Marketing Think Tank Symposium Niagara-on-the-Lake, ON August 21, 2015 FEDERATION OF ONTARIO PUBLIC LIBRARIES RESEARCH Marketing and Public Libraries: New Ontario Data from FOPL
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Marketing Think Tank Symposium
Niagara-on-the-Lake, ON
August 21, 2015
FEDERATION OF ONTARIO PUBLIC LIBRARIES RESEARCH
Marketing and Public Libraries: New Ontario Data from FOPL
Market Probe
2
Context of FOPL Stats and Measurements
• Statistics and Measurements Strategies
– Participate in CLA task force on national statistics– Plan and host 2 iSchool symposia on measurements for
libraries– Lobby for open data for public libraries– Publish analysis of Ministry data collection for 2001-2013.– Publish Market Probe opinion polls for 2015 (building on
2001, 2006, 2010 polls)– Host and record three webinars– Conduct Ontario library branding research– Coming Soon: FOPL Index of Community Engagement
• Thank you to the Ministry of Tourism Culture and Sport for some support.
2
Market Probe
3
FOPL Reports
• Ontario Public Library Operating Data 2001-2013: Overview, Primer on Library Statistics and Collected Tables (81 page PDF)– Introduction by Stephen Abram, MLS, Executive Director– A Primer on Library Data by Robert Molyneux, PhD– Key Ratios for Ontario Public Libraries, 2013– Population and Circulation at Ontario Public Libraries, 2001-2013, All Reporting Each
Year– Programs Held and Program Attendance Ontario Public Libraries, 2001-2013, All
Reporting Each Year– Selected Expenditures at Ontario Public Libraries, 2001-2013, All Reporting Each Year– Selected Digital Materials, Held by Ontario Public Libraries, 2001-2013, All Reporting
EACH Year– Circulations per capita and per active cardholder,2013, Ranked by Bands– Expenditures per capita and per active cardholder, 2013, Ranked by Bands– Total Operating Expenditures and Materials Expenditures, 2001-2013, [summary and
by bands]– Active Cardholders as a Percentage of Population (Resident) at Ontario’s Public
Libraries, 2001-2013– Circulation per capita and per active cardholders, Ontario Public Libraries, 2001-2013– Sources of data used in these reports
• http://fopl.ca/news/fopl-member-benefit-performance-measures-for-ontario-public-libraries/
• Each chapter has a separate blog posting as well for June 30-Sept 8.
Market Probe
4
FOPL Reports
• Market Probe Public Opinion Poll Report: May 2015 (103 page PDF)
• FOPL Market Probe Poll Final Report 2015-05-08 - v1 – DL
• Market Probe Canada Presentation on 2015 Public Opinion Poll (33 slides)
• http://fopl.ca/news/market-probe-canada-presentation-on-2015-public-opinion-poll/
• The Ontario Library Branding Study
• http://fopl.ca/news/a-study-of-public-library-branding-in-ontario/
Market Probe
5
Social Media and Ontario Public Libraries
• Public Library Website Presence (n=304)
• 29 (i.e. 9%) did NOT have a website;
• 2/3 (i.e. 19) of those libraries without a website were identified as First Nation libraries;
• 3 of the 29 without websites were FOPL members.
• Facebook: 144 libraries have a clear Facebook presence(45%): Large urban (including TPL) have adopted at 100%; Small medium = 85% (55). Of the non-FOPL libraries, only 24% (29) used FB.
• Twitter: 106 libraries have a clear Twitter presence (33%): 1 FN; 1 Franco; all the Large Urban; 10 North; 6 Rural; 43 Small-Med.
• 48 libraries have blogs (15%)
• Uptake of media sharing tools was not as robust as the social networking tools. Too few were using YouTube, Flickr, Pinterest, Instagram, Tumblr, Goodreads, etc.
