The Next Rural LibraryLee Rainie - @lrainieDirectorPew Research Centers 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/dUvWe3http://bit.ly/100qMub
*Tweckle (twekul) vt. To abuse a speaker to Twitter followers in the audience while he/she is speaking.
*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 questionsWhats the future of knowledge?Whats the future of reference expertise?Whats the future of public technology?Whats the future of learning spaces?Whats the future of community anchor institutions?Whats the franchise?
Q7: Where do we fit on the dashboard? ALAs Confronting the FutureTotally 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 appreciated91% 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 dataHaving a public library improves the quality of life in a communityPublic libraries are important because they promote literacy and a love of readingBecause it provides free access to materials and resources, the public library plays an important role in giving everyone a chance to succeedPublic 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
Split verdict: People do NOT need public libraries as much as they used to because they can find most information on their own
*2) Libraries stack up well vs. othersHow confident?How important?
3) People like librarians98% 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 hubs80% 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 homeDial-up at home
17% of rural residents do not use the internet -137% 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 -249% of rural non-internet users have asked a family member or friend to perform an online activity for them15% of rural non-internet users live in a household with internet connection and other family members use it to go online15% of rural non-internet users once used the internet but no longer do1% 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
Internet accessHome broadbandMobile internet
Libraries and tech
Digital Revolution 3Social networking 61% of all adults% of internet users
Which groups are most likely?Internet users under 5018-29 most likely of any demographic cohort (83%)WomenRural internet users have caught up
Social Networking Sites% of internet users who use social networking sitesAll internet users (n=1,895) 72%aMen (n=874)70bWomen (n=1,021) 74Race/ethnicityaWhite, Non-Hispanic (n=1,331)70bBlack, Non-Hispanic (n=207)75cHispanic (n=196)80aAgea18-29 (n=395)89bcdb30-49 (n=542)78cdc50-64 (n=553)60dd65+ (n=356)43Education attainmentaLess than high school (n=99)67bHigh school grad (n=473)72cSome College (n=517)73dCollege + (n=790)75Household incomeaLess 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)71UrbanityaUrban (n=561)74bSuburban (n=905)71cRural (n=336)69
Facebook remains the most-used SNS platform Which groups are most likely?WomenThose under 50, especially 18-29Rural internet users were never far behind
Facebook% of internet users who use FacebookUse FacebookAll internet users (n=1,445)71%aMen (n=734)66bWomen (n=711)76aRace/ethnicityaWhite, Non-Hispanic (n=1,025)72bBlack, Non-Hispanic (n=138)76cHispanic (n=169)73Agea18-29 (n=267)84cdb30-49 (n=473)79cdc50-64 (n=401)60d65+ (n=278)45Education attainmentaLess than high school (n=73)74bHigh school grad (n=312)71cSome College (n=433)75ddCollege + (n=619)68Household incomeaLess than $30,000/yr (n=328)76db$30,000-$49,999 (n=259)76c$50,000-$74,999 (n=187)68d$75,000+ (n=486)68UrbanityaUrban (n=479)75bSuburban (n=700)69cRural (n=266)71
Which groups are most likely?MenMiddle agedUpscale in education and incomeRural internet not nearly as likely to use
LinkedIn% of internet users who use LinkedInUse LinkedInAll internet users (n=1,445)22%aMen (n=734)24 abWomen (n=711)19Race/ethnicityaWhite, Non-Hispanic (n=1,025)22cbBlack, Non-Hispanic (n=138)30ccHispanic (n=169)13Agea18-29 (n=267)15b30-49 (n=473)27 adc50-64 (n=401)24add65+ (n=278)13Education attainmentaLess than high school (n=73)8bHigh school grad (n=312)13cSome College (n=433)16dCollege + (n=619)38abcHousehold incomeaLess than $30,000/yr (n=328)12b$30,000-$49,999 (n=259)13c$50,000-$74,999 (n=187)22abd$75,000+ (n=486)38abcUrbanityaUrban (n=479)23cbSuburban (n=700)26ccRural (n=266)8
Which groups are most likely?WomenUnder 50College educated
