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![Page 1: Marketing the Millennials: What They Expect From Their Library Experience Patricia M. Duck and Randi Koeske University of Pittsburgh at Greensburg April.](https://reader036.fdocuments.us/reader036/viewer/2022062409/56649c985503460f9495495c/html5/thumbnails/1.jpg)
Marketing the Millennials: What They Expect From Their Library Experience
Patricia M. Duck and Randi Koeske
University of Pittsburgh at Greensburg
April 8, 2005
![Page 2: Marketing the Millennials: What They Expect From Their Library Experience Patricia M. Duck and Randi Koeske University of Pittsburgh at Greensburg April.](https://reader036.fdocuments.us/reader036/viewer/2022062409/56649c985503460f9495495c/html5/thumbnails/2.jpg)
A Short Quiz to Start…
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Who Are the Millennials?
• Those students born after 1981
• Also known as:– Generation Y– Echo Boom– 14th Generation
• 80 million plus: a generational wave?
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How Many?
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Millennial Characteristics
• Confident, optimistic and intelligent• Team and rule-oriented: conformists• Most ethnically diverse• Visually oriented• Easily bored• Prefer active learning exercises• Demanding: have high expectations
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Academic Expectations
• Prefer subjects in which they can measure progress: technology, economics, social sciences
• Cutting edge facilities
• Geared toward doing research only on the Internet
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What are UPG Student’s Expectations?
• Who we are: small regional campus library
• Part of the University of Pittsburgh Library System
• About 1900 undergraduate students– 70% commuter, 30% resident
• 20 majors
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UPG Campus Survey: Fall 2003
• A student-generated survey developed by Dr. Randi Koeske and senior psychology students
• Based on the College Student Experience Questionnaire (CSEQ) and the National Survey of Student Engagement (NSSE)
• Special version: Library Experiences at UPG
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Library Experiences at UPG
• Four sections:– Section 1: 30 questions on what they did in the
library
– Section 2: 10 questions assessing students attitudes toward library services
– Section 3: 4 questions on how much time students spent in the library and in what areas
– Section 4: 10 questions related to library instruction
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Crunching the Numbers
• 202 participants on campus
• 80% were millennials; 20% Gen X’ers
• 54.5% commuters 45.5% residents
• Data input and run through SPSS by psychology students
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Most Frequently Reported Library Responses
• 71% of students had received library instruction
• 92.3% agreed that the library staff was friendly and willing to help
• 79.2% of students used the library for study• Most frequently reported library experience:
using an internet search engine not provided by the University to find information for a class
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Attitudes Towards Library Services
• Section 2 of the survey: 10 questions
• Attitudes = expectations of the user
• Were we meeting millennials expectations?
• Was there a difference between identified groups?
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Question 1. If the library stayed open more hours, I would use it more.
Question 2. If the library had an area for refreshments, I would spend more time there.
Figure 1 - UPG Library Experiences
Question 3. I would make use of library facilities for wireless computing or plugging in laptops if
they were available.Question 4. I feel more comfortable in the library
than anywhere else on campus.
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Figure 1 - UPG Library Experiences - continued
Question 5. The library staff members are friendly and willing to help.
Question 6. The library staff members are knowledgeable and able to help.
Question 7. I don't know who to approach at the library to help me find information.
Question 8. PittCAT is a confusing or difficult system to use.
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Figure 1 - UPG Library Experiences - continued
Question 9. Pitt's electronic journal database is a confusing or difficult system to use.
Question 10. It should be possible to access all library materials from off campus by logging in
with a Pitt username, even if you don't use Stargate as your internet provider.
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Some Statistical Differences Between Groups
• ANOVA analysis– Resident status (commuter vs. resident) and class
(freshman vs. senior)
• Question 10– p=.000 for status and .007 for class
• Question 1– p=.018 for status
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Results of Library Experiences at UPG
• Little or no difference between millennials and Gen X’ers
• Expectations concerning libraries center more on comfort and technological issues rather than facility issues
• Confirm that millennials are technologically savvy
• Visual orientation and short attention spans may hinder their efforts in doing research
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• Introduction of Zoom!• Virtual intranet to access all materials
from off campus• Installation of a soda pop machine• Hosting “regular” campus events in the
library• Development of better instruction
methods for online databases
New Initiatives at UPG
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Thank you for your attention!
Patricia M. DuckUniversity of Pittsburgh at GreensburgMillstein Library1150 Mt. Pleasant Rd.Greensburg PA [email protected]