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New data from the Pew Research Center on public library engagement
- 1. LIBRARIES & THE BIG PICTURE: FACTS, TRENDS, & NEXT! New data from the Pew Research Center on public library engagement Kathryn Zickuhr Research Associate, Pew Research Center’s Internet Project Computers in Libraries, April 7, 2014 @kzickuhr | @pewinternet | @pewresearch libraries.pewinternet.org
- 2. I. INTRODUCTION About this research II. NEW FINDINGS A closer look at our library engagement typology III. COMING SOON Library engagement quiz 2April 10, 2014 libraries.pewinternet.org / @kzickuhr / @pewinternet
- 3. 3 About us pewresearch.org @pewresearch pewinternet.org @pewinternet April 10, 2014 libraries.pewinternet.org / @kzickuhr / @pewinternet
- 4. About our libraries research Three phases: I. State of reading II. Library services III. Typology libraries.pewinternet.org
- 5. libraries.pewinternet.org About our libraries research Nationally representative telephone surveys Landlines and cell phones English and Spanish Americans ages 16 and older 5April 10, 2014 libraries.pewinternet.org / @kzickuhr / @pewinternet
- 6. I. INTRODUCTION About this research II. NEW FINDINGS A closer look at our library engagement typology 6April 10, 2014 libraries.pewinternet.org / @kzickuhr / @pewinternet
- 7. • Based on: • Public library use • Experiences at libraries • Views/perceptions of libraries • Broader context: • Info & tech habits • Other community activities 7April 10, 2014 libraries.pewinternet.org / @kzickuhr / @pewinternet About the typology
- 8. 8April 10, 2014 libraries.pewinternet.org / @kzickuhr / @pewinternet Level of engagement Group name % of U.S. population ages 16+ High Library Lovers 10% Information Omnivores 20% Medium Solid Center 30% Print Traditionalists 9% Low Not For Me 4% Young & Restless 7% Rooted & Roadblocked 7% None Distant Admirers 10% Off the Grid 4% High (30%) Medium (39%) Low (17%) None (14%)
- 9. 9April 10, 2014 libraries.pewinternet.org / @kzickuhr / @pewinternet Library Lovers 10% Info. Omnivores 20% High Engagement (30%)
- 10. 10April 10, 2014 libraries.pewinternet.org / @kzickuhr / @pewinternet Group name Engagement level % of U.S. population Major characteristics Library Lovers High 10% • Frequent library use, high levels of appreciation/familiarity • Includes many parents, students, and job seekers • Tend to be younger, with higher levels of education
- 11. 11April 10, 2014 libraries.pewinternet.org / @kzickuhr / @pewinternet Group name Engagement level % of U.S. population Major characteristics Information Omnivores High 20% • High levels of library use, but visits are less frequent than Library Lovers’ • Highest rates of technology use • Highest levels of education, employment, household income.
- 12. 12April 10, 2014 libraries.pewinternet.org / @kzickuhr / @pewinternet Solid Center 30% Print Traditionalists 9% Medium Engagement (39%)
- 13. 13April 10, 2014 libraries.pewinternet.org / @kzickuhr / @pewinternet Group name Engagement level % of U.S. population Major characteristics Solid Center Medium 30% • About half have used a public library in the past year • Most view libraries positively. • Similar to general U.S. population
- 14. 14April 10, 2014 libraries.pewinternet.org / @kzickuhr / @pewinternet Group name Engagement level % of U.S. population Major characteristics Print Traditionalists Medium 9% • Similar to Solid Center, except tend to live farther away from libraries (61% live in rural areas) • Highest proportion of rural, Southern, or white respondents
- 15. 15April 10, 2014 libraries.pewinternet.org / @kzickuhr / @pewinternet Not for Me 4% Young and Restless 7% Rooted and Roadblocked 7% Low Engagement (17%)
- 16. 16April 10, 2014 libraries.pewinternet.org / @kzickuhr / @pewinternet Group name Engagement level % of U.S. population Major characteristics Not for Me Low 4% • Strikingly less positive views of public libraries’ roles in the community • More likely to have had negative experiences at libraries
- 17. 17April 10, 2014 libraries.pewinternet.org / @kzickuhr / @pewinternet 27 23 20 19 71 65 61 37 78 72 75 49 Promote literacy / love of reading Give everyone a chance to succeed Improve a community's quality of life Provide services that are hard to find elsewhere Not for Me Young & Restless Rooted & Roadblocked % who strongly agree that public libraries…
- 18. 18April 10, 2014 libraries.pewinternet.org / @kzickuhr / @pewinternet Group name Engagement level % of U.S. population Major characteristics Young & Restless Low 7% • Relatively young group: Median age is 33. • Few have lived in their neighborhoods for very long. • Only 15% know where the nearest public library is located.
