1. Greatest Hits from Pew Internet’s Library Research Lee Rainie - @lrainie Director Pew Research Center’s Internet & American Life Project Presented to: American Library Association Midwinter Conference January 26, 2013

2. 2 “Tweckle (twek’ul) vt. To abuse a speaker to Twitter followers in the audience while he/she is speaking.”

3. 3

4. 4 we need a tshirt, "I survived the keynote disaster of 09" it's awesome in the "I don't want to turn away from the accident because I might see a severed head" way too bad they took my utensils away w/ my plate. I could have jammed the butter knife into my temple.

5. 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 Three Phases: 1) e-content; 2) library services; 3) Library user segmentation typology libraries.pewinternet.org

6. First phase: The rise of e-reading Late 2011: 16% of American adults read an e-book in past year Late 2012: 23% --- Late 2011: 72% read a printed book Late 2012: 67% --- 30% of e-content readers say they are reading more now

7. Rise of e-reading devices

8. 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

9. 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

10. How many books Americans read Among book readers, the mean and median number of books each group read in the past 12 months, among all Americans ages 16 and older Mean number of books read (average) Median (midpoint) All those 16 and older178 Ages 16-17 (n=144)1810 Ages 18-24 (n=298)177 Ages 25-29 (n=186)176 Ages 30-39 (n=434)146 Ages 40-49 (n=449)156 Ages 50-64 (n=804)188 Ages 65+ (n=622) 2312 Source: Pew Research Center’s Internet & American Life Reading Habits Survey, November 16-December 21, 2011. N=2,986 respondents ages 16 and older. Interviews were conducted in English and Spanish and on landline and cells. N for those who have read book year=2,474.

11. Reading on a “typical day” ( among book readers)

12. Used library in past year

13. Got help from a librarian (among library users)

14. E-book borrowing Late 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 Yet, 57% don’t know whether this is a service they can use, including many library lovers Borrowers are buyers, too

15. Problems with borrowing process % of e-borrowers

16. Open to library coaching/tech support

17. Phase 2: Library services “Survey Finds Rising Reliance on Libraries as a Gateway to the Web” – New York Times “Not dead yet: Libraries still vital, Pew report finds” – Los Angeles Times “Libraries remain important to communities, report finds” – Columbus Dispatch “Books rule, but library users like innovations, poll says” – St. Louis Post Dispatch “Libraries are still vibrant, say Americans” – Christian Science Monitor “Are Search Engines Driving Libraries to Extinction?” – Search Engine Land “Pew Study Suggests Libraries (And Print) Still Have A Future In An E- Book World” – TechCrunch “More than just books: Pew study details how technology has changed libraries” – GeekWire

18. Mega Takeaway 1: People love their libraries even more for what they say about their communities than for how libraries meet personal needs 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 /

19. Mega Takeaway 1 (corollary): People appreciate their 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

20. Mega Takeaway 2: 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

21. Mega Takeaway 3: The public wants everything equally, so library leadership will matter in setting priorities

22. Mega Takeaway 3 (corollary): African-Americans and Latinos are esp. enthusiastic

23. Mega Takeaway 4: The public invites you to be more engaged in knotty problems

24. Mega Takeaway 5: 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

25. Mega Takeaway 6: Target audiences for engagement/outreach are not hard to ID 22% 23% 31% 38%

26. Mega Takeaway 6 (corollary): There is churn in library use that restocks the user base Reasons library use INCREASED (26%) Enjoy taking their children, grandchildren26% Do research and use reference materials14% Borrow books more12% Student10% Use library computers and internet8% Have more time to read now, retired6% To save money6% Good selection and variety5% E-books, audio books, media are available5% Convenient5% Reading more now5% Library events and activities4% Good library and helpful staff3% Quiet, relaxing time, social locale2% Use for my job2% 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 time12% Can't get to library, moved, don't know where library is 9% Prefer e-books6% Prefer to buy books or get books from friends 5% Not interested4% Health issues3% Don't read much these days3% Don't like local library or staff3% Children are too young2%

27. Mega Takeaway 6 (corollary): 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

28. How you can help us Sign up to participate in our research (and encourage your friends!): http://libraries.pewinternet.org/participate/ http://libraries.pewinternet.org/participate/ Write us: What Pew Internet should study next

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