Market Probe
6
Census of Ontario Public Library Websites
Market Probe
7
Webinars in this series
• August 14, 2015: Overview of FOPL's Ontario Public Library Statistics and Measurements Report
• Speaker: Dr. Robert Molyneux, MLIS, PhD• http://fopl.ca/news/fopl-statistics-webinar-slides-from-august-14-
2015/
• August 17, 2015: Overview of FOPL's Market Probe Canada Public Opinion Poll of Ontarians and Public Libraries
• Speaker: Carol French, Senior Vice President, Research & Client Services Market Probe Canada
• http://fopl.ca/news/todays-webinar-on-the-market-probe-public-opinion-poll/
• August 28th Noon-1 pm: Strategic Use and Insights from FOPL's Ontario Public Library Statistics, Polls, and Measurements (register with [email protected])
• Speaker: Stephen Abram, MLS, executive director FOPL7
Market Probe
8
Today I am going to focus on the results of the Public Opinion Poll
These slides will be up on the FOPL website today.
I am going to start with the conclusions / recommendations and then run through as much of the data reports as I can.
• Background (quickly)
• Library Usage
• Accessing the Library
• Library Services
• Value of the Public Library
• Future Outlook
• Summary of Selected Conclusions
Star = highlights
Market Probe
9
Connecting to the past: the public library continues to deliver value as patrons’ usage patterns evolve
• Overall opinions and value perceptions of the library remain very strong.– Its position in people’s minds relative to other tax-supported services is consistent with
previous studies, and reactions to earlier positioning statements have improved slightly.
– The public acknowledges the library’s role in advancing literacy, equal opportunity, and quality of life in Ontario communities.
– The value of certain services (e.g., for young children, new Canadians, and the unemployed) has increased over the past five years.
– A majority of residents feel if their local library were to close, it would have a major impact on the community (but not necessarily on them personally).
• Numbers of library users have remained consistent, but usage patterns have changed.– The number of library non-users has been extremely steady over the last 15 years.– Library card ownership has increased; still, household usage levels may be softening
slightly.– Reported in-person library visit frequency has remained the same over the years, but
in 2015, the number of people using the library both online and in-person has surpassed the number of in-person-only visitors.
– Usage of many services is lower than reported previously, indicating that library users may be becoming more selective in choosing which services to use.
Market Probe
10
View to the future: the library needs to determine which investments to make (and which to skip) in the face of technological and social change
• Regular review of strategies and tactics becomes even more important as technology, channel, and media preferences change.– Electronic access is complementing, not replacing, in-person usage; therefore,
duplication of hard copy and electronic materials, plus increased channel costs, will be the norm for the foreseeable future.
– Ensuring compatibility with an ever expanding array of electronic devices will continue to pose challenges.
• Communicating about new service offerings will be as important as providing them.– Traditional library services are not increasing in usage or perceived value.– Interest in new services is fragmented, meaning trade-offs will need to made.– Communications about new services will have to be geared to the proper segments to
create sufficient awareness, interest, and take-up.– People’s preference for email suggests that creation of contact lists, user groups and
advisory panels may be required in order to maintain a dialogue with library users.
• How the library can best serve a future generation of users remains uncertain.– Older people’s respect for the heritage and social contribution of the public library
system will not necessarily be passed down to a younger generation.– Not every library can afford to be all things to all people; there may be an increasing
need to develop centrally and deliver locally.
Market Probe
11
Other Strategy Considerations
• Clearly understand the differences between your digital and in-person user/member– It appears that for most libraries digital touch-points exceed in-person touch-points– Primarily digital users have different demographics and different digital literacies.– Your in-person user is more likely to be older, female,
• Think long and hard about target audiences– It is important to recognize that the softening in our value proposition in kids, teens,
and 18-34 year olds is major.– We cannot rest on the love of 50+ cohort.
• New library services offer significant opportunities to re-engage with 18-34 year olds and males.– Business, Dads and Kids, Maker, digital creation.
• Social media is an opportunity to connect with different communities but e-mail rules.– Urgent: Update your ILS registry files birthdays/cels, emails with anti-spam permission
Develop a 90 day campaign at check-out!
