The Next Rural Library
Lee Rainie - @lrainie
Director
Pew Research Center’s Internet Project
Presented to: Association for Rural & Small Libraries
September 26, 2013
“Tell the truth, and trust the people”
-- Joseph N. Pew, Jr.
3
“Tweckle (twek’ul) vt. Toabuse a speaker to Twitterfollowers in the audiencewhile he/she is speaking.”
4
we need a tshirt, "I survived thekeynote disaster of 09"
it's awesome in the "I don't want toturn away from the accidentbecause I might see a severedhead" way
too bad they took my utensils awayw/ my plate. I could have jammedthe 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 referenceexpertise?
3.What’s the future of public technology?
4.What’s the future of learning spaces?
5.What’s the future of community anchorinstitutions?
6.What’s the franchise?
Totally physical(facilities and media)
Individual focus
Collection library(physical and virtual)
Portal
Me: Everything foreveryone
Totally virtual(facilities and media)
Community focus
Creation library(social, maker space)
Archive (or Platform)
Specialized niche
5 big reasons your foundation is solid
1) Libraries are appreciated
91% say libraries areimportant to theircommunities (90% ofrural residents)
76% say libraries areimportant to them andtheir families (72% ofrural residents)
Robert Dawson photography - Library Road Trip
Quick news flash: New preliminary data
•Having a public library improves the quality of lifein a community
•Public libraries are important because theypromote literacy and a love of reading
•Because it provides free access to materials andresources, the public library plays an importantrole in giving everyone a chance to succeed
•Public libraries provide many services peoplewould have a hard time finding elsewhere
----
•Disagree: Public libraries have NOT done a goodjob keeping up with new technologies
… more …
•Split verdict: People do NOT need publiclibraries as much as they used to because theycan find most information on their own
11
2) Libraries stack up well vs. others
How confident?
How important?
3) People like librarians
•98% of “ever” library visitors say interactions are “very/mostlypositive” (97% of rural residents)
•81% of library visitors say librarians are “very helpful” (82% of ruralresidents)
•50% of “last year” visitors got help from a librarian (48% of ruralresidents)
4) Libraries have rebrandedthemselves as tech hubs
80% of Americans say borrowing booksis a “very important” servicelibraries provide (77% of ruralresidents)
80% say reference librarians are a“very important” service (81% ofrural residents)
77% say free access to computers andthe internet is a “very important”service (73% of rural residents)
76% say quiet study spaces are a “veryimportant” service (73% of ruralresidents)
Digital Revolution 1: Broadband at home - 70% (+10% morehave smartphones) - Internet users overall: 85%
Broadband athome
Dial-upat home
17% of rural residents do not use the internet -1
•37% of non-internet users in rural areas think the internet isjust not relevant to them, saying they are not interested, donot want to use it, or have no need for it.
•31% of non-internet users in rural areas cite reasons tied totheir sense that the internet is not very easy to use. Thesenon-users say it is difficult or frustrating to go online, they arephysically unable, or they are worried about other issues suchas spam, spyware, and hackers.
•24% of non-internet users in rural areas cite the expense ofowning a computer or paying for an internet connection.
•10% of non-users in rural areas cite a physical lack ofavailability or access to the internet.
