Marie L. Radford, Ph.D. Associate Professor Rutgers, The State University of New Jersey Lynn Silipigni Connaway, Ph.D. Senior Research Scientist OCLC Reference.

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Presentation transcript:

Marie L. Radford, Ph.D. Associate Professor Rutgers, The State University of New Jersey Lynn Silipigni Connaway, Ph.D. Senior Research Scientist OCLC Reference Renaissance 2010, August 8-10, 2010 Chattin’ ‘bout My Generation: Virtual Reference Use from Millennials to Boomers

Seeking Synchronicity: Evaluating VR Services from User, Non-User, & Librarian Perspectives IMLS, Rutgers, OCLC funded Focus group interviews Transcript analysis (850) Online surveys (496) 175 VRS librarians, 184 VRS non- users, 137 VRS users Telephone interviews (283) 100 VRS librarians, 107 VRS non- users, 76 VRS users

Born Net Gen EchoBoomers Gen Y 75 million people Socially networked environment Different communication & information-seeking behaviors The Millennials

Screenagers/Digital Natives Youngest of Millennials Born Technology affinity Expect instant access

Focus Groups with Screenagers Prefer Google Other search engines Browse web Ask friends Or find information themselves

Focus Groups with Screenagers - More Never used phone to call a librarian for homework help Unaware that their library had phone reference service None would ever a librarian

Focus Groups – Reasons For Not Using VRS IM for socializing, not for serious pursuits Unaware VRS existed Fear chat librarians would ignore them, not understand or not care about their information needs Serious privacy & security concerns

Online Survey Results – VRS Users & Non-Users

Chat Least Intimidating to VRS Users Millennials (N=49) Older Adults (N=88)

Recommendation Important to VRS Users Millennials (N=49) Used VRS because recommended Recommended VRS more than older adults

Why Users Don’t Always Choose VRS Millennials (N=49) Unhelpful answers Non-subject specialists Slow connections Scripted messages Cold environment

What Would Attract Users to VRS More Frequently? Millennials (N=49) Faster & easier software Personalized interface More service hours Kiosk & cybercafe access Experienced, friendly, tech-savvy librarians

Why Don’t Non-Users Choose VRS? Millennials (N=122) Don’t know it is available Believe librarian couldn’t help Lack of 24/7 service Satisfied w/ other info sources

Face-to-Face Preference (FtF) Non-Users Online Survey (N=184)

FtF vs. Other Formats: Non-Users Online Survey Millennials (N=122)

“The Library is convenient” Non-Users Online Survey (N=184)

“Remote access is important” Non-Users Online Survey (N=184)

Personal Relationships Important Value Interactions with Specific Librarians Non-Users Online Survey (N=184)

Librarian Friendliness & Politeness Valued Non-Users Online Survey (N=184)

Reasons for Not Choosing VRS Non-users Online Survey Fear questions might annoy librarian Don’t believe librarian can help Didn’t know VRS existed Satisfied with other sources By Flickr® user RodBegbie

Reasons to Use VRS Non-Users Online Survey Non-users might try VRS If they could receive information quickly 24/7/365 By Flickr® user mag3737

Reasons for Not Choosing VRS Non Users Phone Interviews Unaware VRS existed or how to access: “I think I am unfamiliar with it… I stray away from the unknown I guess.” (Millennial) “I don’t know how to access computer library service. When I need to look something up I use Google.” (Older Adult)

Reasons to Use VRS Non-Users Phone Interviews

Most important for success Accuracy Correct answers Convenience Delivery Summary of Results Online Surveys & Phone Interviews Highly Valued Knowledgeable Positive attitude Communication skills

Unaware of service Convenience important Prefer FtF Online sources more convenient Satisfied with other sources May use if available 24/7 Discussion & Implications

Millennials Value convenience & online access (sources & services) Value friendliness Concerned questions annoying Discussion & Implications Millennials vs. Older Adults Older Adults Chat too complicated Typing skills not adequate

Encourage Future Users – What We Can Do Creative marketing Promote range of options & convenience Teach VR in Info. Literacy Observe their use patterns System development

Recognize & Respond to User Differences & Preferences Different generations = different behaviors Personalized interfaces Emphasize personal service Build positive relationships FtF, phone, or online

End Notes This is one of the outcomes from the project Seeking Synchronicity: Evaluating Virtual Reference Services from User, Non-User, and Librarian Perspectives Funded by IMLS, Rutgers University, & OCLC Online Computer Library Center, Inc. Project web site: ty/default.htm ty/default.htm