This document summarizes a webinar presented by the Federation of Ontario Public Libraries (FOPL) on their research into Ontario public library statistics, measurements, and opinion polls. It discusses FOPL's efforts to collect and analyze library data from Ontario, publish reports on topics like library expenditures and usage over time. A recent public opinion poll found that opinions of libraries remain positive but usage patterns are changing, with more users accessing libraries online as well as in person. The webinar focused on insights from this data to help libraries understand user needs and how to strategically position themselves.

1. FOPL Webinar
August 28, 2015
With Stephen Abram, Executive Director, FOPL
and Dr. Robert Molyneux, MLIS, PhD
FEDERATION OF ONTARIO PUBLIC
LIBRARIES RESEARCH
Strategic Use and Insights from FOPL's
Ontario Public Library Statistics, Polls,
and Measurements

2. Market Probe 2
Context of FOPL Stats and Measurements
• Statistics and Measurements Strategies
– Participate in CLA task force on national statistics
– Plan and host 2 iSchool symposia on measurements for
libraries
– Lobby for open data for public libraries
– Publish analysis of Ministry data collection for 2001-2013.
– Promote weekly the various stats and measurements to all
members.
– Publish Market Probe opinion polls for 2015 (building on
2001, 2006, 2010 polls)
– Host and record three webinars
– Conduct Ontario library branding research
– Coming Soon: FOPL Index of Community Engagement
• Thank you to the Ministry of Tourism Culture and Sport for some
support.
2

3. Market Probe 3
FOPL Reports
• Ontario Public Library Operating Data 2001-2013: Overview, Primer on
Library Statistics and Collected Tables (81 page PDF)
– Introduction by Stephen Abram, MLS, Executive Director
– A Primer on Library Data by Robert Molyneux, PhD
– Key Ratios for Ontario Public Libraries, 2013
– Population and Circulation at Ontario Public Libraries, 2001-2013, All Reporting Each
Year
– Programs Held and Program Attendance Ontario Public Libraries, 2001-2013, All
Reporting Each Year
– Selected Expenditures at Ontario Public Libraries, 2001-2013, All Reporting Each Year
– Selected Digital Materials, Held by Ontario Public Libraries, 2001-2013, All Reporting
EACH Year
– Circulations per capita and per active cardholder,2013, Ranked by Bands
– Expenditures per capita and per active cardholder, 2013, Ranked by Bands
– Total Operating Expenditures and Materials Expenditures, 2001-2013, [summary and
by bands]
– Active Cardholders as a Percentage of Population (Resident) at Ontario’s Public
Libraries, 2001-2013
– Circulation per capita and per active cardholders, Ontario Public Libraries, 2001-2013
– Sources of data used in these reports
• http://fopl.ca/news/fopl-member-benefit-performance-measures-for-ontario-
public-libraries/
• Each chapter has a separate blog posting as well for June 30-Sept 8.

4. Market Probe 4
FOPL Reports
• Market Probe Public Opinion Poll Report: May 2015 (103 page PDF)
• FOPL Market Probe Poll Final Report 2015-05-08 - v1 – DL
• Market Probe Canada Presentation on 2015 Public Opinion Poll (33 slides)
• http://fopl.ca/news/market-probe-canada-presentation-on-2015-public-opinion-
poll/
• The Ontario Library Branding Study (2014)
• http://fopl.ca/news/a-study-of-public-library-branding-in-ontario/
• Public Library Marketing Think Tank presentation (Aug. 21, 2015)
• http://fopl.ca/news/fopl-presentation-at-public-library-marketing-think-tank/

5. Market Probe 5
Social Media and Ontario Public Libraries
• Public Library Website Presence (n=304)
• 29 (i.e. 9%) did NOT have a website;
• 2/3 (i.e. 19) of those libraries without a website were identified as First Nation
libraries;
• 3 of the 29 without websites were FOPL members.
• Facebook: 144 libraries have a clear Facebook presence(45%): Large urban
(including TPL) have adopted at 100%; Small medium = 85% (55). Of the non-
FOPL libraries, only 24% (29) used FB.
• Twitter: 106 libraries have a clear Twitter presence (33%): 1 FN; 1 Franco; all
the Large Urban; 10 North; 6 Rural; 43 Small-Med.
• 48 libraries have blogs (15%)
• Uptake of media sharing tools was not as robust as the social
networking tools. Too few were using YouTube, Flickr, Pinterest, Instagram,
Tumblr, Goodreads, etc.

