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Transcript of The Next Rural Library Lee Rainie - @lrainie Director Pew Research Center’s Internet Project...
The Next Rural Library
Lee Rainie - @lrainieDirector
Pew Research Center’s Internet Project
Presented to: Association for Rural & Small LibrariesSeptember 26, 2013
“Tell the truth, and trust the people” -- Joseph N. Pew, Jr. http://bit.ly/dUvWe3
http://bit.ly/100qMub
3
“Tweckle (twek’ul) vt. To abuse a speaker to
Twitter followers in the audience while he/she is
speaking.”
4
we need a tshirt, "I survived the keynote disaster of 09"
it's awesome in the "I don't want to turn away from the accident
because I might see a severed head" way
too bad they took my utensils away w/ my plate. I could have jammed the butter knife into my temple.
http://bit.ly/124U9a4
The big questions
1. What’s the future of knowledge?2. What’s the future of reference
expertise?3. What’s the future of public technology?4. What’s the future of learning spaces?5. What’s the future of community anchor
institutions?6. What’s the franchise?
Q7: Where do we fit on the dashboard? ALA’s “Confronting the Future”
Totally physical (facilities and media)
Individual focusCollection library
(physical and virtual)
PortalMe: Everything for
everyone
Totally virtual (facilities and media)
Community focusCreation library
(social, maker space)
Archive (or Platform)Specialized niche
5 big reasons your foundation is solid
1) Libraries are appreciated
91% say libraries are important to their communities (90% of rural residents)
76% say libraries are important to them and their families (72% of rural residents)
Robert Dawson photography - Library Road Triphttp://www.robertdawson.com/pages/1/Public%20Library%3a%20An%20American%20Commons/Public%20Library%3a%20An%20American%20Commons/
Quick news flash: New preliminary data
• Having a public library improves the quality of life in a community
• Public libraries are important because they promote literacy and a love of reading
• Because it provides free access to materials and resources, the public library plays an important role in giving everyone a chance to succeed
• Public libraries provide many services people would have a hard time finding elsewhere
----• Disagree: Public libraries have NOT done a good
job keeping up with new technologies
… more …
• Split verdict: People do NOT need public libraries as much as they used to because they can find most information on their own
11
2) Libraries stack up well vs. othersHow confident? How important?
3) People like librarians
• 98% of “ever” library visitors say interactions are “very/mostly positive” (97% of rural residents)
• 81% of library visitors say librarians are “very helpful” (82% of rural residents)
• 50% of “last year” visitors got help from a librarian (48% of rural residents)
4) Libraries have rebranded themselves as tech hubs
80% of Americans say borrowing books is a “very important” service libraries provide (77% of rural residents)
80% say reference librarians are a “very important” service (81% of rural residents)
77% say free access to computers and the internet is a “very important” service (73% of rural residents)
76% say quiet study spaces are a “very important” service (73% of rural residents)
Digital Revolution 1: Broadband at home - 70% (+10% more have smartphones) - Internet users overall: 85%
Broadband at home
Dial-up at home
17% of rural residents do not use the internet -1
• 37% of non-internet users in rural areas think the internet is just not relevant to them, saying they are not interested, do not want to use it, or have no need for it.
• 31% of non-internet users in rural areas cite reasons tied to their sense that the internet is not very easy to use. These non-users say it is difficult or frustrating to go online, they are physically unable, or they are worried about other issues such as spam, spyware, and hackers.
• 24% of non-internet users in rural areas cite the expense of owning a computer or paying for an internet connection.
• 10% of non-users in rural areas cite a physical lack of availability or access to the internet.
