Library Simplified Library/eBook User and Non User Survey

Library Simplified Survey 2

Descriptive Summary By Kyle Butler – Strategy Analyst

Table of Contents

Page

Survey Design 4

Sample Profile 5

Summary of Findings 6

Findings

Library Users vs. Non-Users 8

eReading 17

Demographic Tables 27

2

Survey Design

The second Library Simplified survey was 10-minute web survey designed to expand the findings from survey one; provide data specific to NYPL boroughs; and draw comparisons between users and non-users.

SAMPLE PLAN

Sample Size 319 completes (originally 300, but vendor provided extra sample)

Respondent Requirements •  Residency: Must live in NYC boroughs of Manhattan, Staten Island, or the Bronx*

Quotas •  eReaders: min. n = 100; Respondents who have read at least one eBook in the past year •  Library Users: min. n = 100; Respondents who have used a public library in the past year

SAMPLE & DATA QUALITY

A third party vendor, Survey Sampling International (SSI), programmed, hosted and managed the survey. SSI used a blind, unbranded invite. Timestamps and data checks were used while the study was in field to identify and remove speeders and straight-liners. However, this does not mean that responses are precise; self-reported behaviors are often overstated and should not be misconstrued as accurate frequencies.

*While some NYPL users reside outside of our boroughs, residency was the most effective screening criterion to ensure a qualified sample.

3

Sample Profile (1 of 2)

Residency (% of sample)

13%

24% 64%

Staten Island

Bronx

Manhattan

55

112

71

49 32

18 - 25 26 - 35 36 - 45 46 - 55 56 - 65

Age (count)

33

58 65

46 37 36 33

Under $25K

$25 - 50K

$50 - 75K

$75 - 100K

$100 - 125K

$125 - 150K

$150K+

Income (count)

Total n = 319

Gender (% of sample)

50.2% 49.5% Male

Female

Children (% of sample)

48% 52%

Households with chlidren

Households without children

4

11

10

17

44

45

193

Other

South Asian / Indian

East Asian

Hispanic / Latino

African-American / Black

Caucasian

Sample Profile (2 of 2)

20

21

28

39

211

Student

Retired

Not employed

Employed part-time

Employed full-time

Employment Status (count)

Total n = 319

3

39

60

152

65

Did not graduate high school

High school or equivalent

Some college / associate's

College degree

Post-college advanced degree

Education (count)

Ethnicity (count)

5

Summary (1 of 2)

6

Library Users vs. Non-Users •  On average (arithmetic mean using midpoints), library users report reading about 50% more books

than non-users; however, the mode for both populations is 1 – 10 books •  Library users more strongly associate themselves with books and reading than non-users,

particularly regarding the role of books in their social lives •  Library users read more genres than non-users

•  A significantly greater proportion of library users read fiction, biography, classics, fantasy, and historical fiction, among others

•  Frequency of reading across formats is positively correlated with library usage •  An exception to this is low-frequency library users, ~2/3 of whom are frequent eReaders

•  Library users prefer print and eBooks for different occasions, while print is favored by the majority of non-users across occasions (largely because fewer read eBooks at all)

•  The majority of both library users and non-users prefer to buy books rather than check them out from the library

•  Buying online is the overwhelming favorite for eBooks •  Likewise, online bookstores are a key source of recommendations for library users and non-users

•  In general, library users also seek recommendations from more sources than non-users •  The main reason non-users cite for not using a library is that they prefer to buy their books, both

in physical bookstores and online

Summary (2 of 2)

7

eReading •  The majority of respondents who were library users were also eReaders; because of this, data

about library users in the previous section is generally also true of eReaders •  On average (arithmetic mean using midpoints), eReaders report reading more than 2x as many

books as non-eReaders; the mode for both populations is 1 – 10 books •  Genres like romance, science, historical fiction, and fantasy / science fiction are read by a

significantly greater proportion of eReaders than non-eReaders •  Buying online is the most popular way to access new eBooks

•  Of those that use digital subscription services, Oyster is the most popular •  eReaders read to keep up with current events, for work, and for research more than non-eReaders;

they also read more non-book media in electronic formats •  eReaders indicate a preference for browsing to find their eBooks, using features like cover jackets,

ratings, and recommendations •  While behaviors may be overstated, the data indicates that consumption of eBooks across multiple

devices is common practice among eReaders •  The most common devices owned by eReaders are the Kindle, iPhone, and iPad •  When reading, eReaders are most often using basic features like digital bookmarks and adjustable

fonts; use of social eReading features is less common

Findings Library Users vs. Non-Users

On average (arithmetic mean using midpoints), library users report reading about 50% more books than non-users; however, the mode for both populations is 1 – 10 books

