User behavior and digital reference: implications for service development Jo Kibbee Unversity of Illinois, USA

digital=virtual=electronic=online Digital reference: Information service delivered over a computer network Digital reference: Information service delivered over a computer network –Asynchronous: –Synchronous: chat, instant messaging, etc.

Why digital reference? Library catalogs, databases, collections, and other resources are online Library catalogs, databases, collections, and other resources are online Users increasingly turn to the Internet for communication and information Users increasingly turn to the Internet for communication and information –73% of American college students use the Internet more than they use libraries –80% of Internet users search it to find answers to questions ( source: Pew Internet Project, 2003)

Who uses digital reference? 88% of libraries typically stipulate that use is restricted to current affiliates or questions relating to the library’s unique holdings, but… 88% of libraries typically stipulate that use is restricted to current affiliates or questions relating to the library’s unique holdings, but… 30-50% of questions come from unaffiliated users 30-50% of questions come from unaffiliated users 10-20% of chat users are unaffiliated 10-20% of chat users are unaffiliated

How do users find this service? Through host library’s website or auxilliary pages Through host library’s website or auxilliary pages –40% main library’s main website –38% auxilliary pages –18% links from online catalog –4% links from databases (Ward, 2003) (Ward, 2003)

How do users find this service? References from the bibliographic utilities or the Internet References from the bibliographic utilities or the Internet –OCLC/RLIN locations –Search engine indexing

Why do users choose digital reference? Convenience! Convenience! –U of IL user survey: 50% = quickest way to find info 50% = quickest way to find info 16% = library is too far 16% = library is too far –U of IL correspondence comparison: Postal mail correspondence: average 125 letters/yr Postal mail correspondence: average 125 letters/yr correspondence: average 125 questions every 10 days correspondence: average 125 questions every 10 days

Chat or ? Generational: Younger users prefer chat Generational: Younger users prefer chat ( Pew Internet Project, 2003) ( Pew Internet Project, 2003) Technical: Connection speed, software reliability and ease of use Technical: Connection speed, software reliability and ease of use User’s language ability User’s language ability Urgency and type of question Urgency and type of question User affiliation User affiliation

What do they ask? Questions are primarily library and research-related rather than fact- based Questions are primarily library and research-related rather than fact- based Strong local component Strong local component –Database use and troubleshooting –Questions about specific holdings and resources

How do users communicate? Brief Brief Little context or cryptic! Little context or cryptic! Informal Informal Prefer anonymity Prefer anonymity Civil Civil

Online Expert Services Free or fee-based Free or fee-based Answer questions, provide research service, give advice Answer questions, provide research service, give advice Subject focus: “Ask a…” expert services Subject focus: “Ask a…” expert services Computer-generated: AskJeeves Computer-generated: AskJeeves Human-mediated: GoogleAnswers Human-mediated: GoogleAnswers

Digital reference vs online expert services Online Expert Services Online Expert Services –Staggering usage statistics –Heavily used for fact-based questions –Can provide extensive research services (for a fee) –Can provide personal or professional advice –70% accuracy and response rate for fact-based questions, but low response rate (59%) for “source” questions about where to find information ( Janes, 2001 )

Digital reference vs online expert services Digital Reference Service Digital Reference Service –Occupies a different niche in the information landscape from online expert services –Strength lies in defined constituency, targeted service, and mediation skills –Educational mission

Integrating reference into the digital library Multiple, prominent links Multiple, prominent links –Online catalog, databases, digital collections Work with database vendors and software developers to facilitate effective co-browsing Work with database vendors and software developers to facilitate effective co-browsing Librarian competencies Librarian competencies –Technical troubleshooting –Distance instruction –Knowledge of digital content, search strategies –Appropriate referral to expert online services

Hvala! Jo Kibbee Hvala! Jo Kibbee