Transcript Slide 1

The rise of e-reading and the
changing role of public libraries
Lee Rainie
Pew Research Center’s Internet & American Life Project
Presented to: American Library Association
June 24, 2012
• 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
pewinternet.org
• Research is primarily based
on nationally representative
telephone surveys of adults
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 grant from the Bill &
Melinda Gates Foundation
libraries.pewinternet.org
RESEARCH TIMELINE
Stage I (August 2011-July 2012)
Libraries + new technologies
• The Rise of E-Reading http://libraries.pewinternet.org/2012/04/04/therise-of-e-reading/
– Includes special focus on reading habits of people who own
e-readers or tablet computers
• E-book borrowing and libraries
http://libraries.pewinternet.org/2012/06/22/libraries-patrons-and-ebooks/
– Includes stories and quotes from online surveys of library staff and patrons
• Library use in different community types - urban, suburban, rural
• Younger readers, libraries, and books
RESEARCH TIMELINE
Stage II (June-December 2012)
The changing world of library services
• The evolving role of libraries in communities
– New library services
– People’s expectations of libraries
– “The library of the future”
• The role of libraries in the life of special populations
– Lower-income users, minorities, rural residents, senior
citizens
RESEARCH TIMELINE
Stage III (October 2012–April 2013)
A typology of who does – and does not – use libraries
• A “library user” typology
– Different user “types” based on:
• What their local libraries are like
• How they use libraries
• Attitudes about libraries in general
• An updated, in-depth portrait of young library users
The prequel … a triple revolution
changes the world of libraries
Digital Revolution 1
Internet (82%) and Broadband at home (66%)
Home broadband
Home dial-up
80%
71%
70%
60%
66%
50%
40%
30%
20%
10%
0%
June
2000
April March March April March March March April
2001 2002 2003 2004 2005 2006 2007 2008
April
2009
May
2010
May August Jan
2011 2011 2012
Networked creators are everywhere
(two-thirds of adults; three-quarters of teens)
•
•
•
•
•
•
•
•
•
•
•
66% of internet users are social networking site users
59% of cell owners share photos or videos
37% of internet users contribute rankings and ratings
33% create content tags
30% share personal creations
26% post comments on sites and blogs
15% have personal website
15% are content remixers
16% use Twitter
14% are bloggers
Of smartphone owners: 18% location services 74%
maps/directions/local awareness
Big challenge for libraries
Atoms
bits
Collections
are
disrupted
Mobile phones – 88% of adults
331.6
Total U.S.
population:
315.5
million
2011
Changes in smartphone ownership
80%
May 2011
February 2012
60%
46%
40%
35%
48%
41%
17%
20%
12%
0%
Smartphone
Other cell phone
No cell phone
Apps – 50% of adults
Big challenge for libraries
People come to us
We go to people
The library as
place becomes
the library
as placeless
resource
Digital Revolution 3
Social networking – 52% of all adults
100%
% of internet users
85%
86%
80%
83%
70% 71%
76%
67%
61%
60%
52%
48%
49%
51%
47%
35%
40%
33%
25%
20%
0%
9%
8%
7%
6%
2005
2006
4%
1%
2007
18-29
13%
11%
7%
2008
30-49
26%
25%
2009
50-64
2010
65+
2011
2012
Big challenge for libraries
Expertise and influence emerges in
networks and algorithms
Share the
stage with
amateur
experts
Then along comes e-book
reading
Rise of e-reading devices
29% of adults own at least one device
Ebook reader
Tablet
25%
19%
20%
15%
12%
10%
8%
5%
2%
3%
4%
3%
Sep-09
May-10
5%
6%
4%
10% 10%
9%
5%
0%
Apr-09
Sep-10
Nov-10
May-11
Aug-11
Dec-11
Jan-12
First report: The rise of e-reading
21% of American
adults read an e-book
in the last year
68% read a print book
11% listened to an
audiobook
30% of e-content
readers say they are
reading more now
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
Who are the readers behind the screens?
Readers of e-books 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,
and for a wider range of reasons
• More likely to buy than borrow
How e-readers read their e-books
% of e-book readers who read an e-book in the past
12 months on these devices
How device owners read their e-books
% of owners of each device who read e-books on that device
* = among people who own that device
What kind of e-reader do you own?
% of American adult e-reader owners age 18+ who own each type of
e-book reader
What kind of tablet computer do you own?
% of American adult tablet owners age 18+ who own each type of
tablet computer
More owners in the future
13% of non-owners say
they plan to buy an ebook reader at some
point in the future
18% of non-owners say
they plan to buy a
tablet at some point in
the future
Device innovations and
price competition could
change the market and
drive more to these
devices
What is the main reason you do not currently
have an e-reader?
