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Understanding the Behaviors and Preferences of U.S. Public Library Users PRESENTED BY Barbara A. Genco Manager, Special Projects Library Journal.

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Presentation on theme: "Understanding the Behaviors and Preferences of U.S. Public Library Users PRESENTED BY Barbara A. Genco Manager, Special Projects Library Journal."— Presentation transcript:

1 Understanding the Behaviors and Preferences of U.S. Public Library Users PRESENTED BY Barbara A. Genco Manager, Special Projects Library Journal

2 9,046 U.S. public libraries* 16,698 public library buildings* 169 million public library users (69% of U.S. population)** 2011 Book expenditures = $983 million*** 82% currently offer ebooks**** 2011 Ebook expenditures = $72 million**** American Library Association http://bit.ly/trBXAJ Bill & Melinda Gates Foundation US Impact Public Library Study http://bit.ly/xJulW4 Library Journal Annual Book Buying Survey conducted in December, 2011 Library Journal Survey of Ebook Penetration & Use in U.S. Public Libraries, 2011 Size of U.S. Public Library Market * ** *** ****

3 Sponsored by: Patron Profiles Brought to you by:

4 National trending survey of library consumers PubTrack Consumer Panel 2,000+ library users per fielding Powered by MarketTools Quarterly online research reports, each with unique focus About Patron Profiles

5 Customers who visit the library at least weekly Meet the P ower P atron

6 Customers who visit the library at least weekly Source = Patron Profiles 2011 61% female

7 Meet the P ower P atron Customers who visit the library at least weekly Source = Patron Profiles 2011 61% female Average age = 48

8 Meet the P ower P atron Customers who visit the library at least weekly Source = Patron Profiles 2011 61% female Average age = 48 Average income = $61K

9 Meet the P ower P atron Customers who visit the library at least weekly Source = Patron Profiles 2011 61% female Average age = 48 Average income = $61K 62% with a college degree or higher

10 Meet the P ower P atron 61% female Customers who visit the library at least weekly Average age = 48 Average income = $61K 62% with a college degree or higher 39% with kids under 18 Source = Patron Profiles 2011

11 What They Do at the Library All users Power Patrons Borrow books & media46%65% Browse shelves for books & media37%59% Search online catalog for books & media23%40% Place holds on print books & media23%43% Source = Patron Profiles 2012

12 All users Power Patrons Borrow books & media46%65% Browse shelves for books & media37%59% Search online catalog for books & media23%40% Place holds on print books & media23%43% What They Do at the Library Discovery Source = Patron Profiles 2012

13 Clear Link Between Borrowing & Buying Use the library to discover new writers or try out new genres Purchased books by an author whose works were previously borrowed from the library Purchased specific book previously borrowed from the library All UsersPower Patrons Source = Patron Profiles 2012

14 Library Patrons=Book Buyers Annual Book Consumption Books Read26.7 Books Purchased10.6 Books Borrowed from Library17.3 Means. Base = all library users. Source = Patron Profiles 2011.

15 What about Ebooks? What formats do library patrons use to read books?

16 Patrons Consume Across Formats Print BookEbookAudiobook on CD Audiobook (digital download) Base = all library users. Source = Patron Profiles 2012.

17 Patrons Consume Across Formats Print BookEbookAudiobook on CD Audiobook (digital download) Do you read across multiple formats? Base = all library users. Source = Patron Profiles 2012. Yes 34% No 66%

18 Ebook Users Read More Allusers EbookUsers # books read per year2730 Source = Patron Profiles 2011

19 Use the library to discover new writers or try out new genres Purchased books by an author whose works were previously borrowed from the library Purchased specific book previously borrowed from the library All UsersPower PatronsEbook Users Source = Patron Profiles 2012. Borrowing Influences Book Purchasing Behavior

20 The Untapped Ebook Market In 2011, public libraries carried an average of 4,000 ebooks. Source: LJ survey of Ebook Penetration & Use in U.S. Public Libraries, 2011

21 Patrons Want More All users Ebook users Would like more ebooks available at their public library 34%75% Source: Patron Profiles 2011

22 The Fiction of Friction

23 Takeaways Library channel has money to spend

24 Takeaways Library channel has money to spend Libraries = Ubiquitous delivery system

25 Takeaways Library channel has money to spend Libraries = Ubiquitous delivery system Discovery Zone for readers

26 Takeaways Library channel has money to spend Libraries = Ubiquitous delivery system Discovery Zone for readers Proven marketing engine

27 Takeaways Library channel has money to spend Libraries = Ubiquitous delivery system Discovery zone for readers Proven marketing engine Win-win-win

28 For more info visit: www.patronprofiles.com/TOC2012 PRESENTED BY Barbara A. Genco Manager, Special Projects Library Journal bgenco@mediasourceinc.com

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