17% of rural residents do not use the internet -2
• 49% of rural non-internet users have asked a family member or friend to perform an online activity for them
• 15% of rural non-internet users live in a household with internet connection and other family members use it to go online
• 15% of rural non-internet users once used the internet but no longer do
• 1% of rural non-internet users would like to start using the internet
Digital Revolution 2Mobile – 91% … smartphone 56% … tablets 34%
326.4Total U.S. population:319 million
2012
+10%
The rural story
* Statistically significant difference
+10%
+8%
No broadband, but have smartphones
Libraries and tech
Digital Revolution 3Social networking – 61% of all adults
% of internet users
SNS Users
Which groups are most likely?• Internet users under 50• 18-29 most likely of any
demographic cohort (83%)
• Women• Rural internet users have
caught up
Social Networking Sites% of internet users who use social networking sites
All internet users (n=1,895) 72%a Men (n=874) 70b Women (n=1,021) 74
Race/ethnicitya White, Non-Hispanic (n=1,331) 70b Black, Non-Hispanic (n=207) 75c Hispanic (n=196) 80a
Agea 18-29 (n=395) 89bcd
b 30-49 (n=542) 78cd
c 50-64 (n=553) 60d
d 65+ (n=356) 43Education attainmenta Less than high school (n=99) 67b High school grad (n=473) 72c Some College (n=517) 73d College + (n=790) 75
Household incomea Less than $30,000/yr (n=417) 75b $30,000-$49,999 (n=320) 72c $50,000-$74,999 (n=279) 74d $75,000+ (n=559) 71
Urbanitya Urban (n=561) 74b Suburban (n=905) 71c Rural (n=336) 69
Urban 74
Suburban 71
Rural 69
Facebook Users
• Facebook remains the most-used SNS platform –
Which groups are most likely?• Women• Those under 50, especially 18-29• Rural internet users were never
far behind
Facebook% of internet users who use Facebook Use FacebookAll internet users (n=1,445) 71%a Men (n=734) 66b Women (n=711) 76a
Race/ethnicitya White, Non-Hispanic (n=1,025) 72b Black, Non-Hispanic (n=138) 76c Hispanic (n=169) 73
Agea 18-29 (n=267) 84cd
b 30-49 (n=473) 79cd
c 50-64 (n=401) 60d 65+ (n=278) 45
Education attainmenta Less than high school (n=73) 74b High school grad (n=312) 71c Some College (n=433) 75d
d College + (n=619) 68Household incomea Less than $30,000/yr (n=328) 76d
b $30,000-$49,999 (n=259) 76c $50,000-$74,999 (n=187) 68d $75,000+ (n=486) 68
Urbanitya Urban (n=479) 75b Suburban (n=700) 69c Rural (n=266) 71
Urban 75
Suburban 69
Rural 71
LinkedIn% of internet users who use LinkedIn Use LinkedIn
All internet users (n=1,445) 22%a Men (n=734) 24 a
b Women (n=711) 19Race/ethnicitya White, Non-Hispanic (n=1,025) 22c
b Black, Non-Hispanic (n=138) 30c
c Hispanic (n=169) 13Agea 18-29 (n=267) 15b 30-49 (n=473) 27 ad
c 50-64 (n=401) 24ad
d 65+ (n=278) 13Education attainmenta Less than high school (n=73) 8b High school grad (n=312) 13c Some College (n=433) 16d College + (n=619) 38abc
Household incomea Less than $30,000/yr (n=328) 12b $30,000-$49,999 (n=259) 13c $50,000-$74,999 (n=187) 22ab
d $75,000+ (n=486) 38abc
Urbanitya Urban (n=479) 23c
b Suburban (n=700) 26c
c Rural (n=266) 8
Which groups are most likely?• Men• Middle aged• Upscale in education and income• Rural internet not nearly as likely
to use
Urban 23*
Suburban 26*
Rural 8
Pinterest% of internet users who use Pinterest Use Pinterest
All internet users (n=1,445) 21%a Men (n=734) 8b Women (n=711) 33a
Race/ethnicitya White, Non-Hispanic (n=1,025) 21b Black, Non-Hispanic (n=138) 20c Hispanic (n=169) 18
Agea 18-29 (n=267) 27cd
b 30-49 (n=473) 24cd
c 50-64 (n=401) 14d 65+ (n=278) 9
Education attainmenta Less than high school (n=73) 16b High school grad (n=312) 17c Some College (n=433) 20d College + (n=619) 25ab
Household incomea Less than $30,000/yr (n=328) 15b $30,000-$49,999 (n=259) 21c $50,000-$74,999 (n=187) 21d $75,000+ (n=486) 27a
Urbanitya Urban (n=479) 19b Suburban (n=700) 23c
c Rural (n=266) 17
Which groups are most likely?• Women• Under 50• College educated
Urban 19
Suburban 23*
Rural 17
Twitter • Doubled in size since Nov.
