1. The Value of Online Resources to North Carolina Public Library Patrons Emily Guhde NCPLDA Conference March 29, 2012

2. Background

6. 25 x $12 = $300

7. Background 25 x $12 = $300 Over-estimating the value Worth the time and effort to get the books from the library Not worth $300

8. Background How do we estimate the value of a public good?

9. Background Willingness to Pay Estimates the value of a public good Asks people to say how much they would be willing to pay for something Examples from environmental economics, public administration, and libraries

10. Research Questions 1. How much money are library patrons willing to pay to use a library-provided eBook, eAudio book, or online video? 2. What factors are related to library patron willingness to pay for these resources?

11. Methodology Designed and distributed online survey to patrons using online library resources

12. Non-users included in WTP analysis  No opinion because we don’t use these.  $0  $.10  $.25  $.50  $1.00  $2.00  $5.00  >$5.00 Methodology Asked patrons to select a willingness to pay response for using a library eBook, eAudio book and online video Excluded from WTP analysisAsked a follow-up question

13. Methodology Asked patrons to provide information about themselves Library characteristics Personal and family characteristics Purpose SatisfactionUsage Importance of library services Willingness to Pay

14. Findings Open Oct. 31-Nov. 15, 2011 471 valid responses

15. Findings In-Person Library Visits (N=455)

16. Findings Use of Library eBooks (N=412)

17. Findings Use of Library eAudio Books (N=395)

18. Findings Use of Library Online Videos (N=392)

19. Findings Has Used a Paid Service for eBooks (N=401)

20. Findings Has Used a Paid Service for eAudio Books (N=385)

21. Findings Has Used a Paid Service for Online Videos (N=401)

22. Findings General Importance of Library Services to Family (N=398)

23. Findings General Importance of Library Services to Community (N=378)

24. Findings Education (N=388)

25. Findings Ethnicity (N=374)

26. Findings Gender (N=384)

27. Findings Age of Respondent (N=379)

28. Findings Number of Additional Family Members (N=376)

29. Findings Family Income (N=288)

30. Findings Respondents by Library Type (N=471)

31. Findings Access to OverDrive eBooks Through Library (N=471)

32. Findings Access to OverDrive eAudio Books Through Library (N=471)

33. Findings Access to OverDrive Online Videos Through Library (N=471)

34. Findings

35. Willing to pay nothingWilling to pay something

36. Findings Usage Purpose Personal and family characteristics Satisfaction Importance of library services Library characteristics Willingness to Pay

37. Findings Usage Personal and family characteristics Satisfaction Importance of library services Library characteristics Willingness to Pay Purpose

38. Findings Usage Purpose Library characteristics Willingness to Pay

39. Findings Usage Purpose Library characteristics Library patrons who paid for an eBook within the past 12 months were more likely to be willing to pay. Library patrons who used online videos to meet their needs as educators were less likely to be willing to pay. Library patrons were less likely to be willing to pay if they came from libraries that... Provide access to OverDrive online resources Spend more than $20 per capita Have a service population over 100,000

40. Findings Usage Purpose Library characteristics Library patrons who paid for an eBook within the past 12 months were more likely to be willing to pay. Library patrons who used online videos to meet their needs as educators were less likely to be willing to pay. Library patrons were less likely to be willing to pay if they came from libraries that... Provide access to OverDrive online resources Spend more than $20 per capita Have a service population over 100,000

41. Get more online resources to the patrons who value them the most Recommendations

42. Use value to inform collection development decisions Recommendations

43. ≠ WTP

44. Questions www.nclive.org/value