6. Market Probe 6
Census of Ontario Public Library Websites

7. Market Probe 7
Webinars in this series
• August 14, 2015: Overview of FOPL's Ontario Public Library
Statistics and Measurements Report
• Speakers: Dr. Robert Molyneux, MLIS, PhD & Stephen Abram
• http://fopl.ca/news/fopl-statistics-webinar-slides-from-august-14-
2015/
• August 17, 2015: Overview of FOPL's Market Probe Canada
Public Opinion Poll of Ontarians and Public Libraries
• Speaker: Carol French, Senior Vice President, Research &
Client Services Market Probe Canada
• http://fopl.ca/news/todays-webinar-on-the-market-probe-public-
opinion-poll/
• August 28th Noon-1 pm: Strategic Use and Insights from
FOPL's Ontario Public Library Statistics, Polls, and
Measurements (register with monica@fopl.ca)
• Speakers: Stephen Abram, MLS, executive director FOPL & Dr.
Robert Molyneux, MLIS, PhD
7

8. Market Probe 8
Today I am going to focus on the results of the Public Opinion Poll
These slides will be up on the FOPL website today.
I am going to start with the conclusions / recommendations and then run through as
much of the data reports as I can.
• Background (quickly)
• Library Usage
• Accessing the Library
• Library Services
• Value of the Public Library
• Future Outlook
Star =
highlights

9. Market Probe 9
Connecting to the past: the public library continues to deliver value as
patrons’ usage patterns evolve
• Overall opinions and value perceptions of the library remain very strong.
– Its position in people’s minds relative to other tax-supported services is consistent with
previous studies, and reactions to earlier positioning statements have improved
slightly.
– The public acknowledges the library’s role in advancing literacy, equal opportunity, and
quality of life in Ontario communities.
– The value of certain services (e.g., for young children, new Canadians, and the
unemployed) has increased over the past five years.
– A majority of residents feel if their local library were to close, it would have a major
impact on the community (but not necessarily on them personally).
• Potential Strategies
– Each of these is a strong and believable positioning for your library to take.
– FOPL will be issuing press releases to the Ontario media in the autumn. You are
encouraged to re-issue or adapt these for your local media.

10. Market Probe 10
56%
54%
50%
46%
34%
32%
31%
30%
29%
28%
26%
26%
25%
19%
Most Ontarians acknowledge the public library’s role in advancing
literacy, equal opportunity, and quality of life in their communities
Public libraries are important because they promote literacy and a love
of reading
By providing free access to materials and resources, the public library
plays an important role in giving everyone a chance to succeed
Having a public library improves the quality of life in a community
Public libraries are welcoming, friendly places
The public library is the only affordable place where the average
Ontarian can go for information
Public libraries provide many services people would have a hard time
finding elsewhere
The public library provides valuable resources to increase health
literacy within the communities it serves
The public library is the best place for people of all ages to go to pursue
lifelong learning
Public libraries have done a good job of keeping up with new
technologies
The public library serves as an important meeting place and focal point
within the community
The public library is continually expanding the services it offers
It is very easy to find whatever you are looking for at the public library
Now that information is available from so many different sources,
people need public libraries more than ever
By providing access to information from a wide variety of sources,
public libraries promote an understanding of political issues
% Strongly Agree
Believability of Positioning Statements
42% 65%
47% 59%
39% 60%
35% 52%
25% 35%
24% 37%
24% 31%
25% 30%
22% 36%
22% 28%
23% 28%
18% 30%
20% 25%
17% 17%
By Age
18-34 55+
Change