Pinterest% of internet users who use PinterestUse PinterestAll internet users (n=1,445)21%aMen (n=734)8bWomen (n=711)33aRace/ethnicityaWhite, Non-Hispanic (n=1,025)21bBlack, Non-Hispanic (n=138)20cHispanic (n=169)18Agea18-29 (n=267)27cdb30-49 (n=473)24cdc50-64 (n=401)14d65+ (n=278)9Education attainmentaLess than high school (n=73)16bHigh school grad (n=312)17cSome College (n=433)20dCollege + (n=619)25abHousehold incomeaLess 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)27aUrbanityaUrban (n=479)19bSuburban (n=700)23ccRural (n=266)17
Twitter Doubled in size since Nov. 2010Which groups are most likely?Those under 50, especially 18-29African-Americans are more likely than whitesUrban-dwellers
Twitter% of internet users who use TwitterUse TwitterAll internet users (n=1,445)18%aMen (n=734)17bWomen (n=711)18Race/ethnicityaWhite, Non-Hispanic (n=1,025)16bBlack, Non-Hispanic (n=138)29accHispanic (n=169)16Agea18-29 (n=267)31bcdb30-49 (n=473)19cdc50-64 (n=401)19d65+ (n=278)5Education attainmentaLess than high school (n=73)14bHigh school grad (n=312)17cSome College (n=433)18dCollege + (n=619)18Household incomeaLess 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)19UrbanityaUrban (n=479)18cbSuburban (n=700)18ccRural (n=266)11
Instagram Rivals Facebook in intensity of useWhich groups are most likely?Women Those under 50, especially 18-29African-Americans and HispanicsUrban-dwellers and suburbanites
Instagram% of internet users who use InstagramUse InstagramAll internet users (n=1,445)17%aMen (n=734)15bWomen (n=711)20aRace/ethnicityaWhite, Non-Hispanic (n=1,025)12bBlack, Non-Hispanic (n=138)34acHispanic (n=169)23aAgea18-29 (n=267)37bcdb30-49 (n=473)18cdc50-64 (n=401)6d65+ (n=278)1Education attainmentaLess than high school (n=73)12bHigh school grad (n=312)17cSome College (n=433)21addCollege + (n=619)15Household incomeaLess 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)16UrbanityaUrban (n=479)22cbSuburban (n=700)18ccRural (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 question22% 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)
How to fix: Go to already-affectionate publics22%23%31%38%
What they want you to do
Coordinate more closely with local schools in providing resources to kidsOffer free early literacy programs to help young children prepare for school
More comfortable spaces for reading, working, relaxingOffer a broader selection of e-booksSeparate spaces for different services
Offer more interactive learning experiences similar to museumsHelp 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 theyd 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?
Be not afraid
Libraries.pewinternet.orgLee RainieEmail: firstname.lastname@example.org Twitter: @Lrainie
Kathryn ZickuhrEmail: email@example.comTwitter: @kzickuhr
Kristen PurcellEmail: @firstname.lastname@example.orgTwitter: @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 spacesWhat 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 AgeKnight Commission on the Information Needs of Communities
Q6: Whats the franchise?Whats the commodity?
Homework: The Innovators DilemmaThe Innovators SolutionClayton Christensen, Michael Raynor
Market failures librarians could addressStarts with non-library users what are their needs? Hopes? Aspirations?Pre-schoolAfter schoolESLHelp for small business / entrepreneursNecessity for lifelong learning / credentialing competencyNew literaciesBecome diversity nodes in social networks becomes connector of networked people and ideasSerendipity in discoveryFill gaps in local media ecosystem community and civic information/curationFulfill role as trusted and free institution
Title: The next librarySubject: Lee Rainie, Director of the Pew Research Centers Internet & American Life Project will describe the Projects latest research about the way people use libraries and the role they play in their communities. He will focus on some of the ways that rural libraries are unique and will also cover the most recent findings about how people use mobile connections and social media to get and share information.****http://www.free-picture.net/animals/cats/bored-cat.jpg.html*******2010 Bill & Melinda Gates Foundation***************30% of e-content readers say they are reading more nowThe average reader of e-books has read 24 books (the mean number) in the past 12 months, compared with an average of 15 books by a non-e-book consumer. E-book readers read in ALL formats