Market probe fopl presentation 2015-05-09_-_v7_-_animated

Prepared for: Federation of Ontario Public Libraries Research Task

Force

May, 2015

FEDERATION OF ONTARIO PUBLIC

LIBRARIES RESEARCH

Market Probe 2

Topics

Background

Library Usage

Accessing the Library

Library Services

Value of the Public Library

Future Outlook

Conclusions

Market Probe 3

2015 Survey: Connecting to the past with a view to the future…

• Fourth wave of a study that has been conducted every five years since 2000

• Objectives:

– Understand Ontario residents’ opinions about the use, role and impact of public

libraries, and how those opinions have changed over time

– Separate public opinion by level of usage of public libraries (including non-use)

– Identify areas of strength and weakness for the public library

• Results will be used to:

– Monitor status of the library

– Formulate strategy

– Identify priorities

– Provide input to a new marketing communication plan

Market Probe 4

…through the use of a dual telephone / online survey method

• Significant differences exist between phone and web

respondents

• Also differences in the way people respond to questions

based on methodology

– Multiple response questions

– Rating scale questions

– Social desirability bias

Both surveys made available in

English and French

Telephone Survey

• 600 telephone interviews

conducted from February 26th to

March 16th, 2015

Online Survey

• 1,102 online surveys conducted

from March 5th to March 10th,

2015 using Delvinia’s

AskingCanadians online panel

Age and gender controlled by quotas

Phone Web

Households with children 40% 22%

Graduated college/university 55% 70%

Live in Metro TO / Urban GTA 39% 52%

Born outside Canada 19% 24%

Market Probe 5

Most Ontarians read books, and still primarily in hard copy format

86%

27%

28%

31%

16+ books read

6 to 15 books read

1 to 5 books read

Any Books Read in

Past 12 Months 17%

66%

18%

Most likely to have read no books:

• High school or less education 26%

• <$35K household income 23%

• Singles 20%

• Men 19%

Mostly in electronic

format

Mostly in hard copy

Both equally

Books Read in the Past Year Format of Books Read in the Past Year

Age 18-34: 18%

Age 55+: 38%

Market Probe 6

Bookstore usage has remained steady, with a substantial portion of traffic

swinging to online visits

12%

18%

51%

19%

14%

14%

41%

31%

More than 10 times

6 to 10 times

1 to 5 times

None

In-Person

Online

22%

47%

31%

Online more

About the same

In-person more

Past Year Bookstore Visit

Frequency

26%

21%

37%

17%

25%

21%

38%

16%

27%

22%

34%

16%

34%

22%

31%

12%

More than 10 times

6 to 10 times

1 to 5 times

None

2015

2010

2005

2000

Past Year Bookstore Visit

Frequency

Relative Frequency of Visiting

Bookstore Online and In-Person

Market Probe 7

87%

83%

44%

42%

41%

23%

17%

88%

83%

50%

23%

26%

21%

2015

2010

While Internet penetration has not changed in the last five years, the ways

in which people access the Internet have shifted

Higher among

web panelists

99%

86%

84%

73%

56%

33%

24%

23%

6%

Any Internet

Access

At home

At work

At other places in

the community

using a smartphone

At other places in

the community

using wireless

access

At your public

library

At school

Regular Use of

Internet

Search for specific

information of

interest

Use e-mail, a chat

room or IM

Access the news

Access social

networking sites

Stream movies,

music or other types

of entertainment

Download movies,

music or other types

of entertainment

Download books or

magazines

Create content

Ways Internet Was Accessed in the

Past Year Uses of Internet

Market Probe 8

Respondent Only27%

With Others in Household

42%

Other Household Member(s)

Only7%

No One24% Respondent

Only28%

With Others in Household

41%

Other Household Member(s)