• There are a number of cautions in these data– Softening of value proposition Young adults, homework and 18-34 year olds– Differences between online and telephone cohort. – The gap is widening between individual and household attachment to PL’s
Market Probe
12
2015 Survey: Connecting to the past with a view to the future…
• Fourth wave of a study that has been conducted every five years since 2000
• Objectives:– Understand Ontario residents’ opinions about the use, role and impact of public
libraries, and how those opinions have changed over time– Separate public opinion by level of usage of public libraries (including non-use)– Identify areas of strength and weakness for the public library
• Results will be used to:– Monitor status of the library– Formulate strategy– Identify priorities – Provide input to a new marketing communication plan
Market Probe
13
…through the use of a dual telephone / online survey method
• Significant differences exist between phone and web respondents
• Also differences in the way people respond to questions based on methodology
– Multiple response questions– Rating scale questions– Social desirability bias
Both surveys made available in English and French
Telephone Survey
• 600 telephone interviews conducted from February 26th to March 16th, 2015
Online Survey
• 1,102 online surveys conducted from March 5th to March 10th, 2015 using Delvinia’s AskingCanadians online panel
Age and gender controlled by quotas
Phone Web
Households with children 40% 22%
Graduated college/university 55% 70%
Live in Metro TO / Urban GTA 39% 52%
Born outside Canada 19% 24%
Market Probe
14
Most Ontarians read books, and still primarily in hard copy format
16+ books read
6 to 15 books read
1 to 5 books read
86%
27%
28%
31%
Any Books Read in Past 12 Months 17%
66%
18%
Most likely to have read no books:
• High school or less education26%
• <$35K household income23%
• Singles20%
• Men19%
Mostly in electronicformat
Mostly in hard copy
Both equally
Books Read in the Past Year Format of Books Read in the Past Year
Age 18-34:18%
Age 55+:38%
Market Probe
15
Bookstore usage has remained steady, with a substantial portion of traffic swinging to online visits
More than 10 times
6 to 10 times
1 to 5 times
None
12%
18%
51%
19%
14%
14%
41%
31%
Online
In-Person
22%
47%
31%
Online more
About the same
In-person more
Past Year Bookstore Visit Frequency
More than 10 times
6 to 10 times
1 to 5 times
None
26%
21%
37%
17%
25%
21%
38%
16%
27%
22%
34%
16%
34%
22%
31%
12%
2000
2005
2010
2015
Past Year Bookstore Visit Frequency
Relative Frequency of Visiting Bookstore Online and In-Person
Market Probe
16
87%
83%
44%
42%
41%
23%
17%
88%
83%
50%
23%
26%
21%
2010
2015
While Internet penetration has not changed in the last five years, the ways in which people access the Internet have shifted
Higher among web panelists
99%
86%
84%
73%
56%
33%
24%
23%
6%
Any Internet Access
At home
At work
At other places in the community
using a smartphone
At other places in the community using wireless
access
At your public library
At school
Regular Use of Internet
Search for specific information of
interest
Use e-mail, a chat room or IM
Access the news
Access social networking sites
Stream movies, music or other types
of entertainment
Download movies, music or other types
of entertainment
Download books or magazines
Create content
Ways Internet Was Accessed in the Past Year Uses of Internet
Market Probe
17
Respondent Only27%
With Others in Household
42%
Other Household Member(s)
Only7%
No One24%
Respondent Only28%
With Others in Household
41%
Other Household Member(s)
Only10%
No One21%
Yes
73%
68%
65%
65%
2000 2005 2010 2015
Household use of the public library may be slipping slightly, despite a reported increase in library card ownership
Total Household Usage of the Public Library