- 19. 19April 10, 2014 libraries.pewinternet.org / @kzickuhr / @pewinternet % who know where the nearest public library is located 91 94 15 92 All Americans Not For Me Young & Restless Rooted & Roadblocked
- 20. 20April 10, 2014 libraries.pewinternet.org / @kzickuhr / @pewinternet Group name Engagement level % of U.S. population Major characteristics Rooted & Roadblocked Low 7% • Generally views public libraries positively, but many face hurdles in their lives • Tend to be older; many are living with disability or have experienced a recent illness in their family.
- 21. 21April 10, 2014 libraries.pewinternet.org / @kzickuhr / @pewinternet % who say their library’s closing would have a major impact on… 21 25 47 15 61 23 Community as a whole Self and family Not for Me Young & Restless Rooted & Roadblocked
- 22. 22April 10, 2014 libraries.pewinternet.org / @kzickuhr / @pewinternet Distant Admimers 10% Off the Grid 4% No Engagement (14%)
- 23. 23April 10, 2014 libraries.pewinternet.org / @kzickuhr / @pewinternet Group name Engagement level % of U.S. population Major characteristics Distant Admirers None 10% • No personal library use • Many (40%) say other family members use libraries • Most view libraries quite positively; many also say that library services are important to them and their families • Tend to be older; often live in lower-income households.
- 24. 24April 10, 2014 libraries.pewinternet.org / @kzickuhr / @pewinternet Group name Engagement level % of U.S. population Major characteristics Off the Grid None 4% • No personal library use • Little exposure to libraries overall • May be less engaged with community activities and social life. • Many live in rural areas; just 56% use the internet. • Low household incomes & low levels of education (only one in ten has graduated from college)
- 25. 25April 10, 2014 libraries.pewinternet.org / @kzickuhr / @pewinternet Public library engagement typology: Group overviews Level of engagement with public libraries Group name % of U.S. population ages 16+ Major characteristics High engagement ~80% used a public library in the past year Library Lovers 10% • Frequent library use, high appreciation • Includes many parents, students, and job seekers • Tend to be younger, with higher levels of education Information Omnivores 20% • High levels of library use, but visits are less frequent than Library Lovers’. • Highest rates of technology use • Highest levels of education, employment, and household income. Medium engagement ~50% used a public library in the past year Solid Center 30% • About half have used a public library in the past year • Most view libraries positively. • Similar to the general U.S. population in most demographic measures. Print Traditionalists 9% • Similar to Solid Center, except tend to live farther away from libraries • Most view libraries as important to community • Highest proportion of rural, Southern, or white respondents Low engagement ~30% used a public library in the past year Not For Me 4% • Strikingly negative views of public libraries • Ex: Are far less likely than most other groups to say public libraries are important to their communities Young & Restless 7% • Relatively young group; few of its members have lived in their neighborhoods for very long. • Only 15% know where the nearest public library is located. Rooted & Roadblocked 7% • Generally views public libraries positively, but many face hurdles in their lives • Tend to be older; many are living with disability or have experienced a recent illness in their family. None Have never personally used a public library Distant Admirers 10% • 40% say other family members use libraries • Most view libraries quite positively; many also say that library services are important to them and their families • Tend to be older; often live in lower-income households. Off the Grid 4% • Little exposure to libraries overall • May be less engaged with community activities and social life. • Many live in rural areas; just 56% use the internet. • Low household incomes & low levels of education (only one in ten has graduated from college)
- 26. • Relationships to libraries are part of Americans’ broader resource networks 26April 10, 2014 libraries.pewinternet.org / @kzickuhr / @pewinternet Library engagement typology
- 27. • Relationships to libraries are part of Americans’ broader resource networks • Library use vs importance 27April 10, 2014 libraries.pewinternet.org / @kzickuhr / @pewinternet Library engagement typology
- 28. • Relationships to libraries are part of Americans’ broader resource networks • Library use vs importance • Groups may surprise you 28April 10, 2014 libraries.pewinternet.org / @kzickuhr / @pewinternet Library engagement typology
- 29. I. INTRODUCTION About this research II. NEW FINDINGS A closer look at our library engagement typology III. COMING SOON Library engagement quiz What kind of library user are you? 29April 10, 2014 libraries.pewinternet.org / @kzickuhr / @pewinternet
- 30. 30April 10, 2014 libraries.pewinternet.org / @kzickuhr / @pewinternet pewinternert.org Newsletter > Online activities > Libraries
- 31. What do Americans want from libraries? More activities, more separate spaces …and print books, quiet Convenience & tech (apps, e- books, kiosks) … and closer relationships with librarians 31April 10, 2014 libraries.pewinternet.org / @kzickuhr / @pewinternet
- 32. Thank you! Kathryn Zickuhr Research Associate kzickuhr@pewresearch.org Pew Research Center pewresearch.org Computers in Libraries, April 7, 2014 @kzickuhr | @pewinternet | @pewresearch libraries.pewinternet.org