How many books have you read in the past 12 months? (all formats – electronic, print and audiobook)

0%

45%

24%

13% 10%

5% 2%

10%

67%

10%

2% 4% 2% 4%

None 1 - 10 books 11 - 20 books 21 - 30 books 31 - 40 books 41 - 50 books 50+ books

Library User (n = 271)

Not Library User (n = 48)

mean ~ 17 books

mean ~ 11 books

9

How strongly do you agree or disagree with the following statements? (Top 2 Box % - agree or strongly agree)

Library users more strongly associate themselves with books and reading than non-users, particularly regarding the role of books in their social lives

0%

10%

20%

30%

40%

50%

60%

70%

80%

90%

100%

Reading is an important part of who I am

It's easy for me to find books I like

My friends and I talk about books

I grew up in a family that reads a lot

Library User Not Library User

10

60% 57%

54% 54% 50%

44% 42%

40% 39% 37% 37%

35% 31%

29% 26% 25%

22% 21%

48% 44%

52%

44%

35%

50%

27% 29%

23%

31%

23% 25%

15% 19%

10% 10%

0%

21%


What kinds of books do you read? (% - select all that apply)

*Difference significant at 90% level

Library users read more genres than non-users; a significantly greater proportion of library users read fiction, biography, classics, fantasy, and historical fiction, among others

11

9% 18%

50%

50% 49%

21%

How often do you read in the following formats? (x How often do you visit a library?)

33% 27%

85%

36%

63%

6%

High-Frequency Library Users

(n = 122)

Print books

37% 49%

84%

30% 19%

9%

eBooks

Audiobooks

% who read format frequently (once a week or more)

2% 9% 20%

89% 85%

58%

% who read format infrequently or never (less than once / month)

Library Usage: high-frequency = visits once a week or more; medium-frequency = a couple times a month or once a month; low-frequency = a few times a year or once a year

Medium-Frequency Library Users

(n = 115)

Low-Frequency Library Users

(n = 33)

Not a Library User

(n = 43)

Frequency of reading across formats is positively correlated with library usage; the exception to this is low-frequency library users, ~2/3 of whom are frequent eReaders

12

67% 73% 59%

75%

49%

65%

43%

64%

34%

54%

34%

54%

27% 21%

30%

15%

39%

30%

45%

33%

46%

35%

57%

39%

6% 6% 11% 10% 12% 5%

12% 2%

20% 11% 9% 7%

For each of the activities / situations below, which format do you prefer? (% of those who participate in given activity)

Library users prefer print and eBooks for different occasions, while print is favored by the majority of non-users across occasions (largely because fewer read eBooks at all)

13

Print Books eBooks Audiobooks Print Books eBooks Audiobooks Library User Non-User

How do you prefer to get new books? (valid %)

40%

31% 29%

43%

0%

57%

Buy online Borrow from library

Buy in bookstore


Print Books

77%

13% 10%

80%

0%

20%


Subscription (e.g. Oyster)


eBooks

The majority of both library users and non-users prefer to buy books rather than check them out from the library; buying online is the overwhelming favorite for eBooks

14

69%

61%

50% 50% 50% 47% 46% 45%

30%

42%

0%

23%

16%

0%

16% 21%


When looking for recommendations on what to read, how often do you consult the following sources?

(top 2 box % - always or often)

Likewise, online bookstores are a key source of recommendations for library users and non-users; in general, library users seek recommendations from more sources

15

47%

40%

25%

21%

14% 14%

7%

You indicated you haven’t visited a library in the past 12 months. Why not? (% – select all that apply)

The main reason non-users cite for not using a library is that they prefer to buy their books, both in physical bookstores and online

16

Findings eReading

The majority of respondents who were library users were also eReaders; because of this, data about library users in the previous section is generally also true of eReaders

75% (n= 240)

8% (n= 27)

Intersection of eReaders & Library Users (% of total sample)

10% (n= 31)

7% (n= 21)

Library User only

eReader only

Neither eReader nor Library User

eReaders

∩ Library Users

Total n = 319

18

On average (arithmetic mean using midpoints), eReaders report reading more than 2x as many books as non-eReaders; the mode for both populations is 1 – 10 books

How many books have you read in the past 12 months? (all formats – electronic, print and audiobook)