2015 2010Children
Spouse/partner
Others
49%
26%
22%
8%
50%
31%
23%
8%
47%
27%
19%
7%
51%
24%
17%
9%
2000
2005
2010
2015
In HouseholdUsed by Others
(net)
19% among web panelists
27% among web panelistsTotal Users
70%Total Users
69%
Past Year Use of Public Library by Other Household Members
68% among web panelists
3% amongweb panelists
Have a Library Card
Market Probe
18
For most Ontarians, the public library is located close to home and tends to be an inviting place
Distance from Home to Closest Library
5 kilometres or less
6 to 10 kilometres
11 to 20 kilometres
More than 20 kilometres
Don’t know
70%
20%
5%
1%
4%
Condition of Library Closest to Home
Inviting space
Okay, but could use some improvement
Not pleasant
Never been inside library
56%
28%
2%
13%
Ranges from 64% in Northern Ontario to
80% in Metro Toronto
5 kilometres or less
6 to 10 kilometres
11 to 20 kilometres
More than 20 kilometres
Don’t know
Inviting space
Okay, but could use some improvement
Not pleasant
Never been inside library
Age 18-34:47%
Age 55+:62%
Market Probe
19
Nearly one-third of those surveyed have not used the public library in the past year (although most have used it sometime in the past)
Don’t Use the Public Library
2015
2010
2005
2000
31%
31%
30%
31%
91%9%
Yes (%)
No (%)
Ever used the Public Library
Had a Negative Experience(All users, current and past)
5%
95%
Yes (%)
No (%)
10% among web panelists
Market Probe
20
Get information from other sources
Not interested
Too busy
Don't read
Library isn't accessible
Use library at school or work
50%
30%
21%
8%
7%
6%
40%
34%
27%
9%
10%
6%
21%
25%
26%
7%
3%
6%
22%
30%
21%
12%
8%
6%
Availability of information from other sources and lack of interest are the two main reasons for not using the public library
Reasons for Not Using the Public Library
Due to illness / injury / too old
No reason / don't know
Prefer to buy / share books
Library hours not convenient
Have own library / books
6%
5%
3%
3%
4%
4%
1%
11%
4%
1%
5%
7%
4%
2%
2%
6%
7%
2%
Get information from other sources
Not interested
Too busy
Don't read
Library isn't accessible
Use library at school or work
Due to illness / injury / too old
No reason / don't know
Prefer to buy / share books
Library hours not convenient
Have own library / books
Reasons reversed among
web panelists68%
32%
65%
35%
65%
35%
0% 20% 40% 60% 80% 100%
Yes
No
2015
2010
2005
2000
• Higher income earners are more likely to get information from other sources
• Those with lower income are more likely to not be interested
Market Probe
21
Frequency of visiting the library in person has remained constant, while online access has increased over the last five years
In-Person Library Visit Frequency in Past Year
Accessed Library by…Telephone 22%Text 2%Social Media 7%
21+ times
11 to 20 times
6 to 10 times
1 to 5 times
Not at all
17%
10%
12%
27%
34%
18%
11%
12%
25%
34%
18%
12%
10%
25%
34%
19%
11%
12%
25%
32%
2000
2005
2010
2015
Times Accessed Library’s Website in Past Year
11 or more times
1 to 10 times
Not at all
17%
25%
58%
12%
22%
66%
9%
28%
63%
2005
2010
2015
37% among web panelists
37% among web panelists
43% among web panelists
11% among web panelists
Market Probe
22
Use of the Internet to access the public library is complementing, not replacing, in-person visits
2010
37%
1% 1%
13%
12%
In-Person
Internet
Phone33%
2%
2015
27%
1% 1%
20%
11%
In-Person
Internet
Phone36%
3%
Ways Users Access the Public Library
Significant differences among web panelists (2015):
In-person only 19%In-person / Internet 49%In-person / phone 3%
Hybrid
Users
Market Probe
23
A desktop or laptop computer
A tablet
A smartphone
An e-reader
An iPod or MP3 player
88%
35%
22%
11%
4%
E-readers are less popular than other devices for accessing library materials
33%67%
Yes (%)No (%)
