1. ALA PRESENTS: What can libraries learn from new user (and non-user!) e-reading data from the Pew Internet Project? Library 2.012 October 4, 2012 Larra Clark, Program Director American Library Association Kathryn Zickuhr, Research Analyst Pew Research Center’s Internet & American Life Project

2. Larra Clark Office for Information Technology Policy Director, Program on Networks Assoc. Director, Program on America's Libraries for the 21st Century American Library Association lclark@alawash.org

3. Kathryn Zickuhr Research Analyst Pew Research Center’s Internet & American Life Project kzickuhr@pewinternet.org @kzickuhr @pewinternet @pewresearch

4. About Pew Internet Part of the Pew Research Center, a non-partisan “fact tank” in Washington, DC Studies how people use digital technologies Does not promote specific technologies or make policy recommendations Data for this talk is from nationally representative telephone surveys (on landlines & cell phones) of Americans ages 16 & older; quotes are from online panels All slides and reports are available at pewinternet.org

5. 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, $1.4 million grant from the Bill and Melinda Gates Foundation libraries.pewinternet.org

6. Americans’ reading habits and the rise of e-reading

7. Why Americans read % in each age group who read any type of material (including books, magazines, journals, newspapers, & online content) for the following reasons Source: Pew Internet December 2011 survey.libraries.pewinternet.org

8. Book reading by age group % of each age group who have read a book (including print books, e-books, and audiobooks) in whole or in part in the past 12 months Source: Pew Internet December 2011 survey.libraries.pewinternet.org

9. The rise of e-reading Note: Due to multiple responses, categories do not add up to 100% One in five adults has read an e-book in the past year

10. 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 Source: Pew Internet December 2011 survey.libraries.pewinternet.org

11. Who reads e-books? E-book readers 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 More likely to buy their books than borrow Source: Pew Internet December 2011 survey.libraries.pewinternet.org

12. How e-readers read their e-books Among all Americans in each age group who read an e-book in the past 12 months, as of December 2011 Source: Pew Internet December 2011 survey.libraries.pewinternet.org

13. Which is better for these purposes, a printed book or an e-book? Among people ages 16+ who read both an e-book & a print book in the past year

14. E-books at libraries

15. Library users by age group Among each group of Americans ages 16+, the percentage who have used the library in the past year Source: Pew Internet December 2011 survey.libraries.pewinternet.org

16. How Americans used the library in the past year Among Americans ages 16+ who used the library for the following purposes in the past year Source: Pew Internet December 2011 survey.libraries.pewinternet.org

17. 12% of e-book readers borrow e-books from the library Source: Pew Internet December 2011 survey.libraries.pewinternet.org

18. When you want to read a particular e-book, where do you look first? Among all people ages 16+ who read an e-book in the past year

19. When you want to read a particular e-book, where do you look first? Among people who borrowed an e-book from the library in the past year n=111

20. Have you ever wanted to borrow a particular e-book from the library and found that... Among e-book borrowers Source: Pew Internet December 2011 survey.libraries.pewinternet.org

21. 62% of all Americans ages 16 and older, including 58% of library card holders, say they do not know if their library lends e-books.

22. Reason % of e-book readers who do not get e-books at the public library Inconvenient / easier to get another way 22% Didn’t know I could / didn’t know library offered e-books19 Don’t use library / no library nearby8 No interest / no real need7 Just found out about it / haven’t had a chance to try it yet6 E-books still new to me / no time to learn5 Just never thought to5 Don’t read a lot / don’t use e-reader much4 Prefer to own my own copy4 My library doesn’t offer e-books4 Prefer print books3 Poor e-book selection at library2 Do not have format I need2 Cumbersome process / wait list / short borrowing period2 Other6 What is the main reason you do not borrow e-books from your public library? Among e-book readers who do not get e-books at the public library

23. Among those who do not currently borrow e-books from libraries, the % who say they would be likely to… All three ideas are most popular with: African-Americans and Hispanics Those under age 65 Those in households making less than $30k per year Those who had not completed high school Parents of minor children Source: Pew Internet December 2011 survey.libraries.pewinternet.org

24. Younger Americans (16-29) 83% read a book in the past year 19% read an e-book in the past year. They read their e-books on: Computers (55%) Cell phones (41%) E-book readers (23%) Tablets (16%) Source: Pew Internet December 2011 survey.libraries.pewinternet.org

25. Younger Americans (16-29) 60% used the library in the past year 10% of e-book readers borrowed an e-book from the library in the past year 58% of non-e-book borrowers would be interested in pre-loaded e-readers Source: Pew Internet December 2011 survey.libraries.pewinternet.org

26. What these changes [could] mean for libraries

27. “Our customers are still using the library but in different ways. They browse our catalog online, place reserves on the items they want, then pick them up at their location of choice. Many fewer browse the collection in person,” – Library staff member

28. “We spend a significant part of our day explaining how to get library books onto e-book readers.” – Library staff member

29. “It all feels pretty murky. Some clarity and good advice would be nice. It’s OK for libraries with big budgets to plunge into e- book readers. As a small library with limited collection funds, we have to be more careful.” – Library staff member

30. Connecting the (E-)Dots Negotiation and aggregation Discovery Lifelong learning and tech support Content creation and digitization Promotion Advocacy

31. “Our library is a critical link in our community. It provides access to books, computers, [and] knowledge, and is a critical social center.” – E-book-borrowing patron

32. Thank you! Larra Clark, Program Director American Library Association Kathryn Zickuhr, Research Analyst Pew Internet & American Life Project All data, slides, and reports available at pewinternet.org