to you • 20% never saw a family member use a library when they were growing up • 16% have never visited a library • 23% didn’t read a book last 12 months

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How you can help us• Sign up to participate in our research (and encourage your friends!): http://libraries.pewinternet.org/participate/• Write us: What Pew Internet should study next

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Libraries.pewinternet.orgLee RainieEmail: lrainie@pewinternet.orgTwitter: @LrainieKathryn ZickuhrEmail: kzickuhr@pewinternet.orgTwitter: @kzickuhrKristen PurcellEmail: @kpurcell@pewinternet.orgTwitter: @kristenpurcell