The rise of e-reading and the changing role of public libraries Lee Rainie Pew Research Center’s Internet & American Life Project Presented to: American Library Association June 24, 2012

Part of the Pew Research Center, a non-partisan “fact tank” in Washington, DC Studies how people use digital technologies Does not promote specific technologies or make policy recommendations Research is primarily based on nationally representative telephone surveys of adults pewinternet.org

About our libraries research Goal: To study the changing role of public libraries and library users in the digital age Funded by a three-year grant from the Bill & Melinda Gates Foundation libraries.pewinternet.org

RESEARCH TIMELINE Stage I (August 2011-July 2012) Libraries + new technologies The Rise of E-Reading rise-of-e-reading/ rise-of-e-reading/ – Includes special focus on reading habits of people who own e-readers or tablet computers E-book borrowing and libraries books/ – Includes stories and quotes from online surveys of library staff and patrons Library use in different community types - urban, suburban, rural Younger readers, libraries, and books

RESEARCH TIMELINE Stage II (June-December 2012) The changing world of library services The evolving role of libraries in communities – New library services – People’s expectations of libraries – “The library of the future” The role of libraries in the life of special populations – Lower-income users, minorities, rural residents, senior citizens

RESEARCH TIMELINE Stage III (October 2012–April 2013) A typology of who does – and does not – use libraries A “library user” typology – Different user “types” based on: What their local libraries are like How they use libraries Attitudes about libraries in general An updated, in-depth portrait of young library users

The prequel … a triple revolution changes the world of libraries

Digital Revolution 1 Internet (82%) and Broadband at home (66%) 71% 66%

Networked creators are everywhere (two-thirds of adults; three-quarters of teens) 66% of internet users are social networking site users 59% of cell owners share photos or videos 37% of internet users contribute rankings and ratings 33% create content tags 30% share personal creations 26% post comments on sites and blogs 15% have personal website 15% are content remixers 16% use Twitter 14% are bloggers Of smartphone owners: 18% location services 74% maps/directions/local awareness

Big challenge for libraries Atoms bits Collections are disrupted

Mobile phones – 88% of adults Total U.S. population: million 2011

Changes in smartphone ownership

Apps – 50% of adults

Big challenge for libraries People come to us We go to people The library as place becomes the library as placeless resource

Digital Revolution 3 Social networking – 52% of all adults % of internet users

Big challenge for libraries Expertise and influence emerges in networks and algorithms Share the stage with amateur experts

Then along comes e-book reading

Rise of e-reading devices 29% of adults own at least one device

First report: The rise of e-reading 21% of American adults read an e-book in the last year 68% read a print book 11% listened to an audiobook 30% of e-content readers say they are reading more now

The book format used by readers on any given day is changing % of adult book readers (age 18+) using this format on an average day, as of June 2010 and December 2011

Who are the readers behind the screens? Readers of e-books are more likely than other readers to be: Under age 50 College educated Living in households earning $50K+ Other key characteristics: They read more books, more often, and for a wider range of reasons More likely to buy than borrow

How e-readers read their e-books % of e-book readers who read an e-book in the past 12 months on these devices

How device owners read their e-books % of owners of each device who read e-books on that device * = among people who own that device

What kind of e-reader do you own? % of American adult e-reader owners age 18+ who own each type of e-book reader

What kind of tablet computer do you own? % of American adult tablet owners age 18+ who own each type of tablet computer

More owners in the future 13% of non-owners say they plan to buy an e- book reader at some point in the future 18% of non-owners say they plan to buy a tablet at some point in the future Device innovations and price competition could change the market and drive more to these devices

What is the main reason you do not currently have an e-reader? % of American adults age 16+ who do not own an e-book reader, as of December 2011 Just don't need one/don’t want one 24% Cost/can’t afford it19 Prefer books/print16 Don’t read/no time to read10 Don’t know what an e-reader is5 Don’t want to learn tech/don’t know how to use it4 Have enough other devices/use other devices3 Plan to get one/waiting for better features3 Have iPad/tablet3 Lack of time in general2 I’m too old2 Vision/health problems<1 Other3 Don’t know/refused5 Dec results are from a survey of 2,986 people age 16 and older conducted November 16-December 21, The survey was conducted in English and Spanish and on landline and call phones. The margin of error is +/- 2 percentage points. N for number of non-owners of e-reading devices=2,290.