Devices Used to Access Resources from the Library
E-reader ownership(among those who have not used an e-reader to
access library resources)
30% 70%
Yes (%)No (%)
Ever tried to download public library e-books
using an e-reader
A desktop or laptop computer
A tablet
A smartphone
An e-reader
An iPod or MP3 player
Market Probe
24
Bookstores continue to receive more visits than libraries, especially online
Bookstore vs. Library Visit Frequency
Bookstores more
About the same
Libraries more
Don't know
42%
26%
29%
3%
43%
28%
28%
1%
2010
2015
Library only
Library more
Both equally
Bookstore more
Bookstore only
Neither
9%
21%
26%
12%
21%
10%
13%15%
19%
10%
25%
18%
In-Person Usage Online Usage
Relative Frequency of Using Libraries and Bookstores
Market Probe
25
In-person library visitors are engaging in fewer activities, with use of the library’s wireless network being the only one to register increased usage
Reasons for Personally Using the Public Library
84%
56%
34%
28%
26%
25%
23%
23%
16%
14%
10%
90%
70%
41%
33%
26%
17%
33%
23%
13%
21%
16%
88%
73%
38%
31%
32%
18%
9%
21%
16%
88%
77%
47%
19%
32%
17%
9%
24%
18%
Borrow books, CDs, DVDs or other materials
Get information on a topic of personal interest
Read or study
Access the Internet using library computers
Relax or socialize
Use the library's wireless network
Access databases / other electronically stored info*
Take a child to a program or activity
Attend a lecture, program, meeting or training session
Work assignment or keep up-to-date at work
School or class assignment
86%
59%
44%
35%
31%
31%
27%
25%
18%
21%
27%
Total Household Usage(2015)
68%
32%
65%
35%
65%
35%
0% 20% 40% 60% 80% 100%
Yes
No
2015
2010
2005
2000
Web panelists indicated fewer reasons in total and,
in particular, were much less likely to mention
borrowing materials and getting information on a
topic of interest
* Wording changed in 2015.
Market Probe
26
64%
45%
36%
26%
26%
25%
19%
13%
12%
9%
7%
6%
4%
72%
55%
49%
25%
35%
28%
15%
13%
14%
12%
10%
8%
2010
2015
Similarly, at the total respondent level, household usage of nearly all library services has declined since 2010
Lender of materials
Assistance in finding information
Reference centre
Focal point or meeting place
Place to study
Help with school projects or homework
Local history collections
Training in how to access information online*
Early literacy programs
Government services through library-based kiosks
Information for the unemployed
Resources for small business and entrepreneurs
Services to new Canadians
Web panelists reported lower household usage of almost all services shown,
especially obtaining assistance in finding
information
Past Year Usage of Library Servicesby Someone in Household
* Wording changed in 2015.
Market Probe
27
Check catalogue
Renew an item
Reserve an item
Access other materialsvia library's website
Download an item
Manage / make changes to library account
Consult a librarian by e-mail, chat or IM
42%
30%
24%
26%
14%
14%
10%
5%
34%
25%
21%
23%
12%
5%
4%
33%
14%
14%
13%
7%
2%
8%
5%
2%
Unlike in-person activities, use of the library by telephone / text and Internet has increased over the past five years
Consult a librarian
Renew an item
Reserve an item
Enquire / request changes to account
23%
16%
14%
12%
4%
19%
13%
13%
10%
12%
7%
10%
7%
18%
11%
68%
32%
65%
35%
65%
35%
0% 20% 40% 60% 80% 100%
Yes
No
2015
2010
2005
2000
Telephone / Text*
Consult a librarian
Renew an item
Reserve an item
Enquire / request changes to account
Internet
Check catalogue
Renew an item
Reserve an item
Access other materials via library's website
Download an item
Manage / make changes to library account
Consult a librarian by e-mail, chat or IM
Past Year Use of Public Library by Telephone / Text
Past Year Use of Public Library by Internet
57% among web panelists
* Wording changed in 2015.
