The New Library Patron Lee Rainie Director, Pew Research Center’s Internet Project Presented to: Internet Librarian -- #il2013 October 29, 2013

“ Tell the truth, and trust the people” -- Joseph N. Pew, Jr.

My 5 points 1.Libraries are deeply appreciated, especially for their community impact 2.Libraries have a PR problem 3.Library patrons are diverse, but there are some groups who are quite removed from the library world 4.Patrons’ “wish list” for new services is extensive and pretty undifferentiated 5.Libraries have a mandate to intervene in community life

Libraries are deeply appreciated 91% say libraries are important to their communities 76% say libraries are important to them and their families Robert Dawson photography - Library Road Trip /

If your local public library CLOSED, would that have a MAJOR impact, MINOR impact or NO IMPACT on …

Agree / disagree questions

96% 91% 81%

9 Libraries stack up well vs. others How confident? How important?

People like librarians 98% of “ever” library visitors say interactions are “very/mostly positive” 81% of library visitors say librarians are “very helpful” 50% of “last year” visitors got help from a librarian

Libraries have rebranded themselves as tech hubs 80% of Americans ages 16+ say borrowing books is a “very important” service libraries provide 80% say reference librarians are a “very important” service 77% say free access to computers and the internet is a “very important” service 76% say quiet study spaces are a “very important” service

How people use in-library computers (26% do so) 66% of those who used the internet at a library in the past 12 months did research for school or work. 63% browsed the internet for fun or to pass the time. 54% used . 47% got health information. 41% visited government websites or got info about gov services. 36% looked for jobs or applied for jobs online. 35% visited social networking sites. 26% downloaded or watched online video. 16% bought a product online. 16% paid bills or did online banking. 16% took an online class completed online certification program.

My 5 points 1.Libraries are deeply appreciated, especially for their community impact 2.Libraries have a PR problem 3.Library patrons are diverse, but there are some groups who are quite removed from the library world 4.Patrons’ “wish list” for new services is extensive and pretty undifferentiated 5.Libraries have a mandate to intervene in community life

Many of their patrons and biggest fans can’t answer the Marvin Gaye question … What’s going on? 23% say that they know all or most of the services their libraries offer 47% say they know some of what their libraries offer 30% said they know not much or nothing at all of what their libraries offer

Library non-users who are fans and should be primed to listen 22% 23% 31% 38%

My 5 points 1.Libraries are deeply appreciated, especially for their community impact 2.Libraries have a PR problem 3.Library patrons are diverse, but there are some groups who are quite removed from the library world 4.Patrons’ “wish list” for new services is extensive and pretty undifferentiated 5.Libraries have a mandate to intervene in community life

Library users % who have visited a library or bookmobile in person in the past year All Americans ages % a Men48% b Women 59 a Age a % de b % e c % de d % e e 65+40% Education attainment a No high school diploma43% b High school grad46% c Some College 58% ab d College + 63% ab Parent of minor a Parent 64% b b Non-parent49% 53% 59% 40% 58% 63% 64%

57% of library visitors go at least monthly Women Parents African-Americans Less well off

Who uses library websites % who have ever used a library website All Americans ages a Men40 b Women 48 a Age a de b de c de d e e 65+26% Education attainment a No high school diploma24 b High school grad33 a c Some College 50 ab d College + 60 abc Parent of minor a Parent 50 b b Non-parent41 44% 48% 26% 50% 60% 50%

48% of library website users go online to the sites at least monthly Women College graduates Internet users over age 34 Households $50,000-$75,000

There is churn in library use Reasons library use INCREASED (26%) Enjoy taking their children, grandchildren26% Do research and use reference materials14% Borrow books more12% Student10% Use library computers and internet8% Have more time to read now, retired6% To save money6% Good selection and variety5% E-books, audio books, media are available5% Convenient5% Reading more now5% Library events and activities4% Good library and helpful staff3% Quiet, relaxing time, social locale2% Use for my job2% Reasons library use DECREASED (22%) Can get books, do research online and the internet is more convenient 40% Library is not as useful because my children have grown, I'm retired, I'm no longer a student 16% Too busy, no time12% Can't get to library, moved, don't know where library is 9% Prefer e-books6% Prefer to buy books or get books from friends 5% Not interested4% Health issues3% Don't read much these days3% Don't like local library or staff3% Children are too young2%

There is a truly detached population out there that matters to you 44% say no one else in their households uses the library 39% don’t have library cards 33% say if local library closed it would not have any impact on them 20% never remember family members visiting library when they were growing up 19% have never visited a library 16% didn’t read a book in past 12 months 9% say they don’t know where the nearest library is

Coming in early 2014: What kind of library user are you?

My 5 points 1.Libraries are deeply appreciated, especially for their community impact 2.Libraries have a PR problem 3.Library patrons are diverse, but there are some groups who are quite removed from the library world 4.Patrons’ “wish list” for new services is extensive and pretty undifferentiated 5.Libraries have a mandate to intervene in community life

Women, non-internet users, African-Americans, Latinos (esp. Spanish-speakers), parents of minor children, urban residents are the most enthusiastic for new tech- based services

Pre-loaded e-book readers Classes on how to download e-books Personalize, Amazon-style recommendations Digital media lab to digitize personal material Instruction on how to use e-reading devices

African-Americans and Latinos are esp. enthusiastic

More comfortable spaces for reading, working, relaxing Offer a broader selection of e-books Separate spaces for different services

Move some print books and stacks out of public locations to free up more space for things such as tech centers, reading rooms, meetings rooms, and cultural events

My 5 points 1.Libraries are deeply appreciated, especially for their community impact 2.Libraries have a PR problem 3.Library patrons are diverse, but there are some groups who are quite removed from the library world 4.Patrons’ “wish list” for new services is extensive and pretty undifferentiated 5.Libraries have a mandate to intervene in community life

Coordinate more closely with local schools in providing resources to kids Offer free early literacy programs to help young children prepare for school

the new library? the new library patron?

People

Place

Platform

Examples of market and cultural shortcomings librarians are (and could) address 1)Technology non-users - skills training in new literacies 2)Pre-school programs 3)After school activities 4)English as a Second Language issues 5)Lifelong learning opportunities / credentialing competency 6)Fill gaps in local media ecosystem – community and civic information/curation 7)Help for small business / entrepreneurs / non- profits 8)Serendipity agents of discovery

Be not afraid

Libraries.pewinternet.org Lee Rainie Kathryn Zickuhr Kristen Purcell