1. Marie L. Radford, PhD, Rutgers University & Lynn Silipigni Connaway, PhD, OCLC Presented at the Fifth Annual iConference University of Illinois at Urbana-Champaign February 3-6, 2010 “I stay away from the unknown, I guess, ” Measuring Impact and Understanding Critical Factors for Millennial Generation and Adult Non- users of Virtual Reference Services

2. Phases Focus Group Interviews Online surveys Telephone Interviews Analysis of 850 QuestionPoint live chat transcripts Comparison Millennials v. older adults “Seeking Synchronicity: Evaluating Virtual Reference Services from User, Non-User, & Librarian Perspectives”

3. Millennial Demographics: Gender & Age (N=195)

4. Millennial Demographics: Ethnicity & Types of Library (N=195)

5. Millennial Demographics: Location (N=195)

6. Older Adult Demographics: Gender & Age (N=95)

7. Older Adult Demographics: Ethnicity & Types of Library (N=95)

8. Older Adult Demographics: Location (N=95)

9. Online Survey (N=184) Quantitative Results

10. Experience with Reference Modes Online Survey (N=184)

11. Phone Reference Use Online Survey (N=184)

12. Face-to-Face Preference (FtF) Online Survey (N=184)

13. FtF Preference: Adults & Millennials Online Survey

14. FtF vs. Other Formats: Millennials (N=122) Online Survey

15. Email Least Intimidating: Millennials (N=122) Online Survey

16. “The Library is convenient” Online Survey (N=184)

17. “Remote access is important” Online Survey (N=184)

18. Convenience: Millennials Online Survey

19. Personal Relationships Important Value Interactions with Specific Librarians Online Survey (N=184)

20. Personal Relationships with Librarians Online Survey By Flickr ® user Wanderingone http://flickr.com/photos/wanderingone/280093301/

21. Librarian Friendliness & Politeness Valued Online Survey (N=184)

22. Librarian Friendliness & Politeness: Millennials Online Survey

23. Reasons for Not Choosing VRS Online Survey (N=184)

24. “Chat reference might be too complicated.” Adults Online Survey By Flickr® user markuz http://flickr.com/photos/markuz/31482458

25. Reasons for Not Choosing VRS Online Survey Questions might annoy librarian Don’t believe librarian can help Didn’t know VRS existed Satisfied with other sources By Flickr ® user RodBegbie http://www.flickr.com/photos/groovymother/3970469139/

26. Reasons to Use VRS Online Survey Non-users might try VRS If they could receive information quickly 24/7/365 By Flickr ® user mag3737 http://www.flickr.com/photos/mag3737/452838421

27. Demographics Phone Interviews (N=107)

28. FtF Preferred (N=107) Phone Interviews

29. FtF Preferred Phone Interviews By Flickr® user acpl http://www.flickr.com/photos/acplinfo/1399683562

30. Reasons for Not Choosing VRS Phone Interviews 82% (24) were unaware it existed

31. Reasons for Not Choosing VRS Phone Interviews 43%(45) used the Web 12%(13) Mentioned Google

32. Reasons for Not Choosing VRS Phone Interviews By Flickr ® user Rainer Ebert http://www.flickr.com/photos/rainerebert/2392462233 /

33. Reasons to Use VRS Phone Interviews

34. Reasons to Use VRS - Convenience Phone Interviews

35. Qualitative Data Analysis Critical Incidents (CIs) Data analyzed using Flanagan’s CIT (1954) Online surveys/phone interviews had 2 questions CIs sorted into themes via constant comparative method Themes expanded & merged into the CI Coding Scheme FtF encounters VR encounters

36. Qualitative Results – Positive CIs Online Survey (N=184) 84% (154) were positive results 70% (108) were described by Millennials

37. Qualitative Results – Positive CIs By Flickr® user onefemme http://www.flickr.com/photos/onefemme/290927

38. Qualitative Results – Negative CIs Online Survey (N=184) 54% (99) were negative results 75% (74) were Millennials

39. Qualitative Results – Negative CIs

40. Qualitative Results – Positive CIs Phone Interviews (N=107) Interviews yielded 122 positive CIs

41. Qualitative Results – Positive CIs Phone Interviews

42. Qualitative Results – Negative CIs Phone Interviews (N=107) Interviews yielded 112 negative CIs

43. Most important for success Accuracy Correct answers Convenience Delivery Discussion & Implications Non-Users Value Knowledgeable Positive attitude Good communication skills

44. Unaware of service Convenience Prefer FtF Email least intimidating Online sources more convenient Discussion & Implications

45. Unaware services exist Don’t think librarians can help Satisfied with other sources May use if available 24/7 Discussion & Implications

46. Millennials Value convenience & online access (sources & services) Value friendliness Concerned questions annoying Discussion & Implications Millennials vs. Adults Adults Chat too complicated Typing skills not adequate

47. Need: System Development Improved VR Practice Theory Development Marketing Conclusion Providers must understand non-users to meet their needs.

48. 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, & OCLC Inc. Project web site: http://www.oclc.org/research/ http://www.oclc.org/research/ activities/synchronicity/default.htm