Library patrons and non-patrons: Who they are, what their information needs are, what kind of technology they use, and how libraries can meet the varying needs of their patrons.

1. The New Library Patron
Lee Rainie - @lrainie
Director, Pew Research Center’s Internet Project
Presented to: Internet Librarian -- #il2013
October 29, 2013

2. “Tell the truth, and trust the people”
-- Joseph N. Pew, Jr.
http://bit.ly/dUvWe3
http://bit.ly/100qMub

3. My 5 points
1. Libraries are deeply appreciated, especially for
their community impact
2. Libraries have a PR problem
3. Library patrons are diverse, but there are some
groups who are quite removed from the library
world
4. Patrons’ “wish list” for new services is extensive
and pretty undifferentiated
5. Libraries have a mandate to intervene in
community life

4. Libraries are deeply appreciated
91% say libraries are
important to their
communities
76% say libraries are
important to them and
their families
Robert Dawson photography - Library Road Trip
http://www.robertdawson.com/pages/1/Public%20Library%3a%20An%20American%20Commons/Public%20Library%3a%20An%20American%20Commons
/

5. If your local public library CLOSED, would that have a
MAJOR impact, MINOR impact or NO IMPACT on …
major impact
minor impact
Your community as a whole
no impact
63
You and your family
27
29
0
38
20
40
7
32
60
80
100

6. Agree / disagree questions

7. Strongly agree
somewhat agree
Somewhat Disagree
Strongly Disagree
don’t know
96%
Public libraries are important because
they promote literacy and a love of
reading.
77
19
2
2
2
2
96%
Because it provides free access to
materials and resources, the public library
plays an important role in giving everyone
a chance to succeed.
72
Having a public library improves the
quality of life in a community.
69
24
91%
24
3 2 1
81%
Public libraries provide many services
people would have a hard time finding
elsewhere.
48
0
20
33
40
60
11
80
5
3
100

8. Strongly agree
somewhat agree
Somewhat Disagree
Strongly Disagree
34%
Public libraries have NOT done a good job
keeping up with new technologies.
11
56%
23
28
27
53%
People do NOT need public libraries as
much as they used to because they can
find most information on their own.
22
0
10
46%
31
20
don’t know
40
20
60
26
80
1
100

9. Libraries stack up well vs. others
How confident? How important?
Library to community
63
28
9

10. People like librarians
• 98% of “ever” library visitors say interactions are “very/mostly
positive”
• 81% of library visitors say librarians are “very helpful”
• 50% of “last year” visitors got help from a librarian

11. Libraries have rebranded themselves
as tech hubs
80% of Americans ages 16+ 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

12. 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.

13. My 5 points
1. Libraries are deeply appreciated, especially for
their community impact
2. Libraries have a PR problem
3. Library patrons are diverse, but there are some
groups who are quite removed from the library
world
4. Patrons’ “wish list” for new services is extensive
and pretty undifferentiated
5. Libraries have a mandate to intervene in
community life

14. Many of their patrons and biggest fans can’t
answer the Marvin Gaye question …
What’s going on?
• 23% say that they know all or most of the services their
libraries offer
47% say they know some of what their libraries offer
•
• 30% said they know not much or nothing at all of what
their libraries offer

15. Library non-users who are fans and
should be primed to listen
100%
80%
23%
22%
60%
40%
75%
38%
31%
76%
84%
91%
53%
20%
0%
Used library last Read a book in
Library is
12 months past 12 months important to
me/family
Ever visited
library
Library is
important to
community

16. My 5 points
1. Libraries are deeply appreciated, especially for
their community impact
2. Libraries have a PR problem
3. Library patrons are diverse, but there are some
groups who are quite removed from the library
world
4. Patrons’ “wish list” for new services is extensive
and pretty undifferentiated
5. Libraries have a mandate to intervene in
community life

17. Library users
% who have visited a library or bookmobile in
person in the past year
All Americans ages 16+
a
Men
b
Women
Age
a
16-17
b
18-29
c
30-49
d
50-64
e
65+
Education attainment
a
No high school diploma
b
High school grad
c
Some College
d
College +
Parent of minor
a
Parent
b
Non-parent
53%
53%
48%
59a
59%
62%de
57%e
59%de
51%e
40%
40%
43%
46%
58%ab
63%ab
58%
63%
64%
64%
b
49%

18. Who uses library websites
% who have ever used a library website
All Americans ages 16+
a
Men
b
Women
Age
a
16-17
b
18-29
c
30-49
d
50-64
e
65+
Education attainment
a
No high school diploma
b
High school grad
c
Some College
d
College +
Parent of minor
a
Parent
b
Non-parent
44
44%
40
48
48%
a
49de
56de
50de
40e
26%
26%
24
33a
50ab
60abc
50%
60%
50
50%
b
41

19. There is churn in library use
Reasons 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
Can't get to library, moved, don't know
where library is
Prefer e-books
Prefer to buy books or get books from
friends
Not interested
Health issues
Don't read much these days
Don't like local library or staff
Children are too young
12%
9%
6%
5%
4%
3%
3%
3%
2%

20. There is a truly detached population out there
that matters to you
• 44% say no one else in their
households uses the library
• 39% don’t have library cards
• 33% say if local library closed it
would not have any impact on them
• 20% never remember family
members visiting library when they
were growing up
• 19% have never visited a library
• 16% didn’t read a book in past 12
months
• 9% say they don’t know where the
nearest library is