Only10%

No One21%

73%

68%

65%

65%

Yes

2015 2010 2005 2000

Household use of the public library may be slipping slightly, despite a

reported increase in library card ownership

Total Household Usage of the Public Library

2015 2010

49%

26%

22%

8%

50%

31%

23%

8%

47%

27%

19%

7%

51%

24%

17%

9%

Children

Spouse/partner

Others

2015

2010

2005

2000

In Household

Used by Others

(net)

19% among

web panelists

27% among

web panelistsTotal Users

70%

Total Users

69%

Past Year Use of Public Library

by Other Household Members

68% among

web panelists

3% among

web panelists

Have a Library Card

Market Probe 9

For most Ontarians, the public library is located close to home and tends

to be an inviting place

Distance from Home

to Closest Library

70%

20%

5%

1%

4%

5 kilometres or less

6 to 10 kilometres

11 to 20 kilometres

More than 20kilometres

Don’t know

Condition of Library

Closest to Home

56%

28%

2%

13%

Inviting space

Okay, but could usesome improvement

Not pleasant

Never been insidelibrary

Ranges from 64% in

Northern Ontario to

80% in Metro Toronto

5 kilometres or less

6 to 10 kilometres

11 to 20 kilometres

More than 20

kilometres

Don’t know

Inviting space

Okay, but could use

some improvement

Not pleasant

Never been inside

library

Age 18-34: 47%

Age 55+: 62%

Market Probe 10

Nearly one-third of those surveyed have not used the public library in the

past year (although most have used it sometime in the past)

Don’t Use the Public Library

31%

31%

30%

31%

2015

2010

2005

2000

91%9%

Yes (%)

No (%)

Ever used the Public Library

Had a Negative Experience

(All users, current and past)

5%95%

Yes (%)

No (%)

10% among web panelists

Market Probe 11

50%

30%

21%

8%

7%

6%

40%

34%

27%

9%

10%

6%

21%

25%

26%

7%

3%

6%

22%

30%

21%

12%

8%

6%

Get informationfrom other sources

Not interested

Too busy

Don't read

Library isn'taccessible

Use library atschool or work

Availability of information from other sources and lack of interest are the

two main reasons for not using the public library

Reasons for Not Using the Public Library

6%

5%

3%

3%

4%

4%

1%

11%

4%

1%

5%

7%

4%

2%

2%

6%

7%

2%

Due to illness /injury / too old

No reason /don't know

Prefer to buy /share books

Library hoursnot convenient

Have ownlibrary / books

Get information from

other sources

Not interested

Too busy

Don't read

Library isn't

accessible

Use library at school

or work

Due to illness /

injury / too old

No reason /

don't know

Prefer to buy / share

books

Library hours not

convenient

Have own library /

books

Reasons

reversed among

web panelists68%

32%

65%

35%

65%

35%

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

Yes

No

2015

2010

2005

2000

• Higher income earners are

more likely to get information

from other sources

• Those with lower income are

more likely to not be interested

Market Probe 12

Frequency of visiting the library in person has remained constant, while

online access has increased over the last five years

In-Person Library Visit

Frequency in Past Year

Accessed Library by…

Telephone 22%

Text 2%

Social Media 7%

17%

10%

12%

27%

34%

18%

11%

12%

25%

34%

18%

12%

10%

25%

34%

19%

11%

12%

25%

32%

21+ times

11 to 20 times

6 to 10 times

1 to 5 times

Not at all

2015

2010

2005

2000

Times Accessed Library’s

Website in Past Year

17%

25%

58%

12%

22%

66%

9%

28%

63%

11 or more times

1 to 10 times

Not at all

2015

2010

2005





Market Probe 13

Use of the Internet to access the public library is complementing, not

replacing, in-person visits

2010

37%

1% 1%

13%

12%

In-Person

Internet

Phone33%

2%

2015

27%

1% 1%

20%

11%

In-Person

Internet

Phone36%

3%

Ways Users Access the Public Library

Significant differences among

web panelists (2015):