0%

43%

24%

13% 11% 6%

3%

12%

75%

10%

2% 0% 0% 2%

None 1 - 10 books 11 - 20 books 21 - 30 books 31 - 40 books 41 - 50 books 50+ books

eReader (n = 267)

Not eReader (n = 52)

mean ~ 18 books

mean ~ 7 books

19

58% 57% 55%

51% 49%

45% 42% 42%

39% 39% 38% 35%

31% 29%

26% 24%

22% 20%

58%

46% 50%

57%

42% 46%

23% 19% 20%

17%

27% 25%

19% 19%

9%

17% 19%

8%

eReader Not eReader

What kinds of books do you read? (% - select all that apply)

*Difference significant at 90% level

Genres like romance, science, historical fiction, and fantasy / science fiction are read by a significantly greater proportion of eReaders than non-eReaders

20

78%

12% 11%


Digital Subscription

How do you prefer to get new eBooks?

(valid %)

Buying online is the most popular way to access new eBooks; of those that use digital subscription services, Oyster is the most popular

Which digital subscription service(s) do you use?

(% – select all that apply)

53%

40%

30%

Oyster Scribd Entitle

21

17%

20%

43%

67%

43%

53%

65%

73%

For research

For work

To keep up with current events

For pleasure

eReader Not eReader

How often do you read for the following purposes?

(% who read once a week or more)

Do you read any of the following in electronic formats?

(% “yes”)

eReaders read to keep up with current events, for work, and for research more than non-eReaders; they also read more non-book media in electronic formats

30%

33%

61%

73%

Magazines or journals

News or newspapers

eReader Not eReader

22

50%

78%

Search (e.g. enter specific title or author to return a result)

Browse (e.g. scroll through lists, cover jackets, ratings,

recommendations)

How to you prefer to find the eBooks you read? (% – select all that apply)

eReaders indicate a preference for browsing to find their eBooks, using features like cover jackets, ratings, and recommendations

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While behaviors may be overstated, the data indicates that consumption of eBooks across multiple devices is common practice among eReaders

How often do you read eBooks on the following devices? (% who read once a month or more)

27%

31%

22%

20%

5%

5%

6%

7%

20%

15%

15%

19%

27%

22%

26%

19%

21%

27%

31%

35%

0% 20% 40% 60% 80% 100%

Personal Computer

Smartphone

eReader

Tablet

A few times a year or less Once a month A few times a month Once a week A few times a week or more

24

7%

10%

12%

23%

25%

78%

Pandigital

BeBook

Kobo

Sony

Nook

Kindle

8%

10%

46%

56%

Blackberry

Windows

Android

iPhone

The most common devices owned by eReaders are the Kindle, iPhone, and iPad

What brand of eReader do you currently own / use?*

(% – select all that apply)

9%

40%

70%

Windows (e.g. Surface)

Android

iPad

What kind of smartphone do you have?* (% – select all that apply)

*% of eReaders who own the given type of device

What kind of tablet do you have?* (% – select all that apply)

25

24%

43%

45%

48%

61%

Social features (e.g. sharing)

Annotations / note-taking

Built-in dictionary

Adjustable fonts

Digital bookmarks

When reading eBooks, which of the following features do you typically use? (% - select all that apply)

When reading, eReaders are most often using basic features like digital bookmarks and adjustable fonts; use of social eReading features is less common

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Demographics

Library User Non-Library User eReader Non-eReader

n 271 48 267 52

Mean age 36 43 36 44

Gender 50% male, 50% female 54% male, 46% female 51% male, 49% female 48% male, 52% female

% with children 52% with children 23% with children 53% with children 23% with children

Mean HHI $84,500 $74,500 $87,000 $63,000

Employment 82% employed full-

or part-time 58% employed full-



or part-time

Ethnicity 62% Caucasian/White; 14% Hispanic/Latino; 13% African-American

52% Caucasian/White; 23% African-American; 15% Hispanic/Latino

61% Caucasian/White; 13% Hispanic/Latino; 14% African-American

60% Caucasian/White; 17% African-American; 17% Hispanic/Latino

Education 72% college degree

or more 52% some college

or less 72% college degree

or more 50% some college

or less

Demographics reflect only this research instrument and are not representative of the total population, particularly since very few low-income individuals were reached

See slide 16 for overlap—given high intersection, user and non-user populations are nearly identical demographically.

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Library Simplified Library/eBook User and Non User Survey

Government & Nonprofit

Transcript of Library Simplified Library/eBook User and Non User Survey