11. Market Probe 11
47
39
42
36
25
24
28
33
The public library is the only
affordable place where the average
Ontarian can go for information
The public library is the best place for
people of all ages to go to pursue
lifelong learning
Bottom 6 Ratings
(1-6 on a 10-pt. scale)
Top 2 Ratings
(9-10 on a 10-pt. scale)
36%
50%
11%
3%
37%
49%
11%
3%
25%
56%
16%
4%
22%
55%
20%
3%
Top of list
Middle of list
Bottom of list
Don't know
2015
2010
2005
2000
Ontarians’ overall opinions about the public library have held steady, and
perhaps even improved slightly, since 2010
68%
32%
65%
35%
65%
35%
0% 20% 40% 60% 80% 100%
Yes
No
2015
2010
2005
2000
Benefit of Public Libraries Relative to
Other Municipal Tax-Supported Services Believability of Positioning Statements
Bottom 6 Ratings
(1-6 on a 10-pt. scale)
Top 2 Ratings
(9-10 on a 10-pt. scale)
Age 18-34: 29%
Age 55+: 40%

12. Market Probe 12
Connecting to the past: the public library continues to deliver value as
patrons’ usage patterns evolve
• Numbers of library users have remained consistent, but usage patterns
have changed.
– The number of library non-users has been extremely steady over the last 15 years.
– Library card ownership has increased; still, household usage levels may be softening
slightly.
– Reported in-person library visit frequency has remained the same over the years, but in
2015, the number of people using the library both online and in-person has surpassed
the number of in-person-only visitors.
– Usage of many services is lower than reported previously, indicating that library users
may be becoming more selective in choosing which services to use.
• Potential Strategies
– Decide if you invest in traditional service marketing if you really can increase
satisfaction or growth.
– Non-users seem to be a clear core group but the majority has used their public library
in the past.
– A focus on cardholder growth, value and usage is indicated.

13. Market Probe 13
The Traditional Library Service Proposition has Plateaued
• Traditional services have plateaued at best and some have declined.
• Reasons include:
– Google anything
– eBooks and licensing issues
– Decline of the CD-ROM and DVD and adoption of streaming media
– Personal Pocket & Tablet devices with data plans
– Reduced leisure time, lower fertility, increased option for time spent (time not money is
one big limiter of use)
– Inadequate marketing and promotion
– The audience is fractured in the digital realm.
– Ubiquitous WiFi
– Etc.

14. Market Probe 14
64%
45%
36%
26%
26%
25%
19%
13%
12%
9%
7%
6%
4%
72%
55%
49%
25%
35%
28%
15%
13%
14%
12%
10%
8%
2015
2010
Similarly, at the total respondent level, household usage of nearly all
library services has declined since 2010
Lender of materials
Assistance in finding information
Reference centre
Focal point or meeting place
Place to study
Help with school projects or homework
Local history collections
Training in how to access information online*
Early literacy programs
Government services through library-based
kiosks
Information for the unemployed
Resources for small business and entrepreneurs
Services to new Canadians
Web panelists reported
lower household usage of
almost all services shown,
especially obtaining
assistance in finding
information
Past Year Usage of Library Services
by Someone in Household
* Wording changed in 2015.

15. Market Probe 15
In-person library visitors are engaging in fewer activities, with use of the
library’s wireless network being the only one to register increased usage
Reasons for Personally Using the Public Library
84%
56%
34%
28%
26%
25%
23%
23%
16%
14%
10%
90%
70%
41%
33%
26%
17%
33%
23%
13%
21%
16%
88%
73%
38%
31%
32%
18%
9%
21%
16%
88%
77%
47%
19%
32%
17%
9%
24%
18%
Borrow books, CDs, DVDs or other materials
Get information on a topic of personal
interest
Read or study
Access the Internet using library computers
Relax or socialize
Use the library's wireless network
Access databases / other electronically
stored info*
Take a child to a program or activity
Attend a lecture, program, meeting or
training session
Work assignment or keep up-to-date at work
School or class assignment
86%
59%
44%
35%
31%
31%
27%
25%
18%
21%
27%
Total Household Usage
(2015)
68%
32%
65%
35%
65%
35%
0% 20% 40% 60% 80% 100%
Yes
No
2015
2010
2005
2000
Web panelists indicated
fewer reasons in total and,
in particular, were much
less likely to mention
borrowing materials and
getting information on a
topic of interest
* Wording changed in 2015.

