Library Simplified Library/eBook User and Non User Survey
- 1. Library Simplified Survey 2 Descriptive Summary By Kyle Butler – Strategy Analyst
- 2. Table of Contents Page Survey Design 4 Sample Profile 5 Summary of Findings 6 Findings Library Users vs. Non-Users 8 eReading 17 Demographic Tables 27 2
- 3. Survey Design The second Library Simplified survey was 10-minute web survey designed to expand the findings from survey one; provide data specific to NYPL boroughs; and draw comparisons between users and non-users. SAMPLE PLAN Sample Size 319 completes (originally 300, but vendor provided extra sample) Respondent Requirements • Residency: Must live in NYC boroughs of Manhattan, Staten Island, or the Bronx* Quotas • eReaders: min. n = 100; Respondents who have read at least one eBook in the past year • Library Users: min. n = 100; Respondents who have used a public library in the past year SAMPLE & DATA QUALITY A third party vendor, Survey Sampling International (SSI), programmed, hosted and managed the survey. SSI used a blind, unbranded invite. Timestamps and data checks were used while the study was in field to identify and remove speeders and straight-liners. However, this does not mean that responses are precise; self-reported behaviors are often overstated and should not be misconstrued as accurate frequencies. *While some NYPL users reside outside of our boroughs, residency was the most effective screening criterion to ensure a qualified sample. 3
- 4. Sample Profile (1 of 2) Residency (% of sample) 13% 24% 64% Staten Island Bronx Manhattan 55 112 71 49 32 18 - 25 26 - 35 36 - 45 46 - 55 56 - 65 Age (count) 33 58 65 46 37 36 33 Under $25K $25 - 50K $50 - 75K $75 - 100K $100 - 125K $125 - 150K $150K+ Income (count) Total n = 319 Gender (% of sample) 50.2% 49.5% Male Female Children (% of sample) 48% 52% Households with chlidren Households without children 4
- 5. 11 10 17 44 45 193 Other South Asian / Indian East Asian Hispanic / Latino African-American / Black Caucasian Sample Profile (2 of 2) 20 21 28 39 211 Student Retired Not employed Employed part-time Employed full-time Employment Status (count) Total n = 319 3 39 60 152 65 Did not graduate high school High school or equivalent Some college / associate's College degree Post-college advanced degree Education (count) Ethnicity (count) 5
- 6. Summary (1 of 2) 6 Library Users vs. Non-Users • On average (arithmetic mean using midpoints), library users report reading about 50% more books than non-users; however, the mode for both populations is 1 – 10 books • Library users more strongly associate themselves with books and reading than non-users, particularly regarding the role of books in their social lives • Library users read more genres than non-users • A significantly greater proportion of library users read fiction, biography, classics, fantasy, and historical fiction, among others • Frequency of reading across formats is positively correlated with library usage • An exception to this is low-frequency library users, ~2/3 of whom are frequent eReaders • Library users prefer print and eBooks for different occasions, while print is favored by the majority of non-users across occasions (largely because fewer read eBooks at all) • The majority of both library users and non-users prefer to buy books rather than check them out from the library • Buying online is the overwhelming favorite for eBooks • Likewise, online bookstores are a key source of recommendations for library users and non-users • In general, library users also seek recommendations from more sources than non-users • The main reason non-users cite for not using a library is that they prefer to buy their books, both in physical bookstores and online
- 7. Summary (2 of 2) 7 eReading • The majority of respondents who were library users were also eReaders; because of this, data about library users in the previous section is generally also true of eReaders • On average (arithmetic mean using midpoints), eReaders report reading more than 2x as many books as non-eReaders; the mode for both populations is 1 – 10 books • Genres like romance, science, historical fiction, and fantasy / science fiction are read by a significantly greater proportion of eReaders than non-eReaders • Buying online is the most popular way to access new eBooks • Of those that use digital subscription services, Oyster is the most popular • eReaders read to keep up with current events, for work, and for research more than non-eReaders; they also read more non-book media in electronic formats • eReaders indicate a preference for browsing to find their eBooks, using features like cover jackets, ratings, and recommendations • While behaviors may be overstated, the data indicates that consumption of eBooks across multiple devices is common practice among eReaders • The most common devices owned by eReaders are the Kindle, iPhone, and iPad • When reading, eReaders are most often using basic features like digital bookmarks and adjustable fonts; use of social eReading features is less common
