The changing world of libraries Lee Rainie Director Pew Research Center’s Internet & American Life Project Presented to: SWON Libraries Consortium November 28, 2012

2 “Tweckle (twek’ul) vt. To abuse a speaker to Twitter followers in the audience while he/she is speaking.” we need a tshirt, "I survived the keynote disaster of 09" it's awesome in the "I don't want to turn away from the accident because I might see a severed head" way too bad they took my utensils away w/ my plate. I could have jammed the butter knife into my temple.

The traits of networked information Pervasively generated Pervasively consumed Portable Personal Participatory Continually edited Linked Social currency Multi-platformed Real-time and timeless More quickly generated and delivered

Digital Revolution 1: Broadband Internet (85%) and Broadband at home (66%)

Networked creators and curators (among internet users) 69% are social networking site users 59% share photos and videos 46% creators; 41% curators 37% contribute rankings and ratings 33% create content tags 30% share personal creations 26% post comments on sites and blogs 16% use Twitter 14% are bloggers 18% (of smartphone owners) share their locations; 74% get location info and do location sharing

Revolution 2: Mobile – 89% of adults 46% smartphones / 25% tablets Total U.S. population: million 2012

Apps > 50% of adults

Digital Revolution 3 Social networking – 59% of all adults % of internet users

Rise of e-reading devices >One third of adults own at least one device

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

First report: The rise of e-reading % 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

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, 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

Second report: E-book borrowing % of e-book readers (4% of general pop.) have borrowed e-book from library in last year Non-borrowers are unaware they can borrow e-books!!! Non-borrowers are open to coaching/tech support 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 32% 46%

Where people get recommendations

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

9 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

9 takeaways for librarians 5.Library users are not always the same as library fans 6.E-book borrowing has foothold – and whopping upside 7.Library users are book buyers 8.Library borrowing patterns are changing 9.Collections are changing

Third report: Young readers 83% of those ages read book in past year 40% of them are reading more in the age of digital content Read e-books on phones and computers more than e-book readers and tablets 60% visited library in past year 3 sub-cohorts – high schoolers, college age, early career

How many books Americans read Among book readers, the mean and median number of books each group read in the past 12 months, among all Americans ages 16 and older Mean number of books read (average) Median (midpoint) All those 16 and older178 Ages (n=144)1810 Ages (n=298)177 Ages (n=186)176 Ages (n=434)146 Ages (n=449)156 Ages (n=804)188 Ages 65+ (n=622) 2312 Source: Pew Research Center’s Internet & American Life Reading Habits Survey, November 16-December 21, N=2,986 respondents ages 16 and older. Interviews were conducted in English and Spanish and on landline and cells. N for those who have read book year=2,474.

Reading on a “typical day” ( among book readers)

Young readers are instrumental readers

Young e-book readers read on all kinds of devices

Used library in past year

Got help from a librarian (among library users)

How important is the library?

Forthcoming: Library services National survey and focus groups with patrons and librarians If you want to participate, me at:

11 early insights 1.Meta-question among librarians: Should we try to be all things to all people or do a few things really well? 2.Libraries are widely appreciated for their meaning to their communities / more than personal value But makeovers are warranted – “elitist” “stressed” “behind desk ‘walls’” 3.Libraries still equal “books” to many patrons E-book situation is still an uncertainty and in flux

11 early insights 4.Many, many are unaware of the array of services libraries offer, including their website material … and they stress the need for better marketing 5.Parents of minor children have the strongest feelings and fondest memories AND hope for life-lessons for their kids “You never have to say no to your kids at a library” 6.Technology is as important a service as book lending Jobs applications and searches are big new feature

11 early insights 7.Libraries are being judged in comparison to other services and offerings in the world Genius bars, Amazon recommendations, personal shoppers 8.Amenities and atmosphere matter – segmenting spaces is appealing 9.People would really appreciate coordination with other local institutions 10.A surprisingly big chunk of Americans are totally disconnected from the library

Insight 11: You’re on your own inventing the future Robert Dawson photography - Library Road Trip /

Thank you! Lee Rainie Kathryn Zickuhr Kristen Purcell libraries.pewinternet.org