In-person only 19%

In-person / Internet 49%

In-person / phone 3%

Market Probe 14

88%

35%

22%

11%

4%

A desktop or laptopcomputer

A tablet

A smartphone

An e-reader

An iPod or MP3player

E-readers are less popular than other devices for accessing library

materials

33%67%

Yes (%)

No (%)

Devices Used to Access

Resources from the Library

E-reader ownership

(among those who have

not used an e-reader to

access library resources)

30% 70%

Yes (%)

No (%)

Ever tried to download

public library e-books

using an e-reader

A desktop or laptop

computer

A tablet

A smartphone

An e-reader

An iPod or MP3

player

Market Probe 15

Bookstores continue to receive more visits than libraries,

especially online

Bookstore vs. Library Visit

Frequency

42%

26%

29%

3%

43%

28%

28%

1%

Bookstores more

About the same

Libraries more

Don't know

2015

2010 9%

21%

26%

12%

21%

10%

13%

15%

19%

10%

25%

18%

Libraryonly

Librarymore

Bothequally

Bookstoremore

Bookstoreonly

Neither

In-Person Usage Online Usage

Relative Frequency of Using Libraries and Bookstores

Market Probe 16

In-person library visitors are engaging in fewer activities, with use of the

library’s wireless network being the only one to register increased usage

Reasons for Personally Using the Public Library

84%

56%

34%

28%

26%

25%

23%

23%

16%

14%

10%

90%

70%

41%

33%

26%

17%

33%

23%

13%

21%

16%

88%

73%

38%

31%

32%

18%

9%

21%

16%

88%

77%

47%

19%

32%

17%

9%

24%

18%

Borrow books, CDs, DVDs or other materials

Get information on a topic of personal

interest

Read or study

Access the Internet using library computers

Relax or socialize

Use the library's wireless network

Access databases / other electronically

stored info*

Take a child to a program or activity

Attend a lecture, program, meeting or

training session

Work assignment or keep up-to-date at work

School or class assignment

86%

59%

44%

35%

31%

31%

27%

25%

18%

21%

27%

Total Household Usage

(2015)

68%

32%

65%

35%

65%

35%

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

Yes

No

2015

2010

2005

2000

Web panelists indicated

fewer reasons in total and,

in particular, were much

less likely to mention

borrowing materials and

getting information on a

topic of interest

* Wording changed in 2015.

Market Probe 17

64%

45%

36%

26%

26%

25%

19%

13%

12%

9%

7%

6%

4%

72%

55%

49%

25%

35%

28%

15%

13%

14%

12%

10%

8%

2015

2010

Similarly, at the total respondent level, household usage of nearly all

library services has declined since 2010

Lender of materials

Assistance in finding information

Reference centre

Focal point or meeting place

Place to study

Help with school projects or homework

Local history collections

Training in how to access information online*

Early literacy programs

Government services through library-based

kiosks

Information for the unemployed

Resources for small business and entrepreneurs

Services to new Canadians

Web panelists reported

lower household usage of

almost all services shown,

especially obtaining

assistance in finding

information

Past Year Usage of Library Services

by Someone in Household


Market Probe 18

42%

30%

24%

26%

14%

14%

10%

5%

34%

25%

21%

23%

12%

5%

4%

33%

14%

14%

13%

7%

2%

8%

5%

2%

Check catalogue

Renew an item

Reserve an item

Access other materialsvia library's website

Download an item

Manage / makechanges to library account

Consult a librarian bye-mail, chat or IM

Unlike in-person activities, use of the library by telephone / text and

Internet has increased over the past five years

23%

16%

14%

12%

4%

19%

13%

13%

10%

12%

7%

10%

7%

18%

11%

Consult a librarian

Renew an item

Reserve an item

Enquire / requestchanges to

account

68%

32%

65%

35%

65%

35%

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

Yes

No

2015

2010

2005

2000

Telephone / Text*

Consult a librarian

Renew an item

Reserve an item

Enquire / request

changes to account

Internet

Check catalogue

Renew an item

Reserve an item

Access other materials

via library's website

Download an item

Manage / make changes

to library account

Consult a librarian by

e-mail, chat or IM

Past Year Use of Public Library by

Telephone / Text

Past Year Use of Public Library by

Internet

57% among

web panelists


Market Probe 19

E-books, fiction and non-fiction, are clearly the most widely used

electronic resources obtained from the library

41%59%

Yes (%)