- 8. Findings Library Users vs. Non-Users
- 9. On average (arithmetic mean using midpoints), library users report reading about 50% more books than non-users; however, the mode for both populations is 1 – 10 books How many books have you read in the past 12 months? (all formats – electronic, print and audiobook) 0% 45% 24% 13% 10% 5% 2% 10% 67% 10% 2% 4% 2% 4% None 1 - 10 books 11 - 20 books 21 - 30 books 31 - 40 books 41 - 50 books 50+ books Library User (n = 271) Not Library User (n = 48) mean ~ 17 books mean ~ 11 books 9
- 10. How strongly do you agree or disagree with the following statements? (Top 2 Box % - agree or strongly agree) Library users more strongly associate themselves with books and reading than non-users, particularly regarding the role of books in their social lives 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100% Reading is an important part of who I am It's easy for me to find books I like My friends and I talk about books I grew up in a family that reads a lot Library User Not Library User 10
- 11. 60% 57% 54% 54% 50% 44% 42% 40% 39% 37% 37% 35% 31% 29% 26% 25% 22% 21% 48% 44% 52% 44% 35% 50% 27% 29% 23% 31% 23% 25% 15% 19% 10% 10% 0% 21% Library User Not Library User What kinds of books do you read? (% - select all that apply) *Difference significant at 90% level Library users read more genres than non-users; a significantly greater proportion of library users read fiction, biography, classics, fantasy, and historical fiction, among others 11
- 12. 9% 18% 50% 50% 49% 21% How often do you read in the following formats? (x How often do you visit a library?) 33% 27% 85% 36% 63% 6% High-Frequency Library Users (n = 122) Print books 37% 49% 84% 30% 19% 9% eBooks Audiobooks % who read format frequently (once a week or more) 2% 9% 20% 89% 85% 58% % who read format infrequently or never (less than once / month) Library Usage: high-frequency = visits once a week or more; medium-frequency = a couple times a month or once a month; low-frequency = a few times a year or once a year Medium-Frequency Library Users (n = 115) Low-Frequency Library Users (n = 33) Not a Library User (n = 43) Frequency of reading across formats is positively correlated with library usage; the exception to this is low-frequency library users, ~2/3 of whom are frequent eReaders 12
- 13. 67% 73% 59% 75% 49% 65% 43% 64% 34% 54% 34% 54% 27% 21% 30% 15% 39% 30% 45% 33% 46% 35% 57% 39% 6% 6% 11% 10% 12% 5% 12% 2% 20% 11% 9% 7% For each of the activities / situations below, which format do you prefer? (% of those who participate in given activity) Library users prefer print and eBooks for different occasions, while print is favored by the majority of non-users across occasions (largely because fewer read eBooks at all) 13 Print Books eBooks Audiobooks Print Books eBooks AudiobooksLibrary User Non-User
- 14. How do you prefer to get new books? (valid %) 40% 31% 29% 43% 0% 57% Buy online Borrow from library Buy in bookstore Library User Not Library User Print Books 77% 13% 10% 80% 0% 20% Buy online Borrow from library Subscription (e.g. Oyster) Library User Not Library User eBooks The majority of both library users and non-users prefer to buy books rather than check them out from the library; buying online is the overwhelming favorite for eBooks 14
- 15. 69% 61% 50% 50% 50% 47% 46% 45% 30% 42% 0% 23% 16% 0% 16% 21% Library User Not Library User When looking for recommendations on what to read, how often do you consult the following sources? (top 2 box % - always or often) Likewise, online bookstores are a key source of recommendations for library users and non-users; in general, library users seek recommendations from more sources 15
- 16. 47% 40% 25% 21% 14% 14% 7% You indicated you haven’t visited a library in the past 12 months. Why not? (% – select all that apply) The main reason non-users cite for not using a library is that they prefer to buy their books, both in physical bookstores and online 16
- 18. The majority of respondents who were library users were also eReaders; because of this, data about library users in the previous section is generally also true of eReaders 75% (n= 240) 8% (n= 27) Intersection of eReaders & Library Users (% of total sample) 10% (n= 31) 7% (n= 21) Library User only eReader only Neither eReader nor Library User eReaders Library Users Total n = 319 18
