OCLC Online Computer Library Center The “Network” as a New Cooperative Platform for Libraries, Users and Applications Phyllis B. Spies Vice President Collection Management Services University of Manitoba June 2, 2006

OCLC Online Computer Library Center Perceptions of Libraries and Information Resources A report to the OCLC Membership November 2005

OCLC Online Computer Library Center Where are we building differentiation? (Books, information, knowledge) Differentiation and Relevance

OCLC Online Computer Library Center Objective, Methodology, Sample & Population OCLC Market Research & Harris Interactive Survey – Methodology & Structure

OCLC Online Computer Library Center Survey Respondents – by Geography Canada United States United Kingdom Australia India Singapore 491 1, Total 3,348 Survey – Methodology & Structure

OCLC Online Computer Library Center Online Population – by Geography Canada United States United Kingdom Australia India Singapore 20M - 64% 203M - 69% 36M - 60% 2.4M - 68% 39M – 3.6% 14M - 68% 95 percent confidence level, +/ percent Survey – Methodology & Structure

OCLC Online Computer Library Center Survey Respondents – Canadian Age Groups Canada United States United Kingdom Australia India Singapore 491 Age 14 – 17: 37 Age 18 – 24: 49 Age 25 – 64: 364 Age 65 and older: percent confidence level, +/ percent Survey – Methodology & Structure

OCLC Online Computer Library Center Canada United States United Kingdom Australia India Singapore 396 Age 14 – % Age 18 – % Age 25 – % Age 65 and older - 0% 95 percent confidence level, +/ percent Survey Respondents – College Students College Students Survey – Methodology & Structure 42 College Students

OCLC Online Computer Library Center 1.Libraries and Information Sources Use, Familiarity and Favorability 2.Using the Library – In Person and Online 3.The Library Brand – Perceptions and Relevance 4.Respondent’s Advice to Libraries 5.A Universal Brand? Report – Structure Report - Five Parts

OCLC Online Computer Library Center 96% of total respondents have visited a public library 72% of total respondents hold a library card 90% of college students hold a library card Library – Use

OCLC Online Computer Library Center 97% of Canadian respondents have visited a public library 71% of Canadian respondents hold a library card Library – Use

OCLC Online Computer Library Center Frequency of public library use 33% at least monthly Q820 Total Respondents Library – Use

OCLC Online Computer Library Center Frequency of public library use 35% at least monthly Q820 Canadian Respondents Library – Use

OCLC Online Computer Library Center Frequency of public library use 73% at least once a year Q820 Total Respondents Library – Use

OCLC Online Computer Library Center Frequency of public library use 76% at least once a year Q820 Canadian Respondents Library – Use

OCLC Online Computer Library Center How much has your personal library use changed over the last three to five years? Q1220 Library – Use

OCLC Online Computer Library Center How do you anticipate your personal library usage of the library to change over the next three to five years? Q1225 Library – Use

OCLC Online Computer Library Center College students… How much has your personal library use changed over the last three to five years? How do you anticipate your personal library usage to change over the next three to five years? Q1220 and Q1225 Library – Use

OCLC Online Computer Library Center College Students - Frequency of public and college/university library use Q820 Library – Use

OCLC Online Computer Library Center Activities at the library performed at least once per year Q840 Library – Use

OCLC Online Computer Library Center “Card based rule. Might not contain all the latest information.” 27-year-old from India Familiarity “Information not as accessable as going on line. Not open 24 hours a day seven days a week” 66-year-old from United States “new books not in fast enough…fines have to be paid for late returns.” 49-year-old from Canada Verbatim comments: “Please list two negative associations with the library.”

OCLC Online Computer Library Center Usage of electronic information categories among Canadian Respondents Familiarity and Usage of Electronic Resources 37% Canadian 30% Total 17% Canadian 16% Total 17% Canadian 15% Total 73% Canadian 72% Total

OCLC Online Computer Library Center Familiarity and Usage of Electronic Resources Total Respondents - Awareness of library electronic resources Q850

OCLC Online Computer Library Center Canadian Respondents - Awareness of library electronic resources Q850 Familiarity and Usage of Electronic Resources

OCLC Online Computer Library Center College Students - Awareness of library electronic resources Q850 Familiarity and Usage of Electronic Resources

OCLC Online Computer Library Center Total Respondents - Use of library electronic resources Q855 Familiarity and Usage of Electronic Resources

OCLC Online Computer Library Center Canadian Respondents - Use of library electronic resources Q855 Familiarity and Usage of Electronic Resources

OCLC Online Computer Library Center College Students - Use of library electronic resources Q855 Familiarity and Usage of Electronic Resources

OCLC Online Computer Library Center Why haven’t you ever used the online library Web site?

OCLC Online Computer Library Center Why haven’t you used the library Web site? Q1090

OCLC Online Computer Library Center How do Information Consumers Decide? Worthwhile? Free? Easy to Use? Credible/Trustworthy? Fast? Recommended? What Matters?

OCLC Online Computer Library Center How do you select which electronic information source to use? Q715 What Matters?