No (%)

39%

28%

15%

14%

14%

9%

8%

6%

E-books fiction

E-books non-fiction

Digital movies

E-newspapers or journal articles

E-magazines

E-audiobooks

Digital music

E-local history orgenealogy information

Checked the Library’s Online

Catalogue, Downloaded an Item,

or Accessed Other Materials via

the Library’s Website

Telephone respondents

indicated a significant

increase in their use of

fiction e-books over the

past five years, and a

directional increase in

non-fiction as well

E-books fiction

E-books non-fiction

Digital movies

E-newspapers or journal

articles

E-magazines

E-audiobooks

Digital music

E-local history or

genealogy information

Specific Types of Electronic Resources

Used on Library’s Website

Market Probe 20

Relatively few of those who access the library’s electronic materials were

familiar with the new electronic channels or services some libraries offer

27%

22%

15%

13%

13%

Zinio

Hoopla

AskON

Indieflix

Freegal

Familiar with

Channel

Accessed via

Library Account

Accessed

Elsewhere

Familiarity and Use of New Electronic Channels

7% 9%

9% 2%

3% 3%

1% 2%

4% 2%

Market Probe 21

47

39

42

36

25

24

28

33

The public library is the only

affordable place where the average

Ontarian can go for information

The public library is the best place for

people of all ages to go to pursue

lifelong learning

Bottom 6 Ratings

(1-6 on a 10-pt. scale)

