Tech Assessment


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  • Tech Assessment

    1. 1. Understanding the User
    2. 2. Quick Stats <ul><li>75% adults use Internet </li></ul><ul><li>57% have home broadband </li></ul><ul><li>82% have cell phone </li></ul>
    3. 3. The Mobile Difference <ul><li>Study by the Pew Internet & American Life Project </li></ul><ul><li>39% of adults “motivated by mobility” … increased digital engagement. </li></ul><ul><li>61% of adults prefer “stationary” information, media, technology </li></ul>
    4. 4. Motivated by Mobility <ul><li>5 groups, 39% </li></ul><ul><li>Increasing broadband adoption </li></ul><ul><li>Positive attitudes about mobile access </li></ul>
    5. 5. Stationary <ul><li>5 groups, 61% </li></ul><ul><li>Do not feel the “pull” of mobility (cell phones, laptops) </li></ul><ul><li>Tech remains in periphery </li></ul>
    6. 6. Digital Divide <ul><li>First Wave: Computer Access </li></ul><ul><li>Second Wave: High-speed Access </li></ul><ul><li>Third Wave: Assets, Actions, and Attitude </li></ul><ul><ul><li>What do you have? </li></ul></ul><ul><ul><li>What do you do? </li></ul></ul><ul><ul><li>How do you feel about it? </li></ul></ul>
    7. 7. Queens Population, All Ages
    8. 8. Division of Services <ul><li>Juvenile (0-11) </li></ul><ul><li>Young Adult (12-17) </li></ul><ul><li>Adult (18-61) </li></ul><ul><li>Senior (62+) </li></ul><ul><li>Is this traditional way of segmenting our population best serving our customers? </li></ul>
    9. 9. What if we thought about customers in a different way?
    10. 10. Off the Net (14%) <ul><li>Late ‘60s, sees the library as a place to run into neighbors, chat, find books and read daily newspaper, belongs to monthly book club, reads bestsellers </li></ul><ul><li>Resists technology because she doesn’t believe it improves lifestyle </li></ul><ul><li>Some interested in taking basic computer and Internet classes, maybe more than once. </li></ul><ul><li>Assessment : A- </li></ul>
    11. 11. Tech Indifferent (10%) <ul><li>Most have cell and about half use computers </li></ul><ul><li>Come in to use the computers, not so much for fun and entertainment, but things like job searching, e-mailing, info gathering. </li></ul><ul><li>While tech might make them apprehensive and uncomfortable, they seem to accept that this is becoming the state of things now . </li></ul><ul><li>Assessment : B+ The library does a fairly good job of meeting the needs of this user, but could also be a force in getting the Tech Indifferent to try new things. </li></ul>
    12. 12. Information Encumbered (10%) <ul><li>99 percent are Internet users and 75 percent have cell phones, but … </li></ul><ul><li>They find tech intrusive and feel overloaded, frustrated. </li></ul><ul><li>Just discovering Facebook; currently the fastest growing group on that SNS. </li></ul><ul><li>Assessment : B- </li></ul><ul><li>Help filtering info. </li></ul><ul><li>Introduce them to RSS feeds </li></ul><ul><li>Reach out through evening classes and short streamed video. </li></ul><ul><li>Guide and reassure them. Do not force tech on them if they are not interested. </li></ul>
    13. 13. Drifting Surfer (14%) <ul><li>85 percent have cell and broadband </li></ul><ul><li>E-mail, news reading, looking for health info. </li></ul><ul><li>Streaming media if it provided value (tutorials and information) but it must be easy to access. </li></ul><ul><li>Library is a sanctuary . Might come to the library for the “quiet room” </li></ul><ul><li>Assessment : B </li></ul><ul><li>Continue classic services. Offer classes and tutorials in health info, emerging tech, and gadgets. </li></ul><ul><li>A tech zoo: opportunity to explore informally and socially. </li></ul>
    14. 14. Desktop Veteran (13%) <ul><li>High-speed connection </li></ul><ul><li>Cell phone = calling </li></ul><ul><li>Big TV watchers (84% watch daily) and at least half watch online video </li></ul><ul><li>Highly able tech-wise, prefers desk top and land line </li></ul><ul><li>Over time, will move into mobility categories </li></ul><ul><li>Assessment : C+ </li></ul><ul><li>Poll wants through online survey </li></ul><ul><li>Make catalog and request system easier. </li></ul><ul><li>Like learning new things: provide them with original content or access to third-party content. </li></ul>
    15. 15. Mobile Newbie (8%) <ul><li>Cell phone life-changing </li></ul><ul><li>Always “on”, find cell ban annoying </li></ul><ul><li>Use tech to stay in touch with friends and family </li></ul><ul><li>Assessment : D </li></ul><ul><li>Lift cell phone ban </li></ul><ul><li>Launch extensive campaign for cell services </li></ul><ul><li>Hold programs where they can learn about and play with other gadgets. </li></ul><ul><li>As government services move exclusively online, be prepared to offer assistance to this type who spends very little time (if any) online. </li></ul>
