1. ENGLISH PUBLIC LIBRARIES RESEARCH REVIEW AND INITIAL STRATEGIC RECOMMENDATIONS DATENOVEMBER 29 2004CONSULTANTJOSHUA BLACKBURN CLIENTMLACOPYRIGHTMLA PREPARED FORANDREW STEVENSCONTACTJOSHUA@PROVOKATEUR.COM

2. contents findings strategic issues & recommendations next steps overview

3. contents findings strategic issues & recommendations next steps overview

4. analysis of research relating to library usage, reading, lifestyle & UK demographics in order to objectives identify key issues within the current library offer explore needs of principal target audiences shape the strategic priorities for ongoing marketing & communications

5. What obstacles stand in the way of higher library usage? key questions Who are we trying to reach? What messages do we need to communicate to key groups? What is the best way of getting the message out there?

6. Young people and public libraries: consultation The Reading Agency, March 2004 Public library user surveys (plus) National report 2001 – 2002 Public library user surveys (plus) National report 2000 – 2001 Report on the 2000 UK Time Use Survey for Resource Users & non-users of museums, archives & libraries 2003 Extract from non-user focus groups in Bath & N E Somerset Children’s plus survey 1999 – 2002 Policy maker interview session Local Government Association, 26th Feb 2004 Wilip consultation Early years library network National offer: consultation with library authorities March 2004 Provokateur / Dave marketing consultation Public interviews Stakeholder review Workshop research The decline in adult book lending in UK public libraries and its causes – a statistical analysis Grindlay & Morris, January 2004 Perspectives of Public Library Use – compendium of current research compiled by Bohme & Spiller, 1999 Parental perspectives on public library services in England for Children aged 0-5 Book Marketing Ltd for Early Years Library Network, Feb 2004 Creative Reading: young people, reading & public libraries Draft report, May 2005 Fulfilling their potential A national development programme for young people’s library services Draft report Libraries for life: A regional strategy for libraries in the north west Libraries Northwest 2003 Start with the child Report of the CILIP working group on library provision for children and young people Creative reading: Young people, reading and public libraries 20 May 2004 Extracts from draft Early Years report Cabe report 21st century libraries Changing forms, changing futures Tim Coates Who’s in charge? Responsibility for the public library service Reading the situation Book reading, buying and borrowing habits in Britain, The Reading Partnership 2000 Londoners Need to Read – research into current & potential role of libraries, museums & archieves in supporting learning for adults with basic skills needs Brockhurst & Dodds, ALM London 2004 Start with the Child – report of the CILIP Working Group on library provision for children & young people CILIP 2002 Arts in England – attendance, participation and attitudes in 2001 Social Survey Division of the Office for National Statistics, Oct 2002 Arts in England – focus on cultural diversity Claire Creaser, November 2003 Arts Council of England Omnibus Survey 2001 – analysis for Resource Claire Creaser & Sonya White, February 2003 overview of extant research

7. contents findings strategic issues & recommendations next steps overview

8. the wider context library user profile library usage attitudes to libraries trends in reading & learning libraries & parents young people & libraries

9. The wider context

10. Changing population Average age will rise from 39.8 years in 2006 to 41.2 years in 2016 (1) Source: Government Actuary Department, September 2002 60% of the projected 4.3m increase in UK population between 2001-26 is attributed to inward migration By 2007, the population of pensionable age is projected to exceed the number of children By 2011 only 18% of the workforce will be white, male, under 35 and heterosexual (1)

11. Value for Money Vs Value for Time Time is increasingly our most scarce resource and our most valuable currency (1) Source: Tomorrow 2004 The UK has the longest working week in Europe, working an average of 44 hours (1) Average UK weekly consumption of all media now exceeds 76 hours (source: Ofcom)

12. The way we are learning is changing Just in case learning Vs Just in time learning (1) Source: Tomorrow 2004 Over 100,000 UK children are home taught, compared to just a few hundred 20 years ago EQ Vs IQ