17% of rural residents do not use the internet -2
•49% of rural non-internet users have asked a familymember or friend to perform an online activity forthem
•15% of rural non-internet users live in a household withinternet connection and other family members use it togo online
•15% of rural non-internet users once used the internetbut no longer do
•1% of rural non-internet users would like to start usingthe internet
Digital Revolution 2Mobile – 91% … smartphone 56% … tablets 34%
326.4
Total U.S.population:
319 million
2012
+10%
The rural story
* Statisticallysignificantdifference
+10%
+8%
No broadband, buthave 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 anydemographic cohort (83%)
•Women
•Rural internet users havecaught up
Social Networking Sites
% of internet users who use social networking sites
All internet users (n=1,895)
72%
a
Men (n=874)
70
b
Women (n=1,021)
74
Race/ethnicity
a
White, Non-Hispanic (n=1,331)
70
b
Black, Non-Hispanic (n=207)
75
c
Hispanic (n=196)
80a
Age
a
18-29 (n=395)
89bcd
b
30-49 (n=542)
78cd
c
50-64 (n=553)
60d
d
65+ (n=356)
43
Education attainment
a
Less than high school (n=99)
67
b
High school grad (n=473)
72
c
Some College (n=517)
73
d
College + (n=790)
75
Household income
a
Less than $30,000/yr (n=417)
75
b
$30,000-$49,999 (n=320)
72
c
$50,000-$74,999 (n=279)
74
d
$75,000+ (n=559)
71
Urbanity
a
Urban (n=561)
74
b
Suburban (n=905)
71
c
Rural (n=336)
69
Urban
74
Suburban
71
Rural
69
Facebook Users
•Facebook remains themost-used SNS platform –
Which groups are most likely?
•Women
•Those under 50, especially 18-29
•Rural internet users were neverfar behind
Facebook
% of internet users who use Facebook
Use Facebook
All internet users (n=1,445)
71%
a
Men (n=734)
66
b
Women (n=711)
76a
Race/ethnicity
a
White, Non-Hispanic (n=1,025)
72
b
Black, Non-Hispanic (n=138)
76
c
Hispanic (n=169)
73
Age
a
18-29 (n=267)
84cd
b
30-49 (n=473)
79cd
c
50-64 (n=401)
60
d
65+ (n=278)
45
Education attainment
a
Less than high school (n=73)
74
b
High school grad (n=312)
71
c
Some College (n=433)
75d
d
College + (n=619)
68
Household income
a
Less than $30,000/yr (n=328)
76d
b
$30,000-$49,999 (n=259)
76
c
$50,000-$74,999 (n=187)
68
d
$75,000+ (n=486)
68
Urbanity
a
Urban (n=479)
75
b
Suburban (n=700)
69
c
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)
19
Race/ethnicity
a
White, Non-Hispanic (n=1,025)
22c
b
Black, Non-Hispanic (n=138)
30c
c
Hispanic (n=169)
13
Age
a
18-29 (n=267)
15
b
30-49 (n=473)
27 ad
c
50-64 (n=401)
24ad
d
65+ (n=278)
13
Education attainment
a
Less than high school (n=73)
8
b
High school grad (n=312)
13
c
Some College (n=433)
16
d
College + (n=619)
38abc
Household income
a
Less than $30,000/yr (n=328)
12
b
$30,000-$49,999 (n=259)
13
c
$50,000-$74,999 (n=187)
22ab
d
$75,000+ (n=486)
38abc
Urbanity
a
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 likelyto 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)
8
b
Women (n=711)
33a
Race/ethnicity
a
White, Non-Hispanic (n=1,025)
21
b
Black, Non-Hispanic (n=138)
20
c
Hispanic (n=169)
18
Age
a
18-29 (n=267)
27cd
b
30-49 (n=473)
24cd
c
50-64 (n=401)
14
d
65+ (n=278)
9
Education attainment
a
Less than high school (n=73)
16
b
High school grad (n=312)
17
c
Some College (n=433)
20
d
College + (n=619)
25ab
Household income
a
Less than $30,000/yr (n=328)
15
b
$30,000-$49,999 (n=259)
21
c
$50,000-$74,999 (n=187)
21
d
$75,000+ (n=486)
27a
Urbanity
a
Urban (n=479)
19
b
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.2010
Which groups are most likely?