Market Probe
28
E-books, fiction and non-fiction, are clearly the most widely used electronic resources obtained from the library
41%59%
Yes (%)
No (%)
E-books fiction
E-books non-fiction
Digital movies
E-newspapers or journal articles
E-magazines
E-audiobooks
Digital music
E-local history or genealogy information
39%
28%
15%
14%
14%
9%
8%
6%
Checked the Library’s Online Catalogue, Downloaded an Item, or Accessed Other Materials via
the Library’s Website
Telephone respondents indicated a significant increase in their use of fiction e-books over the past five years, and a directional increase in
non-fiction as well
E-books fiction
E-books non-fiction
Digital movies
E-newspapers or journal articles
E-magazines
E-audiobooks
Digital music
E-local history or genealogy information
Specific Types of Electronic Resources Used on Library’s Website
Market Probe
29
Relatively few of those who access the library’s electronic materials were familiar with the new electronic channels or services some libraries offer
Zinio
Hoopla
AskON
Indieflix
Freegal
27%
22%
15%
13%
13%
Familiar with Channel
Accessed via Library Account
Accessed Elsewhere
Familiarity and Use of New Electronic Channels
7% 9%
9% 2%
3% 3%
1% 2%
4% 2%
Early Adop-ters
Market Probe
30
47
39
42
36
25
24
28
33
The public library is the only affordable place where the average
Ontarian can go for information
The public library is the best place for people of all ages to go to pursue
lifelong learning
Bottom 6 Ratings(1-6 on a 10-pt. scale)
Top 2 Ratings(9-10 on a 10-pt. scale)
Top of list
Middle of list
Bottom of list
Don't know
36%
50%
11%
3%
37%
49%
11%
3%
25%
56%
16%
4%
22%
55%
20%
3%
2000
2005
2010
2015
Ontarians’ overall opinions about the public library have held steady, and perhaps even improved slightly, since 2010
68%
32%
65%
35%
65%
35%
0% 20% 40% 60% 80% 100%
Yes
No
2015
2010
2005
2000
Benefit of Public Libraries Relative to Other Municipal Tax-Supported Services Believability of Positioning Statements
Bottom 6 Ratings (1-6 on a 10-pt. scale)
Top 2 Ratings (9-10 on a 10-pt. scale)Age 18-34:
29%
Age 55+:40%
Market Probe
31
56%
54%
50%
46%
34%
32%
31%
30%
29%
28%
26%
26%
25%
19%
Most Ontarians acknowledge the public library’s role in advancing literacy, equal opportunity, and quality of life in their communities
Public libraries are important because they promote literacy and a love of reading
By providing free access to materials and resources, the public library plays an important role in giving everyone a chance to succeed
Having a public library improves the quality of life in a community
Public libraries are welcoming, friendly places
The public library is the only affordable place where the average Ontarian can go for information
Public libraries provide many services people would have a hard time finding elsewhere
The public library provides valuable resources to increase health literacy within the communities it serves
The public library is the best place for people of all ages to go to pursue lifelong learning
Public libraries have done a good job of keeping up with new technologies
The public library serves as an important meeting place and focal point within the community
The public library is continually expanding the services it offers
It is very easy to find whatever you are looking for at the public library
Now that information is available from so many different sources, people need public libraries more than ever
By providing access to information from a wide variety of sources, public libraries promote an understanding of political issues
% Strongly Agree
Believability of Positioning Statements
42% 65%
47% 59%
39% 60%
35% 52%
25% 35%
24% 37%
24% 31%
25% 30%
22% 36%
22% 28%
23% 28%
18% 30%
20% 25%
17% 17%
By Age
18-34 55+
Change
Market Probe
32
The perceived value of several library services has increased over the past five years
68%
32%
65%
35%
65%
35%
0% 20% 40% 60% 80% 100%
Yes
No
2015
2010
2005
2000
Perceived Value of Library Services
* Wording changed in 2015.
