The Changing World of Libraries: Lee Rainie, Director of the Pew Research Center’s Internet & American Life Project, will discuss the Project’s latest research about how people use technology and how people use libraries. He will discuss the implications of this work for libraries.

1. The changing world of libraries
Lee Rainie
Director
Pew Research Center’s Internet & American Life Project
Presented to: SWON Libraries Consortium
November 28, 2012

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3. The traits of networked information
• Pervasively • Linked
generated • Social currency
• Pervasively • Multi-platformed
consumed • Real-time and
• Portable timeless
• Personal • More quickly
• Participatory generated and
• Continually edited delivered

4. Digital Revolution 1: Broadband
Internet (85%) and Broadband at home (66%)

5. Networked creators and curators (among internet users)
• 69% are social networking site users
• 59% share photos and videos
• 46% creators; 41% curators
• 37% contribute rankings and ratings
• 33% create content tags
• 30% share personal creations
• 26% post comments on sites and blogs
• 16% use Twitter
• 14% are bloggers
• 18% (of smartphone owners) share their locations;
74% get location info and do location sharing

6. Revolution 2: Mobile – 89% of adults
46% smartphones / 25% tablets
321.7
Total U.S.
population:
315.5 million
2012

7. Apps > 50% of adults
50%
% of cell owners who have 43%
40% downloaded apps 38%
30%
29%
22%
20%
10%
0%
Sept 2009 May 2010 August 2011 April 2012

8. Digital Revolution 3
Social networking – 59% of all adults
18-29 30-49 50-64 65+
100%
86% 87% 92%
% of internet users
80%
76%
67%
68% 73%
60%
61%
49% 48% 49% 57%
40%
47%
25% 29%
25% 38%
20% 26%
9% 8% 11%
7% 4% 13%
6% 7%
0%
2005 2006
1% 2007 2008 2009 2010 2011 2012

9. Rise of e-reading devices
>One third of adults own at least one device
Ebook reader Tablet
30%
25%
22%
20% 19% 19%
12%
10% 10%
10%
8%
6%
5% 5%
4% 4%
3% 3%
2%
0%
Apr-09 Sep-09 May-10 Sep-10 Nov-10 May-11 Dec-11 Jan-12 Aug-12

10. 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

11. First report: The rise of e-reading
http://libraries.pewinternet.org/2012/04/04/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

12. 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
100% 95%
90% 84%
80%
70%
60%
50%
40%
30%
20% 15%
10% 4% 4% 4%
0%
Print book E-book Audiobook
Jun-10 Dec-11

13. 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

14. How e-readers read their e-books
% of e-book readers who read an e-book in the past
12 months on these devices
50%
40%
42% 41%
30%
29%
20% 23%
10%
0%
On a cell phone On a computer On an e-book On a tablet
reader computer

15. How device owners read their e-books
% of owners of each device who read e-books on that device
100%
90%
93%
80%
81%
70%
60%
50%
40% 46%
30%
20%
29%
10%
0%
On a cell phone* On a desktop or On an e-reader* On a tablet*
laptop*
* = among people who own that device

16. 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
Printed books E-books
100%
81% 83%
80% 73%
69%
60% 53%
43% 45%
40% 35%
25%
19%
20% 13%
9%
0%
Reading with a Sharing books Reading books in Having a wide Reading while Being able to get
child with other bed selection to traveling or a book quickly
people choose from commuting

18. 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, 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

19. Second report: E-book borrowing
http://libraries.pewinternet.org/2012/06/22/libraries-patrons-and-e-books/
12% of e-book readers (4% of
general pop.) have borrowed
e-book from library in last
year
Non-borrowers are unaware
they can borrow e-books!!!
Non-borrowers are open to
coaching/tech support
Borrowers are buyers, too

20. 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.

21. How is selection?
% of e-book borrowers
Excellent Very good Good
Fair Poor Don’t know
16 18 32 23 4 8
0 20 40 60 80 100

22. Problems with borrowing process
% of e-borrowers
Yes No Don’t know
It was not compatible 18% 80% 3%
with your e-reader
There was a waiting list 52% 46% 3%
The library did not carry it 56% 39% 5%
0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%

23. Open to library coaching/tech support
% of non-borrowers
Very likely Somewhat likely Not too likely Not at all likely
Classes or instruction on how to 32%
use handheld reading devices like 11 21 19 47
e-readers & tablet computers
32%
Classes on how to download
library e-books to handheld devices 12 20 19 47
E-book readers already loaded 46%
with the book you want to read 18 28 15 37
0 10 20 30 40 50 60 70 80 90 100

24. Where people get recommendations
Library card holder No card
100%
80% 75%
60%
51%
40%
38%
28% 28% 28%
20% 16%
7%
0%
Family, friends, Online bookstore/ Bookstore staff A librarian/
co-workers website library website

25. Last book you read?
Library card holder No card
60%
50%
50% 47%
40%
30%
29%
20% 20%
20%
14%
12%
10%
4%
0%
Purchased it Borrowed from Borrowed from Some other way
family/friend library

