This survey sumarizes the differences between users and non users of libraries with regard to eBooks. The purpose of the survey was to inform the product development team of a library eBook Reader.

1. Library Simplified
Survey 2
Descriptive Summary
By Kyle Butler – Strategy Analyst

2. Table of Contents
Page
Survey Design
4
Sample Profile
5
Summary of Findings 6
Findings
Library Users vs. Non-Users
8
eReading
17
Demographic Tables
27
2

3. Survey Design
The second Library Simplified survey was 10-minute web survey designed to expand the findings from
survey one; provide data specific to NYPL boroughs; and draw comparisons between users and non-users.
SAMPLE PLAN
Sample Size 319 completes (originally 300, but vendor provided extra sample)
Respondent
Requirements
• Residency: Must live in NYC boroughs of Manhattan, Staten Island, or the Bronx*
Quotas
• eReaders: min. n = 100; Respondents who have read at least one eBook in the past year
• Library Users: min. n = 100; Respondents who have used a public library in the past year
SAMPLE & DATA QUALITY
A third party vendor, Survey Sampling International (SSI), programmed, hosted and managed the survey. SSI used a
blind, unbranded invite. Timestamps and data checks were used while the study was in field to identify and remove
speeders and straight-liners. However, this does not mean that responses are precise; self-reported behaviors are
often overstated and should not be misconstrued as accurate frequencies.
*While some NYPL users reside outside of our boroughs, residency was the most effective screening criterion to ensure a qualified sample.
3

4. Sample Profile (1 of 2)
Residency
(% of sample)
13%
24%
64%
Staten Island
Bronx
Manhattan
55
112
71
49
32
18 - 25
26 - 35
36 - 45
46 - 55
56 - 65
Age
(count)
33
58
65
46
37
36
33
Under
$25K
$25 -
50K
$50 -
75K
$75 -
100K
$100 -
125K
$125 -
150K
$150K+
Income
(count)
Total n = 319
Gender
(% of sample)
50.2%
49.5%
Male
Female
Children
(% of sample)
48%
52%
Households
with chlidren
Households
without
children
4

5. 11
10
17
44
45
193
Other
South Asian / Indian
East Asian
Hispanic / Latino
African-American /
Black
Caucasian
Sample Profile (2 of 2)
20
21
28
39
211
Student
Retired
Not
employed
Employed
part-time
Employed
full-time
Employment Status
(count)
Total n = 319
3
39
60
152
65
Did not graduate
high school
High school or
equivalent
Some college /
associate's
College degree
Post-college
advanced degree
Education
(count)
Ethnicity
(count)
5

6. Summary (1 of 2)
6
Library Users vs. Non-Users
• On average (arithmetic mean using midpoints), library users report reading about 50% more books
than non-users; however, the mode for both populations is 1 – 10 books
• Library users more strongly associate themselves with books and reading than non-users,
particularly regarding the role of books in their social lives
• Library users read more genres than non-users
• A significantly greater proportion of library users read fiction, biography, classics, fantasy, and
historical fiction, among others
• Frequency of reading across formats is positively correlated with library usage
• An exception to this is low-frequency library users, ~2/3 of whom are frequent eReaders
• Library users prefer print and eBooks for different occasions, while print is favored by the majority
of non-users across occasions (largely because fewer read eBooks at all)
• The majority of both library users and non-users prefer to buy books rather than check them out
from the library
• Buying online is the overwhelming favorite for eBooks
• Likewise, online bookstores are a key source of recommendations for library users and non-users
• In general, library users also seek recommendations from more sources than non-users
• The main reason non-users cite for not using a library is that they prefer to buy their books, both
in physical bookstores and online

7. Summary (2 of 2)
7
eReading
• The majority of respondents who were library users were also eReaders; because of this, data
about library users in the previous section is generally also true of eReaders
• On average (arithmetic mean using midpoints), eReaders report reading more than 2x as many
books as non-eReaders; the mode for both populations is 1 – 10 books
• Genres like romance, science, historical fiction, and fantasy / science fiction are read by a
significantly greater proportion of eReaders than non-eReaders
• Buying online is the most popular way to access new eBooks
• Of those that use digital subscription services, Oyster is the most popular
• eReaders read to keep up with current events, for work, and for research more than non-eReaders;
they also read more non-book media in electronic formats
• eReaders indicate a preference for browsing to find their eBooks, using features like cover jackets,
ratings, and recommendations
• While behaviors may be overstated, the data indicates that consumption of eBooks across multiple
devices is common practice among eReaders
• The most common devices owned by eReaders are the Kindle, iPhone, and iPad
• When reading, eReaders are most often using basic features like digital bookmarks and adjustable
fonts; use of social eReading features is less common