16. Market Probe 16
Raw Circulation for Communication
16
We’re
growing!

17. Market Probe 17
The Management Number for Attention
17
Inside the
tent: We have
an issue!
Cardholder growth lags population growth

18. Market Probe 18
Cardholder growth strategies
• At the FOPL collaboration level:
– Invest in a marketing campaign about the role, value and impact of public libraries
– Review our branding and marketing position
– Call to action: Get, use and value your library card membership
• At your system level:
– Cardholders are valued community members
– Focus on certain niches
» New Canadians
» Moms and kids
» High School (School starts next week – call the principal and have a card sign up day at the
local school(s) in the cafeteria, library, lobby, auditorium…)
» 18-40 year olds
» Men
» Seniors
» Digital citizens
» your community target
– Invest in apps and portable cardholder sign up devices
– Review barriers in your policies – consider saying ‘yes’

19. Market Probe 19
View to the future: the library needs to determine which investments to
make (and which to skip) in the face of technological and social change
• Regular review of strategies and tactics becomes even more important as
technology, channel, and media preferences change.
– Electronic access is complementing, not replacing, in-person usage; therefore,
duplication of hard copy and electronic materials, plus increased channel costs, will be
the norm for the foreseeable future.
– Ensuring compatibility with an ever expanding array of electronic devices will continue
to pose challenges.
• Potential Strategies
– Get better at presenting your digital resources
– Digital goes well beyond text content now
– Focus on:
» Images
» online learning (e.g. Lynda.com, MOOCs, etc.)
» Programs
» Podcasts and online story time
» Video marketing
» streaming music and TV/movies
» etc.
– Build attention for new services that are in their early adopter phase but work on
awareness and benefits (not just logos and jargon)
– Focus on the ‘right fit’ target and don’t over communicate (i.e. 140 characters with link!)

20. Market Probe 20
Use of the Internet to access the public library is complementing, not
replacing, in-person visits
2010
37%
1% 1%
13%
12%
In-Person
Internet
Phone
33%
2%
2015
27%
1% 1%
20%
11%
In-Person
Internet
Phone
36%
3%
Ways Users Access the Public Library
Significant differences among
web panelists (2015):
In-person only 19%
In-person / Internet 49%
In-person / phone 3%
Hybrid
Users

21. Market Probe 21
The Adoption Cycle
Exercise: Where is your community with e-books, databases,
Hoopla, Zinio, Freegal, IndieFlix, Netflix, etc.?

22. Market Probe 22
Relatively few of those who access the library’s electronic materials were
familiar with the new electronic channels or services some libraries offer
27%
22%
15%
13%
13%
Zinio
Hoopla
AskON
Indieflix
Freegal
Familiar with
Channel
Accessed via
Library Account
Accessed
Elsewhere
Familiarity and Use of New Electronic Channels
7% 9%
9% 2%
3% 3%
1% 2%
4% 2%
Early
Adopters

23. Market Probe 23
E-books, fiction and non-fiction, are clearly the most widely used
electronic resources obtained from the library
41%59%
Yes (%)
No (%)
39%
28%
15%
14%
14%
9%
8%
6%
E-books fiction
E-books non-fiction
Digital movies
E-newspapers
or journal articles
E-magazines
E-audiobooks
Digital music
E-local history or
genealogy information
Checked the Library’s Online
Catalogue, Downloaded an Item,
or Accessed Other Materials via
the Library’s Website
Telephone respondents
indicated a significant
increase in their use of
fiction e-books over the
past five years, and a
directional increase in
non-fiction as well
E-books fiction
E-books non-fiction
Digital movies
E-newspapers or journal
articles
E-magazines
E-audiobooks
Digital music
E-local history or
genealogy information
Specific Types of Electronic Resources
Used on Library’s Website