What is the main reason you do not currently have a tablet computer? % of American adults age 16+ who do not own a tablet computer, as of December 2011 Just don't need one/don’t want one 35% Cost/can’t afford it25 Have enough devices/happy with current devices20 Don’t want to learn tech/don’t know how to use it7 Don’t know what a tablet computer is2 Plan to get one/waiting for better features2 I’m too old2 Lack of time in general1 Don’t read/no time to read<1 Vision/health problems<1 Prefer books/print<1 Prefer to use library<1 Other2 Don’t know/refused3 Dec results are from a survey of 2,986 people age 16 and older conducted November 16-December 21, The survey was conducted in English and Spanish and on landline and call phones. The margin of error is +/- 2 percentage points. N for number of non-owners of e-reading devices=2,290.

Which is better for these purposes, a printed book or an e-book? % of Americans 16+ who have read both e-books and print books in the last 12 months

Reading pleasures by the number 26% of those who had read a book in the past 12 months said that what they enjoyed most was learning, gaining knowledge, and discovering information. 15% cited the pleasures of escaping reality, becoming immersed in another world, and the enjoyment they got from using their imaginations. 12% said they liked the entertainment value of reading, the drama of good stories, the suspense of watching a good plot unfold. 12% said they enjoyed relaxing while reading and having quiet time. 6% liked the variety of topics 4% said they enjoy finding spiritual enrichment, expanding worldview 3% said they like being mentally challenged by books. 2% cited the physical properties of books

When you want to read a particular e-book, where do you look first? % of readers of e-books age 16+, as of December 2011

Second report: E-book borrowing 12% of e-book readers (4% of general pop.) have borrowed e-book from library in last year 62% of non-borrowers don’t know it is possible to do so from library Non-borrowers are open to coaching/tech support Borrowing is a sometimes thing Borrowers are buyers, too

62% of non-borrowers don’t know about e-borrowing option 58% of all library card holders do not know. 55% of all those who say the library is “very important” to them do not know. 53% of all tablet computer owners do not know. 48% of all owners of e-book reading devices do not know. 47% of all those who read an e-book in the past year do not know.

How is selection? % of e-book borrowers

Problems with borrowing process % of e-borrowers

Open to library coaching/tech support % of non-borrowers

Where people get recommendations

E-book reader acquisition preference

Last book you read?

Library card holders vs. fans 58% ages 16+ are card holders Women Whites Higher HH income Higher educational attainment Non-rural Parents of minors 65% ages 16+ say “important” Women African-Americans Hispanics Lower HH income Educ. attainment is less predictive Non-rural Parents of minors

Library users and uses Borrow printed books: 35% of entire population or 48% of all those who read a print book in past year --- Women Access historical documents or archives or genealogical records: 25% --- African-Americans Access specialized databases such as legal or public records: 22% --- African-Americans Get research help from a librarian: 20% --- African-Americans Access or borrow magazines or journals: 15% --- African-Americans Access or borrow newspapers: 14% --- African-Americans Borrow audiobooks: 4% or 38% of all those who listened to audiobook in past year. Borrow e-books: 2%-4% or 12% of all those who read an e-book in past year.

10 takeaways for librarians 1.E-reading is taking off because e- reading gadgets are taking off 2.The gadget doesn’t make the reader, but it may change the reader 3.E-book readers are reading omnivores (and probably influencers) 4.E-book readers are not platform snobs AND they like different platforms for different purposes 5.Library users are not always the same as library fans

10 takeaways for librarians 6.E-book borrowing has foothold – and whopping upside 7.Librarians have a gigantic public education and marketing opportunity – people want to learn and know about this new world 8.Library users are book buyers 9.Library borrowing patterns are changing 10.Collections are changing

The defining questions of the digital age The Theodore Levitt question: What business am I in? The Soren Kierkegaard business strategy questions: What’s the franchise? What’s the commodity?

Be not afraid

Thank you! Lee Rainie Kathryn Zickuhr Mary Madden libraries.pewinternet.org