8. Findings
Library Users vs. Non-Users

9. On average (arithmetic mean using midpoints), library users report reading about 50%
more books than non-users; however, the mode for both populations is 1 – 10 books
How many books have you read in the past 12 months?
(all formats – electronic, print and audiobook)
0%
45%
24%
13%
10%
5%
2%
10%
67%
10%
2%
4%
2%
4%
None
1 - 10 books
11 - 20 books
21 - 30 books
31 - 40 books
41 - 50 books
50+ books
Library User (n = 271)
Not Library User (n = 48)
mean ~ 17 books
mean ~ 11 books
9

10. How strongly do you agree or disagree with the following statements?
(Top 2 Box % - agree or strongly agree)
Library users more strongly associate themselves with books and reading than non-users,
particularly regarding the role of books in their social lives
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
Reading is an important part
of who I am
It's easy for me to find
books I like
My friends and I talk about
books
I grew up in a family that
reads a lot
Library User
Not Library User
10

11. 60%
57%
54%
54%
50%
44%
42%
40%
39%
37%
37%
35%
31%
29%
26%
25%
22%
21%
48%
44%
52%
44%
35%
50%
27%
29%
23%
31%
23%
25%
15%
19%
10%
10%
0%
21%
Library User
Not Library User
What kinds of books do you read?
(% - select all that apply)
*Difference significant at 90% level
Library users read more genres than non-users; a significantly greater proportion of
library users read fiction, biography, classics, fantasy, and historical fiction, among others
11

12. 9%
18%
50%
50%
49%
21%
How often do you read in the following formats?
(x How often do you visit a library?)
33%
27%
85%
36%
63%
6%
High-Frequency
Library Users
(n = 122)
Print books
37%
49%
84%
30%
19%
9%
eBooks
Audiobooks
% who read
format
frequently
(once a week
or more)
2%
9%
20%
89%
85%
58%
% who read
format
infrequently
or never
(less than
once / month)
Library Usage: high-frequency = visits once a week or more; medium-frequency = a couple
times a month or once a month; low-frequency = a few times a year or once a year
Medium-Frequency
Library Users
(n = 115)
Low-Frequency
Library Users
(n = 33)
Not a
Library User
(n = 43)
Frequency of reading across formats is positively correlated with library usage;
the exception to this is low-frequency library users, ~2/3 of whom are frequent eReaders
12

13. 67%
73%
59%
75%
49%
65%
43%
64%
34%
54%
34%
54%
27%
21%
30%
15%
39%
30%
45%
33%
46%
35%
57%
39%
6%
6%
11%
10%
12%
5%
12%
2%
20%
11%
9%
7%
For each of the activities / situations below, which format do you prefer?
(% of those who participate in given activity)
Library users prefer print and eBooks for different occasions, while print is favored by
the majority of non-users across occasions (largely because fewer read eBooks at all)
13
Print Books eBooks Audiobooks Print Books eBooks AudiobooksLibrary User Non-User

14. How do you prefer to get new books?
(valid %)
40%
31%
29%
43%
0%
57%
Buy online
Borrow from
library
Buy in
bookstore
Library User
Not Library User
Print Books
77%
13%
10%
80%
0%
20%
Buy online
Borrow from
library
Subscription
(e.g. Oyster)
Library User
Not Library User
eBooks
The majority of both library users and non-users prefer to buy books rather than check
them out from the library; buying online is the overwhelming favorite for eBooks
14

15. 69%
61%
50%
50%
50%
47%
46%
45%
30%
42%
0%
23%
16%
0%
16%
21%
Library User
Not Library User
When looking for recommendations on what to read,
how often do you consult the following sources?
(top 2 box % - always or often)
Likewise, online bookstores are a key source of recommendations for library users and
non-users; in general, library users seek recommendations from more sources
15

16. 47%
40%
25%
21%
14%
14%
7%
You indicated you haven’t visited a library in the past 12 months. Why not?
(% – select all that apply)
The main reason non-users cite for not using a library is that they prefer to buy their
books, both in physical bookstores and online
16

17. Findings
eReading

18. The majority of respondents who were library users were also eReaders; because of this,
data about library users in the previous section is generally also true of eReaders
75%
(n= 240)
8%
(n= 27)
Intersection of eReaders & Library Users
(% of total sample)
10%
(n= 31)
7%
(n= 21)
Library User
only
eReader
only
Neither eReader
nor Library User
eReaders
Library Users
Total n = 319
18

