1. Public Library and Users’ Lifestyle in a Changing Context Haruki Nagata (University of Tsukuba) Kanako Sakai (Institute of Developing Economy, Library) Tetsuya Kawai (TFC Co. Ltd.)

2. Diverse changes in our lives and values Swift social development and remarkable advancement in information communications technology More and more people have the access to broadband network via their home computers, and the web service is available even with their cell phones. All these transformations seem to have come to cast a shadow upon public library services. 2

3. Curious about ‘lifestyle’ change We conducted a set of surveys over people’s lifestyles and views/attitudes toward the library. “manner and style of a person’s life inclusive of living space, living hours and all values” (Akuto, 1999) “expressions of individuals’ ambitions to create their own specific personal, cultural and social identities within historical determined structural and positional framework of the society”(Miegel, 1994) 3

4. Aim and methodology: Aim of our study ： To grasp people’s lifestyles in a broader perspective and to identify the relationship between their lifestyles and library use Looking at: Lifestyle (Manner and style of a person’s life) x Views and attitudes toward library Actual library use Demographic attributes(gender, age, persons living with, educational background, occupation and income) 4

5. Survey of lifestyle and library use 5

6. Location of two cities ＆ their libraries 6 Red: Toride City Green: Yuki City Toride City Library Yuki [City] Library

7. 2004 survey (mail-in to residents) 1. factor analysis of lifestyle 7

8. 2004 survey (mail-in to residents) 2. 4 lifestyle clusters 8

9. 2004 survey (mail-in to residents) ３. factor analysis of views and attitudes toward library 9

10. 2004 survey (mail-in to residents) 4. Clusters by views & attitudes toward the library 10

11. 2004 survey (mail-in to residents) 5. Cross table of lifestyles and views & attitudes toward the library 11

12. 2006 Survey (with library visitors) 1. Two Libraries in suburban/rural area 12

13. 2006 Survey (with library visitors) 2. Two library collecting difference users Toride vs. Yuki  Age group under 30: 18.5% vs. 30.9% over 55: 37.8% vs. 22.8%  Education background (above university graduate) 40.1 % vs. 26.6%  Aim of use: focus on reading vs. certain amount of research (Internet use): 8.8% vs. 11.7% 13

14. 2006 Survey (with library visitors) 3. Preference of principal information source 14

15. 2006 Survey (with library visitors) 4. Two surveys’ difference of clusters 2004 residents survey  Groups by lifestyle  no concern  keeping own pace  actively striving  respecting others Groups by views and attitudes toward library isolated bookish exploring no interest patronage 2006 visitors survey  Groups by lifestyle  keeping own pace  achieving aims  fulfilling & active  preserving traditions Groups by views and attitudes toward library killing time no interest bookish and exploring patronage 15

16. 2006 Survey (with library visitors) 5.Clusters by the views and attitudes toward the library 16

17. Discussion 1.People with certain lifestyles appreciate library services positively. 2.Subtle differences of lifestyle and views & attitudes toward library between residents and visitors are confirmed. 3.Library service alteration atracts different visitors. 4.People have already started to enjoy many kinds of networked service by themselves and at the same time use the library subject to its service response. 17

18. Thank you for your attention ご清聴ありがとうございました（ Go Seicho Arigato gozaimashita ） Contact: harungt@slis.tsukuba.ac.jp 18