Click, Call, or Come on In! Connecting to Millennials in FtF & VR Encounters R U Communicating? Speaking the Language of Millennials ACRL, University Library Section ALA Annual Conference Saturday, June 28, 2008, Anaheim, CA Marie L. Radford, Ph.D. Associate Professor, Rutgers University, SCILS

Seeking Synchronicity: Evaluating Virtual Reference Services from User, Non-User, and Librarian Perspectives Project duration: 2 ½ Years (10/05-3/08) Four phases: I. Focus group interviews II. Analysis of 850 QuestionPoint live chat transcripts III. 496 online surveys IV. 283 telephone interviews

Interpersonal Communication in Academic Reference Encounters Complex Interaction Reference Environment High Tech Different Formats ( , chat, IM, phone, FtF etc.) Rapid Change Time Constraints Diversity of Users

The Millennial Generation May be most studied generation 4x amount of toys than Boomers Born digital Can’t remember life w/o computers

Millennial Preferences & Characteristics (Sweeney, 2008) 50 focus groups, identified 24 characteristics “The challenge to libraries…is to match services to Millennial Characteristics and needs, and not just continue old ways.” Youngest - most likely to display Millennial characteristics

Millennials, Screenagers, Digital Natives Implications for academic libraries? For traditional & virtual services?

Expectations: 2 Views Students - Short-term objective - Immediate gratification - Expects to use less effort than actually required - Technological Idolatry Librarians - Long-term objective(s) - Creation of “Independent User” - Instruction Opportunity - Expects good attitude & effort

Multiple Demands on the Library (Connaway, de Gaia, & Radford, 2007) Traditional Library Environment Baby Boomer Preferences Millennial Preferences Requires patienceWant it now MetasearchFull text ComplexitySimplicity Logical, linear learning Multi-tasking Largely text based Visual, audio, multi- media, online text Learn from the expert Figure it out for myself

Convenience Seekers Major consideration in information seeking Low tolerance for complex searching Prefer online resources to print Prefer click to brick Variety of services (FtF and online)

Mobile Information Seekers Phone major part of information behavior Promote phone reference

Practical “Students do not want to learn how to use a library – they want to get their work done!” (Robert H. Kieft, 1995)

Expect Personalization They like interacting with a known, friendly librarian! Seek flexibility May prefer FtF interaction

Independent in Information Seeking Google & Wikipedia Web surfing Learn by trial & error

Impatient Will ask family & friends Speed concerns

Just the Facts – Info Quality Concerns Accuracy Subject specialist Want specific information

Improving Communication with Millennials Build positive interpersonal relationships 1 person at a time Whether FtF, phone, or online User may need reassurance Promote full range of reference options Provide support for independent learning.

More Ways… Don’t force instruction! Try show & tell. Market online resources as timesaving. Outreach – FtF & Online. Encourage, mentor, & learn from them. Enjoy them!

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. Special thanks to Lynn Silipigni Connaway, Patrick Confer, Timothy Dickey, Jocelyn DeAngelis Williams, Julie Strange, & Janet Torsney. Slides available at project web site:

Questions? Marie L. Radford, Ph.D