Lee Rainie, Pew Internet & American Life Project
Rainie reported on a study about how people search for information when they need to solve a problem (e.g., illness, job-related, educational, legal, etc.). The study was specifically focused on government information resources. The study investigated two primary issues related to libraries -- (1) how often did people visit libraries (independent of their problem-solving needs) and (2) what resources did people use when they needed to solve a problem.
(1) With respect to overall library use, the study found that 53% of adults visited a library within the past year. What was most surprising was that younger adults (age 18-30) comprised the highest demographic. Higher income, higher educated, internet users with broadband at home were also more likely to visit libraries than those in the opposite categories.
(2) The most frequently used information resources for problem solving were the Internet, professionals, and friends/family. Libraries came in lower on the list. The demographics most likely to use the library for information solving were young adults, persons over 70, blacks, latinos, and lower income persons. 69% of those who visited a library to help solve their problem said they received help from library staff and 68% said they used computers. (So, libraries need both people and computers!) In general, those who used libraries to find information to help solve their problem were very pleased. 64% said they were "very successful."
Rainie hypothesized that the reason young adults are the highest demographic in using libraries is that they are the most recent users of libraries and know how libraries have changed.
Rainie also drew some implications of the research for libraries ...
- Focus on information efforts about what you do, how you do it, and how you have changed. People who know you best are the most likely to come back.
- Patrons are happy and some are zealous advocates. Provide them with (Web 2.0) tools to evangelize and shape the conversation about you.
- "Un-patrons" are primed to seek you out. They aren't hard-code disinterested persons. They just don't know what you can offer. Provide awareness of what you do, comfort in your environment, and mentoring skills.
- Aspire to be a node in people's social networks.
- Offer expertise in new literacies (e.g., media literacy).
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