The document discusses research on U.S. public library users and their behaviors and preferences. It provides statistics on the size of the U.S. public library market with over 9,000 libraries and 169 million users. It then profiles frequent "Power Patrons" who visit libraries at least weekly, who are typically female, average 48 years old, with a household income of $61k. These patrons use libraries to borrow books, browse shelves, and search the catalog. The research also finds that library patrons purchase books they discover through the library and that increasing ebook offerings could tap into an unmet demand from patrons.
“Public Library Power Patrons Are Your Best Customers”
1. Understanding the
Behaviors and Preferences
of U.S. Public Library Users
PRESENTED BY
Barbara A. Genco
Manager, Special Projects
Library Journal
2. Size of U.S. Public Library Market
• 9,046 U.S. public libraries*
• 16,698 public library buildings*
• 169 million public library users
(69% of U.S. population)**
• 2011 Book expenditures = $983 million***
• 82% currently offer ebooks****
• 2011 Ebook expenditures = $72 million****
* American Library Association http://bit.ly/trBXAJ
** Bill & Melinda Gates Foundation US Impact Public Library Study http://bit.ly/xJulW4
*** Library Journal Annual Book Buying Survey conducted in December, 2011
**** Library Journal Survey of Ebook Penetration & Use in U.S. Public Libraries, 2011
4. About Patron Profiles
• National trending survey of library consumers
• PubTrack Consumer Panel
• Powered by MarketTools
• 2,000+ library users per fielding
• Quarterly online research reports, each with unique focus
5. Meet the Power Patron
Customers who visit the library at least weekly
6. Meet the Power Patron
Customers who visit the library at least weekly
61% female
Source = Patron Profiles 2011
7. Meet the Power Patron
Customers who visit the library at least weekly
61% female
Average age = 48
Source = Patron Profiles 2011
8. Meet the Power Patron
Customers who visit the library at least weekly
61% female
Average age = 48
Average income = $61K
Source = Patron Profiles 2011
9. Meet the Power Patron
Customers who visit the library at least weekly
61% female
Average age = 48
Average income = $61K
62% with a college degree or higher
Source = Patron Profiles 2011
10. Meet the Power Patron
Customers who visit the library at least weekly
61% female
Average age = 48
Average income = $61K
62% with a college degree or higher
39% with kids under 18
Source = Patron Profiles 2011
11. What They Do at the Library
Power
All users
Patrons
Borrow books & media 46% 65%
Browse shelves for books & media 37% 59%
Search online catalog for books & media 23% 40%
Place holds on print books & media 23% 43%
Source = Patron Profiles 2012
12. What They Do at the Library
Power
All users
Patrons
Borrow books & media 46% 65%
Browse shelves for books & media 37% 59%
Search online catalog for books & media 23% 40%
Place holds on print books & media 23% 43%
Source = Patron Profiles 2012
13. Clear Link Between
Borrowing & Buying
Use the library to discover new writers
or try out new genres
Purchased specific book previously
borrowed from the library
Purchased books by an author whose
works were previously borrowed
from the library
All Users Power Patrons
Source = Patron Profiles 2012
14. Library Patrons=Book Buyers
Annual Book Consumption
Books Read 26.7
Books Purchased 10.6
Books Borrowed from Library 17.3
Means. Base = all library users. Source = Patron Profiles 2011.
15. Patrons Consume Across Formats
94%
17%
6%
3%
Print Book Ebook Audiobook Audiobook
on CD (digital download)
Base = all library users. Source = Patron Profiles 2012.
17. Patrons Consume Across Formats
94% Do you read across
multiple formats?
Yes
34%
No
66%
17%
6%
3%
Print Book Ebook Audiobook Audiobook
on CD (digital download)
Base = all library users. Source = Patron Profiles 2012.
18. Ebook Users Read More
All Ebook
users Users
# books read per year 27 30
Source = Patron Profiles 2011
19. Borrowing Influences Book
Purchasing Behavior
18%
Use the library to discover
new writers or try out new genres 35%
23%
25%
Purchased specific book previously
borrowed from the library 37%
32%
Purchased books by an author 52%
whose works were previously 61%
borrowed from the library 67%
All Users Power Patrons Ebook Users
Source = Patron Profiles 2012.
20. The Untapped Ebook Market
In 2011, public libraries carried
an average of 4,000 ebooks.
Source: LJ survey of Ebook Penetration & Use in U.S. Public Libraries, 2011
21. Patrons Want More
Ebook
All users users
Would like more ebooks available at 34% 75%
their public library
Source: Patron Profiles 2011
25. Takeaways
• Library channel has money to spend
• Libraries = Ubiquitous delivery system
• Discovery Zone for readers
26. Takeaways
• Library channel has money to spend
• Libraries = Ubiquitous delivery system
• Discovery Zone for readers
• Proven marketing engine
27. Takeaways
• Library channel has money to spend
• Libraries = Ubiquitous delivery system
• Discovery zone for readers
• Proven marketing engine
• Win-win-win
28. PRESENTED BY
Barbara A. Genco
Manager, Special Projects
Library Journal
bgenco@mediasourceinc.com
For more info visit:
www.patronprofiles.com/TOC2012
Notas do Editor
Ebooks = Disruptive Technology ; Ebooks= Exponential changeWhen there is exponential change there is free floating anxietyThis year there is LOTS of anxiety in publishing … worry about the future of publishing and what form it will take or even If it will survive…ANXIETY= has attached itself to one concept- JUST ADD FRICTION and all will be well? FRICTION = We need to make it HARDER (not easier)-for library patrons to discover and borrow ebooks. Instead of offering its patrons the 24/7 convenience we see in the marketplace—and most of demand in the 21stCeentury…Library Patrons should only be “allowed” to download an ebook if they go to the physical brick & mortar library.To librarians—it seems like publishers are telling public libraries that they MUST return to a 19th century slow-food-like deliberateness in how we offer content to our library patrons.Patron Profiles data = for the average library patron 2 BORROWS = 1 BUYBUT we know that 67% of Library ebook borrowers BUY a book they learned about at the library. Whatis the financial benefit of making it more difficult to borrow an ebook when the expectation is that if it is not a ‘real’ book—I should be able to do it all online? PATRON PROFILES REVEALS = America’s public libraries are an unparalleled discovery environment Public libraries are focused with a laser like intensity on providing an excellent user experienceBusier than ever. And our Power Patrons return to them again and again. BOTH in person and online.We wonder—what is the value of adding or building barriers to discovery among a group that is so clearly one of the heaviest consumers and purchases of content ---inside AND outside of libraries ?Lately is seems that libraries (and more importantly our POWER PATRONS) are caught in the cross fire?