•Those under 50, especially 18-29
•African-Americans are morelikely than whites
•Urban-dwellers
Twitter
% of internet users who use Twitter
Use Twitter
All internet users (n=1,445)
18%
a
Men (n=734)
17
b
Women (n=711)
18
Race/ethnicity
a
White, Non-Hispanic (n=1,025)
16
b
Black, Non-Hispanic (n=138)
29ac
c
Hispanic (n=169)
16
Age
a
18-29 (n=267)
31bcd
b
30-49 (n=473)
19cd
c
50-64 (n=401)
19
d
65+ (n=278)
5
Education attainment
a
Less than high school (n=73)
14
b
High school grad (n=312)
17
c
Some College (n=433)
18
d
College + (n=619)
18
Household income
a
Less than $30,000/yr (n=328)
17
b
$30,000-$49,999 (n=259)
18
c
$50,000-$74,999 (n=187)
15
d
$75,000+ (n=486)
19
Urbanity
a
Urban (n=479)
18c
b
Suburban (n=700)
18c
c
Rural (n=266)
11
Urban
18*
Suburban
18*
Rural
11
Instagram
•Rivals Facebook in intensityof use
Which 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)
15
b
Women (n=711)
20a
Race/ethnicity
a
White, Non-Hispanic (n=1,025)
12
b
Black, Non-Hispanic (n=138)
34a
c
Hispanic (n=169)
23a
Age
a
18-29 (n=267)
37bcd
b
30-49 (n=473)
18cd
c
50-64 (n=401)
6
d
65+ (n=278)
1
Education attainment
a
Less than high school (n=73)
12
b
High school grad (n=312)
17
c
Some College (n=433)
21ad
d
College + (n=619)
15
Household income
a
Less than $30,000/yr (n=328)
18
b
$30,000-$49,999 (n=259)
20
c
$50,000-$74,999 (n=187)
15
d
$75,000+ (n=486)
16
Urbanity
a
Urban (n=479)
22c
b
Suburban (n=700)
18c
c
Rural (n=266)
6
5) Reading is alive and well
75% of those ages 16 and older read a book in the previous year (73% ofrural residents), including 23% who read an e-book (15% of ruralresidents)
15 is the mean/average number of books read in past 12 months by bookreaders (17 books for rural residents) and median/midpoint is 6 (7 for ruralresidents)
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-contentis available (29% of rural residents) 41% for tablet owners (43% forrural 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 theirlibraries 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 whattheir libraries offer (31% of rural residents)
How to fix: Go to already-affectionate publics
22%
23%
31%
38%
What they want you to do
Coordinate more closely with local schools inproviding resources to kids
Offer free early literacy programs to helpyoung 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 andcheck out material on their own without help from staff
**** Rural views notably different from others’ ****
Move some print books and stacks out ofpublic locations to free up more space forthings 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 notafraid
Libraries.pewinternet.org
Lee Rainie
Email: lrainie@pewinternet.org
Twitter: @Lrainie
Kathryn Zickuhr
Email: kzickuhr@pewinternet.org
Twitter: @kzickuhr
Kristen Purcell
Email: @kpurcell@pewinternet.org
Twitter: @kristenpurcell
Further notes on the big questions
Q1: What is the future ofknowledge?
•How is it created?
•What are its interfaces?
•How is it disseminated?
Homework: Too Big To Know
David Weinberger
Q2: What is the future ofreference expertise?
•How do you search for information?
•How do you aggregate / curate it?
•What new literacies are required tounderstand it?
Homework: http://searchengineland.com/
Danny Sullivan & Co.
Q3: What is the future of publictechnology
•What is the future of knowledge accesspoints?
•What divides persist / emerge?
•What lending models are enabled in a newera of property / subscription / sharing?
Roger Levien
Q4: What is the future oflearning spaces
•What fosters collaboration? Creativity?Problem solving?
•What is the role of solitude and quiet spaces?
•What other alliances can you strike withinstitutions that share your goals aboutproviding key information to your community?
Homework: A New Culture of Learning
Douglas Thomas & John Seely Brown
Q5: What is the future ofcommunity anchor institutions
•Does local matter?
•What does our community need?
Knight Commission on the InformationNeeds of Communities
Q6: What’s the franchise?
“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 civicinformation/curation
•Fulfill role as trusted and free institution