13. Source: Ofcom 2004 1999 41.2 hours 25.6 hours 91 Minutes 19 minutes 0 minutes People are changing the way they consume media and information 2003 43.5 hours 26.1 hours 108 Minutes 94 minutes 180 minutes Radio Listening TV Viewing Telephone calls (mixed & mobile) Dial up Internet Broadband

14. The paradox of UK consumer behaviour On the one hand We’re earning more More choice We believe service is improving We want more personal attention We are more professional, informed and confident (1) Source: Tomorrow 2004 On the other hand Value for money is ever more important Less time to choose We complain more We resent intrusion We are more indecisive

15. Access to computers Source: Start with the Child, Report of CILIP Working Group on library provision for children & young people, 2002 Computer ownership amongst 7 – 16 yr olds %

16. An ageing, diversifying, more technologically sophisticated population will change the role and profile of our libraries The core audience that makes up current library usage will give way to more fragmented groups with more disparate needs beyond those of the traditional library services

17. Trends in reading & learning

18. Reading Hours spent reading Source: Reading the Situation: The Reading Partnership, 2000 Average hours per week

19. Book borrowing habits Reasons for changing library borrowing reasons for borrowing more books reasons for borrowing less books Source: Reading the Situation: The Reading Partnership, 2000 %

20. Learning & libraries Source: Londoners Need to Read, Report for ALM London, July 2004 Suitable venues for learning %

21. Learning & libraries Source: Londoners Need to Read, Report for ALM London, July 2004 Ability of libraries to deliver when it comes to learning %

22. Current reading patterns relate popularity of reading to age Borrowing & reading of books is most strongly related to perceived availability of time. Reading is competing with all other leisure activities for a share of our day The library is regarded as a natural and supportive home of learning, across all age groups

23. Library user profile

24. The market (1) Source: Public Library Statistics Library & Information Statistics Tables (2001) 58% of UK population are registered library borrowers (1) Estimated user base of 27 million people (2) Potential base of 33 million people (2) (2) Source: Draft: Wider Information and Libraries Issues Project. Briefing Papers for the Steering Group Regular usage of public libraries could be as low as 20% (3) (3) Source: Comments from Public Library Policy & Social Exclusion Project Research Team (2000)

25. Library usage Source: Public Library User Surveys National Report 2001-2 Number of active borrowers…Number of borrowers requests not satisfied

26. Library visits Source: Arts in England, attendance, participation and attitudes in 2001 (Arts Council of England) Proportions visiting libraries in last 12 months %

27. Library users Source: Public Library User Surveys National Report 2001-2 By age %

28. Library users Source: Public Library User Surveys National Report 2001-2 White 91% All others 9% Male 41% Female 59% British 86% All others 14% By sex, colour & nationality

29. Library users Source: Parental perspectives on public library services in England for children aged 0-5, Book Marketing Limited, February 2004 Use made of public library, by social grade %

30. Library users Source: Public Library User Surveys National Report 2001-2 By employment %

31. Library visits Source: Arts in England, attendance, participation and attitudes in 2001 (Arts Council of England) Percentage using a library by Government Office Region (Solid line represents England average) %

32. In market terms, the potential is there to substantially increase library usage, although tracking data indicates that libraries are a declining influence in our lives Despite somewhat conflicting data, the typical reader profile would appear to be AB, 55+, female, white, British, retired & metropolitan One aspect of declining library use can therefore be explained by a shifting demographic that does not reflect the current dominant user types and the wider social context that is changing British lifestyles and leisure choices The challenge for marketing is therefore to begin telling a new story to a new audience – reflecting the lives they lead and the priorities they have

33. Library usage

34. Source: Report on the 2000 UK Time Use Survey, July 2003 Library visits by time of day Time of day 8-12am 12-3 pm 3-7 pm 7pm – 8am % of visits 36% 37% 23% 5% 74%