21. Coming in early 2014:
What kind of library user are you?

22. My 5 points
1. Libraries are deeply appreciated, especially for
their community impact
2. Libraries have a PR problem
3. Library patrons are diverse, but there are some
groups who are quite removed from the library
world
4. Patrons’ “wish list” for new services is extensive
and pretty undifferentiated
5. Libraries have a mandate to intervene in
community life

23. Very important
Somewhat important
Not too important
Access to free books and media
Not at all important
54
Having a quiet, safe place to
spend time, read or study
Resources to do research for
school or work
Programs or events for
children or teens
Getting help from a librarian
finding information
Using the library’s internet,
computers or printers
27
51
24
47
24
44
25
Help finding, applying for job
30
21
Help applying for government
programs, permits or licenses
29
24
Programs or events for adults
28
40
15
18
21
9
14
14
26
30
17
60
13
32
14
30
20
9
9
32
33
12
10
25
45
0
7
24
80
100

24. Women, non-internet users, African-Americans, Latinos
(esp. Spanish-speakers), parents of minor children,
urban residents are the most enthusiastic for new techbased services

25. Very likely
Somewhat likely
Not too likely or not at all likely
Online research service – “ask a librarian”
37%
36%
26%
Cell app to use to access library services
35%
28%
35%
A tech “petting zoo” to try out new stuff
35%
34%
29%
Cell GPS app to navigate library
34%
28%
36%
Kiosks (“Redbox”) around town for lib. checkouts
33%
30%
35%
0%
20%
40%
60%
80%
100%

26. Very likely
Somewhat likely
Not too likely or not at all likely
Personalize, Amazon-style recommendations
29%
35%
34%
Classes on how to download e-books
28%
29%
41%
Pre-loaded e-book readers
26%
32%
39%
Digital media lab to digitize personal material
26%
32%
40%
Instruction on how to use e-reading devices
23%
0%
28%
20%
40%
48%
60%
80%
100%

27. African-Americans and Latinos are esp. enthusiastic
Whites
80%
60%
40%
57%
43%
29%
56%
57%
28%
Blacks
Hispanics
58%
51%
28%
20%
50% 49%
19%
46%
43%
29%
0%
80%
60%
Cell app that allows you to An online research service Program that allowed
Classes on how to
Kiosks/“redboxes”
use library services
where you could ask
people to try out new tech download library e-books throughout community to
questions of librarians
devices/apps
check out books/movies
45% 44%
43% 42%
40%
20%
19%
20%
55%
43%
28%
38% 37%
18%
38% 41%
23%
0%
Media lab to
E-book readers loaded Cell GPS app that helps Instruction on how to
create/upload new
books you want to
you locate material
use e-book reading
digital content like
read
inside library
devices
movies, your e-books
Customized online
recommendations
based on your past
library activity

28. Parents
Other adults
An online research
service ("ask a librarian")
79%*
71%
77%*
Cell app to use/view library services
57%
Program to try out new
tech devices/apps
78%*
65%
Cell GPS app that helps locate
material inside library
71%*
59%
Library kiosks in community
to check out books, movies
70%*
60%
Personalized accounts that
give book recommendations
60%
Classes on how to download
library e-books
63%*
55%
72%*
E-book readers already loaded
with books you want to read
65%*
55%
Digital media lab to create/upload
new content like movies or e-books
70%*
53%
Instruction on how to use
e-book reading devices
55%
48%
0%
20%
40%
60%
80%
100%

29. Move some print books and stacks out of
public locations to free up more space for
things such as tech centers, reading rooms,
meetings rooms, and cultural events
Should definitely do
20%
Less active library users,
men, Af-Amer, Latinos,
teens, less education,
lower income HH, no
computer
Should maybe do
39%
18-29 yr olds,
smartphone owners,
whites, know less about
libraries
Should definitely not do
36%
Internet users, more active /
knowledgeable patrons, whites, those
over 50, higher income HH, full time
workers, parents of tweens,
computer owners, heavier book
readers (including e-book readers)

30. My 5 points
1. Libraries are deeply appreciated, especially for
their community impact
2. Libraries have a PR problem
3. Library patrons are diverse, but there are some
groups who are quite removed from the library
world
4. Patrons’ “wish list” for new services is extensive
and pretty undifferentiated
5. Libraries have a mandate to intervene in
community life

31. Coordinate more closely with local schools in
providing resources to kids
77%
19% 3%
Offer free early literacy programs to help
young children prepare for school
77%
Should definitely do
17%
Maybe do
Definitely NOT do
3%

32. the new library?
the new library patron?

33. People

34. Place

35. Platform

36. Examples of market and cultural shortcomings
librarians are (and could) address
1) Technology non-users - skills training in new
literacies
2) Pre-school programs
3) After school activities
4) English as a Second Language issues
5) Lifelong learning opportunities / credentialing
competency
6) Fill gaps in local media ecosystem – community
and civic information/curation
7) Help for small business / entrepreneurs / nonprofits
8) Serendipity agents of discovery

37. Be not
afraid

38. Libraries.pewinternet.org
Lee Rainie
Email: lrainie@pewinternet.org
Twitter: @Lrainie
Kathryn Zickuhr
Email: kzickuhr@pewinternet.org
Twitter: @kzickuhr
Kristen Purcell
Email: @kpurcell@pewinternet.org
Twitter: @kristenpurcell