The New Library

Lee Rainie - @lrainie

Director Pew Research Center’s Internet Project Presented to: Wyoming Library Association October 3, 2013

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

The new library has figured out 5 things 1. How its users want to … a. Access knowledge b. Be delighted and surprised c.

Retreat from hyper-abundance and connectivity d. Participate in new learning experiences 2. How to act as trusted information concierge to patrons any time and anywhere … be a “node” in people’s social networks 3. How to close divides and open community opportunities – especially in addressing “market shortcomings” 4. What its franchise/value proposition is -- and how to deliver “commodity” goods and services as cheaply and efficiently as possible

The new library has figured out 5 things 1. How its users want to … a. Access knowledge b. Be delighted and surprised c.

Retreat from hyper-abundance and connectivity d. Participate in new learning experiences 2. How to act as trusted information concierge to patrons any time and anywhere … be a “node” in people’s social networks 3. How to close divides and open community opportunities – especially in addressing “market shortcomings” 4. What its franchise/value proposition is -- and how to deliver “commodity” goods and services as cheaply and efficiently as possible

All these are driven by technology change

Digital Revolution 1: Broadband at home - 70% (+10% more have smartphones) - Internet users overall: 85% Dial-up Broadband 100% 80% 70% 60% 40% 3% Broadband at home 20% Dial-up at home 0% June 2000 April 2001 March 2002 March 2003 April 2004 March 2005 March 2006 March 2007 April 2008 April 2009 May 2010 Aug 2011 April 2012 May 2013

The Landscape of Social Media Users (among adults)

% of internet users who….

The service is especially appealing to Use Any Social Networking Site

Use Facebook

72%

71%

Adults ages 18-29, women

Women, ages 18-29 LinkedIn 22% Use Pinterest Use Twitter Use Instagram Use Tumblr reddit 21% 18% 17% 6% 6% Men, whites, college educated Women, adults under 50, whites, those with some college education Ages 18-29, African-Americans, urban residents Ages 18-29, African-Americans, Latinos, women, urban residents Adults ages 18-29 Men ages 18-29

Digital Revolution 2 Mobile – 91% … smartphone 56% … tablets 34% 326.4

Total U.S. population: 319 million

2012

Changes in smartphone ownership

80% May 2011 February 2012 May 2013 60% 40% 35% 46% 56% 48% 41% 35% 20% 0% Smartphone Other cell phone 17% 12% 9% No cell phone

The rural story

No broadband, but have smartphones +10% +10% +8% * Statistically significant difference

Libraries and tech

Urban Suburban Rural 90% 80% 70% 60% 50% 40% 30% 20% 10% 0% 85% 83% 84% 53% 55% 52% 41% 41% 28% 26% 27% 17% 16% 13% 8% 34% users 29%

100% Digital Revolution 3 Social networking – 61% of all adults 18-29 30-49 50-64 65+

% of internet users

80% 89% 78% 60% 60% 43% 40% 20% 9% 0% 6% 2005 7% 1% 2006 2007 2008 2009 2010 2011 2012 2013

Big challenge for libraries Atoms bits

Collections are disrupted

Big challenge for libraries People come to us We go to people

The library as place becomes the library as placeless resource

Big challenge for libraries Expertise and influence emerges in networks and algorithms

Share the stage with amateur experts

How users want to …

• • • • Access knowledge • • – Any time, just-in-time, real time, anywhere, any device 71% say they’d use online “ask a librarian” 71% want broader selection of e-books (plus “petting zoos”, kiosks, e-reader training, pre-loaded devices) Be delighted and surprised • 56% would like more recommendations Retreat from hyper-abundance and connectivity • 76% say its very important to offer quiet study spaces Participate in new learning experiences

The new library has figured out 5 things 1. How its users want to … a. Access knowledge b. Be delighted and surprised c.

Retreat from hyper-abundance and connectivity d. Participate in new learning experiences 2. How to act as trusted information concierge to patrons any time and anywhere … be a “node” in people’s social networks 3. How to close divides and open community opportunities – especially in addressing “market shortcomings” 4. What its franchise/value proposition is -- and how to deliver “commodity” goods and services as cheaply and efficiently as possible

Social networks and social media become more important in people’s learning strategies

What does this mean?

1) Social networks are more influential and are differently segmented and layered

Sentries

What does this mean?

1) Social networks are more influential and are differently segmented and layered

Evaluators

What does this mean?

1) Social networks are more influential and are differently segmented and layered Audience = New media are the new neighborhood

The new library has figured out 5 things 1. How its users want to … a. Access knowledge b. Be delighted and surprised c.

Retreat from hyper-abundance and connectivity d. Participate in new learning experiences 2. How to act as trusted information concierge to patrons any time and anywhere … be a “node” in people’s social networks 3. How to close divides and open community opportunities – especially in addressing “market shortcomings” 4. What its franchise/value proposition is -- and how to deliver “commodity” goods and services as cheaply and efficiently as possible

17% of rural residents do not use the internet -1 • • • •

37% of non-internet users in rural areas think the internet is

just not relevant to them, saying they are not interested, do not want to use it, or have no need for it.