2010Which groups are most likely?• Those under 50, especially 18-
29• African-Americans are more
likely than whites• Urban-dwellers
Twitter% of internet users who use Twitter Use Twitter
All internet users (n=1,445) 18%a Men (n=734) 17b Women (n=711) 18
Race/ethnicitya White, Non-Hispanic (n=1,025) 16b Black, Non-Hispanic (n=138) 29ac
c Hispanic (n=169) 16Agea 18-29 (n=267) 31bcd
b 30-49 (n=473) 19cd
c 50-64 (n=401) 19d 65+ (n=278) 5
Education attainmenta Less than high school (n=73) 14b High school grad (n=312) 17c Some College (n=433) 18d College + (n=619) 18
Household incomea Less than $30,000/yr (n=328) 17b $30,000-$49,999 (n=259) 18c $50,000-$74,999 (n=187) 15d $75,000+ (n=486) 19
Urbanitya Urban (n=479) 18c
b Suburban (n=700) 18c
c Rural (n=266) 11
Urban 18*
Suburban 18*
Rural 11
Instagram • Rivals Facebook in intensity
of useWhich groups are most likely?• Women • Those under 50, especially 18-29• African-Americans and Hispanics• Urban-dwellers and suburbanites
Urban 22*
Suburban 18*
Rural 6
Instagram% of internet users who use Instagram Use Instagram
All internet users (n=1,445) 17%a Men (n=734) 15b Women (n=711) 20a
Race/ethnicitya White, Non-Hispanic (n=1,025) 12b Black, Non-Hispanic (n=138) 34a
c Hispanic (n=169) 23a
Agea 18-29 (n=267) 37bcd
b 30-49 (n=473) 18cd
c 50-64 (n=401) 6d 65+ (n=278) 1
Education attainmenta Less than high school (n=73) 12b High school grad (n=312) 17c Some College (n=433) 21ad
d College + (n=619) 15Household incomea Less than $30,000/yr (n=328) 18b $30,000-$49,999 (n=259) 20c $50,000-$74,999 (n=187) 15d $75,000+ (n=486) 16
Urbanitya Urban (n=479) 22c
b Suburban (n=700) 18c
c Rural (n=266) 6
5) Reading is alive and well75% of those ages 16 and older read a book in the previous year (73% of
rural residents), including 23% who read an e-book (15% of rural residents)
15 is the mean/average number of books read in past 12 months by book readers (17 books for rural residents) and median/midpoint is 6 (7 for rural residents)
24 is mean/average for e-book readers (24 for rural e-book readers)
30% of e-content consumers who are reading more now because e-content is available (29% of rural residents) 41% for tablet owners (43% for rural residents)
5% of those 16+ have borrowed an e-book from a library (4% of rural residents) – and they are book buyers, too!
1 big PR problem that is not hard to fix
Answer the Marvin Gaye question• 22% say that they know all or most of the services their
libraries offer (22% of rural residents)• 46% say they know some of what their libraries offer (45%
of rural residents)• 31% said they know not much or nothing at all of what
their libraries offer (31% of rural residents)
What they want you to do
Coordinate more closely with local schools in providing resources to kids
Offer free early literacy programs to help young children prepare for school
More comfortable spaces for reading, working, relaxing
Offer a broader selection of e-books
Separate spaces for different services
Offer more interactive learning experiences similar to museums
Help users digitize material such as family photos / historical documents
**** Move most library services online so users can access them without having to visit library ****
Make most services automated, so people can find what they need and check out material on their own without help from staff
**** Rural views notably different from others’ ****
Move some print books and stacks out of public locations to free up more space for
things such as tech centers, reading rooms, meetings rooms, and cultural events
What they say they’d use
Online research service – “ask a librarian”
**** Cell GPS app to navigate library ****
A tech “petting zoo” to try out new stuff
**** Cell app to use to access library services ****
Kiosks (“Redbox”) around town for lib. checkouts
**** Rural views notably different from others’ ****
Pre-loaded e-book readers
Classes on how to download e-books
**** Personalize, Amazon-style recommendations ****
**** Digital media lab to digitize personal material ****
Instruction on how to use e-reading devices
**** Rural views notably different from others’ ****
the next rural library?
People
Place
Platform
Be not afraid
Libraries.pewinternet.orgLee RainieEmail: [email protected] Twitter: @Lrainie
Kathryn ZickuhrEmail: [email protected]: @kzickuhr
Kristen PurcellEmail: @[email protected]: @kristenpurcell
Further notes on the big questions
Q1: What is the future of knowledge?
• How is it created?• What are its interfaces? • How is it disseminated?
Homework: Too Big To Know David Weinberger
Q2: What is the future of reference expertise?
• How do you search for information?• How do you aggregate / curate it?• What new literacies are required to
understand it?
Homework: http://searchengineland.com/Danny Sullivan & Co.
Q3: What is the future of public technology
• What is the future of knowledge access points?
• What divides persist / emerge?• What lending models are enabled in a new
era of property / subscription / sharing?Homework: Confronting the Future: Strategic Visions for
the 21st Century Public Library Roger Levien
Q4: What is the future of learning spaces
• What fosters collaboration? Creativity? Problem solving?
• What is the role of solitude and quiet spaces?• What other alliances can you strike with
institutions that share your goals about providing key information to your community?
Homework: A New Culture of Learning Douglas Thomas & John Seely Brown
Q5: What is the future of community anchor institutions
• Does local matter?• What does our community need?
Homework: Informing Communities: Sustaining Democracy in the Digital Age
Knight Commission on the Information Needs of Communities
Q6: What’s the franchise?
• What’s the commodity?
Homework: The Innovators DilemmaThe Innovators SolutionClayton Christensen, Michael Raynor
“Market failures” librarians could address• Starts with non-library users – what are their needs?
Hopes? Aspirations?• Pre-school• After school• ESL• Help for small business / entrepreneurs• Necessity for lifelong learning / credentialing competency• New literacies• Become “diversity nodes” in social networks – becomes
“connector” of networked people and ideas• Serendipity in discovery• Fill gaps in local media ecosystem – community and civic
information/curation• Fulfill role as trusted and free institution