OCLC Online Computer Library Center How do you select which electronic information source to use? Q715 What Matters?

OCLC Online Computer Library Center How do you select which electronic information source to use? Q715 What Matters?

OCLC Online Computer Library Center How do you select which electronic information source to use? Q715 What Matters?

OCLC Online Computer Library Center Total Respondents - Search engine used most recently 62% Q645 18% Familiarity and Usage of Electronic Resources

OCLC Online Computer Library Center Canadian Respondents - Search engine used most recently Q645 Familiarity and Usage of Electronic Resources

OCLC Online Computer Library Center “What do Gerber, Google and Eggo have in common? They’re all selling familiarity, trust and quality – those intangible traits summed up by the word “brand.” -Fortune October 2005 “Breakaway Brands”

OCLC Online Computer Library Center Brand – a combination of differentiation and relevance. Differentiation – the degree to which a brand stands out. Relevance – the degree to which consumers believe a brand meets their needs. Familiarity, Trust & Quality -Fortune October 2005 The Brand

OCLC Online Computer Library Center What is the first thing you think of when you think of the library? Brand–Differentiation & Relevance Q807

OCLC Online Computer Library Center “Fond memories of childhood and college. Joy of books.” 43-year-old from England “ A library is vital in order to get information. I trust and love libraries. The web cannot take over because the library is sacred.” 18-year-old college student United States “Out of date information.” 40-year-old from Canada

OCLC Online Computer Library Center “To be an ‘information station’” 57-year old from the United States “Provide information, knowledge, resources and relaxation to everyone who needs it. It also helps a person to upgrade oneself.” 31-year-old from Singapore “Books and lending” 38-year-old postgraduate from Canada The Brand Potential

OCLC Online Computer Library Center What do you feel is the main purpose of the library? The Purpose and Mission Q810

OCLC Online Computer Library Center “A community learning center” 20-year-old from the United States “A free resource for the community for research, learning, and culture.” 34-year-old from England “Information and learning” 27-year-old from Singapore “Encouraging literacy in the whole population” 45-year-old from Canada A Third Place

OCLC Online Computer Library Center The Library’s role in the community among total respondents Note: Graph represents those who “Completely agree” or “Agree” with the statements about their library. A Third Place 85%

OCLC Online Computer Library Center The Library’s role in the community among Canadian respondents Note: Graph represents those who “Completely agree” or “Agree” with the statements about their library. A Third Place 87%

OCLC Online Computer Library Center A Third Place 75+% The Library’s role in the community among total respondents Note: Graph represents those who “Completely agree” or “Agree” with the statements about their library.

OCLC Online Computer Library Center The Library’s role in the community among Canadian respondents Note: Graph represents those who “Completely agree” or “Agree” with the statements about their library. A Third Place 75+%

OCLC Online Computer Library Center A Third Place Half or Less The Library’s role in the community among total respondents Note: Graph represents those who “Completely agree” or “Agree” with the statements about their library.

OCLC Online Computer Library Center The Library’s role in the community among Canadian respondents Note: Graph represents those who “Completely agree” or “Agree” with the statements about their library. A Third Place Half or less

OCLC Online Computer Library Center …is the information you get from library sources more or less trustworthy than information you get from search engines? Differentiation

OCLC Online Computer Library Center …is the information you get from library sources more or less trustworthy than information you get from search engines? Q1205 Differentiation

OCLC Online Computer Library Center How do you judge if electronic info is trustworthy? Base: Those who decide what source to use based on if it provides credible/trustworthy information. Differentiation

OCLC Online Computer Library Center How do you judge if electronic info is trustworthy? Base: Those who decide what source to use based on if it provides credible/trustworthy information. Differentiation

OCLC Online Computer Library Center Cross referencing – What source(s) do you use to validate information? Base: Those who use cross-referencing to determine trustworthiness of a source. Differentiation

OCLC Online Computer Library Center Cross referencing – What source(s) do you use to validate information? Base: Those who use cross-referencing to determine trustworthiness of a source. Differentiation

OCLC Online Computer Library Center How do you judge if electronic info is trustworthy? Differentiation

OCLC Online Computer Library Center Who or what is the trusted source you most typically use? Base: Those who judge the trustworthiness of a source based on a recommendation from a trusted source. Differentiation

OCLC Online Computer Library Center The Librarian “Be more friendly.” 54-year-old from Australia Differentiation “Hire more young people.” 15-year-old from Canada “Helpful staff accessing information.” 55-year-old from Australia

OCLC Online Computer Library Center Total Respondents - Satisfaction with overall experience provided by librarian vs. search engine Q665 and 1050 Differentiation

OCLC Online Computer Library Center Canadian Respondents - Satisfaction with overall experience provided by librarian vs. search engine Q665 and 1050 Differentiation

OCLC Online Computer Library Center Total Respondents - Satisfaction with information provided by librarian vs. search engine Q665 and 1050 Differentiation

OCLC Online Computer Library Center Canadian Respondents - Satisfaction with information provided by librarian vs. search engine Q665 and 1050 Differentiation