35. Library usage Source: Public Library User Surveys National Report 2001-2 %

36. Library users books…seek information… videos…study… % % % %

37. % % Library usage books…seek information… videos…study… Propensity to use different library services, by ethnic group Source: CIPFA (2001) PLUS 2000-2001: National Report

38. Library usage “Heavy borrowers of books are a minority of users but account for 70-80% of all traffic.” (1) (1) Source: Public Library Use & Users: Statistical Explorations (2001)

39. Library usage “Whilst older users tend to focus on book borrowing & reading newspapers & magazines, younger people are more likely to borrow CDs, videos, seek information & study.” (1) (1) Source: Public Library Use & Users: Statistical Explorations (2001)

40. Library usage “Whilst white groups will predominantly use libraries to borrow or return books, other communities make greater use of the facilities to search for information, sit, study, read newspapers and to borrow CDs and videos.” (1) (1) Source: Users & non users of museums, archives & libraries, 2003

41. Usage is still oriented around the traditional library service: books & reading Loan rates indicate that the majority of library borrowing is focused on a minority of library users An important opportunity is highlighted by the usage patterns of less traditional target audiences Both young people and those from ethnic minorities demonstrate a far greater interest in the broader range of library services These wider services relate far more to our changing society and should be a central part of any future communications

42. Attitudes to libraries

43. Library usage Source: Book Marketing Limited (1998) Reasons for not using libraries %

44. Library perceptions Source: Public Library User Surveys National Report 2001-2 What do you think of this library? (those answering ‘very good’) %

45. Library usage Buying vs borrowing books Source: Reading the Situation: The Reading Partnership, 2000 %

46. Library usage Barriers to socially inclusive use of public libraries Source: DCMS (1999) Libraries for All: Social Inclusion in Public Libraries institutional Unsuitable opening hours Staff attitude Inappropriate rules Charging policies Book stock policies Poor orientation Lack of sense of community ownership Lack of local authority service integration Lack of provision of services and facilities for people with disability personal & social Lack of basic skills Low income Discrimination Lack of social contact Low self esteem No permanent fixed address Perceptions & awareness (‘not for us’) The educationally disadvantaged Problem estates and urban decay Rural isolation Poor transport links

47. Vision of libraries Source: non user focus groups, Bath & NE Somerset Suggested improvements to library service Environment Comfortable Coffee area Inspiring Child friendly Children’s areas Something for young people Borders / Waterstones Quiet area Light Community services Informal areas Reading area Lovely shelving Internet café pictures Facilities Careers advice Café New, fresh stock Fast internet access Music and films Computers Listening stations for music Furniture Learning centre Creche Play music? Late books reminders Delivery service Meeting rooms Large print books activities Book groups Author talks Creative writing Study nights Story clubs Readings from local guests Host other events Film club Talks on health Computer lessons Local reference Book related fun (e.g. Scrabble) After school clubs Helping with form filling Marketing ideas Welcoming staff Helpful staff Theme days Sign posts on line stock lists Work with schools Up to date displays Publicity Notice boards ‘in touch’ Opening hours Promote classics / modern classics Bus service Book fairs

48. Non library users are not being given a compelling reason to go to the library For library users, staff and service are amongst the most significant strengths of the library service A comparison of attitudes between those who borrow and buy books indicate an interest in experimenting and exploring Both in terms of the barriers to entry and the suggested changes we how important the perceived library experience is to users

49. Young people & libraries

50. Changing behaviour amongst 7 to 14 year olds Children’s lifestyle choices Source: Carrick James Child Tracker Feb 02 % 19972001 - 8 - 11 - 13 + 13 - 7 - 10