19. On average (arithmetic mean using midpoints), eReaders report reading more than 2x as
many books as non-eReaders; the mode for both populations is 1 – 10 books
How many books have you read in the past 12 months?
(all formats – electronic, print and audiobook)
0%
43%
24%
13%
11%
6%
3%
12%
75%
10%
2%
0%
0%
2%
None
1 - 10 books
11 - 20 books
21 - 30 books
31 - 40 books
41 - 50 books
50+ books
eReader (n = 267)
Not eReader (n = 52)
mean ~ 18 books
mean ~ 7 books
19

20. 58%
57%
55%
51%
49%
45%
42%
42%
39%
39%
38%
35%
31%
29%
26%
24%
22%
20%
58%
46%
50%
57%
42%
46%
23%
19%
20%
17%
27%
25%
19%
19%
9%
17%
19%
8%
eReader
Not eReader
What kinds of books do you read?
(% - select all that apply)
*Difference significant at 90% level
Genres like romance, science, historical fiction, and fantasy / science fiction are read by
a significantly greater proportion of eReaders than non-eReaders
20

21. 78%
12%
11%
Buy online
Borrow from
library
Digital
Subscription
How do you prefer to
get new eBooks?
(valid %)
Buying online is the most popular way to access new eBooks; of those that use digital
subscription services, Oyster is the most popular
Which digital subscription
service(s) do you use?
(% – select all that apply)
53%
40%
30%
Oyster
Scribd
Entitle
21

22. 17%
20%
43%
67%
43%
53%
65%
73%
For research
For work
To keep up with current events
For pleasure
eReader
Not eReader
How often do you read
for the following purposes?
(% who read once a week or more)
Do you read any of the following
in electronic formats?
(% “yes”)
eReaders read to keep up with current events, for work, and for research more than
non-eReaders; they also read more non-book media in electronic formats
30%
33%
61%
73%
Magazines or journals
News or newspapers
eReader
Not eReader
22

23. 50%
78%
Search (e.g. enter specific title or
author to return a result)
Browse (e.g. scroll through lists,
cover jackets, ratings,
recommendations)
How to you prefer to find the eBooks you read?
(% – select all that apply)
eReaders indicate a preference for browsing to find their eBooks, using features like
cover jackets, ratings, and recommendations
23

24. While behaviors may be overstated, the data indicates that consumption of eBooks
across multiple devices is common practice among eReaders
How often do you read eBooks on the following devices?
(% who read once a month or more)
27%
31%
22%
20%
5%
5%
6%
7%
20%
15%
15%
19%
27%
22%
26%
19%
21%
27%
31%
35%
0%
20%
40%
60%
80%
100%
Personal Computer
Smartphone
eReader
Tablet
A few times a year or less
Once a month
A few times a month
Once a week
A few times a week or more
24

25. 7%
10%
12%
23%
25%
78%
Pandigital
BeBook
Kobo
Sony
Nook
Kindle
8%
10%
46%
56%
Blackberry
Windows
Android
iPhone
The most common devices owned by eReaders are the Kindle, iPhone, and iPad
What brand of eReader
do you currently own / use?*
(% – select all that apply)
9%
40%
70%
Windows (e.g. Surface)
Android
iPad
What kind of smartphone do you have?*
(% – select all that apply)
*% of eReaders who own the given type of device
What kind of tablet do you have?*
(% – select all that apply)
25

26. 24%
43%
45%
48%
61%
Social features (e.g. sharing)
Annotations / note-taking
Built-in dictionary
Adjustable fonts
Digital bookmarks
When reading eBooks, which of the following features do you typically use?
(% - select all that apply)
When reading, eReaders are most often using basic features like digital bookmarks and
adjustable fonts; use of social eReading features is less common
26

27. Demographics

28. Library User Non-Library User eReader Non-eReader
n
271
48
267
52
Mean age
36
43
36
44
Gender
50% male, 50% female
54% male, 46% female
51% male, 49% female
48% male, 52% female
% with children
52% with children
23% with children
53% with children
23% with children
Mean HHI
$84,500
$74,500
$87,000
$63,000
Employment
82% employed full-
or part-time
58% employed full-
or part-time
83% employed full-
or part-time
54% employed full-
or part-time
Ethnicity
62% Caucasian/White;
14% Hispanic/Latino;
13% African-American
52% Caucasian/White;
23% African-American;
15% Hispanic/Latino
61% Caucasian/White;
13% Hispanic/Latino;
14% African-American
60% Caucasian/White;
17% African-American;
17% Hispanic/Latino
Education
72% college degree
or more
52% some college
or less
72% college degree
or more
50% some college
or less
Demographics reflect only this research instrument and are not representative of the
total population, particularly since very few low-income individuals were reached
See slide 16 for overlap—given high intersection, user and non-user populations are nearly identical demographically.
28