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The Power and Relevance of LibrariesTakeaways from Pew Internet research
Lee Rainie - @lrainieDirector
Pew Research Center’s Internet & American Life Project
Presented to: ALA May 7, 2013
What is Pew? Say wha’: A “fact tank”?
“Tell the truth, and trust the people”
-- Joseph N. Pew, Jr.
http://bit.ly/dUvWe3http://bit.ly/100qMub
About our libraries research• Goal: To study the changing role of public
libraries and library users in the digital age
• Done in 3 phases– Changing state of reading– Changing mix of library services– Changing tastes of library patrons
• Funded by a three-year grant from the Bill & Melinda Gates Foundation
libraries.pewinternet.org
11 key takeaways
1) Libraries are appreciated
91% say libraries are important to their communities
76% say libraries are important to them and their families
Robert Dawson photography - Library Road Triphttp://www.robertdawson.com/pages/1/Public%20Library%3a%20An%20American%20Commons/Public%20Library%3a%20An%20American%20Commons/
1a) Libraries are especially appreciated by parents
94% of parents say libraries are important for their children and 79% describe libraries as “very important.”
84% of these parents say a major reason they want their children to have access to libraries is that libraries help inculcate their children’s love of reading and books.
81% say a major reason is that libraries provide their children with information and resources not available at home.
71% say a major reason is that libraries are a safe place for children.
7
2) Libraries stack up well vs. othersHow confident? How important?
3) People like librarians
• 98% of “ever” library visitors say interactions are “very positive”• 81% of library visitors say librarians are “very helpful”• 50% of “last year” visitors got help from a librarian
4) Libraries have rebranded themselves as tech hubs
80% of Americans say borrowing books is a “very important” service libraries provide
80% say reference librarians are a “very important” service
77% say free access to computers and the internet is a “very important” service
76% say quiet study spaces are a “very important” service
4a) How people use in- library computers (26% do so)
• 66% of those who used the internet at a library in the past 12 months did research for school or work.
• 63% browsed the internet for fun or to pass the time. • 54% used email. • 47% got health information.• 41% visited government websites or got info about gov services. • 36% looked for jobs or applied for jobs online. • 35% visited social networking sites. • 26% downloaded or watched online video. • 16% bought a product online.• 16% paid bills or did online banking.• 16% took an online class completed online certification program.
4b) Who uses library websites
4c) Mobile connections now matter
Parents over-index on library use
5) E-book reading is growing; borrowing is just getting started
Late 2011: 16% of American adults read an e-book in past year – now: 23%
2012: 5% of Americans 16+ have borrowed e-book from library in last year
Growing awareness that this is library feature: now 31% of public
5a) E-reading devices spread out
5b) Advent of e-content spawns more reading and more reading “packages”
30% of e-content readers say they are reading more now
The average reader of e-books has read 24 books (the mean number) in the past 12 months, compared with an average of 15 books by a non-e-book consumer.
E-book readers read in ALL formats
5c) Reading is precious to parents
• 50% of parents of children under age 12 read to their child every day
• 26% do so a few times a week
• 58% of parents with children under 6 read with their child every day
6) People are open to even more tech at libraries
6a) African-Americans and Latinos are esp. enthusiastic
Parents, too
7) The public invites you to be more engaged in knotty problems
8) Libraries have a PR problem / opportunity
• 22% say that they know all or most of the services their libraries offer
• 46% say they know some of what their libraries offer
• 31% said they know not much or nothing at all of what their libraries offer
9) There is churn in library useReasons library use INCREASED (26%)
Enjoy taking their children, grandchildren 26%
Do research and use reference materials 14%
Borrow books more 12%
Student 10%
Use library computers and internet 8%
Have more time to read now, retired 6%
To save money 6%
Good selection and variety 5%
E-books, audio books, media are available 5%
Convenient 5%
Reading more now 5%
Library events and activities 4%
Good library and helpful staff 3%
Quiet, relaxing time, social locale 2%
Use for my job 2%
Reasons library use DECREASED (22%)
Can get books, do research online and the internet is more convenient 40%
Library is not as useful because my children have grown, I'm retired, I'm no longer a student
16%
Too busy, no time 12%Can't get to library, moved, don't know where library is 9%
Prefer e-books 6%Prefer to buy books or get books from friends 5%
Not interested 4%Health issues 3%Don't read much these days 3%Don't like local library or staff 3%Children are too young 2%
10) Mothers are special
11) There is a truly detached population out there that matters to you
• 20% never saw a family member use a library when they were growing up
• 16% have never visited a library
• 23% didn’t read a book last 12 months
How you can help us
• Sign up to participate in our research (and encourage your friends!): http://libraries.pewinternet.org/participate/
• Write us: What Pew Internet should study next
Libraries.pewinternet.orgLee RainieEmail: lrainie@pewinternet.org Twitter: @Lrainie
Kathryn ZickuhrEmail: kzickuhr@pewinternet.orgTwitter: @kzickuhr
Kristen PurcellEmail: @kpurcell@pewinternet.orgTwitter: @kristenpurcell
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