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

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“Tweckle (twek’ul) vt. To abuse a speaker to

Twitter followers in the audience while he/she is

speaking.”

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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

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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

LinkedIn

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

Pinterest

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: lrainie@pewinternet.org Twitter: @Lrainie

Kathryn ZickuhrEmail: kzickuhr@pewinternet.orgTwitter: @kzickuhr

Kristen PurcellEmail: @kpurcell@pewinternet.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 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