24. Market Probe 24
View to the future: the library needs to determine which investments to
make (and which to skip) in the face of technological and social change
• Communicating about new service offerings will be as important as
providing them.
– Traditional library services are not increasing in usage or perceived value.
– Interest in new services is fragmented, meaning trade-offs will need to made.
– Communications about new services will have to be geared to the proper segments to
create sufficient awareness, interest, and take-up.
– People’s preference for email suggests that creation of contact lists, user groups and
advisory panels may be required in order to maintain a dialogue with library users.
• Potential Strategies
– Upgrade and update your member registries.
– Work towards being CASL compliant in 12 months (You’ve got about 18)
– Fine tune your strategies to your local conditions
– i.e. does your summer population have different expectation to your winter residents?

25. Market Probe 25
66%
51%
45%
35%
34%
30%
26%
19%
8%
Communication preferences also differ by age, but email does rank
highest among all groups
Email
Articles in the local paper
Information on the library's website
Social media
Notices at the library
Notices in community centres or other public places
Inserts with your tax bill or other local government
mailings
Notices in schools
Talks / presentations to community groups
Best Way to Inform about What’s Going On at the Library
59% 73%
40% 63%
36% 48%
46% 22%
31% 34%
28% 32%
20% 32%
21% 12%
6% 12%
By Age
18-34 55+

26. Market Probe 26
View to the future: the library needs to determine which investments to
make (and which to skip) in the face of technological and social change
• How the library can best serve a future generation of users remains
uncertain.
– Older people’s respect for the heritage and social contribution of the public library
system will not necessarily be passed down to a younger generation.
– Not every library can afford to be all things to all people; there may be an increasing
need to develop centrally and deliver locally.
– Younger populations are ready and eager for ‘more’
• Potential Strategies
– Work on scalable strategies and programming
– Collaborate with other libraries in your region to develop and deliver key programs
– Hand-knitting each and every program isn’t optimal
– Record and rebroadcast and promote your key programs – podcasts, streaming media,
video…
– Partner with like-minded organizations

27. Market Probe 27
Other Strategy Considerations
• Clearly understand the differences between your digital and in-person
user/member
– It appears that for most libraries digital touch-points exceed in-person touch-points
– Primarily digital users have different demographics and different digital literacies.
– Your in-person user is more likely to be older, female, less digital, etc.
• Potential Strategies
– Focus your digital marketing on the nature of the digital user.
– They use a different mix of devices.
– Review your digital presence and evaluate how responsive the design is to current
needs for multiple devices
– Dig into your Google Analytics and see what you learn.

28. Market Probe 28
88%
35%
22%
11%
4%
A desktop or laptop
computer
A tablet
A smartphone
An e-reader
An iPod or MP3
player
E-readers are less popular than other devices for accessing library
materials
33%67%
Yes (%)
No (%)
Devices Used to Access
Resources from the Library
E-reader ownership
(among those who have
not used an e-reader to
access library resources)
30% 70%
Yes (%)
No (%)
Ever tried to download
public library e-books
using an e-reader
A desktop or laptop
computer
A tablet
A smartphone
An e-reader
An iPod or MP3
player

29. Market Probe 29
87%
83%
44%
42%
41%
23%
17%
88%
83%
50%
23%
26%
21%
2015
2010
While Internet penetration has not changed in the last five years, the ways
in which people access the Internet have shifted
Higher among
web panelists
99%
86%
84%
73%
56%
33%
24%
23%
6%
Any Internet
Access
At home
At work
At other places in
the community
using a smartphone
At other places in
the community
using wireless
access
At your public
library
At school
Regular Use of
Internet
Search for specific
information of
interest
Use e-mail, a chat
room or IM
Access the news
Access social
networking sites
Stream movies,
music or other types
of entertainment
Download movies,
music or other types
of entertainment
Download books or
magazines
Create content
Ways Internet Was Accessed in the
Past Year Uses of Internet