OCLC Online Computer Library Center Agree Librarian adds value to the search process among U.S. age segments Q1070 Differentiation

OCLC Online Computer Library Center Agree Librarian adds value to the search process among respondents across all regions Q1070 Differentiation

OCLC Online Computer Library Center “Have an online service for selecting reading materials that can be delivered to my home or that I could pick up at a drive through window that was convenient and fast. I would agree to return the materials to a convenient drop box location to save costs.” 43-year-old from the United States Relevance

OCLC Online Computer Library Center Decreased activities due to Internet use among total respondents Read the newspaper Read books Watch television Listen to the radio Visit with friends/family in person 39 % 21 % 14 % 26 % Relevance – Lifestyle Fit

OCLC Online Computer Library Center Decreased activities due to Internet use among Canadian respondents Read the newspaper Read books Watch television Listen to the radio Visit with friends/family in person 45 % 20 % 16 % 25 % 30 % Relevance – Lifestyle Fit

OCLC Online Computer Library Center Decreased activities due to Internet use Relevance – Lifestyle Fit Q415

OCLC Online Computer Library Center “Lifestyle fit” of information sources among total respondents Relevance – Lifestyle Fit Q1345

OCLC Online Computer Library Center “Lifestyle fit” of information sources among Canadian respondents Relevance – Lifestyle Fit Q1345

OCLC Online Computer Library Center Free vs. Fee Would you trust an electronic information source more if you have to pay for the information compared to a free source? Relevance – Lifestyle Fit Q755

OCLC Online Computer Library Center What are the implications for Library Services? A Report to the OCLC Membership

OCLC Online Computer Library Center In the age of Google, Amazon and Yahoo!, why is library content so difficult and expensive to discover, access and share?

OCLC Online Computer Library Center The User Experience with Google, Amazon and Yahoo!  Immediate  Without Walls  Personalized  Participative  All Encompassing (Global)  Self-service How does this compare to the user experience with library OPACs?

OCLC Online Computer Library Center A Web 2.0 World A digital platform Reduced friction in workflows Distributed global, deep collaboration & sourcing  The Web is the information space  Amazoogle defines what is “on-web”  Focus on the lines between services as opposed to the features of a service  Network workflows emerging to help manage time spent in network  The library has to be in those workflows  Streamlined logistics and supply chain  Pool uncertainty  Libraries do less on their own  Influenced by social networks

OCLC Online Computer Library Center Are Libraries Ready for Web 2.0? Web 1.0  Search & browse  Collection of content & e-commerce sites  Web as a network Web 2.0  Feeds, streams, subscriptions & relationships  Web as a vast, global operating system with both human- and computer-mediated applications  No service is the sole focus of user attention  Gather, create, share, re-use, analyze, chunk

OCLC Online Computer Library Center Last Generation Library Systems  Libraries have done an admirable job of automating legacy applications  OPACs are wonderful card catalogs  Integrated library systems did not appreciably change workflow practices  For most users, libraries are primarily still places with books and comfortable chairs - Roy Tennant, California Digital Library

OCLC Online Computer Library Center The Look and Feel of Web 2.0 Library Services  A comprehensive discovery experience  Predictable, often immediate fulfillment  Data works hard  Open to other applications  Co-created with users  Lightweight Web services replace complex industry protocols

OCLC Online Computer Library Center OCLC’s Response to Web 2.0 Web 2.0 ServicesLibraryOCLC Response A comprehensive discovery experience Fragmented  Open WorldCat  Group Catalog  Massively aggregated metadata Predictable, often immediate fulfillment Intermittent  Expose services in Open WorldCat  “Buy-it” & rapid e-document sharing Data works hardPassive  Collection Analysis  FRBR Open to other applications Monolithic  Service-oriented architecture Co-created with users Monolithic  WorldCat User-contributed Content  Registries & Directories Lightweight Web services Complex protocols  SRU/SRW (Zing Update)  Directory Maintenance

OCLC Online Computer Library Center What is Open WorldCat? A cooperative approach to:  Help libraries mobilize their collective resources  Expose data to search engines  Act as a discovery engine and service router

OCLC Online Computer Library Center Current Partners in Open WorldCat

OCLC Online Computer Library Center Top 20 Referring Sites April Yahoo! 2.Google 3.Google Scholar 4.Yahoo! UK & Ireland 5.Google Germany 6.AltaVista 7.Google English 8.Google UK 9.Google France 10.Google Canada 11.Yahoo! Canada 12.Google Brazil 13.Yahoo! Cadê? (Brazil) 14.Starware Toolbar 15.Dogpile 16.Yahoo! Hong Kong 17.Yahoo! Mexico 18.Ask.com 19.Yahoo! Australia & New Zealand 20.Google Indonesia Over 800 sites send searches to Open WorldCat

OCLC Online Computer Library Center

Example

OCLC Online Computer Library Center In the Web 2.0 World …  Think streams, not documents  Think platforms  Think open  Think people-power  Think services, not products  Think global

OCLC Online Computer Library Center Questions & Answers Thank you!