    16. 16. Roving Node (9%) <ul><li>Cell phone and heavy Internet use </li></ul><ul><li>Too busy to create content </li></ul><ul><li>Tech = control </li></ul><ul><li>Teen type: super-achiever </li></ul><ul><li>Own laptop (60%). Wi-fi important. </li></ul><ul><li>One-third has SNS profile </li></ul><ul><li>Target demographic for mobile services (more than Mobile Newbies) Assessment : C- </li></ul><ul><li>Provide more online/mobile services. </li></ul><ul><li>Ability to do things during “off hours” and online (chat reference, event sign up) is important. </li></ul>
    17. 17. Media Mover (7%) <ul><li>87% own digital camera, half text daily </li></ul><ul><li>1/6 blogs. Similar number (if not more) of this type probably Twitters. </li></ul><ul><li>Wants to be able to share things found online – books, videos, tutorials, music, anything and everything. (CRSTR) </li></ul><ul><li>Another teen type </li></ul><ul><li>Assessment : F </li></ul><ul><li>Ask not what you can do for your Media Mover but what your Media Mover can do for you. </li></ul><ul><li>If the library invests in this user, the return will be three-fold. This type can serve as digital ambassador . </li></ul><ul><li>Likes occasional break from tech. Library can be sanctuary. </li></ul>
    18. 18. Ambivalent Networker (7%) <ul><li>Use cell phone to text, play music, Internet </li></ul><ul><li>50+ percent on SNS; 25% blog </li></ul><ul><li>Gamers (54%) </li></ul><ul><li>Feel obligated to tech, sometimes intrusive. </li></ul><ul><li>Assessment : D- </li></ul><ul><li>Offer mobile services, apps, increased video and digital content, as well as opportunities to share and create . </li></ul><ul><li>1/3 of this group is students. </li></ul><ul><li>Consider online tutorials that explain the library’s research offerings. </li></ul>
    19. 19. Digital Collaborator (8%) <ul><li>Late 30s, married, kids </li></ul><ul><li>(Dominant teen type) </li></ul><ul><li>Gadgets galore: mp3 players, digital + video cameras. </li></ul><ul><li>Enthused about tech </li></ul><ul><li>Assessment: C </li></ul><ul><li>Opportunities for this type to serve as a digital ambassador </li></ul><ul><li>Beta testers for new stuff </li></ul><ul><li>As the economy declines, might come for wireless. </li></ul><ul><li>Special events and story times appealing </li></ul><ul><li>Still, offer the DC a digital environment, one where he can rate, review, create, share, and comment . </li></ul>
    20. 20. Our Website and the User
    21. 21. Site Traffic
    22. 22. How Do I … ? (#10)
    23. 23. For Teens (#12)
    24. 24. For Teens … Or Is It? <ul><li>The Teen home receives close to half a million hits a year. </li></ul><ul><li>After “landing” most visitors never click again . </li></ul>
    25. 26. How well do we serve teens?
    26. 27. Core Values <ul><li>Values remain unchanged </li></ul><ul><li>More ways to do things </li></ul>
    27. 28. Changing PIN <ul><li>On-site (staff or kiosk): 55% </li></ul><ul><li>Off-site (cell, online, app): 45% </li></ul>
    28. 29. The Kiosk <ul><li>Apply for card </li></ul><ul><li>Change PIN </li></ul><ul><li>Check account </li></ul><ul><li>Browse and request </li></ul><ul><li>Print government forms </li></ul><ul><li>Print item “grocery” list with CALL #* </li></ul><ul><li>Pay fees with credit card </li></ul>
    29. 30. Beyond Traditional Outreach <ul><li>Monthly calendar </li></ul><ul><li>Community organizations and schools </li></ul><ul><li>Media </li></ul>
    30. 31. QL Facebook Page
    31. 32. QL Twitter
    32. 33. QL Blogs <ul><li>( Shhhhhhhhhhhhhhh ! There are no QL Blogs. Some community libraries do maintain them, though.) </li></ul>
    33. 34. Stakeholder Wish List <ul><li>Embedded media </li></ul><ul><li>Tagging and Taxonomies </li></ul><ul><li>Community </li></ul><ul><li>Data and stats </li></ul><ul><li>CRSTR (Comment, Rate, Share, Tag, RSS) </li></ul><ul><li>eCommerce </li></ul>
    34. 35. Embedded Media <ul><li>Video </li></ul><ul><li>Sound (music snippet, podcast) </li></ul><ul><li>Images </li></ul><ul><li>Slideshows with or without audio </li></ul><ul><li>Content from other sites (news, book trailers, etc) </li></ul>
    35. 36. Tagging and Taxonomies Vs
    36. 37. Data and Stats
    37. 38. eCommerce
    38. 39. CRSTR: Comment, Rate
    39. 40. CRSTR: Share
    40. 41. CRSTR: Tag
    41. 42. CRSTR: RSS <ul><li>Give users ability to RSS anything : tags, writers, events, reviews, blogs </li></ul>