30. Market Probe 30
Other Strategy Considerations
• Think long and hard about target audiences
– It is important to recognize that the softening in our value proposition in kids, teens, and
18-34 year olds is major.
– We cannot rest on the love of 50+ cohort.
• Potential Strategies
– We’re good with the positioning with the 50+ cohort. Invest in the rest!
– Review what you’ve done in the last 6 months.
– Is it generic or targeted?
– Is it clear who its for?
– Does it go beyond books and suggest learning, community, individual support?

31. Market Probe 31
Other Strategy Considerations
• New library services offer significant opportunities to re-engage with 18-34
year olds and males.
– Business, Dads and Kids, Maker, digital creation, - some even for the 55+ cohort.
• Potential Strategies
There is significant interest in these services among young adults and web based users:
– A program that allows people to try out the newest tech devices or applications, such as 3D
printers or laser cutters
– Library kiosks located throughout the community where people can check out books, movies
or music without having to go to the library itself
– A personalized online account that gives you recommendations based on your past library
activity
– A cell phone app that allows you to access library services from your mobile phone
– An online research service where you could pose questions and get responses from librarians
– A cell phone app that helps you locate material easily in the library using GPS
– E-book readers already loaded with the book you want to read
– Instruction on how to use handheld reading devices and tablets
– Classes on how to download library e-books to handheld devices
– A digital media lab where you could create and upload new digital content like your own
movies or e-books

32. Market Probe 32
19%
15%
15%
16%
10%
12%
12%
9%
9%
7%
36%
35%
35%
29%
33%
27%
26%
26%
24%
24%
55%
50%
49%
44%
44%
39%
38%
35%
33%
31%
Very Likely Somewhat Likely Total
Interest in new library service concepts varies, in many cases
based on age
A program that allows people to try out the newest tech devices or
applications, such as 3D printers or laser cutters
Library kiosks located throughout the community where people can
check out books, movies or music without having to go to the
library itself
A personalized online account that gives you recommendations
based on your past library activity
A cell phone app that allows you to access library services from
your mobile phone
An online research service where you could pose questions and get
responses from librarians
A cell phone app that helps you locate material easily in the library
using GPS
E-book readers already loaded with the book you want to read
Instruction on how to use handheld reading devices and tablets
Classes on how to download library e-books to handheld devices
A digital media lab where you could create and upload new digital
content like your own movies or e-books
Likelihood of Using Different Library Services
64% 46%
57% 39%
61% 39%
62% 24%
43% 37%
54% 19%
45% 34%
31% 40%
30% 38%
42% 21%
By Age
18-34 55+
Early
Adopters

33. Market Probe 33
Other Strategy Considerations
• Social media is an opportunity to connect with different communities but
e-mail rules.
– Urgent: Update your ILS registry files
• Potential Strategies
– Develop a 90 day campaign at check-out! Ensure your core regular users have their
own cards and don’t share.
– Know their gender and birth year (birthday if possible).
– Ensure that you have voluntary access and permission for e-mail, mobile, text, etc.
– Get your social media act in order and build;
– Use Hootsuite Pro
– Ensure you have and build community engagement with:
– Facebook (for all) and specific groups (e.g. Moms, genealogists, teens, etc.)
– Twitter (for all)
– Pinterest – primarily for women
– Instagram and Tumblr for primarily teens
– Reddit for males, youth and digerati
– LinkedIn for business and government users as well as job seekers (and other
librarians).