26. Library card holders vs. fans
58% ages 16+ are card holders 65% ages 16+ say “important”
• Women • Women
• Whites • African-Americans
• Higher HH income • Hispanics
• Higher educational • Lower HH income
attainment • Educ. attainment is
• Non-rural less predictive
• Parents of minors • Non-rural
• Parents of minors

27. 9 takeaways for librarians
1. E-reading is taking off because e-
reading 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

28. 9 takeaways for librarians
5. Library users are not always the
same as library fans
6. E-book borrowing has foothold –
and whopping upside
7. Library users are book buyers
8. Library borrowing patterns are
changing
9. Collections are changing

29. Third report: Young readers
http://libraries.pewinternet.org/2012/10/23/younger-americans-reading-and-library-habits/
83% of those ages 16-29 read
book in past year
40% of them are reading more
in the age of digital content
Read e-books on phones and
computers more than e-book
readers and tablets
60% visited library in past year
3 sub-cohorts – high schoolers,
college age, early career

30. 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
Median
books read
(midpoint)
(average)
All those 16 and older 17 8
Ages 16-17 (n=144) 18 10
Ages 18-24 (n=298) 17 7
Ages 25-29 (n=186) 17 6
Ages 30-39 (n=434) 14 6
Ages 40-49 (n=449) 15 6
Ages 50-64 (n=804) 18 8
Ages 65+ (n=622) 23 12

31. Reading on a “typical day” (among book readers)
60%
57%
50% 53%
49% 48%
40%
39% 39% 38%
30%
20%
10%
0%
16-17 18-24 25-29 30-39 40-49 50-64 65+
(n=129) (n=264) (n=152) (n=377) (n=379) (n=668) (n=473)

32. Young readers are instrumental readers
Ages 16-29 (n=628) Ages 30+ (n=2,309)
90%
80%
81% 81% 79% 81%
70% 76% 73% 73%
60%
50%
49%
40%
30%
20%
10%
0%
Read for Read for pleasure Read to keep up Read to research
work/school with current topics of interest
events

33. Young e-book readers read on all kinds of devices
60% Ages 16-29 (n=166) Ages 30+ (n=621)
55%
50%
46%
40%
41%
38%
30%
25% 26%
20% 23%
16%
10%
0%
Cell phone Desktop or laptop E-reader Tablet

34. Used library in past year
80%
70%
72%
60%
58% 57% 59%
50% 54% 56%
49%
40%
30%
20%
10%
0%
16-17 18-24 25-29 30-39 40-49 50-64 65+
(n=144) (n=298) (n=186) (n=434) (n=449) (n=804) (n=622)

35. Got help from a librarian (among library users)
50%
45%
40% 43%
35%
30%
25% 27%
20%
21% 21%
15%
19%
17%
10%
11%
5%
0%
16-17 18-24 25-29 30-39 40-49 50-64 65+
(n=144) (n=298) (n=186) (n=434) (n=449) (n=804) (n=622)

36. How important is the library?
Total important Total not important
Ages 16-17 (n=144) 54% 45%
Ages 18-24 (n=298) 63% 37%
Ages 25-29 (n=186) 74% 26%
Ages 30-39 (n=434) 72% 28%
Ages 40-49 (n=449) 74% 25%
Ages 50-64 (n=804) 68% 31%
Ages 65+ (n=622) 67% 29%
0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%

37. Forthcoming: Library services
National survey and focus
groups with patrons and
librarians
If you want to participate,
email me at:
Lrainie@pewinternet.org

38. 11 early insights
1. Meta-question among librarians: Should we
try to be all things to all people or do a few
things really well?
2. Libraries are widely appreciated for their
meaning to their communities / more than
personal value
• But makeovers are warranted – “elitist”
“stressed” “behind desk ‘walls’”
3. Libraries still equal “books” to many patrons
• E-book situation is still an uncertainty and in flux

39. 11 early insights
4. Many, many are unaware of the array of services
libraries offer, including their website material
• … and they stress the need for better marketing
5. Parents of minor children have the strongest
feelings and fondest memories AND hope for
life-lessons for their kids
• “You never have to say no to your kids at a library”
6. Technology is as important a service as book
lending
• Jobs applications and searches are big new feature

40. 11 early insights
7. Libraries are being judged in comparison to
other services and offerings in the world
• Genius bars, Amazon recommendations, personal
shoppers
8. Amenities and atmosphere matter – segmenting
spaces is appealing
9. People would really appreciate coordination
with other local institutions
10.A surprisingly big chunk of Americans are totally
disconnected from the library

41. Insight 11: You’re on your own
inventing the future
Robert Dawson photography - Library Road Trip
http://www.robertdawson.com/pages/1/Public%20Library%3a%20An%20American%20Commons/Public%20Library%3a%20An%20American%20Commons
/

42. Thank you!
Lee Rainie
Email: lrainie@pewinternet.org
Twitter: @Lrainie
Kathryn Zickuhr
Email: kzickuhr@pewinternet.org
Twitter: @kzickuhr
Kristen Purcell
Email: @kpurcell@pewinternet.org
Twitter: @kristenpurcell