51. Source: Childwise Monitor 2001 / 2002 Access of the internet by age % internet usage

52. Children’s lifestyle choices Source: Carrick James Child Tracker Feb 02 Leisure activities, by age (5-8 and 9-12) %

53. Source: Carrick James Child Tracker Feb 02 Leisure activities, by sex % Children’s lifestyle choices

54. Source: Carrick James Child Tracker Feb 02 Computer uses amongst 8-15 year olds % Children’s computer usage

55. Young people Source: Social Focus on Young People, HMSO 2000 Libraries in relation to other social activities % of people 18-24s who visit…

56. Young people & libraries Source: Children’s Public Library User Survey 2002 What young people do in the library today %

57. Young people Source: The Reading Agency: young people and public libraries consultation Perceptions of libraries Good things Noise is good Lively Lots of computers Manga Poems Computers – internet access Range of books Different genres Help with homework Posters and advertising that makes you want to read the books Able to get books for free Bad things Too loud Too quiet Too small Sometimes the staff aren’t nice Computers are too busy Smell, old books Boring Not enough books that appeal to young people Not enough copies of new books Hard to find what you want Dingy

58. Young people Source: Fulfilling their Potential consultation groups, May 2004 Vision of ideal library A separate space for different ages and activities A library which sits alongside other facilities High quality welcoming environment, in terms of design and furniture Welcoming atmosphere, open more often and at convenient times Walking distance from home, school or a bus stop A café area where you can read, talk, play music, without disturbing others Wide choice of relevant reading materials Listening posts for music and talking books Computers with internet access Quiet spaces and areas where people can chat and read Involvement in design of libraries and services

59. There is well documented evidence of significant lifestyle changes amongst young people – more solitary, less active, less outdoor, more technology These lifestyle changes are anticipated to become defining features of this generation as it continues to develop Research regarding the difference between the ages and sexes would seem to indicate an inverse relationship between reading habits and computer usage Both current library usage and expectations for the ideal library confirm a strong interest in a wider range of activities and a more engaging library experience

60. Libraries & parents

61. Reading Reading activities by presence of children Source: Reading the Situation: The Reading Partnership, 2000 %

62. Parents & libraries Source: Parental perspectives on public library services in England for children aged 0-5, Book Marketing Limited, February 2004 Barriers to using libraries %

63. Parents & libraries Source: Parental perspectives on public library services in England for children aged 0-5, Book Marketing Limited, February 2004 Perceptions of library staff Agreement rating 1=disagree, 5=agree

64. Parents & libraries Source: Parental perspectives on public library services in England for children aged 0-5, Book Marketing Limited, February 2004 Perceptions of library buildings Agreement rating 1=disagree, 5=agree

65. The presence of children is an important influence on reading activities and internet usage within households The library is not seen as a visible or compelling place to visit amongst non users who would are put off by negative stereotypes of what the library experience is like These stereotypes substantially decline amongst library users but represent a significant barrier to use amongst non users

66. contents findings strategic issues & recommendations next steps overview

67. What obstacles stand in the way of higher library usage? key questions Who are we trying to reach? What messages do we need to communicate to key groups? What is the best way of getting the message out there?

68. ? who are we trying to reach? London retired C2DE families ethnic minorities students professional / managerial disabled young people female British ABC1 full time employment unemployed young people metropolitan rural technical / semi routine 25-34 male North East 35-44

69. who are we trying to reach? Numerically significant… Potential to engage… Long term implications… Wider consequences… Current usage… Targeting strategy must reflect a range of considerations

70. who are we trying to reach? primary young families 25-34 year olds young people (16-25) ethnic minorities secondary core users 55+

71. what obstacles stand in the way young families 25-34 year olds young people (16-25) ethnic minorities primary secondary Time – don’t have the time Substitutes – I can go elsewhere Relevance – it’s not for me No interest in ‘just books’ Image – boring, dusty, intimidating, old fashioned

72. What messages do we need to communicate? give me a reason to go… beyond books…

73. contents findings strategic issues & recommendations next steps overview

74. Agree findings the right themes the right audiences Finalise & agree marketing strategy Creative development