Top 2 Ratings

(9-10 on a 10-pt. scale)36%

50%

11%

3%

37%

49%

11%

3%

25%

56%

16%

4%

22%

55%

20%

3%

Top of list

Middle of list

Bottom of list

Don't know

2015

2010

2005

2000

Ontarians’ overall opinions about the public library have held steady, and

perhaps even improved slightly, since 2010

68%

32%

65%

35%

65%

35%

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

Yes

No

2015

2010

2005

2000

Benefit of Public Libraries Relative to

Other Municipal Tax-Supported Services Believability of Positioning Statements

Bottom 6 Ratings


Top 2 Ratings

(9-10 on a 10-pt. scale)Age 18-34: 29%

Age 55+: 40%

Market Probe 22

56%

54%

50%

46%

34%

32%

31%

30%

29%

28%

26%

26%

25%

19%

Most Ontarians acknowledge the public library’s role in advancing

literacy, equal opportunity, and quality of life in their communities

Public libraries are important because they promote literacy and a love

of reading

By providing free access to materials and resources, the public library

plays an important role in giving everyone a chance to succeed

Having a public library improves the quality of life in a community

Public libraries are welcoming, friendly places

The public library is the only affordable place where the average

Ontarian can go for information

Public libraries provide many services people would have a hard time

finding elsewhere

The public library provides valuable resources to increase health

literacy within the communities it serves

The public library is the best place for people of all ages to go to pursue

lifelong learning

Public libraries have done a good job of keeping up with new

technologies

The public library serves as an important meeting place and focal point

within the community

The public library is continually expanding the services it offers

It is very easy to find whatever you are looking for at the public library

Now that information is available from so many different sources,

people need public libraries more than ever

By providing access to information from a wide variety of sources,

public libraries promote an understanding of political issues

% Strongly Agree

Believability of Positioning Statements

42% 65%

47% 59%

39% 60%

35% 52%

25% 35%

24% 37%

24% 31%

25% 30%

22% 36%

22% 28%

23% 28%

18% 30%

20% 25%

17% 17%

By Age

18-34 55+

Market Probe 23

The perceived value of several library services has increased over the

past five years

68%

32%

65%

35%

65%

35%

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

Yes

No

2015

2010

2005

2000

Perceived Value of Library Services


68

60

56

54

50

45

45

40

37

31

31

28

21

69

46

55

45

42

47

27

30

24

22

25

18

9

13

15

14

17

20

18

26

31

33

35

39

45

9

22

13

21

22

16

35

33

39

44

39

46

Lender of materials


Reference centre

Provider of support for school

projects or homework

Place to study

Local history collections

Assistance in finding information



Trainer in how to access

info online*


Government services through library-

based kiosks

Resources for small business and

entrepreneurs

Bottom 6 Ratings


Top 2 Ratings


n/an/a

Web panelists’