34. Market Probe 34
Other Strategy Considerations
• How far is your library and branches from your users
– Use your ILS registry files
• Potential Strategies
– Do a Google map of your use around each branch using the postal codes of your users
borrowing transactions
– What do you see?
I made this for free in
less than 30 minutes
using
http://batchgeo.com/

35. Market Probe 35
For most Ontarians, the public library is located close to home and tends
to be an inviting place
Distance from Home
to Closest Library
70%
20%
5%
1%
4%
5 kilometres or less
6 to 10 kilometres
11 to 20 kilometres
More than 20
kilometres
Don’t know
Condition of Library
Closest to Home
56%
28%
2%
13%
Inviting space
Okay, but could use
some improvement
Not pleasant
Never been inside
library
Ranges from 64% in
Northern Ontario to
80% in Metro Toronto
5 kilometres or less
6 to 10 kilometres
11 to 20 kilometres
More than 20
kilometres
Don’t know
Inviting space
Okay, but could use
some improvement
Not pleasant
Never been inside
library
Age 18-34: 47%
Age 55+: 62%

36. Market Probe 36
Other Strategy Considerations
• There are a number of cautions in these data
– Softening of value proposition Young adults, homework and 18-34 year olds
– Differences between online and telephone cohort.
– The gap is widening between individual and household attachment to PL’s
• Potential Strategies
– Household mailers (your tax base is often mostly householder based)
– Sharpen up your targeted communications to key groups (18-34)
– Sharpen up communications to digital users
– Balance the marketing between program and book promotion with value and impact
positioning and PR.

37. Market Probe 37
Respondent
Only
27%
With Others in
Household
42%
Other
Household
Member(s)
Only
7%
No One
24% Respondent
Only
28%
With Others in
Household
41%
Other
Household
Member(s)
Only
10%
No One
21%
73%
68%
65%
65%
Yes
2015 2010 2005 2000
Household use of the public library may be slipping slightly, despite a
reported increase in library card ownership
Total Household Usage of the Public Library
2015 2010
49%
26%
22%
8%
50%
31%
23%
8%
47%
27%
19%
7%
51%
24%
17%
9%
Children
Spouse/partner
Others
2015
2010
2005
2000
In Household
Used by Others
(net)
19% among
web panelists
27% among
web panelistsTotal Users
70%
Total Users
69%
Past Year Use of Public Library
by Other Household Members
68% among
web panelists
3% among
web panelists
Have a Library Card

38. Market Probe 38
Traditional library measures are steady
• OTOH: New things are growing
38

39. Market Probe 39
39

40. Market Probe 40
40

41. Market Probe 41
41

42. Market Probe 42
42

43. Market Probe 43
43

44. Market Probe 44
44

45. Some samples follow that might be useful in strategic planning …
How might you analyze the data?

46. Market Probe 46
Sample Regional Cohort Analysis

47. Market Probe 47
Sample Selected Peer Cohort Analysis

48. Market Probe 48
Sector Analysis i.e. First Nations Libraries

49. Market Probe 49
Onward! 2013 Key Ratios!
• FOPL has the master spreadsheet as well as a spreadsheet that summarizes
the major measurements.
– Thirteen ratios, all libraries
– The ratios are largely those we focus on in the rest of the report.
– As the Primer showed, per capitas allow apples to apples comparisons of libraries of
vastly different sizes
»You may be small, but you may be doing a better job with what you have than bigger libraries.
You can compare your operational data to others as well as your population bands.
You can compare your funding per capita and per population.
You can set benchmarks to track the progress of your strategic goals.
FOPL looks forward to acquiring the 2014 data being collected and input now.
49

50. Market Probe 50
A bit of caution if you work with spreadsheets
• Save a copy of the original spreadsheet
• Did I mention saving a copy of the original and don’t change it
• Make another copy for analysis. If you make a mistake, you always can go back
to the safe copy
• Working with spreadsheets requires caution
– You think you did something but you can’t audit what you have done
50

51. Market Probe 51
The biggest challenge of all…
All future strategies and plans should be designed with the
objective of convincing more people that the public library can be
of as much value to them personally as they think it is to others.

52. Questions?
www.fopl.ca
Stephen Abram,
Executive Director
416-395-0746
sabram@fopl.ca

53. Thank You
The recording will be up on the
FOPL website blog by Monday
www.fopl.ca
Stephen Abram,
Executive Director
416-395-0746
sabram@fopl.ca