68
60
56
54
50
45
45
40
37
31
31
28
21
69
46
55
45
42
47
27
30
24
22
25
18
9
13
15
14
17
20
18
26
31
33
35
39
45
9
22
13
21
22
16
35
33
39
44
39
46
Lender of materials
Early literacy programs
Reference centre
Provider of support for school projects or homework
Place to study
Local history collections
Assistance in finding information
Services to new Canadians
Information for the unemployed
Trainer in how to accessinfo online*
Focal point or meeting place
Government services through library-based kiosks
Resources for small business and entrepreneurs
Bottom 6 Ratings(1-6 on a 10-pt. scale)
Top 2 Ratings(9-10 on a 10-pt. scale)
n/an/a
Web panelists’ ratings were lower
for almost all services, likely due
to methodology
Bottom 6 Ratings (1-6 on a 10-pt. scale)
Top 2 Ratings (9-10 on a 10-pt. scale)
Market Probe
33
0
40
80Assistance in Finding Information
Early Literacy Progams
Focal Point or Meeting Place
Government Services Kiosks
Information for the Unemployed
Lender of Materials
Local History CollectionsPlace to Study
Reference Centre
Resources for Small Business
Services to New Canadians
Support for School Projects or Homework
Training in How to Access Info Online
There is a bigger gap between web panelists’ perceived value and usage of assistance with finding information versus phone respondents
0
40
80Assistance in f inding information
Early literacy programs
Focal point or meeting place
Government services through library-based kiosks
Information for the unemployed
Lender of materials
Local history collectionsPlace to study
Provider of support for school projects or homework
Reference centre
Resources for small business and entrepreneurs
Services to new Canadians
Training in how to access info online
Percent Valuing the Service Percent Using the Service
Telephone Survey Online Survey
Value & Usage Combined
0
40
80Assistance in Finding Information
Early Literacy Programs
Focal Point or Meeting Place
Government Services Kiosks
Information for the Unemployed
Lender of Materials
Local History CollectionsPlace to Study
Reference Centre
Resources for Small Business
Services to New Canadians
Support for School Projects or Homework
Training in How to Access Info Online
Market Probe
34
Services to new Canadians and support for school projects / homework are of higher relative value to non-users than users
Relative Value of Services to Users and Non-Users
Lender of Materials
Reference Centre
Government Services Kiosks
Meeting Place
Early Literacy Programs
Place to Study
Local History Collections
Training in How to Access Info
Information for Unemployed
Resources for Small Business
Assistance in Finding Info
Services to New Canadians
Support of School Projects/Homework
6.2
6.4
6.6
6.8
7.0
7.2
7.4
7.3 7.5 7.7 7.9 8.1 8.3 8.5 8.7 8.9
Val
ue
to N
on
-Use
rs o
f E
ach
Ser
vice
Value to Users of Each Service
Market Probe
35
Most Ontarians feel that, hypothetically, a local library closing would have more impact on the community than on themselves and their families
Major Impact
Minor Impact
No Impact at all
64%
29%
7%
32%
45%
23%
Family
Community
Telephone survey respondents were more likely than web panelists to think there would be major impacts
Major Minor None
Major 29% 30% 6%
Minor 3% 15% 11%
None 0% 0% 6%
Family Impact
Co
mm
un
ity
Imp
act
Impact of Public Library Closing on…
Age 18-34:57%
Age 55+:72%
Age 18-34:24%
Age 55+:36%
Market Probe
36
Views remain mixed as to whether libraries will become more or less important in the future
More important
No change
Less important
Don't know
26%
43%
27%
5%
23%
44%
29%
4%
27%
45%
23%
6%
27%
41%
25%
7%
2000
2005
2010
2015
Opinion of Future Importance of Public Libraries
Market Probe
37
19%
15%
15%
16%
10%
12%
12%
9%
9%
7%
36%
35%
35%
29%
33%
27%
26%
26%
24%
24%
55%
50%
49%
44%
44%
39%
38%
35%
33%
31%
Very Likely Somewhat Likely Total
Interest in new library service concepts varies, in many cases based on age
A program that allows people to try out the newest tech devices or applications, such as 3D printers or laser cutters
Library kiosks located throughout the community where people can check out books, movies or music without having to go to the
library itself
A personalized online account that gives you recommendations based on your past library activity
A cell phone app that allows you to access library services from your mobile phone
An online research service where you could pose questions and get responses from librarians
A cell phone app that helps you locate material easily in the library using GPS
E-book readers already loaded with the book you want to read
Instruction on how to use handheld reading devices and tablets
Classes on how to download library e-books to handheld devices
A digital media lab where you could create and upload new digital content like your own movies or e-books
Likelihood of Using Different Library Services
64% 46%
57% 39%
61% 39%
62% 24%
43% 37%
54% 19%
45% 34%
31% 40%
30% 38%
42% 21%
By Age
18-34 55+
EarlyAdopt-ers
Market Probe
38
66%
51%
45%
35%
34%
30%
26%
19%
8%
Communication preferences also differ by age, but email does rank highest among all groups
Articles in the local paper
Information on the library's website
Social media
Notices at the library
Notices in community centres or other public places
Inserts with your tax bill or other local government mailings
Notices in schools
Talks / presentations to community groups
Best Way to Inform about What’s Going On at the Library
59% 73%
40% 63%
36% 48%
46% 22%
31% 34%
28% 32%
20% 32%
21% 12%
6% 12%
By Age
18-34 55+
Market Probe
39
Connecting to the past: the public library continues to deliver value as patrons’ usage patterns evolve
• Overall opinions and value perceptions of the library remain very strong.– Its position in people’s minds relative to other tax-supported services is consistent with
previous studies, and reactions to earlier positioning statements have improved slightly.