ratings were lower

for almost all

services, likely due

to methodology

Bottom 6 Ratings


Top 2 Ratings


Market Probe 24

0

40

80

Assistance in Finding Information

Early Literacy Progams

Focal Point or Meeting Place

Government Services Kiosks

Information for the Unemployed

Lender of Materials

Local History CollectionsPlace to Study

Reference Centre

Resources for Small Business

Services to New Canadians

Support for School Projects or Homework

Training in How to Access Info Online

There is a bigger gap between web panelists’ perceived value and usage

of assistance with finding information versus phone respondents

0

40

80

Assistance in f inding information



Government services through library-based kiosks


Lender of materials

Local history collectionsPlace to study

Provider of support for school projects or homework

Reference centre

Resources for small business and entrepreneurs


Training in how to access info online

Percent Valuing the Service Percent Using the Service

Telephone Survey Online Survey

Value & Usage Combined

0

40

80

Assistance in Finding Information

Early Literacy Programs

Focal Point or Meeting Place


Information for the Unemployed

Lender of Materials

Local History CollectionsPlace to Study

Reference Centre



Support for School Projects or Homework

Training in How to Access Info Online

Market Probe 25

Services to new Canadians and support for school projects / homework

are of higher relative value to non-users than users

Relative Value of Services to Users and Non-Users

Lender of Materials

Reference Centre


Meeting Place

Early Literacy Programs

Place to Study

Local History Collections

Training in How to Access Info

Information for Unemployed


Assistance in Finding Info


Support of School Projects/Homework

6.2

6.4

6.6

6.8

7.0

7.2

7.4

7.3 7.5 7.7 7.9 8.1 8.3 8.5 8.7 8.9

Valu

e to

No

n-U

sers

o

f E

ach

Serv

ice

Value to Users of Each Service

Market Probe 26

Most Ontarians feel that, hypothetically, a local library closing would have

more impact on the community than on themselves and their families

64%

29%

7%

32%

45%

23%

Major Impact

Minor Impact

No Impact at all

Community

Family

Telephone survey

respondents were

more likely than

web panelists to

think there would

be major impacts

Major Minor None

Major 29% 30% 6%

Minor 3% 15% 11%

None 0% 0% 6%

Family Impact

Co

mm

un

ity I

mp

act

Impact of Public Library Closing on…

Age 18-34: 57%

Age 55+: 72%

Age 18-34: 24%

Age 55+: 36%

Market Probe 27

Views remain mixed as to whether libraries will become more or less

important in the future

26%

43%

27%

5%

23%

44%

29%

4%

27%

45%

23%

6%

27%

41%

25%

7%

More important

No change

Less important

Don't know

2015

2010

2005

2000

Opinion of Future Importance of Public Libraries

Market Probe 28

19%

15%

15%

16%

10%

12%

12%

9%

9%

7%

36%

35%

35%

29%

33%

27%

26%

26%

24%

24%

55%

50%

49%

44%

44%

39%

38%

35%

33%

31%

Very Likely Somewhat Likely Total

Interest in new library service concepts varies, in many cases

based on age

A program that allows people to try out the newest tech devices or

applications, such as 3D printers or laser cutters

Library kiosks located throughout the community where people can

check out books, movies or music without having to go to the

library itself

A personalized online account that gives you recommendations

based on your past library activity

A cell phone app that allows you to access library services from

your mobile phone

An online research service where you could pose questions and get

responses from librarians

A cell phone app that helps you locate material easily in the library

using GPS

E-book readers already loaded with the book you want to read

Instruction on how to use handheld reading devices and tablets

Classes on how to download library e-books to handheld devices

A digital media lab where you could create and upload new digital

content like your own movies or e-books

Likelihood of Using Different Library Services

64% 46%

57% 39%

61% 39%

62% 24%

43% 37%

54% 19%

45% 34%

31% 40%

30% 38%

42% 21%

By Age

18-34 55+

Market Probe 29

66%

51%

45%

35%

34%

30%

26%

19%

8%

Communication preferences also differ by age, but email does rank

highest among all groups

Email

Articles in the local paper

Information on the library's website

Social media

Notices at the library

Notices in community centres or other public places

Inserts with your tax bill or other local government

mailings

Notices in schools

Talks / presentations to community groups

Best Way to Inform about What’s Going On at the Library

59% 73%

40% 63%

36% 48%

46% 22%

31% 34%

28% 32%

20% 32%

21% 12%

6% 12%

By Age

18-34 55+

Market Probe 30

Connecting to the past: the public library continues to deliver value as

patrons’ usage patterns evolve

• Overall opinions and value perceptions of the library remain very strong.

– Its position in people’s minds relative to other tax-supported services is consistent with

previous studies, and reactions to earlier positioning statements have improved

slightly.

– The public acknowledges the library’s role in advancing literacy, equal opportunity, and

quality of life in Ontario communities.

– The value of certain services (e.g., for young children, new Canadians, and the

unemployed) has increased over the past five years.

– A majority of residents feel if their local library were to close, it would have a major

impact on the community (but not necessarily on them personally).

• Numbers of library users have remained consistent, but usage patterns

have changed.

– The number of library non-users has been extremely steady over the last 15 years.

– Library card ownership has increased; still, household usage levels may be softening

slightly.

– Reported in-person library visit frequency has remained the same over the years, but in

2015, the number of people using the library both online and in-person has surpassed

the number of in-person-only visitors.

– Usage of many services is lower than reported previously, indicating that library users

may be becoming more selective in choosing which services to use.

Market Probe 31

View to the future: the library needs to determine which investments to

make (and which to skip) in the face of technological and social change

• Regular review of strategies and tactics becomes even more important as

technology, channel, and media preferences change.

– Electronic access is complementing, not replacing, in-person usage; therefore,

duplication of hard copy and electronic materials, plus increased channel costs, will be

the norm for the foreseeable future.

– Ensuring compatibility with an ever expanding array of electronic devices will continue

to pose challenges.

• Communicating about new service offerings will be as important as

providing them.

– Traditional library services are not increasing in usage or perceived value.

– Interest in new services is fragmented, meaning trade-offs will need to made.

– Communications about new services will have to be geared to the proper segments to

create sufficient awareness, interest, and take-up.

– People’s preference for email suggests that creation of contact lists, user groups and

advisory panels may be required in order to maintain a dialogue with library users.

• How the library can best serve a future generation of users remains

uncertain.

– Older people’s respect for the heritage and social contribution of the public library

system will not necessarily be passed down to a younger generation.

– Not every library can afford to be all things to all people; there may be an increasing

need to develop centrally and deliver locally.

Market Probe 32

The biggest challenge of all…

All future strategies and plans should be designed with the

objective of convincing more people that the public library can be

of as much value to them personally as they think it is to others.

Market Probe

The Federation would like to thank the

Ontario Ministry of Tourism and Culture

for the historical data

Market Probe

Market probe fopl presentation 2015-05-09_-_v7_-_animated

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Transcript of Market probe fopl presentation 2015-05-09_-_v7_-_animated