31% of non-internet users in rural areas cite reasons tied to

their sense that the internet is not very easy to use. These non-users say it is difficult or frustrating to go online, they are physically unable, or they are worried about other issues such as spam, spyware, and hackers. 24% of non-internet users in rural areas cite the expense of owning a computer or paying for an internet connection.

10% of non-users in rural areas cite a physical lack of

availability or access to the internet.

17% of rural residents do not use the internet -2 • • • • 49% of rural non-internet users have asked a family

member or friend to perform an online activity for them

15% of rural non-internet users live in a household with internet connection and other family members use it to go online 15% of rural non-internet users once used the internet but no longer do 1% of rural non-internet users would like to start using

the internet

“Market shortcomings” librarians could address

1) Library non-users

% who have visited a library or bookmobile in person in the past year All Americans ages 16+ a

Men (n=1,059)

b

Women (n=1,193)

Age a b c d

16-17 (n=101) 18-29 (n=369) 30-49 (n=586) 50-64 (n=628)

e

65+ (n=531)

Education attainment a

No high school diploma (n=254)

b c d

College + (n=812)

Parent of minor a b

High school grad (n=610) Some College (n=562) Parent (n=584) Non-parent (n=1,667) 48% 62% de 57% e 59% de 51% e 43% 46%

58%

ab

63%

49%

• • • Answer the Marvin Gaye question 22% say that they know all or most of the services their libraries offer (22% of rural residents) 46% say they know some of what their libraries offer (45% of rural residents) 31% said they know not much or nothing at all of what their libraries offer (31% of rural residents)

100% 1a) Library non-users who are willing to listen 80% 60% 40% 20%

53% 22% 75% 23% 76% 31% 84% 38% 91%

0% Used library last 12 months Read a book in past 12 months Library is important to me/family Ever visited library Library is important to community

“Market shortcomings ”: Examples of librarians could address 1) Technology non-users - skills training in new literacies 2) Pre-school 3) After school 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 / non profits 8) Serendipity in discovery

6 reasons why can libraries do that

1) Libraries are appreciated 91% say libraries are important to their communities (90% of rural residents) 76% say libraries are important to them and their families (72% of rural residents) Robert Dawson photography - Library Road Trip http://www.robertdawson.com/pages/1/Public%20Library%3a%20An%20American%20Commons/Public%20Library%3a%20An%20American%20Commons /

Quick news flash: New preliminary data • • Having a public library improves the quality of life in a community Public libraries are important because they promote literacy and a love of reading • • Because it provides free access to materials and resources, the public library plays an important role in giving everyone a chance to succeed Public libraries provide many services people would have a hard time finding elsewhere • --- Disagree: Public libraries have NOT done a good job keeping up with new technologies

… more …

• Split verdict: People do NOT need public libraries as much as they used to because they can find most information on their own

2) Libraries stack up well vs. others

Library to community How confident?

63

How important?

28 34

3) People like librarians

• • • 98% of “ever” library visitors say interactions are “very/mostly positive” (97% of rural residents) 81% of library visitors say librarians are “very helpful ” (82% of rural residents) 50% of “last year” visitors got help from a librarian (48% of rural residents)

4) Libraries have rebranded themselves as tech hubs 80% of Americans say borrowing books is a “very important” service libraries provide (77% of rural residents) 80% say reference librarians are a “very important” service (81% of rural residents) 77% say free access to computers and the internet is a “very important” service (73% of rural residents) 76% say quiet study spaces are a “very important” service (73% of rural residents)

5) Reading is alive and well

75% of those ages 16 and older read a book in the previous year (73% of rural residents) , including 23% who read an e-book residents) (15% of rural 15 is the mean/average number of books read in past 12 months by book readers (17 books for rural residents) and median/midpoint is 6 (7 for rural residents) 24 is mean/average for e-book readers (24 for rural e-book readers) 30% of e-content consumers who are reading more now because e-content is available (29% of rural residents) 41% for tablet owners (43% for rural residents) 5% of those 16+ have borrowed an e-book from a library (4% of rural residents) – and they are book buyers, too!

6) Libraries have a mandate to intervene

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% 17% 3% Should definitely do Maybe do Definitely NOT do

5th and final thing to figure out - Where you fit on the dashboard ALA’s “Confronting the Future” Totally physical (facilities and media) Individual focus Collection library (physical and virtual) Archive Me: Everything for everyone Totally virtual (facilities and media) Community focus Creation library (social, maker space) Portal (or Platform) Specialized niche

Be not afraid

Libraries.pewinternet.org

Lee Rainie

Email: [email protected]

Twitter: @Lrainie

Kathryn Zickuhr

Email: [email protected]

Twitter: @kzickuhr

Kristen Purcell

Email: @[email protected]

Twitter: @kristenpurcell