% of American adults age 16+ who do not own an e-book reader, as of December 2011
Just don't need one/don’t want one
Cost/can’t afford it
Prefer books/print
Don’t read/no time to read
Don’t know what an e-reader is
Don’t want to learn tech/don’t know how to use it
Have enough other devices/use other devices
Plan to get one/waiting for better features
Have iPad/tablet
Lack of time in general
I’m too old
Vision/health problems
Other
Don’t know/refused
24%
19
16
10
5
4
3
3
3
2
2
<1
3
5
Dec. 2011 results are from a survey of 2,986 people age 16 and older conducted November 16-December 21, 2011.
The survey was conducted in English and Spanish and on landline and call phones. The margin of error is +/- 2
percentage points. N for number of non-owners of e-reading devices=2,290.
What is the main reason you do not currently
have a tablet computer?
% of American adults age 16+ who do not own a tablet computer, as of December 2011
Just don't need one/don’t want one
Cost/can’t afford it
Have enough devices/happy with current devices
Don’t want to learn tech/don’t know how to use it
Don’t know what a tablet computer is
Plan to get one/waiting for better features
I’m too old
Lack of time in general
Don’t read/no time to read
Vision/health problems
Prefer books/print
Prefer to use library
Other
Don’t know/refused
35%
25
20
7
2
2
2
1
<1
<1
<1
<1
2
3
Dec. 2011 results are from a survey of 2,986 people age 16 and older conducted November 16-December 21, 2011.
The survey was conducted in English and Spanish and on landline and call phones. The margin of error is +/- 2
percentage points. N for number of non-owners of e-reading devices=2,290.
Which is better for these purposes, a printed
book or an e-book?
% of Americans 16+ who have read both e-books and print books in the last 12 months
Reading pleasures by the number
• 26% of those who had read a book in the past 12 months said that
what they enjoyed most was learning, gaining knowledge, and
discovering information.
• 15% cited the pleasures of escaping reality, becoming immersed in
another world, and the enjoyment they got from using their
imaginations.
• 12% said they liked the entertainment value of reading, the drama
of good stories, the suspense of watching a good plot unfold.
• 12% said they enjoyed relaxing while reading and having quiet time.
• 6% liked the variety of topics
• 4% said they enjoy finding spiritual enrichment , expanding
worldview
• 3% said they like being mentally challenged by books.
• 2% cited the physical properties of books
When you want to read a particular
e-book, where do you look first?
% of readers of e-books age 16+, as of December 2011
Second report: E-book borrowing
12% of e-book readers (4% of
general pop.) have borrowed
e-book from library in last
year
62% of non-borrowers don’t
know it is possible to do so
from library
Non-borrowers are open to
coaching/tech support
Borrowing is a sometimes thing
Borrowers are buyers, too
62% of non-borrowers don’t know
about e-borrowing option
• 58% of all library card holders do not know.
• 55% of all those who say the library is “very
important” to them do not know.
• 53% of all tablet computer owners do not
know.
• 48% of all owners of e-book reading devices
do not know.
• 47% of all those who read an e-book in the
past year do not know.
How is selection?
% of e-book borrowers
Problems with borrowing process
% of e-borrowers
Open to library coaching/tech support
% of non-borrowers
Where people get recommendations
E-book reader acquisition preference
Last book you read?
Library card holders vs. fans
58% ages 16+ are card holders
65% ages 16+ say “important”
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•
•
•
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Women
Whites
Higher HH income
Higher educational
attainment
• Non-rural
• Parents of minors
Women
African-Americans
Hispanics
Lower HH income
Educ. attainment is
less predictive
• Non-rural
• Parents of minors
Library users and uses
• Borrow printed books: 35% of entire population or 48% of all those
who read a print book in past year --- Women
• Access historical documents or archives or genealogical records:
25% --- African-Americans
• Access specialized databases such as legal or public records: 22% --African-Americans
• Get research help from a librarian: 20% --- African-Americans
• Access or borrow magazines or journals: 15% --- African-Americans
• Access or borrow newspapers: 14% --- African-Americans
• Borrow audiobooks: 4% or 38% of all those who listened to
audiobook in past year.
• Borrow e-books: 2%-4% or 12% of all those who read an e-book in
past year.
10 takeaways for librarians
1.
E-reading is taking off because ereading gadgets are taking off
2.
The gadget doesn’t make the reader,
but it may change the reader
3.
E-book readers are reading
omnivores (and probably influencers)
4.
E-book readers are not platform
snobs AND they like different
platforms for different purposes
5.
Library users are not always the same
as library fans
10 takeaways for librarians
6. E-book borrowing has foothold –
and whopping upside
7. Librarians have a gigantic public
education and marketing
opportunity – people want to learn
and know about this new world
8. Library users are book buyers
9. Library borrowing patterns are
changing
10. Collections are changing
The defining questions of the digital age
• The Theodore Levitt question:
• What business am I in?
• The Soren Kierkegaard business strategy
questions:
• What’s the franchise?
• What’s the commodity?
Be not
afraid
Thank you!
Lee Rainie
Email: [email protected]
Twitter: @Lrainie
Kathryn Zickuhr
Email: [email protected]
Twitter: @kzickuhr
Mary Madden
Email: [email protected]
Twitter: @mary_madden