- 19. On average (arithmetic mean using midpoints), eReaders report reading more than 2x as many books as non-eReaders; the mode for both populations is 1 – 10 books How many books have you read in the past 12 months? (all formats – electronic, print and audiobook) 0% 43% 24% 13% 11% 6% 3% 12% 75% 10% 2% 0% 0% 2% None 1 - 10 books 11 - 20 books 21 - 30 books 31 - 40 books 41 - 50 books 50+ books eReader (n = 267) Not eReader (n = 52) mean ~ 18 books mean ~ 7 books 19
- 20. 58% 57% 55% 51% 49% 45% 42% 42% 39% 39% 38% 35% 31% 29% 26% 24% 22% 20% 58% 46% 50% 57% 42% 46% 23% 19% 20% 17% 27% 25% 19% 19% 9% 17% 19% 8% eReader Not eReader What kinds of books do you read? (% - select all that apply) *Difference significant at 90% level Genres like romance, science, historical fiction, and fantasy / science fiction are read by a significantly greater proportion of eReaders than non-eReaders 20
- 21. 78% 12% 11% Buy online Borrow from library Digital Subscription How do you prefer to get new eBooks? (valid %) Buying online is the most popular way to access new eBooks; of those that use digital subscription services, Oyster is the most popular Which digital subscription service(s) do you use? (% – select all that apply) 53% 40% 30% Oyster Scribd Entitle 21
- 22. 17% 20% 43% 67% 43% 53% 65% 73% For research For work To keep up with current events For pleasure eReader Not eReader How often do you read for the following purposes? (% who read once a week or more) Do you read any of the following in electronic formats? (% “yes”) eReaders read to keep up with current events, for work, and for research more than non-eReaders; they also read more non-book media in electronic formats 30% 33% 61% 73% Magazines or journals News or newspapers eReader Not eReader 22
- 23. 50% 78% Search (e.g. enter specific title or author to return a result) Browse (e.g. scroll through lists, cover jackets, ratings, recommendations) How to you prefer to find the eBooks you read? (% – select all that apply) eReaders indicate a preference for browsing to find their eBooks, using features like cover jackets, ratings, and recommendations 23
- 24. While behaviors may be overstated, the data indicates that consumption of eBooks across multiple devices is common practice among eReaders How often do you read eBooks on the following devices? (% who read once a month or more) 27% 31% 22% 20% 5% 5% 6% 7% 20% 15% 15% 19% 27% 22% 26% 19% 21% 27% 31% 35% 0% 20% 40% 60% 80% 100% Personal Computer Smartphone eReader Tablet A few times a year or less Once a month A few times a month Once a week A few times a week or more 24
- 25. 7% 10% 12% 23% 25% 78% Pandigital BeBook Kobo Sony Nook Kindle 8% 10% 46% 56% Blackberry Windows Android iPhone The most common devices owned by eReaders are the Kindle, iPhone, and iPad What brand of eReader do you currently own / use?* (% – select all that apply) 9% 40% 70% Windows (e.g. Surface) Android iPad What kind of smartphone do you have?* (% – select all that apply) *% of eReaders who own the given type of device What kind of tablet do you have?* (% – select all that apply) 25
- 26. 24% 43% 45% 48% 61% Social features (e.g. sharing) Annotations / note-taking Built-in dictionary Adjustable fonts Digital bookmarks When reading eBooks, which of the following features do you typically use? (% - select all that apply) When reading, eReaders are most often using basic features like digital bookmarks and adjustable fonts; use of social eReading features is less common 26
- 27. Demographics
- 28. Library User Non-Library User eReader Non-eReader n 271 48 267 52 Mean age 36 43 36 44 Gender 50% male, 50% female 54% male, 46% female 51% male, 49% female 48% male, 52% female % with children 52% with children 23% with children 53% with children 23% with children Mean HHI $84,500 $74,500 $87,000 $63,000 Employment 82% employed full- or part-time 58% employed full- or part-time 83% employed full- or part-time 54% employed full- or part-time Ethnicity 62% Caucasian/White; 14% Hispanic/Latino; 13% African-American 52% Caucasian/White; 23% African-American; 15% Hispanic/Latino 61% Caucasian/White; 13% Hispanic/Latino; 14% African-American 60% Caucasian/White; 17% African-American; 17% Hispanic/Latino Education 72% college degree or more 52% some college or less 72% college degree or more 50% some college or less Demographics reflect only this research instrument and are not representative of the total population, particularly since very few low-income individuals were reached See slide 16 for overlap—given high intersection, user and non-user populations are nearly identical demographically. 28