– The public acknowledges the library’s role in advancing literacy, equal opportunity, and quality of life in Ontario communities.
– The value of certain services (e.g., for young children, new Canadians, and the unemployed) has increased over the past five years.
– A majority of residents feel if their local library were to close, it would have a major impact on the community (but not necessarily on them personally).
• Numbers of library users have remained consistent, but usage patterns have changed.– The number of library non-users has been extremely steady over the last 15 years.– Library card ownership has increased; still, household usage levels may be softening
slightly.– Reported in-person library visit frequency has remained the same over the years, but
in 2015, the number of people using the library both online and in-person has surpassed the number of in-person-only visitors.
– Usage of many services is lower than reported previously, indicating that library users may be becoming more selective in choosing which services to use.
Market Probe
40
View to the future: the library needs to determine which investments to make (and which to skip) in the face of technological and social change
• Regular review of strategies and tactics becomes even more important as technology, channel, and media preferences change.– Electronic access is complementing, not replacing, in-person usage; therefore,
duplication of hard copy and electronic materials, plus increased channel costs, will be the norm for the foreseeable future.
– Ensuring compatibility with an ever expanding array of electronic devices will continue to pose challenges.
• Communicating about new service offerings will be as important as providing them.– Traditional library services are not increasing in usage or perceived value.– Interest in new services is fragmented, meaning trade-offs will need to made.– Communications about new services will have to be geared to the proper segments to
create sufficient awareness, interest, and take-up.– People’s preference for email suggests that creation of contact lists, user groups and
advisory panels may be required in order to maintain a dialogue with library users.
• How the library can best serve a future generation of users remains uncertain.– Older people’s respect for the heritage and social contribution of the public library
system will not necessarily be passed down to a younger generation.– Not every library can afford to be all things to all people; there may be an increasing
need to develop centrally and deliver locally.
Market Probe
41
Other Strategy Considerations
• Clearly understand the differences between your digital and in-person user/member– It appears that for most libraries digital touch-points exceed in-person touch-points– Primarily digital users have different demographics and different digital literacies.– Your in-person user is more likely to be older, female,
• Think long and hard about target audiences– It is important to recognize that the softening in our value proposition in kids, teens,
and 18-34 year olds is major - We cannot rest on the love of 50+ cohort.– You don’t need to tell everyone, everything.
• New library services offer significant opportunities to re-engage with 18-34 year olds and males.– Business, Dads and Kids, Maker, digital creation.
• Social media is an opportunity to connect with different communities but e-mail rules.– Urgent: Update your ILS registry files birthdays/cels, emails with anti-spam permission
Develop a 90 day campaign at check-out!
• There are a number of cautions in these data– Softening of value proposition Young adults, homework and 18-34 year olds– Differences between online and telephone cohort. – The gap is widening between individual and household attachment to PL’s
Market Probe
42
The biggest challenge of all…
All future strategies and plans should be designed with the objective of convincing more people that the public library can be of as much value to them personally as
they think it is to others.
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